Centre for Marketing Engineering

Overview

Since 2008, Centre for Marketing Engineering has been at the forefront of reinventing the art and science of marketing. The Centre’s work in applied research focuses on database marketing, customer relationship management, data mining, and business intelligence applications, harnessing technological advances to provide in-depth data and analysis.

Through partnerships with top corporations within the Greater China region, the Centre engages in consultancy services, training programmes, public speaking, and joint research activities for a wide range of industries. One of the Centre’s most well-known partnerships is with IBM in launching the first-of-its-kind Marketing Engineering Lab in 2013.

Established to drive forward a marketing revolution in Hong Kong and around the world, the Marketing Engineering Lab nurtures professionals who can effectively mine relevant marketing insights through the use of Big Data and analytics technology. Supported by IBM’s leading marketing software and cloud facility, the Marketing Engineering Lab’s ongoing research arms marketers with greater intelligence and predictive insights into consumer behaviors, enabling them to design highly-customised campaigns and more effectively manage marketing return on investment.

The work of the Centre for Marketing Engineering gives marketers an edge within the data-driven marketing landscape, and will continue leading the way for marketing innovation in the age of the empowered consumer.

Director
Prof. Michael Hui
Professor and Chairman, Department of Marketing

Contact Us
11/F, Cheng Yu Tung Building
12 Chak Cheung Street
Shatin, N.T., Hong Kong

+852 3943 1639
+852 2603 5473
mkteng@baf.msmail.cuhk.edu.hk