Community of Practice Members

Principal Coordinator -
Prof. Kara Chan (HKBU)

ORCiD: 0000-0001-9805-7299

Professor Kara Chan is one of the leading educators in advertising and public relations. Her research areas are in cross cultural consumer studies, youth and media, as well as advertising effects. She has published over 170 journal articles and book chapters, as well as author/co-author/editor/co-editor of eight books, among which four are textbooks for advertising and public relations. She was a Fulbright Scholar at Bradley University, Illinois and Visiting Professor at the Copenhagen Business School, Aarhus University, Klagenfurt University, and Sciences Po Grenoble. Her journal articles won five Emerald Literati Network Awards for Excellence. She was awarded twice for outstanding performance in scholarly work at Hong Kong Baptist University, and the Recipient of President’s Award for Outstanding Performance in Research Supervision. She completed eight teaching development projects and three knowledge transfer projects funded by HKBU. In 2020, she was selected as Finalist for the University Grants Committee (UGC) Teaching Award. She is the leader of this Community of Practice project.

Coordinator -
Dr. Lennon Tsang (HKBU)

ORCiD: 0000-0002-6927-7804

Dr. Lennon Tsang holds an EdD degree from the University of Hong Kong. He is a science graduate, with master degrees in both business and communications fields. He is now a Lecturer at the School of Communication of Hong Kong Baptist University. Before joining the academic arena, he had exceled his career in the communication field in various sectors including media, higher education, public utility and fast moving consumer goods (FMCG). While he was still in the industry, Dr. Lennon Tsang had already taught in several higher institutions in Hong Kong, including The Chinese University of Hong Kong and City University of Hong Kong. During his 10 years of full-time academic career, Dr. Lennon Tsang co-authored a Chinese textbook about PR and Crisis Management for undergraduate students and contributed several book chapters to books about social issues in Hong Kong and communication of the traditional Chinese Medicine practices. Dr. Lennon Tsang completed several projected funded by teaching development grants and faculty research grant.

Ms. Rufina Chan (VTC)

ORCiD: 0000-0002-3415-250X

Rufina has extended her career from commercial to academic with focus in vocational training since 2010 at Hong Kong Institution of Marketing and Vocational Training Council in business programs, retailing, marketing, public relations, media and advertising.

Rufina has served at renowned companies from Media Partners International, JCDecaux, and Sogo Department Store with solid experiences. She played key roles behind various successful private and public tenders and projects including Sogo Hong Kong mega billboard project; Taipei City bus shelter and street furniture refurbishment project; and Hong Kong Airport Express Line advertising tender. She built her career in scope from business development to operation execution.

Rufina is a candidate of Doctor of Business Administration program; holds a Master of Business Administration degree from Hong Kong Polytechnic University, an Honors Bachelor of Science from University of Toronto and a Diploma in Legal Studies from University of Hong Kong.

Dr. Benjamin Cheng (HKBU)

ORCiD: 0000-0001-8898-0725

Dr. Benjamin, Ka Lun Cheng is a senior lecturer in communication at the College of International Education, Hong Kong Baptist University. His research interest includes the use of immersive media in storytelling, and children, adolescents and media. He teaches courses including Creative and Social Media, Public Relations and Advertising, and Communication Theory. He has publications at international journals such as Health Marketing Quarterly, International Journal of Consumer Research, Journalism Studies, Journalism, and Journalism and Mass Communication Quarterly. He received funding from his university to develop online courses related to digital storytelling in advertising with collaborators in Australian universities.

Ms. Felicia Fan (HKBU)

ORCiD: 0000-0002-6967-915X

Ms. Felicia, Fei Fan, with cross-disciplinary teaching experience, is now a lecturer in communication at the College of International Education, Hong Kong Baptist University. She has several years’ industry experience in online public relations and social media promotion & management. Before embarking a career in academia, she served at Hong Kong Trade Development Council (HKTDC) as New Media Executive, managing HKTDC social media accounts (e.g. Weibo and WeChat accounts) and different social media campaigns. She is also an emerging scholar in communication studies. Her research papers have been presented in different international and local conferences, and also published in several international peer-reviewed journals such as Young Consumers. Her research interests include social media advertising and promotion, celebrity studies, and online public relations.

Dr. Vincent Huang (HKBU)

ORCiD: 0000-0002-1062-5624

Dr. Vincent, Lei Huang is a lecturer of media and communication at School of Communication, Hong Kong Baptist University. His research examines how information and communication technologies structure, alter, and extend public relations and organizational communication practices. In addition, he studies digitally mediated interpersonal communication. His work has been published in leading communication journals, such as Journalism & Mass Communication Quarterly, International Journal of Communication, and Computers in Human Behavior. Some of his work received best student paper awards from International Communication Association (ICA). He teaches research methods, theories and cases of computer-mediated communication, organizational communication, and user experience research.

Dr. Sunny Sui-kwong Lam (OUHK)

ORCiD: 0000-0001-9411-8517

Dr. Sunny Lam is a cross-disciplinary scholar and media artist. He is Associate Professor of Advertising and Media Design at the School of Arts and Social Sciences of the Open University of Hong Kong. He served as the Digital Culture Research Centre Director of the Research Institute for Digital Culture and Humanities from 2015 to 2018. And he is Associate Editor of the Springer book series of Digital Culture and Humanities: Challenges and Developments in a Globalized Asia. Dr. Lam has both practical and theoretical skills and knowledge to conduct in-depth academic and marketing research by means of both qualitative and quantitative methodologies, especially ethnography, focus group, and experimental design. His research interests are concerned with digital media, advertising and social semiotics, branding and emotional strategies, cultural practices and identities, consumer behaviors, as well as community and health communication. His research papers have been presented in international conferences and published in several book chapters and peer-reviewed journals such as Journal of Digital Media & Interaction, Asian Journal of Communication, and Media, Culture & Society.

Dr. Liane W.Y. Lee

ORCiD: 0000-0002-0344-4518

Dr. Liane W.Y. Lee, PhD (Macquarie), MBA (Macquarie), BA (Psychology)/BBus (Mktg) (Monash), CFPCM

Programme Leader, Assistant Professor, BA (Hons) Public Relations and International Events Management, Technological and Higher Education Institute of Hong Kong

Dr. Lee has 15 years of senior management experience in financial communication and product management. She had worked in HSBC and Standard Chartered Bank (HK) Limited in Personal, Small Medium Enterprise and Private Banking segments. Dr. Lee represented HSBC in the launch of Renminbi and Deposit Protection Scheme with Hong Kong Monetary Authority. Her last post was Chief Operating Officer of a mining company based in the Asia Pacific region.

Dr. Lee had developed a strategic research agenda in four specific areas of public relations-journalist engagement (Organization-Public Relations), guanxi (relationship marketing), financial and CSR communications with publications in Public Relations Review and Journal of Business Research. She has extended her research into the Belt and Road Region and published in “Belt and Road Initiative - Collaboration for Success”.

Ms. Terry Ng (OUHK)

ORCiD: 0000-0001-9130-3805

Ms. Terry, Lai Sim Ng is a senior lecturer at The Open University of Hong Kong. She received her BSSc from Hong Kong Baptist University with a major in Public Relations and Advertising, and her MSc in Marketing from The Chinese University of Hong Kong. Prior to her pursuit of an academic career, Terry started as a copywriter in an international film distributor. Later, she worked for a number of global advertising agencies, including Saatchi & Saatchi, DDB and FCB, where she was subsequently promoted to Associate Creative Director. Her works have won some local and overseas awards.

Mr. Jackin Wong (CUHK)

ORCiD: 0000-0002-0231-0729

Mr. Jackin, Kwok Kei Wong is a lecturer at School of Continuing and Professional Studies, The Chinese University of Hong Kong and Academic Coordinator of the Higher Diploma in Public Relations and Advertising/Chinese Journalism. He holds degrees from Middlesex University (Bachelor of Arts (Hons) in Media and Cultural Studies) and Hong Kong Baptist University (Master of Art in Communication). He received Teaching Excellence Awards under the category of Industrial Network at Vocational Training Council in 2013. Before joining the tertiary education, Jackin spent several years in advertising and digital marketing. He now serves as a creative consultant at Hipster Communication, Weirdo Creative and Tangram Creative. His professional experience shall enhance industry-academia cooperation.

Ms. Meigi Wong (VTC)

ORCiD: 0000-0002-2123-9630

Ms. Meigi, Yuen Chi Wong joined Hong Kong Institute of Vocational Education as a Lecturer since 2005. She is currently the Programme Leader of Higher Diploma in Public Relations and Digital Communication of the Department of Interdisciplinary Programmes. She possesses abundant experience in developing programme curriculum, supervising students’ projects and internships, developing alumni and industry networks, managing department and module-related projects. Apart from teaching, she was also attached to Burson-Marstella Hong Kong and to the corporate communications and investor relations department of a public listed company. She holds a Master degree in Communication as well as a Bachelor of Arts degree in Government and International Studies from The Hong Kong Baptist University.

Mr. Fred Yeung (HKBU)

ORCiD: 0000-0002-4828-2372

Mr. Fred Yeung is a Lecturer at the Division of Communication, College of International Education, Hong Kong Baptist University. He was awarded a Bachelor of Arts from Hong Kong Baptist University and a Master of Arts from School of Communication at University of South Australia. He started his career as a copywriter and was promoted to Associate Creative Director serving multinational clients in international advertising agencies including Saatchi & Saatchi, Bates Asia and McCann Erickson. He was also a contributing writer in Education Post and Jiu Jik Magazine, SCMP to share his insights and experience in the industry. His articles cover advertising, public relations and branding.

Dr. Melannie Zhan (HKBU)

ORCiD: 0000-0001-8846-9361

Dr. Melannie, Yiqian Zhan is a part-time lecturer at School of Communication in Hong Kong Baptist University. She received her PhD in Communication and MSocSc in Media Management at Hong Kong Baptist University. Her research areas mainly lie in the field of advertising, health communication, and strategic marketing communication. In particular, she examines the message framing effects, health communication campaigns, and motivational effectiveness relating to self-regulation. Her research publications are in PR magazine (Germany) and International Journal of Human Movement and Sports Sciences. Before she joined academia, she worked in the advertising profession in Hong Kong for more than six years.

Industry leaders featured in the
teaching videos

Arranged in alphabetical order of last name

Tobias Berger

Head of Art Tai Kwun

C F Kwan

Director - Corporate Communications & Investor Relations
Hang Lung Properties Limited

Kenny Sham

Director - Head of Marketing
The LEGO Group

Edison Woo

Head of Paid Media, APAC & Russia
ForwardPMX Hong Kong

Katherine Chan

General Manager - External Affairs
Mandatory Provident Fund Schemes Authority

Freddy Law

Executive Director and Senior Innovation Consultant
Education for Good

Ralph Szeto

Hong Kong Association of Interactive Marketing

Rachel Wu

Hong Kong Baptist University

Basil Cheung

Senior Manager - Branding & Creative
Bowtie Life Insurance Company

Chloe Leung

Project Director
Hong Kong Commercial Broadcasting Company Limited

Ruby Wan

Public Relations Professionals' Association

Shirley Chan

Managing Director, Hong Kong & Macau
JCDecaux Transport


Dr. Julie Bilby

ORCiD: 0000-0002-0918-9749

Dr. Julie Bilby is a Visiting Senior Lecturer at Hong Kong Baptist University, specialising in Advertising. She is visiting from RMIT University in Melbourne, where she was the program manager for the Bachelor and Master of Advertising programs over a seven-year period. Prior to entering academia, she worked for many years as an art director in the advertising and publishing industries. She also has experience as a production manager in educational publishing.

Dr. Bilby maintains close ties with the advertising industry and is very interested in the relationship between industry and academia. Her PhD, completed at RMIT's School of Economics, Finance and Marketing, focused on advertising creativity in China and explored both the views of advertising practitioners and responses of Chinese consumers to ad creativity. She is also passionate about the advertising industry globally and has given guest lectures on the subject at universities in Norway, Denmark, China (BNUZ and UIC, Zhuhai), Hong Kong (HKBU) and Vietnam (RMIT, Hanoi and Ho Chi Minh). In addition, she lectured in Advertising as a Visiting Scholar at Fudan University Shanghai (June 2017).