Maggie FUNG
(MBA Western Sydney, MHKDA, EdD Nottingham)

Program Director, Bachelor of Social Sciences (Honours) in Integrated Communication Management


Dr. Maggie Fung is a Program Director of Bachelor of Social Sciences (Honours) in Integrated Communication Management in School of Communication, Hong Kong Baptist University. She is experienced in teaching, course management and curriculum development in Advertising, marketing and communication related courses. In addition, Dr. Fung has multi-faceted experience in design, through-the-line advertising and marketing before she joined the academia.


Research Interests:

Media effectiveness, advertising appeal, social media communication, and studio-based learning

Academic Qualifications

  • Doctor of Education, University of Nottingham
  • Master of Business Administration, University of Western Sydney
  • Diploma of Art & Design, Western Australia School of Art & Design

Membership in Professional Association

  • Member, European Advertising Academy
  • Member, Marketing in Asia Group
  • Full Member, Hong Kong Designers Association

Academic and Professional work experiences

  • Program Director, Bachelor of Social Sciences (Honours) in Integrated Communication Management
  • Senior Lecturer, Hong Kong Baptist University
  • Lecturer, Hong Kong Institute of Vocational Education
  • Account Director, McCann Erickson
  • Business Development Director, Trio Interactive Company Limited
  • Business Manager, Market Catalyst
  • Senior Interactive Consultant, J. Walter Thompson Company Limited
  • Senior Art Director & Multimedia Development Manager, Poppe Tyson Interactive

Teaching experience

Subject taught

  • Communication Theory
  • Graphic and Print Production
  • Digital Communication
  • Visual Communication in Multimedia
  • Advertising Media Planning
  • Special Topics in Communication
  • Advertising Marketing Strategies
  • Marketing for Creative Industries
  • Advertising, Packaging and Branding Studies
  • Design Studies
  • Advertising Design Studio: Below-the-line Promotion
  • Design Management
  • Professional Practice
  • Presentation and Pitching
  • Soft Skills
  • Academic Writing

Curriculum Development

  • Interactive Advertising Management
  • Communication in Professional Practice
  • Advertising Design Studio: Above-the-line promotion
  • Advertising Design Studio: Below-the-line promotion
  • Promotional Marketing Strategies
  • Presentation and Pitching

Scholarly and Professional works

  • Fung, M. (2018). Public Complaints against Advertising on Licensed Broadcasting Services in Hong Kong. In Huang, Y., & Song, Y. (Eds.). The Evolving Landscape of Media and Communication in Hong Kong (pp. 235-250). Hong Kong: City University of HK Press
  • Fung, M. (2018). Study on the Purchasing Decision of Snack Food of University Students Regarding Packaging Attributes. Paper presented at The 2nd International Conference on Education and Distance Learning, Nice, France
  • Chan, K., Fung, M., & Thomas, T. (2017). Perception of Physical Beauty among Boys and Girls in Hong Kong. In D. Lemish & M. Gotz (Eds.), Beyond the Stereotypes? Images of Boys and Girls, and their Consequences (pp. 107-118). Gothenburg, Sweden: Nordicom.
  • Fung, M. (2017). An IMB model testing via endorser types and advertising appeals on young people’s attitude towards cervical cancer prevention advertisement in Hong KongYoung Consumers, 18 (1), 1-18. doi: 10.1108/YC-07-2016-00620 
  • Fung, M. (2017). An Analysis of Communication Authority Reports On Advertising Complaints Toward Broadcasting Channels in Hong Kong. Paper presented at EAA’s 16th International Conference on Research in Advertising, Ghent, Hungary
  • Fung, M (2016). What Hong Kong People Are Complaining About Advertising, 1st PRSC & 9th PRAD CONFERENCE, Hong Kong
  • Chan, K., Fung, M., and Wong, P. (2016) Is bus television and effective medium for advertising? Paper presented at 2016 EAA’s 15th International Conference on Research in Advertising, Ljubljana, Slovenia
  • Fung, M. (2015) Studio-based learning experiences in vocational design education in Hong Kong. International Journal of Continuing Education and Lifelong Learning, 7(2), 76-96..
  • Fung, M., Yip, T. (2014) Cervical Cancer Prevention: Examination of Endorser Types and Advertisement Appeals on Young Peoples’ Perceptions of HPV Vaccine Advertisements. Paper presented at 2014 EAA’s 13rd International Conference on Research in Advertising, Amsterdam, The Netherlands
  • Chan, K., Fung, M. (2013) Effectiveness of Subway Advertising in Hong Kong. Journalism and Mass Communication, 3(12), 757-767.
  • Fung, K. (2013) An exploratory study into students’ and teachers’ perceptions of studio-based learning in one institution in Hong Kong. Unpublished EdD Thesis, University of Nottingham 
  • Chan, K., Fung, M. (2013) A Study of Subway Advertising in Hong Kong. Paper presented at the 12th International Conference on Research in Advertising (ICORIA), Zagreb, Croatia 
  • Chan, K., Fung, M. (2012) A study on the outdoor posters effectiveness in Hong Kong. Paper presented at MAG Scholar Global Business, Marketing, and Tourism Conference, Gyor, Hungary                  

Visual Projects (DVDs)

  • Chan, K., Fung, M. (2011) “Social Communication and Advertising – Use of digital and social media for public discourse”. Interview with Mr. Francis Ngai, Chief Executive Officer, Social Venture Hong Kong, DVD, 22 minutes.


  Address School of Communication
Hong Kong Baptist University
Shek Mun Campus
  Tel +852 3411 3151
  Fax +852 3411 3226