The University of Macau (UM) Faculty of Business Administration (FBA) co-hosted an online marketing research forum with the ICD School of Business and Marketing in France. A number of experts and postgraduate students presented their latest research findings in the field of marketing and management. The forum aimed to provide an international platform for industry practitioners and scholars to exchange ideas, as well as a learning opportunity for postgraduate students.

The theme of the forum was ‘Luxury Brand Management, Marketing and Services’. Participating scholars shared their insights on how marketing strategies should evolve in response to the rapidly changing market and increasingly demanding customers. Some new insights concerned the promotion of luxury brands, the management of physical cues to enhance customer experience, and employee engagement.

More than 100 scholars and postgraduate students participated in the two-day forum. Both organisers look forward to holding the next forum in Paris or Macao in an in-person format.