CUHK Business School Corporate Project Courses 2024-25 Term 2
The Corporate Project courses at CUHK Business School continue to inspire and empower students by bridging academic learning with real-world business challenges. IBBA3032 Corporate Project is a credit-bearing course where students work in small teams to apply their business knowledge, problem-solving and analytical skills to solve real business problems for partner corporates.
In Term 2 of the 2024-25 academic year, 29 students across different business majors embarked on an exciting journey, collaborating with leading companies and organisations to address issues from brand strategy to sustainability. Guided by our dedicated faculty supervisors – Dr. Fred Ku, Associate Dean (Undergraduate Studies); Dr. Rosette Leung, Associate Director of Integrated BBA Programme; Dr. Ervi Liusman, Senior Lecturer at the School of Hotel and Tourism Management; and Dr. Edwin Mok, Associate Director of MSc in Finance – students gained invaluable insights and mentorship throughout the course.
This term, we were thrilled to partner with an impressive line-up of organisations: Barclays; Kimberly-Clark (Hong Kong); Hong Kong Convention and Exhibition (Management) Limited (HML); Hong Kong Productivity Council (HKPC); Shared Value Initiative Hong Kong (SVIHK) and Swire Properties. These projects provided students with unparalleled opportunities to engage with diverse industries, from consumer goods to sustainability-focused initiatives. The courses encouraged innovative thinking and strategic problem-solving, providing insights into complex business landscapes and fostering impactful solutions.
The course began with a first meeting with supervisors to set project goals, followed by kick-off meetings with partners at their offices. Students received in-depth briefings on the companies’ operations and gained a deep understanding of their business models and challenges. Throughout the semester, teams held regular meetings to refine their proposals and approaches. The term culminated in a final presentation to the senior management of the partner companies, enhancing students’ professional skills.
All students and faculty supervisors gathered to meet each other at the beginning of the semester.
Final presentation at Kimberly-Clark office
Apart from meetings, the course also enhanced students’ learning experience through visits and workshops:
A site visit at the Congress Plus for a project topic in food waste solutions
The HML project team took part in a site visit to Congress Plus, a premium buffet-style restaurant at the HKCEC. This hands-on experience allowed them to closely observe the restaurant’s operations, better understand the issues the partner faces, and link academic concepts to practical applications. Subsequently, students engaged in a strategic consultation session with HML representatives to share observations and discuss potential solutions.
An interactive workshop to our students on the topic “Business with Purpose”
SVIHK organised an insightful workshop on shared value for the Barclays and Swire Properties project team, equipping them with frameworks to craft business strategies that deliver both economic and social value. This workshop not only deepened students’ understanding of purpose-driven business practices, but also reinforced the course’s commitment to cultivating future responsible leaders.
Let’s hear from our students:
Henry Wong (Global Business Studies / Year 3), project with Barclays
The Barclays project was a valuable opportunity to explore ESG practices within a major financial institution. While I had studied social impact through volunteering and academic courses, this experience offered a new lens as I learnt how sustainability is shaped not only by direct actions but also through reporting, regulation, stakeholder engagement, and investor relations.
It was my pleasure to work as a team to conduct comparative analysis and present creative ideas to Barclays’ senior management. It was motivating to see how engaged and open they were to our perspectives during our discussion and presentation with genuine feedback on our growth.
Overall, this experience has deepened my knowledge in ESG and finance, empowering me to explore strategies and responsible business practices as a possible future career in the long run.
Leanna Ho (Global Economics & Finance / Year 3), project with Kimberly-Clark (Hong Kong)
Taking this course was truly an enlightening experience for me as a finance student pursuing a career in marketing. It provided a valuable opportunity to explore the FMCG industry, helping me uncover new career possibilities and bridge academic knowledge with practical applications during the semester.
We gained hands-on experience by conducting surveys and developing data-driven strategies to tackle real business challenges. This prepared me for a marketing internship in the FMCG industry this summer, where my practical insights and strategic thinking helped me stand out during the interview.
The practical approach and supportive guidance made this journey enriching and transformative. For students seeking to expand their skill sets and explore uncharted paths, IBBA3032 equips them with confidence, practical skills, and industry exposure to succeed, just as it did for me!
Michelle Li (Integrated BBA / Year 5), project with Swire Properties
Participating in the shared value workshop provided us with insight into the importance of implementing sustainability in the business, as well as frameworks to balance both business value and sustainability in business projects.
The major challenge we faced during the project was assessing the feasibility of our proposed solutions. Combining the theoretical concepts with real-world scenarios, while considering the needs of all stakeholders is crucial for the success of the project. The consistent feedback from Swire Properties, SVIHK and our project supervisor offered us valuable insight and inspiration to overcome these challenges, making it a rich learning experience that deepened our understanding of the actual business environment.
Overall, the course experience was transformative. Collaborating with corporate partners and learning from the workshop enriched my knowledge of sustainability and business market, while also providing us hands-on experience in problem-solving.
Minudhi Nilinya Fernando (Integrated BBA / Year 2), project with HML
Enrolling in IBBA3032 during my second year significantly enriched my academic experience. Having the opportunity to collaborate with esteemed organisations like HKPC and HML provided a well-rounded learning opportunity. Our project focused on sustainability, equipping me with insights to develop innovative solutions that enhance environmental responsibility within organisations. Furthermore, it improved my ability to work effectively with industry professionals and conduct comprehensive research, while deepening my understanding of consultancy projects and preparing me to tackle real-world challenges.
For students considering this course, I advise you to become a sponge and absorb everything you can. Engage actively, ask questions, and embrace feedback to maximize your learning and growth.
Vanessa Cheung (Integrated BBA / Year 5), project with Barclays
Working on the Barclays project was one of the most unique experiences I’ve had at CUHK. Collaborating with 8 teammates from different majors had been bittersweet. The project challenged me especially when we had to integrate finance, strategy, and ESG. Presenting our ideas to corporate partner’s senior management, including overseas teams, was nerve-wracking but rewarding. I keep learning from the immediate feedback from the Barclays team. This course gave me a rare chance to apply knowledge in a high-stakes, real-world setting, which fostered my professional and personal growth.
These are some of the memorable moments in the Corporate Projects:
