The 3rd Asia-Pacific Marketing Academy Conference (APMA) was held at Shenzhen University from 23 to 26 May 2025. Being a founding member of Guangdong-Hong Kong-Macao University Marketing Research Alliance and co-organizer of the 4th conference, MUST School of Business (MSB) also nominated representatives to this important academic event in the field of marketing.
Themed “Marketing Innovation Driven by New Technologies”, the conference focused on the opportunities and challenges in the field of marketing under new technology wave. 400 scholars from around the world participated. Professor Shi Guicheng, Associate Professor Zheng Lei, and Assistant Professor Peng Yi of the Department of Marketing of MUST MSB were also nominated to attend. Associate Professor Zheng Lei was invited to be the Deputy Director of the APMA Young Scholars Committee during the conference and hosted the thematic “Neuromarketing” forum, which brought together scholars from Macau, China, and Japan to discuss the application of cognitive neuroscience in marketing. Assistant Professor Peng Yi moderated a parallel session, leading scholars to conduct in-depth analysis of consumer behavior related issues. Professor Shi Guicheng presented awards to outstanding doctoral thesis winners, reflecting the conference’s high recognition of the academic contributions of young scholars.
Group photo of MUST MSB representatives: (from left) Assistant Professor Peng Yi, Professor Shi Guicheng, Associate Professor Zheng Lei
In addition, Professor Shi Guicheng and Associate Professor Zheng Lei participated in the expanded meeting of the conference council, sharing the progress and innovative plans of MUST on co-organizing the 2026 APMA conference. At the subsequent flag presentation ceremony, Professor Wang Haizhong, Chairman of Guangdong-Hong Kong-Macao University Marketing Research Alliance and Chair Professor of School of Business at Sun Yat-sen University, presented the APMA flag to Professor Shi Guicheng, officially announcing that MUST will be the co-organizing unit of the 4th conference.
Professor Shi Guicheng (right) accepted the flag of APMA on behalf of MUST
The 4th Asia-Pacific Marketing Academy Conference will be held from 5 to 8 June, 2026, at the Guangdong-Macao In-depth Cooperation Zone in Hengqin and the MUST campus, with the first two editions held at Sun Yat-sen University and the City University of Hong Kong respectively. As a multi-disciplinary university with the highest student enrollment in Macau, MUST has always adhered to the concept of international education, committed to cultivating talents with a global perspective, and actively promoting academic innovation and cultural exchange. The upcoming APMA conference will fully leverage Macau’s regional advantage of diverse cultures to present an internationally renowned academic event for the Asia-Pacific academic community, promoting academic development in the field of marketing in the Asia-Pacific region and consolidating and enhancing global influence.
(Contributed and reviewed by Associate Professor Zheng Lei, format reviewed by Helen Kam)
