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Event Recap | HKBU EMBA Programme “Business × Communication”: What Is the Rarest Skill for Future Leaders?
13 June 2026
On June 13, Hong Kong Baptist University’s EMBA program hosted an exclusive “Business-Meets-Communication Leaders’ Private Dinner” in Shenzhen. Top leaders, scholars, and alumni from the business and media sectors gathered to explore the theme: “Business Reaches Far Through Communication; Communication Gains Value Through Business.”
Two Renowned Schools Unite to Launch HKBU’s First EMBA Programme
HKBU’s School of Business and School of Communication have jointly created the university’s inaugural EMBA, driven by an “AI Business Decision-Making + Strategic Communication” dual-core model. Combining the business school’s strength in strategy, leadership, and innovation management with the communication school’s global reputation in branding and public relations, the program aims to cultivate well-rounded leaders who integrate business insight with communication intelligence.
From the Deans: Where Insight Speaks
Prof. Han Zhang (Dean, School of Business) and Prof. Bu Zhong (Dean, School of Communication) shared their perspectives on the programme’s origins and its significance for today’s entrepreneurs.
Prof. Han Zhang noted that in an era of information overload and scarce trust, leaders must excel not only at operations but also at communication and value delivery. Using cases like Ofo and Xibei, he illustrated how business decisions lacking a communication mindset can have fatal consequences. Prof. Han Zhang emphasized: “Hong Kong has many excellent EMBA programmes, but they are almost all purely business education. HKBU's EMBA, however, is the result of a joint endeavor with Asia's top communication school—a distinction no other EMBA programme can claim."
Prof. Bu Zhong highlighted that the EMBA helps entrepreneurs invest in themselves and evolve through economic uncertainty. He introduced the “Success Formula”: Success = (Communication + AI Literacy) × (Talent + Knowledge + Practice + Experience). Prof. Bu Zhong stated that only by aligning cognition, clarifying vision, and mastering AI can business leaders weather market cycles. “AI is not just an accelerator—it’s an amplifier of personal capability. HKBU EMBA programme is committed to developing enterprise leaders driven by both communication and AI. The key is not competing with AI, but competing in who harnesses it best.”
Programme Highlights & Alumni Exchange
Ms. Sara Lam (EMBA Programme Manager) detailed the curriculum structure:
HKBU EMBA is a two-year full-time programme taught in Mandarin at HKBU’s Hong Kong campus. EMBA Classes are held once a month (Thursday to Sunday), totalling 48 credits with 11 core courses covering two major modules: Business Management, and Business Ethics & Innovation. Graduates are eligible for a two-year IANG visa, facilitating career development in Hong Kong and the Greater Bay Area.
During the dinner and networking session, alumni and industry guests exchanged lively views and shared real-world experiences at the intersection of business and media, generating a vibrant exchange of ideas.
Enrollment – Inaugural HKBU EMBA Cohort
Applications are now being accepted for HKBU’s first “Business-Meets-Communication” EMBA cohort. The deadline for non-local applicants is July 15, 2026. This inaugural intake offers a unique opportunity. Leaders aspiring to break traditional business molds and master the language of communication are invited to join HKBU’s EMBA—and become pioneers in the new era where “Business reaches far through Communication, and Communication gains value through Business.”
Learn More and apply: https://emba.hkbu.edu.hk/