MABCC Students’ Study Tour to Geneva

Led by lecturer Jackin Wong, six MA in Bilingual Corporate Communication (MABCC) students embarked on a research-oriented study tour to Geneva, exploring global branding and sustainability. Moving beyond conventional sightseeing, students utilised a structured "pre-departure preparation, field investigation, and post-tour analysis" model to conduct hands-on academic research.

The team visited world-leading hospitality institutions, including EHL, Les Roches, and Glion. Through campus tours and academic exchanges, students analysed how Swiss organisations seamlessly embed environmental responsibility into their core brand messaging. This immersive experience successfully broadened their global outlook, sharpened their intercultural communication skills, and provided vital real-world reference cases for their future corporate communication careers.