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Mr. Baniel CHEUNG


Adjunct Assistant Professor (Part-time)

9439 9728 3917 1637
2858 5614
Mr. Baniel CHEUNG

Academic and Professional Qualifications

  • B.E. Sydney
  • M.A. Macquarie


Mr. Baniel Cheung runs his own business in Hong Kong while being closely affiliated with the University of Hong Kong. He is the Founder and Executive Director of Integral Consultancy Limited, providing management consultancy, strategic planning, brand building, executive training and marketing research services to international and local customers. He is also the Partner and Managing Director of Confectionery West Hong Kong, responsible for the expansion of the reputable retail brand of Ginza West Japan into the Hong Kong market.

At the University of Hong Kong, Baniel is currently Adjunct Assistant Professor of the School of Business, teaching marketing and business courses. He is also Honorary Assistant Professor and Assistant Program Director of the School of Modern Languages and Cultures, responsible for its Global Creative Industry program. Moreover, Baniel is Adjunct Associate Professor of HKUSPACE, supporting their student development.

With more than 25 years’ experience in sales and marketing, Baniel has been holding management positions in several global and Hong Kong listed technology companies, including HongKong Telecom CSL, New World Telecom, New Digital System and Optilink Technologies Asia. He has successfully assisted these reputable companies to build brands and expand business coverage in the Asia Pacific region including Hong Kong, China, Korea, Japan, Singapore and Malaysia.

Baniel has been supporting various quasi-government and government organizations as their business partners and/or speakers. These include Hong Kong Trade Development Council, Hong Kong Productivity Council, Hong Kong Brand Development Council, Hong Kong Japanese Chamber of Commerce and Industry, Junior Chamber International Hong Kong, Hong Kong Policy Research Institute and Chinese Manufacturers’ Association of Hong Kong.

Some of the reputable brands that Baniel has been serving include JETCO, Bank of China Investment, Bank of China Hong Kong, Mass Mutual, New World Group, Vitasoy, TSL Jewelry, Ralph Lauren, Jebsen, Nike, Jockey Club, Police Married Quarters (PMQ), Hong Kong Economic Times Business College, Publicis Groupe China, China Unicom, Sotheby's Institute of Art, Vietnam MobiFone, Bureau Veritas France, TUV Rheinland, Nobel Biocare Sweden, Kone Elevator Finland, Denon, Video Research Japan, Hokkaido Government, Yew Chung International School, Hong Kong Legislative Council, Hong Kong Customs, Hong Kong Council of Social Service, Heifer Hong Kong, etc.

Baniel has made frequent appearances in various media including ATV, Bloomberg, CNN, China News Agency, China Daily, Nikkei Japan, Hong Kong Economic Times, South China Morning Post, Metro Daily and Sing Tao. He is also a host of the D100 radio program "Dialogue with Creative Entrepreneurs" and has been a column writer in the Hong Kong Economic Times.

Baniel holds a Master Degree in Marketing Management from the University of Macquarie, and an Honour Degree in Electrical Engineering from the University of Sydney. He belongs to the Academic Liaison Committee of the CMO (Chief Marketing Officer) Council of US and is the Fellow Member of the Hong Kong Institute of Directors. Baniel has also been the President of Sydney University Alumni Association in Hong Kong between 2010-2011.

Mr. Cheung has received the “2013-2014 Outstanding Teacher Award” from the Faculty of Business and Economics of the University of Hong Kong. He has also received the “Outstanding Teacher Award” from HKU SPACE in 2006.

Research Interests

  • Cross-cultural management and strategy formulation
  • Localization of branding and advertising strategy
  • International marketing strategy
  • Online marketing and social media strategy

Teaching Interests

  • Strategic marketing
  • Strategic management
  • Branding strategy
  • International advertising
  • Internet marketing

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