To strengthen the marketing knowledge learnt in classroom, students of BA (Hons) in Marketing and Higher Diploma in Marketing and Advertising were arranged to attend the Award Seminar of “HKMA/TVB Awards for Marketing Excellence 2016” on 27 September 2016. The seminar was organized by Hong Kong Management Association (HKMA). The 10 finalists of the Campaign Awards, including McDonald’s Restaurants (Hong Kong) Limited and CSL Mobile Limited, were present to share the rationale behind their marketing programmes, how they conceived their marketing strategies and how to use different elements of marketing to achieve an enviable result.