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Departmant of English for Business Law
Department of English for Finance
Department of English for Business Management
Department of English for International Trade
Department of International Business
Department of International Business

ZENG Cheng
2016-06-14 10:06     (Click: )


ZENG Cheng (Charlie)      









Research Areas  

I am interested in collaborative development of business case studies with corporate leaders in China, regarding these areas:(1) Responsible management education; (2) value-based experiences management; 3) online and virtualservice encounters.    



09/2003-12/2004MRes Management Research, Cranfield School of Management, Cranfield University    

09/2002-07/2003PG Diploma in Strategic Communications, School of Business, University of Central Lancashire, U.K.    

09/1997-07/1998 MBA, School of Business, University of Central Lancashire, U.K.  

Professional Experiences  

1999-to dateLecturer in Marketing, Department of International Business, School of English for International Business, Guangdong University of Foreign Studies.    

Undergraduate courses: Marketing Management, Brand Management, Marketing Theory and Research, Marketing Practices and Case Analysis    

Postgraduate courses: Business English; Managerial & Cross-cultural Communications; Marketing;  

Executive courses: Business Communications in English; Services Management; Marketing Strategies (EMBA)  

Note: My teaching is different from most conventional Chinese business courses by the extensive use of interactive simulations and reflective exercises for various social and behavioral issues in practical business settings and delivery in near-native English.  

Other Professional Experiences  

1999-2002 Worked as a successful freelance Simultaneous Chinese-English interpreter for high-order international business seminars and conferences    

1999-2010Worked asfreelance trainers, particularly of customized flash course of business English communication skills /brand management strategies for senior executives.    

2005 to dateConsulting services to ambitious and internationalizing SMEs in the PRD region in the area of strategic brand/marketing planning and experience-based services marketing.    


Conference Presentations    

Working papers  

[2016] A systematic literature review of responsible management education development in the framework of UN-PRME  

[2016] Strategic Approaches and Management Implications of UN-PRME for Regional Business Schools.  

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