On the morning of September 28, 2023, Researcher SIMA Jingwu, Director of the Department of Marketing at the University of Auckland Business School (New Zealand), was invited to give an academic talk to SoB faculty and students titled “Branding strategy in the digital era: the role of online community engagement from the Service-Dominant logic perspective.” Professor YUAN Denghua, Executive Dean of SoB, and Professor CUI Geng attended the event, which was presided over by Associate Professor SUN Hailong, Director of the Graduate Office. The students in attendance gained a wealth of cutting-edge marketing knowledge and practical research advice from this exchange, which will likely promote their future research endeavors.