On 7th March, a delegation of teachers and students from the Creative Advertising programme at the HBU-UCLan School of Media, Communication and Creative Industries, led by lecturers Azeem Amin and Bo Liwei, visited Beijing Wisdom of Everything Technologies Co., Ltd. in Beijing to conduct a university-enterprise cooperation exchange activity. Joe Qiao, Vice President of Wisdom of Everything Technologies, and others warmly received the teachers and students. Both parties engaged in in-depth discussions concerning the brand building and product promotion of Wisdom of Everything Technologies and its subsidiary brand "Elephant Walk", reaching a cooperation intention to adopt this as a topic direction for the Advertising programme's graduation projects.

HBU-UCLan Teacher and Student Representatives Visit Wisdom of Everything Technologies for Research

In-depth Exchange: Seamless Connection from Enterprise Needs to Graduation Projects

At the beginning of the Rearch, Vice President Le Qiao, using corporate promotional videos and a PowerPoint presentation, introduced in detail the development history and core business of Wisdom of Everything Technologies. Founded in 2016 as a national high-tech enterprise, Wisdom of Everything Technologies focuses on digital services in the engineering construction sector. By leveraging Internet of Things, artificial intelligence, and big data technologies, it has constructed the "Elephant Walk" AIoT digital construction platform, securing 64 trademarks, 16 patents, and 46 software copyrights. Its products include tower crane safety assistance systems, construction hoist safety assistance systems, mobile crane safety monitoring and management systems, and 3D dynamic anti-collision monitoring systems for multiple tower cranes. These have been successfully applied in 3,158 engineering projects nationwide, demonstrating excellence in key national projects such as Lufeng Nuclear Power and Zhangzhou Nuclear Power. Subsequently, Vice President Le Qiao systematically elaborated on the company's current brand building and product promotion needs.

Vice President Le Qiao of Wisdom of Everything Technologies Introduces the Company's Development History and Core Business

Programme Interpretation: A New Model of University-Enterprise Cooperation for Creative Advertising Graduation Projects

After understanding the enterprise's needs, lecturers Azeem and Bo provided an in-depth interpretation of the requirements for the Advertising programme's graduation project segment and the cooperation concepts. They introduced that the HBU-UCLan School of Media, Communication and Creative Industries, as Hebei Province's first Sino-foreign cooperative education institution, has always adhered to an international talent development model within its Creative Advertising programme, emphasising the educational characteristic of "close university-enterprise cooperation". As a crucial component of the core course "Honours Project", the graduation project encourages students to complete real-world business topics in groups, integrating professional knowledge with the actual needs of enterprises, and focusing on enhancing students' innovative and applied abilities. The two lecturers also provided a detailed explanation of the service projects that the Advertising programme can undertake.

Lecturer Azeem Introduces Graduation Project Course Requirements

Lecturer Bo Liwei Introduces Cooperation Concepts

Interactive Discussion: Creative Conceptions and Q&A from Student Perspective

During the communication session, the attending students actively raised questions concerning preliminary conceptions and doubts about their graduation projects. Addressing specific issues such as brand proposition, target audience analysis, and communication strategies, Vice President Le Qiao and the enterprise team provided professional and detailed answers, offering practical and feasible suggestions based on the company's operational experience. Following the discussion, Vice President Le Qiao personally conducted an on-site demonstration of the company's core products, allowing the teachers and students to intuitively experience the technological strength of the "Elephant Walk" system – its integrated centimetre-level positioning sensors enable millisecond-level perception for multi-crane operations, and the hook video tracking function effectively eliminates blind spots, truly realising the corporate mission of "making every crane safe and controllable".

Vice President Le Qiao of Wisdom of Everything Technologies Explains the Company's Brand Building and Product Promotion Philosophy

Vice President Le Qiao of Wisdom of Everything Technologies Conducts an On-Site Demonstration of the Company's Core Products

Teaching Reform Feature: International Platform Empowering Practical Teaching

Creative Advertising programme of HBU-UCLan adopts small-class teaching entirely in English, with core courses covering professional practice, public relations and marketing, advertising products, and external projects. It aims to develop international, comprehensive, and applied high-level talents with global perspectives and transferable skills. This visit not only infused real-world business propositions into the Advertising programme's graduation projects but also provided students with a valuable platform to transform classroom knowledge into practical abilities. Both parties expressed their intention to take this exchange as an opportunity to continuously deepen university-enterprise cooperation, jointly explore innovative pathways for integrating industry and education, and contribute to developing globally competitive advertising creative talents. It is reported that since 2025, focusing on characteristic industries in the Beijing-Tianjin-Hebei region, Creative Advertising of HBU-UCLan programme has closely aligned graduation projects with the actual needs of outstanding enterprises in the area. Graduation project topics are developed jointly by the university and enterprises, striving to develope students' abilities to serve local industries. The partner enterprises for the 2025 Creative Advertising programme graduation projects include: Liulingzui Brewing Co., Ltd.; Zhimaguan Food Co., Ltd.; Beijing Mingyue Shanqian Culture Media Co., Ltd.; Hebei Langwei Biotechnology Co., Ltd.; Baoding Jurunfeng Trading Co., Ltd.; Anguo Zexintang Traditional Chinese Medicine Co., Ltd., among others.

Related Connections: Research by Various Project Groups Commences Gradually

Since 5 March, teachers and students from our School's Advertising programme have also successively visited partner enterprises such as Baoding Gift Industry Operation Management Co., Ltd., Baoding Jurunfeng Trading Co., Ltd., and Baoding Rongsheng Pickle Factory. Recently, they plan to visit enterprises including Great Wall Motor Company Limited, Sanli Group Garments Co., Ltd., Baoding Guokong Elderly Care Services Co., Ltd., and Hebei Yingjun Real Estate Development Co., Ltd., continuing to engage deeply with the graduation project topics of each project group.

HBU-UCLan Teacher and Student Representatives Visit Baoding Gift Industry Operation Management Co., Ltd. for Research

HBU-UCLan Teacher and Student Representatives Visit Baoding Jurunfeng Trading Co., Ltd. for Research

HBU-UCLan Teacher and Student Representatives Visit Baoding Rongsheng Pickle Factory for Research