曾成，国际商务系教师。

教学课程：长期担任营销课程组长，开发和主讲各门学院全英特色营销类课程，如《数字营销》、《营销案例分析与实践》、《营销学原理》、《整合营销传播》）和研究生《营销学》及商学院MBA《营销管理》（创建首任讲师），等等。

科研兴趣：产学研融合类型课题广泛，围绕企业的需求发起和参与过《中国新能源汽车出海传播研究》等国家社科项目，早年对有机农业营销有研究和发表论文，对出海企业社会责任的言行失调、尽责管理教育（PRME）、无边界职业能力、出海外派经理职业能力转换等课题保持长期持续关注。

教学研究：多次申报并完成校级教学创新项目，如营销游戏化教学、营销案例教学的AI数智转型，在国际学术期刊（Journal of Multilingual and Multicultural Development）发表全英营销教学研究论文“Learner Repair DuringTask-Based Peer Interactions in an EMI Classroom: A Case Study of a MarketingClass in a Chinese Higher Education Setting”（Chen, Zeng & Dalton-Puffer, 2022）等等；现在编教材有《出海数字营销教材：理论与实战》（机械工业出版社，预计2027出版）和《出海数字营销实战英语》数字教材（外语教学与研究出版社，计划）；在编专著《出海数字营销的合规与数据治理》（机械工业出版社，计划2027出版）

双创教学：参加我校首批双创教学团队，合编出版《创新创业基础》（清华大学出版社），指导若干学生团队获得省级创新创业大赛奖项。

业界服务：1999年-2006年间多次担任国际会议中英同声传译员，20多年来为多家出海大中小初创等各类企业提供出海沟通能力培训，品牌出海策略与创意顾问，现阶段为跨行业出海企业协会（CIC）会员，担任广东某工业装备公司出海非洲数字营销产学融合顾问。

职业认证：2002年德国DAAD奖学金和2004年英国Cranfield大学管理学院博士奖学金获得者，2011年澳大利亚昆士兰大学访问学者，2015年获美国斯坦福大学设计思维课程认证教练。

乐趣向往：工作上向往做湖南师范大学龚德才老师一样“只讲课和学习，不评职称”的大学老师；生活向往和当代大学生交朋友，向往学习户外极限运动、街舞、流行钢琴编曲、内容创意等健康文艺创作。

Charlie Zeng is a marketing educator and cross-border strategy consultant based in Guangzhou, China.

Teaching

Long-serving Coordinator of the Marketing Faculty, Mr. Zeng designs and delivers English-medium marketing courses across the undergraduate, graduate, and MBA levels. His undergraduate portfolio includesDigital Marketing,Marketing Case Study and Practice,Principles of Marketing, andIntegrated Marketing Communications. At the postgraduate level he teachesMarketing, and at the MBA level he is thefounding instructorofMarketing Management.

Research

Mr. Zeng's research is practice-driven and anchored in the real needs of industry. He has initiated and participated in the National Social Science Fund projectThe International Communication of Chinese New Energy Vehicles Going Global, alongside earlier work on marketing for organic agriculture. He maintains long-standing interests in:

•  Bridging the CSR "Talk and Walk" Gap Strategically via Narrative Transformation in Chinese firms' Cross-border Digital Marketing Contexts

• Principles for Responsible Management Education (PRME);

• Boundaryless Career Competencies in AI Era;

• Career Competency among Chinese Millennial Expatriate Managers on Overseas Assignments

Teaching Innovation & Publications

He has led multiple university-level teaching innovation projects, including gamified marketing pedagogy and the AI-driven digital transformation of marketing case teaching. His internationally peer-reviewed work includes"Learner Repair During Task-Based Peer Interactions in an EMI Classroom: A Case Study of a Marketing Class in a Chinese Higher Education Setting"(Chen, Zeng & Dalton-Puffer, 2022), published in theJournal of Multilingual and Multicultural Development.

He is currently authoring three books:

• Going-Global Digital Marketing: Theory and Practice (China Machine Press, expected 2027);

• Practical English for Global Digital Marketing— a digital textbook (Foreign Language Teaching and Research Press, in planning);

• Compliance and Data Governance in Global Digital Marketing— a monograph (China Machine Press, expected in 2027).

Innovation & Entrepreneurship Education

A member of the university's first cohort of innovation-and-entrepreneurship teaching teams, he co-authoredFundamentals of Innovation and Entrepreneurship(Tsinghua University Press). He has coached student teams to awards in provincial-level entrepreneurship competitions.

Industry Engagement

From 1999 to 2006, Mr. Zeng worked repeatedly as a consecutive and simultaneous interpreter at international conferences. Over the past two decades he has provided cross-cultural communication training, brand internationalization strategy, and creative advisory services to Chinese firms ranging from start-ups to established enterprises. He is a member of the Cross-Industry Going-Global Association (CIC) and currently serves as the industry-education integration consultant for a Guangdong-based industrial equipment manufacturer, leading its digital marketing expansion into the African market.

Professional Honors & Credentials

• 2002— DAAD Scholarship (German Academic Exchange Service)

• 2004— Doctoral Scholarship, Cranfield School of Management, UK

• 2011— Visiting Scholar, University of Queensland, Australia

• 2015— Certified Design Thinking Facilitator, Stanford University

What Drives Him

Professionally, Mr. Zeng aspires to be the kind of teacher embodied by Professor Gong Decai of Hunan Normal University — one who devotes himself to teaching and learning, and leaves behind the race for academic titles. Personally, he enjoys forging friendships with university students, and pursues outdoor extreme sports, street dance, pop-piano arrangement, and content creation as forms of healthy, creative self-expression.