Kwok, Ron Chi-WaiRon Chi-WaiKwokDr. KONG Siu Lung, JosephJosephDr. KONG Siu Lung2025-07-232025-07-232024International Journal of Innovative Business Strategies, 2024, vol. 10(2), pp. 737-744.2046-3626http://hdl.handle.net/20.500.11861/24038This case study demonstrated the design, implementation, and evolution of the business datafication project for intrapreneurship in an ebusiness course. The project was grounded in the experiential learning theory and supported by the university-industry collaboration that brought real data (new oil of the digital economy), real problems (business problems), and real people (the CEO of a real company) to students’ learning experience. Datafication and business pitching were taught by simulating the authentic business environment encountered by intrapreneurs. The e-business course evolved from face-to-face to pure online data-mining training, from an intra-university student group project to an inter-university business case competition. Nevertheless, the university-industry collaboration was not easy to achieve. In the present case, the university and the industry partner went through a mutual negotiation and came up with the solutions to make the collaboration happen. The achievements of the e-business course are evident in the feedback from students, instructors, and industry partner. The experiences of initiating, developing, and actualizing an e-business course backed by university-industry collaboration are expected to inspire business educators to make their courses more authentic, relevant, and engaging. The solutions to mitigate conflicts between the university and the industry partner can also contribute to prior literature where possible mitigating measures are lacking. We take this opportunity to invite institutions across the globe to join us to bring students an authentic, boundaryless e-business learning experience.enPeer Reviewed Journal Article10.20533/ijibs.2046.3626.2024.0090