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Global branding seminars

Delegation from Chulalongkorn Business School in Bangkok attend five days of seminars on global branding presented by the Executive Education division of Cambridge Judge Business School.

Times Square with global brands on billboards

A delegation from the Master in Branding and Marketing programme at Chulalongkorn Business School in Bangkok are engaging in five days of seminars on global branding presented by the Executive Education division of Cambridge Judge Business School (CJBS).

The 14 students and eight faculty and Advisory Board members from Chulalongkorn Business School are at Cambridge Judge Business School 10-16 July for an international study module, in order to gain practical insights in product development, marketing analytics, customer relations and other business areas related to branding.

Topics for the seminars include: branding in the era of artificial intelligence, presented by Dr Eden Yin, University Senior Lecturer in Marketing; how to make a product “cool” in the social media age, presented by Dr Vincent Mak, Reader in Marketing & Decision Sciences; the customer journey, presented by Dr Dominique Lauga, University Senior Lecturer in Marketing; and brand evaluation models, presented by Dr Shasha Lu, University Lecturer in Marketing.

In addition, Dr Vincent Mak will discuss using behavioural economics to engage customers; Dr Shasha Lu will discuss how data can help firms gain competitive advantage, and a presentation by Adrian Blockus, Head of Channel Sales, UK and Ireland at Google, will examine how to build brands in the digital age including how brands achieve digital marketing maturity.

Dr Vincent Mak
Dr Vincent Mak

The Dean of Chulalongkorn University, Wilert Puriwat, is joining part of this week’s programme in Cambridge. “With the global branding perspectives from the renowned Cambridge faculty and special guests, I am confident that the students will be able to discover the branding solutions to cope with the rapid changing business environment,” he said.

Dr Vincent Mak, the Academic Programme Director for the Chulalongkorn Business School Seminar in Global Branding, said: “Cambridge Judge Business School is delighted to share its insights and expertise in marketing, data analytics and other areas with students and faculty from Chulalongkorn Business School. As a leading global business school, we also look forward to gaining valuable insights from their experience in Thailand.”