School of Business Administration hosted the closing event of the Advertising Mastermind Challenge, 3rd edition (AMC 3), in an intense and energy-filled atmosphere driven by the next generation of talent. Following more than four months of student development, the closing ceremony and Final Pitching stage were held at The Banquet seminar room, 5th floor, Building A5, Bangkok University.
AMC 3 was designed with a clear goal: to prepare students to enter the digital-era workforce at their fullest potential, through an integrated learning process that bridges academia and leading real-world business organizations. Beyond classroom learning, students engaged in hands-on practice — from receiving briefs and developing strategies to presenting their work before senior executives from partner organizations.
At the closing ceremony, each team presented advertising campaigns developed from real briefs provided by top partner brands, including KFC under Yum Restaurants International (Thailand) and The QSR of Asia, as well as Alibaba Cloud (Thailand) — all globally recognized brands presenting high complexity and significant marketing challenges.
The presentations clearly demonstrated the students' ability to apply Generative AI tools and Martech Tools with skill and creativity, encompassing marketing strategy development, targeted content creation, and in-depth data analysis to support business decision-making.
A standout feature of AMC 3 was the opportunity for students to receive knowledge and firsthand experience directly from senior executives of partner organizations, including:
- K. Patra Patrasuwan - Associate Marketing Director, KFC (YUM RESTAURANTS INTERNATIONAL (THAILAND))
- K. Oranat Phakapornrat - Managing Director, KFC (The QSR of Asia Co., Ltd.)
- K.Charlene Sawasdee - Country Managing Director, Alibaba Cloud (Thailand)
- K.Jaru Nartboon - Lead Solution Architect, Alibaba Cloud (Thailand)
These executives shared their expertise and experience through workshops covering key topics such as Brand Essence, building a brand through a global franchise system, the use of Generative AI in both text-based and image-based formats, and techniques for applying AI tools specifically in marketing.
Beyond the knowledge and skills gained, every student who completed AMC 3 also walked away with real portfolio-level work that can be immediately used for job applications or career advancement — including advertising campaign work, AI-generated assets, and skills in AI Prompting, Data-driven Marketing, and Creative Thinking that today's job market demands.
AMC 3 stands as further proof that Bangkok University's "Practical University" approach can genuinely produce graduates who meet the needs of the digital-era workforce — by closely connecting academia and the business sector so that students gain experience as close to the real working world as possible, ready to create value for organizations from day one.
