School of Business Administration organized a welcome activity for first-year students under the concept "Design Your Dreams, Build Your Future", aimed at inspiring a passion for learning and preparing students for the digital business landscape. The event also promoted the ethical use of artificial intelligence (AI) technology, with support from Thai Samsung Electronics Co., Ltd.
The event was honored by the presence of Dr. Krairuek Pinkaew, Dean of the School of Business Administration, and Asst. Prof. Rapeephan Wongprasert, Associate Dean of the School of Business Administration, who welcomed students currently enrolled in BUS101: Principles of Marketing. The occasion offered a rich learning experience to help students keep pace with future technologies and apply them effectively in both their studies and future careers.
The activity featured a distinguished guest speaker, Ms. Pimchan Charoenyingwattana, Head of Department — Brand Building, Corporate Marketing at Thai Samsung Electronics Co., Ltd., who shared her vision on brand building and the application of technology to enhance the potential of the new generation. The event also welcomed Mr. Kasidit Satangmongkol, a KOL speaker specializing in AI, who delivered a lecture on "Learning How to Learn in the Age of AI" — sparking a mindset of lifelong learning and the ability to adapt in an era where artificial intelligence plays an increasingly significant role across all sectors.
Students gained knowledge through intensive lectures and workshops on AI tools, covering topics such as building a personal portfolio, mastering effective prompt-writing techniques, and applying digital technologies to support their studies, professional skill development, and preparation for future careers.
The activity was designed to help students learn and use AI technology in a systematic, critical, and ethical manner — in alignment with the principles of Outcome-Based Education (OBE) and the program's learning outcomes. Specifically, it supports the achievement of PLO1 (GELO1) in the application of knowledge and 21st-century skills, and aligns with the CLOs of BUS101: Principles of Marketing — which aims to equip students with the ability to select and apply appropriate marketing tools through the learning of AI technology and digital instruments that play a crucial role in contemporary and future business operations.
The collaboration between the School of Business Administration, Bangkok University and Thai Samsung Electronics Co., Ltd. reflects a shared commitment to developing students into digitally competent graduates — ready to engage in lifelong learning, adapt to technological change, and emerge as quality, responsible contributors to both the business sector and society in the AI era.
