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In an era where Generative AI technology plays a crucial role in the world of communication and marketing, businesses need to adapt to leverage AI in creating advertisements, developing strategies, and connecting with consumers effectively. School of Business Administration (BUBA), recognizing the importance of developing "AI for Marketing" skills, has organized the Advertising Mastermind Challenge 3 (AMC 3) under the concept of "Learning by Competing," which provides students with opportunities to experience, practice, and learn from real challenges presented by world-class partner brands.

Advertising Mastermind Challenge 3 is not just an ordinary competition, but a platform where students can gain hands-on experience with cutting-edge technology. Students will use Generative AI and various Martech Tools in planning strategies, creating content, producing advertising media, and analyzing results. It's not just hearing about it in the classroom, but actually doing it—experimenting with trial and error until mastery is achieved. This enhances integrated learning with real organizations, connecting knowledge from multiple disciplines. Students work with actual partner companies, receive guidance from industry experts, and develop core skills that the modern marketing job market demands, such as AI Prompting, Creative Thinking, Data-driven Marketing, and Team Collaboration. They can also build their own portfolio, as the work produced from this project is created for real brands and has the potential to be actually implemented, reflecting both strategic capabilities and creativity.

What makes AMC 3 different from previous years' competitions is that the Business School has partnered with leading partners who have experience and expertise in the industry to provide challenging assignments, nurture learning, and evaluate students' work. These partners include: Alibaba Cloud (Thailand) Co., Ltd., a world-class provider of cloud computing infrastructure and AI solutions; Yum Restaurants International (Thailand) Co., Ltd., a market leader in quick-service restaurants in Thailand under familiar brands such as KFC, Pizza Hut, and Taco Bell—this company receives support for international franchise standards and management from Yum! Brands, one of the world's largest restaurant networks; and The QSR of Asia Co., Ltd., a subsidiary under Food of Asia Co., Ltd. (FOA), which is part of Thai Beverage Public Company Limited (ThaiBev), one of the largest food and beverage groups in Southeast Asia. This company was established to expand business in the quick-service restaurant and food and beverage sectors.

Additionally, at the project launch day, students had the honor of hearing from senior executives from all three partner companies who came to lecture, share experiences, and assign challenging tasks to students, 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); and K.Jaru Nartboon - Lead Solution Architect, Alibaba Cloud (Thailand).

The Advertising Mastermind Challenge 3 is not just an ordinary extracurricular activity, but reflects the university's identity as a "Practical University" that emphasizes learning through hands-on practice. The university doesn't just teach theory but provides opportunities for students to do, to make mistakes, to learn, and to develop themselves in a realistic environment. This is education that meets the demands of the working world in the 21st century.

This project is under the responsibility of the School of Business Administration, led by Project Head A.Cholavit Komenkul, A.Thanapol Tupmongkol, A.Namon Promnara and A.Samarn Manokaew.