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APU Marketing and Management Students Dive into Faber-Castell’s World of Creativity and Sustainability

13 Oct 2025, 06:00 pm

Thirty students from APU’s School of Marketing and Management (SoMM) visited Faber-Castell Malaysia for an industry exposure trip focused on sustainability, innovation, and marketing practices, which included a factory tour, a sustainability-themed art exhibit, and a creative workshop — offering valuable insights into real-world operations and eco-friendly business strategies.

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In June 2025, thirty spirited Master’s and Degree students from the Asia Pacific University of Technology & Innovation’s (APU) School of Marketing and Management (SoMM) at embarked on an immersive educational visit to Faber-Castell Malaysia in Petaling Jaya, Selangor.

Organised and led by Ms Harjinder Kaur, Senior Lecturer and Industry Advisory Panel Coordinator, the visit brought together students from the Digital Marketing, Business Analytics, and E-Business programmes. 

All students gain a first-hand glimpse into the inner workings of a globally renowned brand, with a particular focus on sustainability, innovation, and the seamless integration of marketing and manufacturing strategies.

The day began with a warm welcome and an engaging introduction by Ms Grace, who shared Faber-Castell’s storied heritage.

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A visual treat awaited the students as they marvelled at the world’s largest and smallest pencils, iconic symbols of the brand’s mastery in both scale and detail. 

As the tour progressed, students explored Faber-Castell’s expansive product range, from traditional graphite pencils to premium art supplies. 

Along the way, they gained valuable insights into product development, branding, market segmentation, and how the company keeps customers at the heart of its innovation.

One particularly memorable moment was the exhibition of a children’s colouring contest, themed around sustainability.

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It showcased how creativity can be harnessed to raise environmental awareness, a concept that resonated strongly with students specialising in digital marketing and business.

A major highlight of the visit was the production tour, which offered an up-close look at how pencils, pens, and erasers are brought to life. 

From raw material transformation through automated systems to rigorous quality checks and eco-friendly practices, students witnessed sustainable manufacturing in action.

Throughout the visit, students engaged enthusiastically with Faber-Castell staff, asking thoughtful questions about supply chain management, sustainable sourcing, and operational strategies; drawing clear connections between theory and practice.

To conclude the experience, students participated in a hands-on acrylic painting workshop, using Faber-Castell’s signature art materials.

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The creative session not only encouraged self-expression and team bonding but also offered a refreshing break from academic routines.

“This visit was far more than a simple factory tour. It was a deep dive into the soul of a brand that masterfully balances tradition with forward-thinking innovation. 

“Our students explored the real-world application of product development, sustainability, and creative strategy. Their curiosity and engagement today reaffirm the kind of future-ready professionals we are shaping at SoMM,” shared Ms Harjinder.

“It was heartening to see how this hands-on exposure did not just enhance their academic understanding; it sparked a genuine sense of purpose. These are exactly the kinds of transformative learning experiences we strive to provide.”

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Add colour and depth to their academic journey 

“The tour was eye-opening,” said Reem Semir Zakaria, a Business Management student specialising in E-Business because she was amazed to see how Faber-Castell incorporates recycled materials into their processes as part of their sustainability mission. 

“I also appreciated how they actively listen to consumer feedback, particularly in the push for greener practices. Seeing the detailed production of pens and erasers up close was both impressive and informative,” she said. 

Reflecting on the visit, Vaidehi Shibdoyal, a Business Analytics student, said that visiting Faber-Castell was a genuinely insightful experience, where she saw firsthand how the company balances innovation and sustainability by using non-toxic materials and efficient automated systems.

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“What stood out was their employee-focused culture. It is clear that creativity and collaboration are deeply valued. 

“I also learned a great deal about their marketing strategies and how they adapt to modern consumer expectations while preserving their brand legacy,” she said. 

The visit to Faber-Castell Malaysia stands as a shining example of SoMM’s dedication to experiential learning. 

By bridging academic theory with real-world industry practice, students left not only with knowledge, but with renewed inspiration and a clearer sense of direction. As they return to their studies, this experience will undoubtedly add colour and depth to their academic journey.