The School of Marketing and Management (SoMM) at Asia Pacific University of Technology & Innovation (APU) created an opportunity for its students to gain invaluable industry exposure by attending the AFECA Asia MICE Youth Challenge 2024 on 5th November 2024.

Themed “Innovations in MICE: Bridging Technology and Collaboration,” the AFECA Asia MICE Youth Challenge 2024, part of the AFECA Convention 2024, aims to nurture future talent in the Meetings, Incentives, Conferences, and Exhibitions (MICE) industry.

Led by Ms Harjinder Kaur (Senior Lecturer, SoMM at APU) and Mr David Ng Kok Meng (Lecturer, SoMM at APU), the group comprised Narkuzieva Malika Timur Kizi and Davin Hillaro Siahaan, students from Masters in International Business Communications, Nurfatihah Monjural Alam and Francisca Maria Monica, students from Bachelor of Arts (Honours) in Marketing Management with a specialism in Digital Marketing.

At the event, the students participated in interactive workshops and engaged with peers and professionals from diverse cultural backgrounds, which deepened their understanding of international perspectives within the MICE industry.

This experience highlighted the critical role of adaptability, attention to detail, and effective communication in developing successful event strategies, reinforcing their determination to excel in future endeavors.

They also explored innovative event technologies and sustainability practices, learning how these tools can enhance event impact and efficiency.

Additionally, the exposure to diverse viewpoints and collaborative exercises helped them develop a nuanced appreciation for cultural diversity and its significance in global event management. 

Preparing for future Success

Reflecting on the experience, Ms Harjinder highlighted that the exposure has not only laid the foundation for the students’ participation in the 2025 competition but also allowed them to gain valuable insights into the strategies and skills required to excel in the MICE industry.

“Their involvement has been instrumental in building their confidence and understanding of competition dynamics, preparing them for the challenges ahead.”

In contrast, Mr David emphasised that the students’ keen observation and proactive engagement have equipped them with valuable insights to excel in future competitions.

“This experience will not only enhance their performance but also boost their confidence as they tackle new challenges in the MICE industry.”