The School of Marketing and Management (SoMM) at Asia Pacific University of Technology & Innovation (APU) organised an insightful and educational industrial visit to Carlsberg Brewery Malaysia Berhad on 3rd September 2024.

Under the guidance of Ms Harjinder Kaur (Senior Lecturer, SoMM at APU) and accompanied by Mr David Ng Kok Meng (Lecturer, SoMM at APU), the visit offered an exclusive learning experience for students, providing them with practical exposure to beer production and a deeper understanding of Carlsberg’s sustainability initiatives.

Activity 1: Insight into Beer production

The visit began with an overview of the brewing process, where students learned about the primary ingredients in beer and their roles in creating Carlsberg’s iconic beverages.

The state-of-the-art equipment and advanced brewing techniques showcased Carlsberg’s commitment to maintaining consistent quality while integrating innovative technologies. 

Activity 2: Quality Control Processes

For the next phase of the visit, students observed firsthand how raw materials are meticulously selected, and how precision in brewing, along with advanced technology, ensures consistency in flavour and quality.

Engaged throughout the process, students gained valuable insights into the importance of stringent checks at each production checkpoint.

This hands-on exposure highlighted the critical role of quality control in maintaining Carlsberg’s reputation for excellence, deepening their understanding of the intricate processes that contribute to a successful global brand.

Activity 3: Exploring Sustainable Practices

In this phase of the visit, students delved into the brewery’s various eco-friendly initiatives, gaining a comprehensive understanding of how Carlsberg aligns its operations with Sustainable Development Goals (SDGs).

Engaging directly with the sustainability team, students participated in discussions on how these initiatives are implemented in real-time, allowing them to appreciate the brewery’s forward-thinking approach to environmental responsibility.

This hands-on experience underscored Carlsberg’s leadership in sustainable brewing practices, leaving a lasting impression on the students about the importance of innovation in achieving long-term environmental goals.

Activity 4: Branding and Marketing Strategies

In the final phase of the visit, students explored Carlsberg’s branding and marketing strategies, which have cemented the company’s strong global presence.

They also delved into how Carlsberg uses innovative advertising campaigns to engage consumers and how the brand’s identity influences consumer choices.

This provided students with valuable marketing insights, particularly regarding brand positioning and consumer engagement in a competitive industry.

As part of the experience, students participated in interactive quiz sessions, where they tested their knowledge of the branding concepts discussed, reinforcing their understanding and sharpening their analytical skills. 

Student Perspectives

Stefania Scarpino, a student from Masters in Global Marketing Management, was impressed by Carlsberg’s diverse Corporate Social Responsibility (CSR) initiatives, particularly their efforts in fundraising and partnerships with local primary schools to enhance infrastructure and promote sustainability education. 

Nafiz Abdullah Al Rady, a student from Masters in Global Marketing Management, found the visit inspiring, appreciating the company’s focus on innovation, teamwork, and sustainability.

Joanna Mable Chan, a student from Bachelor of Arts (Honours) in Marketing Management with a specialism in Digital Marketing, found that the visit highlighted the immense value of hands-on experiences in complementing and enhancing academic learning.

Muhammad Abdullah Ashfaq, a student from Bachelor of Arts (Honours) in Marketing Management with a specialism in Digital Marketing, shared that the visit offered him valuable insights and he was especially impressed by the advanced facilities and the team’s dedication to maintaining product quality. 

Reflections on the Industrial Visit 
 

Ms Harjinder expressed her gratitude by presenting a token of appreciation to Mr Yip for his invaluable support and the knowledge shared during the visit.

Ms Harjinder emphasised that the industrial visit was not just an academic experience but a significant opportunity for students to gain practical knowledge and critical insights into the brewing industry, enriching their academic journey.

“This visit underscored the importance of bridging theoretical concepts with hands-on experiences, allowing students to deepen their understanding of the brewing industry’s complexities and its broader impact on the global market.”