School of Marketing and Management (SoMM) students manage to learn from blueprint to showroom, witnessing innovation in action as well as bridging the gap between theory and practical with unforgettable experience.

Recently, Asia Pacific University of Technology & Innovation (APU) future marketing mavericks has buckle up, because School of Marketing and Management (SoMM) students just had an epic experiential learning adventure at the Proton Centre of Excellence (COE) located at Subang Jaya, Selangor.

Proton Holdings Berhad., or Proton, is a Malaysian automotive company established on 7th May 1983, to fulfil Tun Dr. Mahathir Mohamad, Malaysia’s former Prime Minister’s National Car concept conceived in 1979 to improve Malaysian industry.

Led by SoMM Senior Lecturer Ms. Harjinder Kaur Balbir Singh and SoMM Academic Leader Mr. David Ng Kok Meng, 20 final-year Marketing and Digital Marketing students got a behind-the-scenes peek at the world of Malaysia’s automotive giant.

Students were blown away by the state-of-the-art facilities, cutting-edge technologies and innovative manufacturing techniques that contribute to enhanced safety, improved performance, and reduced negative environmental impacts.

Internal Communications and Group Communications Division Executive Mr. Luqman Abdul Hakim and accompanied by his colleague Corporate Strategy Manager Ms. Too Woon Shim walked them through every step of the car’s journey.

Imagine seeing robots working their magic on the assembly line — it is enough to make any APU techie swoon with Proton innovation, from the first blueprint to research & development (R&D) to the final quality check.

But the experience was not just about nuts and bolts. The modern and interactive Gallery of Inspiration took students on a trip down memory lane, showcasing Proton’s history and its role in shaping Malaysia’s automotive landscape.

Interactive exhibits featuring virtual reality (VR) simulators let students experience the future of driving first-hand. They even got to test out Proton’s latest models, including the head turning X50 SUV!

Empower students & bridge the industry gap with unforgettable experience

As Ms. Harjinder Kaur explained, “This exposure to the real-world automotive industry will truly empower our students, showcasing the integration of state-of-the-art machinery and robotics which eventually will broaden their minds and knowledge in the automotive industry and get them prepared once they enter the working profession.”

Mr. Ng Kok Meng echoed this sentiment, highlighting how the visit helped students bridge the gap between classroom theory and practical application.

“They witnessed first-hand on the applications of concepts taught in classrooms and gained real-world perspectives on the challenges and complexities faced by manufacturers in this dynamic industry.”

The students themselves could not stop raving about the trip. Sabrina Wee Shi Yun, a Digital Marketing student, called it a “comprehensive and immersive experience” that deepened her appreciation for Proton’s commitment to innovation.

Yap Siaw Ling, another Digital Marketing student, was particularly intrigued by the VR glimpse into Proton’s future for electric vehicles and autonomous driving.

For Emily Waan, Digital Marketing student, the highlight was the test drive! “The staff was so kind to let us experience the Proton X50 first-hand,” she shared.

Meera Saleem, a Marketing Management student, valued the chance to connect classroom learning with real-world applications.

And Ahmed Mohamed Farid Kamal Mohamed concluded that “The trip was a unique experience that provided valuable insights into Proton’s promising future.”