APU Media Students Lead the Way at Fusion Fest 2025

The Personal Branding Competition and Workshop, themed “Brand the Best in You,” took centre stage on 20th August 2025 at the Asia Pacific University of Technology & Innovation (APU). 

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Held as part of the School of Marketing and Management (SoMM) Fusion Fest 2025, the event showcased how APU’s Bachelor of Arts (Honours) in Media and Communication Studies provides its students with rich, hands-on industry exposure. 

As a signature SoMM initiative, Fusion Fest highlights the creativity and innovation of marketing and media students through project exhibitions, competitions, and interactive activities. Designed to bridge academia and industry, it provides students with invaluable opportunities to develop professional skills while engaging prospective students and collaborators. 

Real-World Learning Through Strategic Event Planning

The Personal Branding Competition and Workshop was organised entirely by Media and Communication Studies students as part of their Strategic Event Planning and Management module, under the guidance of Ms Rahilah Ahmad (Event Director) and Ms Vaneetha Sagadevan (Advisor). 

Through this initiative, students were not only assessed academically but also gained practical experience in event planning, communication, coordination, and promotion. According to Ms Rahilah, “Through event planning and management, Media and Communication Studies students gained practical, hands-on experience that prepares them for real-world challenges in their future careers. This showcases APU’s commitment to producing highly employable graduates who are ready to meet industry demands.” 

A Platform for Collaboration and Creativity

The competition brought together 38 students from APU, UiTM, UniSZA, and TARUMT, offering a collaborative platform that extended beyond institutional boundaries. Participants submitted their personal branding content in formats such as videos, Instagram posters, and TikTok reels, creatively expressing their strengths, values, and aspirations in the digital sphere. 

Following rounds of public voting and panel evaluation, the Top 5 finalists were invited to APU for the closing ceremony and announcement of winners.

The event also featured a workshop and talk series led by prominent guest speakers who shared their expertise on self-presentation and employability. 

Ms Siti Mazmi Niza Ahmad Zawawi, HRDF Certified Trainer, shared actionable tips on building confidence and authenticity in personal branding. 

Mr Jason Lim, CEO of Oriental Real Estate, discussed how branding can influence career growth and professional opportunities. 

Mr Benny Ng, Chairman of NGO MND Malaysia, emphasised values, resilience, and community engagement as cornerstones of one’s personal identity. 

Beyond the talks, interactive networking sessions and student-led discussions enriched participants’ understanding of how personal values align with professional aspirations in an ever-evolving media landscape. 

Empowering Future Communicators

By merging academic theory with practical application, the Personal Branding Competition and Workshop successfully embodied the spirit of Fusion Fest 2025 — a celebration of creativity, collaboration, and personal growth. 

Participants left the event with enhanced communication skills, deeper self-awareness, and renewed confidence to project their professional identities. More importantly, it reinforced APU’s commitment to empowering students to become confident, employable, and industry-ready graduates — truly branding the best in themselves.