APU’s Digital Marketing Industry Insights Event Strengthens Real-World Learning

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Real-world learning has become an essential pillar in preparing business students for the demands of an increasingly competitive and fast-evolving industry. Beyond textbooks and theories, students today must cultivate critical thinking, problem-solving abilities, teamwork, and the confidence to navigate complex business environments. 

Exposure to real industry practices not only deepens their understanding of classroom concepts but also empowers them to experiment safely, build professional readiness, and boost their employability with relevant, practice-based insights. 

With this objective in mind, the School of Marketing and Management (SoMM) at the Asia Pacific University of Technology & Innovation (APU) organised an enriching event titled Digital Marketing Industry Insights on 21 November 2025. Spearheaded by Dr Rachel Lua Hooi Ming, Lecturer of SoMM, the initiative brought together industry leaders and aspiring marketers for a full day of applied learning and professional engagement.

The event opened with a session by Ms Sophie Cox, Managing Director at Firestar Research Sdn Bhd, who unpacked the fundamentals of advertising and highlighted the strategic role of market research. Through hands-on projective exercises, students were able to experience firsthand how consumer insights are gathered and translated into meaningful marketing strategies. This interactive approach helped bridge the gap between theory and practice, demonstrating how analytical skills and creativity work together in real campaigns.

Following this, Ms Wan Lih Chan, Co-founder of And Wander Digital, and Mr Mohammad Iqbal, the company’s Strategic & Digital Director, guided students through the business mechanics of advertising. Their detailed explanation of budgeting standards, return-on-investment (ROI) monitoring, and performance evaluation offered students a candid look at the financial accountability required in marketing roles. These insights equipped students with a clearer understanding of decision-making processes that underpin successful campaigns—knowledge that future employers regard as vital. 

The final session, conducted by Ms Sook May Ho, Head of Insights and Analytics for Chocolate & Candy, Confectionery & Gum, delved into the nuances of brand image. Students learned how subtle word choices, product claims, and performance cues can significantly influence consumer perception. Her session underscored the importance of precision, attention to detail, and strategic messaging—key competencies for any marketing professional.

Beyond the formal presentations, lively conversations continued among speakers, students, and guests, reflecting a strong culture of curiosity and engagement. A notable moment was the participation of Mr Lim Jee An, Co-founder of OtterBarista, who joined as a guest learner. His presence reinforced the message that lifelong learning remains essential for staying relevant in the ever-changing digital landscape.

The Digital Marketing Industry Insights event ultimately strengthened APU’s commitment to producing future-ready graduates. By engaging directly with practitioners, students gained a richer, more grounded understanding of the industry, preparing them to step confidently into professional roles.

Commenting on the success of the event, Associate Professor Dr Devinder Kaur, Head of SoMM, shared: “This initiative reflects our dedication to shaping graduates who are not only academically strong, but also industry-savvy and adaptable. By connecting our students with real practitioners, we ensure they develop the mindset, skills, and resilience needed to excel in the dynamic world of marketing.”