Future marketers showcase innovation, sustainability, and strategy at the MSME Marketing Expo.
The Martin de Tours School of Management and Economics (MSME) at Assumption University of Thailand (AU) transformed theory into action as students from BBA 1121 Marketing in Practice and BBA1104 Fundamentals of Marketing presented their ideas at one of the program’s largest hands-on learning events, The Marketing Expo on February 16-20, 2026 at Suvarnabhumi Campus.
Each semester, the Expo brings together second- and third-semester business students to present original product concepts developed through the principles of Design Thinking, a prerequisite for the course.The exhibition marks a key transition in their learning journey, moving marketing beyond textbooks and classroom presentations into a lived, practical experience.
This year, 80 student groups from approximately 15 sections were challenged to develop a new product for an established brand. Each concept was required to address a clear market gap while integrating relevant United Nations Sustainable Development Goals (SDGs) into the marketing strategy, particularly within the 4Ps: Product, Price, Place, and Promotion.
The exhibition space came alive with carefully designed booths featuring prototypes, packaging models, product sketches, and visual storytelling. More than displays, the booths became active environments where students explained their strategic decisions, justified trade-offs, and responded to real-time questions from faculty members, peers, and visitors.
What distinguishes the Marketing Expo is its strong emphasis on execution and communication. Students were expected not only to present creative ideas, but also to demonstrate clear positioning, persuasive messaging, and strategic thinking, skills that mirror the realities faced by professional marketing teams preparing for product launches.
As preparation progressed, many students experienced a shift in ownership. Concepts that began as assignments evolved into tangible projects they could publicly stand behind. The combination of analytical thinking, creative execution, and public presentation extended learning well beyond the traditional classroom.
On exhibition day, the atmosphere reflected a collaborative marketplace of ideas. Faculty members and visitors moved between booths, offering feedback and engaging in discussion, while students stepped into the role of marketers introducing their products to potential customers.
For many participants, the Marketing Expo marked a defining moment—when marketing moved from abstract theory to real-world practice. Through the experience, students discovered that effective marketing requires not only understanding concepts, but also making decisions, communicating persuasively, and working as a team to turn strategy into visible results.
WRITER: SALILA PINOPAK
More Information about the Martin de Tours School of Management and Economics, please visit:
Website: https://www.msme.au.edu/
Facebook: https://www.facebook.com/MSMEBusinessSchool
Instagram: https://www.instagram.com/msmeabac/
Tel: Huamak Campus: (+66)-2783-2222 Ext. 1125
Suvarnabhumi Campus: (+66)-2783-2222 Ext. 2236
