WRITER: BING ZHU & THANAT SAENGHIRAN

Invited by Dr. Bing Zhu from Department of Marketing, Martin de Tours School of Management and Economics (MSME), two distinguished guest speakers, Prof. Dr. Ulf Henning Richter, Adjunct Professor of Management at the Business School of Hong Kong University of Science and Technology (HKUST), and Prof. Dr. Asle Fagerstrom, Professor of Marketing at Kristiania University College, Norway, gave interesting special lectures to the marketing students of MKT4848-Contemporary Issues in Marketing. The audience included Thais, Chinese, Burmese, and Filipinos. They are from various organizations, including Assumption University of Thailand (AU), the National Institute of Development Administration (NIDA), and Siam University.

Most importantly, the success of this special lecture is inseparable from the organization of the Department of Marketing, MSME Business School and the support of the Albert Laurence School of Communication Arts led by Dr. Marissa Chantamas.

Prof. Ulf Henning Richter's lecture on the opportunities and challenges of working in a multinational company gave the students great insights. From the perspective of a practitioner, he shared the latest information, which can help students prepare for their future careers. For example, he emphasized that current multinational companies attach great importance to technological innovations such as big data and artificial intelligence, corporate culture, sustainable development, and carbon neutrality. At the same time, he highlighted some basic qualities that young people should possess when entering the job market, including professionalism, time management, and passion.

Prof. Asle Fagerstrom's presentation on the relative impact of QR codes on omnichannel customer experience and purchase intentions allowed the audience to get an up-close look at the Norwegian market and consumer behavior. Apart from introducing the evolution of the retail industry, he highlighted omnichannel customer journey and the strategies to enhance customer experience. His presentation shed light on in-store digital touchpoint and QR-code information and features that provide the most experiential value (cognitive and affective), influencing purchase intention in consumer electronic settings. His expertise is in integrating psychology with consumer behavior and conducting in-depth research on changes in consumer purchase behavior in different scenarios, such as the role of facial expression changes in consumer decision-making. His lively and humorous presentation style during the lectures stimulates the audience to interact with him. While explaining Norwegian market information and Norwegian consumer behavior, the audience also shared some relevant information about Asian consumers and market with him.


After the presentation, Prof. Asle Fagerstrom paid a visit to Rev. Bro. Dr. Amnuay Yoonprayong, Vice Rector for Moral Development Education, The University Campus Ministry, and Director, John Paul II Center for Catholic Social Thought. While having friendly conversations on academic exchanges, talents cultivation, politics, and transnational culture, Bro. Amnuay also let Prof. Asle Fagerstrom taste the durian from Thailand, and he was full of praise.

In addition, led by A. Thanat Saenghiran from the Department of Markeing, Dr. Phairat Boonsuwan from Siam University, Ms. Ziqi Qin from NIDA, and PhD students from MSME Business School- Mr. Jing Guo and Ms. Sirinna Khamtanet and Dr. Bing Zhu accompanied Prof. Asle Fagerstrom visiting the campus, dormitories (King David, King Solomon and Queen of Sheba), John Paul II Sports Center, the Chapel of Saint Louis Marie de Montfort, and Sala Jaturamookpaichitr. Afterward, they visited the library, where they enjoyed walking in the Hanging Gardens of Babylon and visited Bro. Martin's collection.

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/ 

Huamak Campus:
D-Building, 6th Floor, 24, Hua Mak, Bangkapi Bangkok, 10240 (Thailand)
Tel: (66) 0-2300-4543-62; ext. 1125, 1201
Fax: 0-2719-1962

Suvarnabhumi (Bangna) Campus:
MSME Building, 2nd Floor, 88 Moo 8 Bang Na-Trad Km. 26 Bangsaothong, Samuthprakarn, 10540 (Thailand)
Tel: (66) 0-2723-2236
Fax: 0-2723-2418