WRITER: NANG WON HLAING, RAKSHYA KHADKA, RATANAWALAI PRASITVIPAT, SU MYAT NOE, CHITTIPA NGAMKROECKJOTI AND IBM STUDENTS FROM THE FACULTY OF MASTER DEGREE OF BUSINESS ADMINISTRATION (FAST TRACK) TRIMESTER 1-2023

Abstract

This article focuses on the experience of graduate students and the benefits in Assumption University on attending the honorary guest speaker under the title of “Data Analytics: Powering Business Intelligence to Enhance International Sales Marketing Effectiveness.” The guest speaker is Mr. Kacha Chotchaisatit who presented data analytics in business to improve international sales marketing effectiveness and UOB’s cyber banking and marketing strategies. UOB (United Overseas Bank Public Company Limited) has complied with a framework agreement on the facilitation of Cross-border Paperless Trade in Asia and the Pacific (CPTA).

One of the main challenges of cross-border trade in the region is the lack of standardization of trade documents, which leads to delays, errors, and higher transaction costs. This paper describes “Trilateral Relationship” among guest speaker, students, and instructor. The guest speaker uses the opportunity to educate the young generation about the transactions and an idea that lecturers can increase active learning in the class and maximize impact of guest speaker’s visit. “Active Learning” is an approach to education that involves students taking an active role in their own learning process. As a result, the students are involved with the speaker, and they make a more conscious effort to participate with the speaker.

Keywords - Guest speaker, Active learning, Cyberbanking, Marketing

Guest speaker’s Autobiography

The special guest speaker is Mr Kacha Chotchausatit who is the Head of Channel Strategy and Management and Senior Vice President at United Overseas Bank Limited (UOB). He is an entrepreneurial, result-oriented leader with long-term experiences in developing business strategy and delivering creative value-driven solutions gained through over 15-years professions in addition to MBA degree. His professional and academic career marked a consistent track record of exceeding goals and expectations.

His area of specialties include banking, business development, business intelligence, data analytics, performance management, project management, business transformation, innovation management, marketing, sales management, and customer insights.

Introduction

Guest speakers from industry experts as guest speakers offer practical knowledge and examples, aiding the fusion of theory and practice in coursework. They are considered as a great tool to improve class knowledge from the real and updated practical experiences. They offer different perspectives and variety in the way they are taught in the form of case study as for examples, while providing important specific subjects that are often omitted from a regular class. Moreover, they infer benefits for students by preparing them for job interviews and providing counseling on career issues. Importantly, guest speakers can provide students with jobs and internships because of the new partnerships with the school. In conclusions, guest speakers have strong ability to promote better teaching output and outcome. Output will be reflect in terms of students performance in the class while outcome the practical resilience towards the real company situation on time.

GSB-ATM realize how important of the real practical experiences to fulfill the gap between fact and reality. Realities are socially constructed by human beings through discourse while fact defined as the state of affairs or circumstance or state of affairs. Thus, the promotions of guest speakers’ invitation fact become normal in this MBA fast track program. This is because we believed that the reality of lecture presentation plus practical experiences from guest speakers will suggest in-class activities strongly to motivate both students and the lecturer, positively impacting their performance. Our guest presentation focuses on the title of

“How Digital Banking Leverage Data Analytics to Drive Sales in International Markets?”

Mr. Kacha Chotchausatit introduced himself and his long-term working experiences in the banking industry as well as his current position at the United Overseas Bank (UOB). He focused on how UOB pay high attention to data analytics help firm to internationalize and how well-prepared to cope with the cybersecurity.

Mr. Kacha Chotchaisatit introduced himself and his long-term experiences working in the banking industry for more than fifteen years. He talked about his current position at the United Overseas Bank (UOB) and the purpose of fulfill ASEAN paperless trade complying with the Cross-border paperless trade in Asia and the Pacific (CPTA). Paperless trade means conducting international trade transactions without the use of paper-based documents and utilizing digital alternatives instead. He also mentioned how data analytics has helped UOB expand into international markets through cyberbanking and marketing. Cyberbanking refers to conducting financial transactions online, such as transferring money, paying bills, and checking account balances.

An overview of Cross-border Paperless Trade in Asia and the Pacific (CPTA)

CPTA is a trade agreement between China, South Korea, Japan, and the ten ASEAN member states (UNESCAP, n.d.). The UOB framework agreement aims to reduce trading costs and facilitate investment among the parties by promoting paperless trade (UNESCAP, n.d.). UOB faces the lack of trust between parties in cross-border trade transactions. There is always a risk that one party may default on their obligations, which can lead to financial losses. To solve this challenge, UOB is promoting the use of electronic trade finance (e-trade finance) solutions. E-trade finance solutions can help to encourage more businesses to adopt paperless trade practices.

Challenges to achieve paperless transactions

UOB has several new services online. There are, for example sending the receipt in online, e-statement, and mutual fund e-purchase. The silence of paperless activities in the front page from most countries mean hyperactive in the back side. UOB identified the lack of knowledge and understanding of digital technology as another challenge in promoting paperless trade. To overcome this challenge UOB is considered educating customers and non-customers are their priority. Mr. Kacha’s presentation about business intelligence in paperless fulfill the gap between the present and the future digital banking system. He has educated us all about the e-banking transaction strategic policy and at the same time encourages us about the e-trade expansion in ASEAN.

Additionally, the UOB framework agreement on the facilitation of cross-border paperless trade in Asia and the Pacific (CPTA) aims to simplify and accelerate cross-border trade in the region. Through the promotion of standardized trade documents, e-trade finance solutions, and training and advisory services, UOB is addressing the challenges of standardization, trust, and knowledge to enable businesses to fully realize the benefits of paperless trade.

UOB’s Marketing Strategies and Analytics for business growth

Mr. Kacha talked about the marketing strategies, insights, and ongoing marketing activities of UOB. To be more specifically, the speaker explained how data analytics has become an essential tool for businesses in the digital transformation era. Such contemporary era measure and analyzes customer behavior, market trends and identify business opportunities.

One of the marketing activities includes the UOB mobile application which is UOB TMRW, an all-in-one banking app, developed with the customers’ needs. It offers Simple Invest investments that are made simple, Rewards+ rewards that are customized for each customer, and AI-driven analytics (UOB, n.d.). The app is optimized for a smooth banking experience whenever and whenever you use it.

Mr. Kacha also talked about the 5 stages approach of marketing analytics collecting the data, exploring, predicting, optimizing, and finally decision making. He said that first, we need to clearly define our marketing objective and then collect the data required from various sources from both internal and external sources. And then when the data is collected it needs to be analyzed with the help of different techniques like data mining, machine learning, and so on. The conclusions derived from the data analysis are turned into useful ideas and strategies afterward and then the decision is made.

Moreover, he shared with us on how data analytics has revolutionized the banking industry. For example, the use of data analytics in cyberbanking has significantly reduced fraud cases and improved customer experience. Moreover, data analytics has enabled banks like UOB to identify potential customers and tailor their services to meet their unique demands.

Active learning

To be applicable in this article, active learning reflects the process of having students engages in activities like guest speaker participation that pushes students to reflect upon ideas and how they are using those ideas as Active Learning via writing this article. Output performance based on article writing requires students to assess their own degree of understanding of guest speaker presentation and skill at handling concepts like cross-border paperless or problems in a particular discipline like shortage of knowledge in digital transformation era. Students attain their knowledge by participating or contributing to this article. The process of keeping students mentally, and often physically, active in their learning through activities that involves them in gathering information, thinking, and problem solving.


 

 

Conclusions

Mr. Kacha Chotchaisatit's guest lecture on leveraging data analytics to drive sales in international markets provided invaluable insights into the importance of data analytics in today's business environment. He provided students with a glimpse into the real-world applications of data analytics in finance and marketing. Therefore, having a guest speaker from industry experts in university classes can significantly enhance students' learning experience by providing practical knowledge and examples that bridge the gap between theory and practice.

The speech delivered by Mr. Kacha is an excellent example of how guest speakers can positively impact students' performance and motivation. Thus, inviting guest speaker is recommended that universities continue to invite guest speakers frequently to enrich the learning experience of students. Finally, Mr. Kacha played an important role for Active Learning in the International Business Management (IBM) class.

Author Information

Nang Won Hlaing (N.W.H.) - MBA student of Assumption University Thailand and BBA degree in Hospitality Management from Glion Institute of Higher Education, Switzerland and former member of MKT company limited in Finance as an Auditor.

Rakshya Khadka (R.K.) - MBA student of Assumption University Thailand. She did her Bachelors in Business Administration (BBA) majoring in Finance and Banking from Kathmandu College of Management in Nepal which was affiliated with Siam University, Thailand. She used to work at Asterisk Digital Company as a content manager in Nepal.

Ratanawalai Prasitvipat (R.P.) - MBA student of Assumption University. She graduated from faculty of Arts Chulalongkorn University, Thailand. She used to work at Estate Perfect in sale management division.

Su Myat Noe (S.M.N.) - MBA student of Assumption University Thailand, Bachelor in Business Management from the National Management Degree College (Yangon University of Economics). She is the former Business Development Manager of Hello Health Group and has experience in Marketing Communications and Media planning.

Chittipa Ngamkroeckjoti (C.N.) – Instructor of International Management Business Class under the Fast Track MBA Program, Assumption University
IBM students from the Faculty of Master Degree of Business Administration (Fast Track) trimester 1-2023

Author Contributions

Conceptualization, N.W.H., C.N., Methodology, N.W.H., S.M.N.,R.K., R.P., C.N., resources N.W.H., R.P., writing-original draft preparation, N.W.H., S.M.N., and R.K., writing - review and editing, N.W.H., S.M.N.,R.K., and R.P., supervision, C.N.

Chittipa Ngamkroechjoti - C.N. (Instructor)
Nang Won Hlaing- N.W.H. (First Author)
Su Myat Noe - S.M.N. (Co-author)
Rakshya Khadka - R.K. (Co-author)
Ratanawalai Prasitvipat - R.P. (Co-author)

References

  • Athavale, M., Davis, R., & Myring, M. (2008) The integrated business curriculum: An examination of perceptions and practices. Journal of Education for Business, 83, 295-301
  • Leor, K. (2015). Guest speakers: A great way to commit to education. Journal on Best Teaching Practices, 2(2), 21-23
  • Luke, A. (2018). Regrounding critical literacy: Representation, facts and reality. In Theoretical models and processes of literacy (pp. 349-361). Routledge
  • https://plato.stanford.edu/archives/win2021/entries/facts/

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