GRAD.BU X Central Food Retail Group to Launch Industry Immersion Experience — Transforming the Classroom into the Real Business World to Cultivate Omnichannel Marketers
Empowering MBA students to tackle real-world retail business challenges in the Omnichannel era, developing marketing skills for today’s modern business landscape.
The Graduate School of Bangkok University is advancing its experiential learning initiatives by joining forces with leading business organization Central Food Retail Group for an activity themed “From Transaction To Transformation: Reimagining Retail Marketing in the Omnichannel Era,” alongside the project “Retail Reinvention: Winning the Future Customer @ Central Food Retail.” The collaboration aims to offer students real-world business challenges and develop their readiness for the modern marketing landscape.
The project was honored by the presence of K.Chakkit Chatupanyachotikul, Head of Marketing, Public relations and CSV at Central Food Retail Co., Ltd. (under Central Retail), who shared his insights on the digital-era retail business and selected outstanding works with potential for real business application.
This activity serves as a strategic co-curricular initiative focused on bridging academic knowledge with practical application through the concept of Industry Immersion — providing students the opportunity to engage with real business environments and learn about the digital transformation of retail amid rapidly shifting consumer behavior, the growing role of technology, and competition from global platforms. In this context, today’s retail businesses must move beyond a focus on “transactions” toward building “customer experiences” and a seamlessly integrated “omnichannel ecosystem.”
Students analyzed the insights of modern consumers — particularly Gen Z and Millennials — who prioritize convenience, health, sustainability, and value for money. They applied tools such as Data Analytics, Business Intelligence, and Customer Experience Design to develop marketing strategies that address the needs of future consumers. Students also participated in Workshops and Coaching Sessions on the topic of “Future Retail Marketing Strategy,” focusing on designing seamless omnichannel customer experiences, building value propositions, and developing strategies to “win the hearts of future customers.”
The activity began with a project launch and briefing on the real business challenge by executives from Central Food Retail Group. Students then intensively developed strategic concepts, ultimately crystallizing core values and key marketing concepts that respond to both business and sustainability objectives.
The highlight was the Final Pitching event, where each student team presented their work before a panel of distinguished judges from within and outside the university — led by Asst. Prof.Dr.Sasiprapa Phanthanasaewee, Dean, Graduate School; Dr.Sumetee Wongsak, Director, Master of Business Administration Program (Thai Program); and A. (Navachai Kiartkorkuaa, Head of Enterprise Marketing Management Unit at AIS Business, who also served as the course instructor and lead coach — as well as K.Chakkit Chatupanyachotikul from Central Food Retail Group. The event was held at the Auditorium (C6-508), Bangkok University.
This collaboration not only strengthens students’ academic capabilities but also creates an ecosystem of university–business partnerships, opening opportunities for students to build professional networks with leading organizations. It stands as yet another example of Bangkok University’s modern educational approach — one aimed at producing “practitioners” equipped with strategic skills, creativity, and deep consumer understanding, ready to drive the retail business into the future in the era of Omnichannel Transformation sustainably.
