WIS Marketing Joins Forces with ATIS and UTCC to Bring a Real Brand Brief into the Classroom, Shaping a New Generation of Marketers Who Understand Gen Z

WIS Marketing has joined forces with ATIS to bring a real brand's business brief into the classroom at the University of the Thai Chamber of Commerce (UTCC). The challenge: expand the brand's customer base beyond its current audience to Gen Z, the consumers who will shape the direction of the market in the years ahead.

A classroom that mirrors a professional marketing team

Students worked through the same process marketing teams use to plan real campaigns, in three key stages.

1. Understand the brand in depth: its identity, its position in the market and what it must protect
2. Uncover Gen Z consumer insight: how they think, what they value and what drives their buying decisions
3. Turn those insights into content and a communication plan the brand can put to real use

From Classroom to Real Business

Khun Lyn Keerataya Lertthapattarakul, CEO of WIS Marketing Group, believes young people today want more than theory. They want to see how brands think and what truly decides success in the market. The activity opened a space for the next generation to test ideas, put them into practice and understand business through a real brief.

The collaboration received full support from the brand behind the brief, and reaffirms WIS Marketing's role in connecting education with business to prepare a new generation of marketers for the real market.