Strengthening MICE Industry: Sasin and TCEB Collaborate on Strategic Initiative Design

Sasin School of Management, Chulalongkorn University, in collaboration with Sasin Management Consulting (SMC), hosted the Strategic Initiatives Development Workshop for the Thailand Convention and Exhibition Bureau (TCEB).

The workshop featured Associate Professor Krittinee Nuttavuthisit, Ph.D, from the Sasin Faculty of Marketing, who led a session on the principles of effective initiative design and development, equipping participants with frameworks to articulate strategic and actionable initiatives. Additionally, it included a case study on best practices from the acclaimed “Restart Academy”, an initiative established by the Thailand Institute of Justice (TIJ) and presented by project manager Phoemporn Maneesin.

In addition, Grasic Smitasiri, an SMC Consultant, and Pongporn Jumruswittayawong, an SMC Senior Analyst, shared insights on scoring criteria and evaluation methods for assessing the strategic value of initiatives. Their session provided practical tools and structured thinking approaches to help participants effectively prioritize strategic initiatives, ranging from quick wins to game-changing opportunities.

This collaboration empowered TCEB to enhance its capability to develop initiatives that respond to emerging trends in the global MICE industry, while ensuring alignment with the organization’s strategic direction. Participants were guided in refining current projects or designing new ones that are impactful, future-ready, and capable of driving collective impact through both internal and external collaboration within the MICE ecosystem.

The workshop reflects Sasin’s ongoing commitment to fostering public sector transformation through strategic education and evidence-based consulting, driving innovation and long-term value creation.

• Facebook
• Twitter
• Line