Sasin MBA Students Engage in Sustainable Branding with Tha Chalom Community 

Sasin MBA students from the Brand Management in the Era of Sustainability and Digital Transformation course visited the historic Tha Chalom community in Samut Sakhon. This immersive, action-based learning initiative, led by Assistant Professor Yupin Patarapongsant, centered on the theme “Sustainable Branding from the Bottom-Up: Creating Brand Elements.” Sasin’s collaboration with local subsistence entrepreneurs in Tha Chalom is a powerful example of integrating sustainability, experiential learning, and purpose-driven action in the “community and connection” theme into business education. 

The day began at the Ban Tha Chalom Community Center, where students were welcomed with a briefing on the rich history of Tha Chalom by Dr. Suwanchai Sangsukiam, Chairman of the Board of Directors of Samut Sakhon Phatthana Mueang (Social Enterprise) Co., Ltd. Students then toured the old city along Tawai Road via tram, exploring Tha Chalom. The class engaged directly with five local subsistence entrepreneurs, learning from their lived experiences and co-designing brand identities that respect the community’s cultural roots while applying modern branding theory. The students utilized AI tools to develop their proposed logos, signage, and brand storytelling elements for the five local subsistence entrepreneurs, which received feedback from key stakeholders. 

This activity was more than a class field trip exercise. It became meaningful in connection with the community. “Today’s Brand Management session was a heartwarming reminder of what business education can truly be,” Professor Yupin reflected. “The activity resonated not only in the classroom but also in the community.” 

Students from diverse backgrounds, including China, the U.S., and Thailand, shared their reflections, highlighting the importance of applied learning, cultural sensitivity, and global-local awareness. With AI tools integrated into their creative process, students could streamline concept development and produce their outputs. 

Although the full range of brand materials could not be completed in one day, a follow-up session was scheduled, and several student groups volunteered to return to Tha Chalom to personally deliver final branding outputs to the entrepreneurs they worked with. This initiative reflects the evolving standards of the Association to Advance Collegiate Schools of Business (AACSB) accreditation for business schools, which now emphasizes the importance of “community and connection” as a component of academic impact, in addition to focusing on sustainability aspects alone. 

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