Chula MBM Students Explore Global Branding at Cambridge and Oxford
Students from the Master in Branding and Marketing (MBM) Program, Class 8, at the Faculty of Commerce and Accountancy, Chulalongkorn University, participated in an international study tour focused on global branding and marketing at the University of Cambridge and the University of Oxford, United Kingdom, from July 16-28, 2026. The program was designed to provide students with first-hand learning experiences in an international academic environment while fostering knowledge exchange with leading scholars and distinguished experts from world-renowned institutions.
The study tour was led by Professor Dr. Wilert Puriwat, President of Chulalongkorn University, accompanied by Assistant Professor Dr. Ake Pattaratanakun, Head of the Department of Marketing and Director of the MBM Program, and Asst. Prof. Tanaporn Hongsuchon, a faculty member of the program.
During the visit, the students attended the Global Seminar in Branding at Cambridge Judge Business School, University of Cambridge, under the direction of Professor Vincent Mak. They also visited the Saïd Business School, University of Oxford, where they explored cutting-edge perspectives on marketing, branding, and organizational management at one of the world’s leading academic institutions.
One of the highlights of the program was a special lecture on “Global Branding” delivered by Lord Richard Wilson of Dinton, former Cabinet Secretary of the United Kingdom and former Head of the UK Civil Service, at Sidney Sussex College, University of Cambridge. Drawing on his extensive experience at the highest levels of public policy and government, Lord Wilson emphasized that sustainable branding is not achieved through communication alone. Rather, it is built on an unwavering commitment to quality, credibility, and the consistent cultivation of trust over the long term.
This international study tour represents an integral component of the MBM curriculum, reflecting the program’s commitment to developing globally minded graduates who can connect academic knowledge with real-world international experience. Through initiatives such as this, the program equips students with the vision, skills, and leadership needed to excel in branding and marketing on the global stage.
