FOB Students Exposed to Real-World Brand Strategy and Campaign Development Practices

An industry guest session was attended by Diploma in Accounting students and seven lecturers from the Faculty of Business (FOB) on 9 April 2026 at the Melaka campus. The session was conducted by Ms. Chee Cheng Koo, Head of Branding and Marketing at Julie’s Manufacturing Sdn Bhd.

Ms. Chee elaborated on the strategy behind the viral Raya campaign, “Kenangan Tu Ke Mana.” She explained how emotional storytelling and cultural nostalgia were used to strengthen audience connection and brand engagement.

She also shared insights into the campaign development process, from concept ideation to translating cultural understanding into a cohesive brand narrative. Emphasis was placed on aligning creativity with clear marketing objectives to enhance both engagement and brand positioning.

Beyond the campaign case study, she discussed current industry trends, noting that modern brands must move beyond product promotion and focus on building authentic relationships with audiences. She highlighted storytelling as a key differentiator in today’s competitive marketing landscape.

The session, organised under the Fundamental of Marketing course led by Mr. Tai Hen Toong with the support of the Career Connect Unit, provided students with practical exposure to how storytelling and cultural relevance drive impactful marketing campaigns. Interactive elements further enhanced student engagement.