Media Room

Our second year Marketing students from SBM nailed their project pitch for the Under Armour brand and clinched the Silver Award. This was part of the 2018 Global Brand Planning Competition on June 17 jointly organised by the Marketing Institute of Singapore and the Global Chinese Marketing Federation. Their proposal - an 'Xperiential' Capsule - tapped on the use of Augmented Reality to illustrate how the brand could appeal to their target audience's lifestyle. Close to 30 student teams from tertiary institutions in namely China, Taiwan, and Hong Kong took part. Students were assessed on their skills at managing their branding campaigns and how well they adapted their brand's current position to market their products.
 

SBM senior lecturer, Lena Yeo, who mentored the students shared that the competition was an "exciting platform, where many international teams were competing with highly innovative and impressive ideas".