The University of the Thai Chamber of Commerce has partnered with the Marketing Technology Association to advance its MBA and Communication master's education into the digital era, driving Thai marketers forward with MarTech and AI.
On 12 Feb, reporters learned that the University of the Thai Chamber of Commerce (UTCC) is strengthening its graduate education, especially the MBA in Communication, Business Administration, Marketing, and Technology programs. This is through a strategic collaboration with the Marketing Technology Association (MarTech Association Thailand) via signing a memorandum of understanding (MOU) to elevate human resource development in digital marketing and marketing technology (MarTech) for systematic business application. The signing was honored by Associate Professor Dr. Weerachat Kilenthong, Senior Vice President for Academic and Research Affairs at UTCC, together with Mr. Chaipong Lapliangtrakul, President of the Marketing Technology Association. Witnesses included Dr. Arada Mahamit, Dean of the Graduate School; Assistant Professor Dr. Phusit Wonglosai-chon, Deputy Dean of the Graduate School at UTCC; Mr. Pruksachat Kachenpong, Manager of the Marketing Technology Association; and Mr. Chonnapat Sethiwat, board member of the association and YEC committee member. The ceremony also welcomed new generation entrepreneurs from the Thai Chamber of Commerce (YEC) as witnesses and collaborators, reflecting the vital link between academia, business, and entrepreneurship networks, which is key to educational development in the digital economy era.
Dr. Arada said the signing reflects the shared intent of both organizations to integrate UTCC's academic knowledge with practical experience from the rapidly evolving digital marketing industry, driven by data, digital technology, and artificial intelligence (AI). Modern marketers must not only understand business administration and marketing strategies but also effectively use technology tools, including customer data management systems, deep data analytics, and marketing automation platforms—skills highly demanded by the labor market.
This collaboration focuses on developing practice-based learning aligned with global business trends and UTCC's teaching approach, enabling MBA and Communication master’s students to become professional digital marketers. The MOU outlines three key areas: 1. Supporting knowledge and real business case studies—the Marketing Technology Association will share knowledge, industry trends, and real organizational cases for use in graduate business administration, marketing, and communication courses, helping students understand real work contexts and bridge the gap between classroom and business world.
2. Enhancing systematic MarTech tool skills—students will have opportunities to practice essential tools such as data management systems, marketing data management, analytics, and marketing performance measurement. These skills build readiness in digital marketing technology and data-driven decision-making, which are central to modern organizations.
3. Connecting students to industry networks and the labor market—this collaboration opens doors for students to access networks, field projects, and joint projects with businesses, helping them understand labor market demands and improve employment opportunities after graduation.
The Graduate School Dean of UTCC added that the Marketing Technology Association is confident that combining UTCC's academic strength with expert networks and business experience will develop MBA and Communication master’s students with both theoretical knowledge and practical skills aligned with industry needs. Meanwhile, UTCC continues to focus on being a practice-based university in business that links learning with the Thai Chamber of Commerce network, entrepreneurs, and leading organizations to produce graduates who think critically, act effectively, and deliver real business results.
However, this partnership between UTCC and the Marketing Technology Association marks a significant step in developing human resources in digital marketing, technology, and business management in Thailand. Amid rapid global economic changes, businesses require personnel who understand business strategies, possess marketing expertise, technological and data skills, and can use AI to gain competitive advantages. Upgrading the MBA, Communication, Marketing, and Technology graduate programs through direct industry collaboration is a key mechanism to prepare the workforce for the future.
The Graduate School Dean further stated that beyond educational development, this collaboration plays a role in strengthening Thailand's digital industry and data-driven economy by producing new marketers who can effectively use MarTech and AI to drive business. The connection among universities, professional associations, and entrepreneur networks will help Thailand develop globally competitive personnel and support sustainable transition to a digital economy. This strategic partnership is not just a formal signing but a foundational step for Thailand’s educational future, particularly for MBA, Communication, Business Administration, Marketing, and Technology master’s programs, which are becoming central to national development in the 21st century.