MBA UTCCiSM Luxury Marketing Students Gain Real-World Insights in Guest Speaker Session on Modern Luxury

Students from the Luxury Marketing class at the International School of Management (iSM), University of the Thai Chamber of Commerce (UTCC), recently participated in an inspiring guest speaker session that offered fresh perspectives on luxury in today’s evolving global market.

The session, titled “Beyond Price Tags: An Interactive Exploration of Luxury Today,” was led by Asst. Prof. Dr. Chompunuch Pongjit, Associate Dean of Education Affairs at Mahidol University International College. The discussion encouraged students to rethink traditional definitions of luxury by emphasizing that luxury encompasses more than high price points, it is deeply rooted in value creation, customer experience, and meaningful brand identity.

During the session, Asst. Prof. Dr. Chompunuch shared insights into modern luxury concepts, highlighting how brands build emotional connections, deliver exceptional experiences, and communicate authentic brand values to remain relevant in a competitive and rapidly changing marketplace. Real world examples and interactive discussions enabled students to actively engage with the topic and apply theoretical knowledge to practical business contexts.

The interactive nature of the session allowed students to exchange ideas, ask questions, and critically analyze the role of innovation and strategy in luxury branding. Students gained a deeper understanding of how consumer expectations in the luxury sector are shifting toward experience-driven and purpose-led brands.

This guest speaker session provided a valuable learning experience that effectively bridged classroom knowledge with real-world perspectives, reinforcing UTCCiSM’s commitment to experiential learning and industry-relevant education. Through expert-led sessions like this, UTCCiSM continues to enhance students’ readiness for careers in global business and luxury marketing.