Undergraduate

On the afternoon of May 11, 2026, the DTU SouthStar Management Institute held a showcase for its Advertising & Integrated Brand Promotion (IBP) course. The event provided a forum where student teams could present their well-invested integrated brand communication campaigns and demonstrate their ability to apply their knowledge to the reality of business.

Creative and colorful product booths

Through the showcase, students from the SouthStar Management Institute applied concepts from the IBP course to develop multi-platform brand promotion campaigns using a variety of formats: mock TV commercials (TVCs), posters, creative point-of-sale displays, and brand activation activities to enhance customer experience and engagement. Besides showing the students’ creativity of ideas, the projects also reflected their skills for teamwork, strategic thinking, and implementation of practical communication.

Large numbers of DTU students enjoyed the activities at the booths

The projects were evaluated based on a multitude of criteria: message consistency, creativity, practical applicability, integration of communication tools, brand-experience design, customer engagement, and the overall effectiveness of campaign presentation. All showcase content was realized by students of the SouthStar Management Institute for educational and non-commercial purposes. Any brands, images, and AI-supported materials were intended solely for academic illustration.

“Tuc Tac Tea” won first prize at the showcase

Many projects at the showcase left a strong impression thanks to a thorough investment in both content and presentation. The project “Tuc Tac Tea” outstandingly won first prize for its creative communication campaign and potential for a coordinated execution of brand promotion activities.

At the conclusion of the showcase, the organizers awarded the following projects:

-    first prize: Tuc Tac Tea,
-    second prize: Mixue, Coco Fresh,
-    third prize: Highlands Coffee, Phe La,
-    most impressive TV commercial: Coca-Cola, TH True Milk,
-    most impressive poster design: Lays, Chocopie,
-    most impressive showcase: Oishi, Kun,
-    best style: Aquafina, Oreo.

More than just a course wrap-up, the showcase contributed to the close connection between learning environment and practice, and it encouraged the students to develop creativity, branding, and integrated communication. It is also testament to the application-oriented training approach implemented by the SouthStar Management Institute in particular and DTU in general, which helps students gradually gain exposure to a professional working environment while still in university.

(Media Center)