【GMBA】Exploring Social Commerce: Bridging Theory and Practice with HALEON

國際事務室暨GMBA辦公室

撰文者／GMBA辦公室

The world of marketing is a fast-paced one where social media meets with commerce at breakneck speed, and brands are vying to gain the attention of netizens. The graduate students from the Marketing Management Class at NTU recently got to experience this firsthand when Professor Shweta Pandey collaborated with multinational corporation Haleon for a project on social commerce.

The project objective was to delve into Haleon’s strategies for social commerce. The project was not just about studying theories inside the classroom — they had direct access to Haleon’s experts. This hands-on approach allowed them to dive deep into and grasp ways to implement marketing theories.

 

In February, the winners got the opportunity to visit Haleon’s office. Here, they gained a ringside view into the inner workings of a multinational corporation. They met professionals across various departments, such as trade marketing, brand management, sales, and HR. These cross-functional conversations with experienced individuals broadened their understanding and provided a glimpse into contemporary business practices.

During the visit, students also learned valuable leadership skills from seasoned professionals. They observed firsthand how influential leaders utilize vision, empathy, and resilience to succeed.

The project wasn’t solely focused on winning prizes. It was about immersive learning and growth. Each interaction with company officials allowed the students to refine their social commerce plans, incorporating feedback from industry experts to improve their strategic skills and helping them carefully craft their social commerce plans. Winning prizes validated their efforts, confirming their ability to navigate the intricate world of social commerce.

Reflecting on the experience, students acquired marketing knowledge and developed crucial skills. This collaboration with Haleon underscores the idea that learning extends beyond the classroom. Real-world experiences like these are instrumental in personal and professional growth. Let’s draw inspiration from this project and embrace challenges as opportunities for learning and improvement.