CBS Marketing Department and Maybelline New York Collaborate on “IBMC Internal Case Competition” to Empower 2nd-Year BBA Marketing Students
The Marketing Department at Chulalongkorn Business School, Chulalongkorn University, in collaboration with Maybelline New York under L’Oréal Thailand, successfully hosted the Maybelline New York IBMC Internal Case Competition. This competition provided a unique platform for second-year students from the BBA International Program, majoring in Marketing, to craft strategic brand and marketing communication plans in response to a real business brief from Maybelline New York.
The event was held on April 1, 2025, at the Chulalongkorn Business Cinema, where students presented their campaigns before a panel of judges comprising executives from L’Oréal Thailand and Maybelline New York, led by Mr. Andrew Tay, General Manager of Maybelline New York and 3CE, along with academic faculty led by Asst. Prof. Dr. Ake Pattaratanakun, Head of the Marketing Department, Asst. Prof. Ratirath Na Songkhla, IBMC course lecturer, along with Ajarn Kawisara Phathanacharown and marketing faculty members.
Each team showcased its brand strategy for brand and marketing communication through comprehensive and compelling presentations. More than 50 BBA students participated in the competition.
To recognize outstanding performance, three top teams were awarded prizes with a total value exceeding 120,000 THB – L’Oréal product sets. This event reflects CBS Chula’s strong commitment to “Real Business in the School”, demonstrating when academic knowledge can be transformed into real-world capability where students can rise to meet industry expectations.
