WRITER: THE AU LIBRARY
In a bid to merge theoretical knowledge with real-world industry insights, over 50 graduate students from Assumption University's Graduate School of Business and Advance Technology Management (GS-BATM), led by Dr. Sirichai Preudhikulpradab, Program Director of Ph.D. in Hospitality and Tourism Management, embarked on a hands-on educational excursion to Boonrawd Brewery Co., Ltd. on October 8, 2024.
Singha Beverage, widely recognized as the cornerstone of Thailand’s beer production industry and the home of the iconic Singha brand, provided students with an insider’s perspective on the company's key operations. The day-long trip featured a deep dive into the company’s history, sustainability efforts, and production expertise.
The visit began with the welcoming and sharing of Corporate development and core values, shaping the Group’s strategic direction by Khun Sunit Scott, Deputy Group Director for Corporate Capacity and Sustainability Development. To share insights on the technical aspects of brewery process, Khun Chumpon Phiancharoen, Production Division Manager of Singha Beverage, provided an in-depth presentation on the company’s unique production techniques, followed by an immersive 4D tour of the plant’s operations.
“Our aim is to foster a holistic understanding of the intricate processes that drive some of Thailand’s most successful businesses,” explained Dr. Sirichai. “Experiences like these are invaluable to the students, allowing them to observe how theoretical concepts are implemented on the ground.”
The visit concluded with a panel discussion, networking session, and a reflective group photo, capturing a day where academia and industry intersected in an unforgettable learning experience.
In today’s dynamic global environment, the brewery’s leadership emphasized the importance of industry – academic collaborations to co-create experiential learning opportunities that equip future leaders with the adaptability and skills to address complex global issues.
