"From Communications to Marketing Strategy" The Challenging Journey of a Communications Student on the National J-MAT Next Gen Stage
Congratulations to Mo Pimchanok Eksuwan, a Communications student majoring in Creative Brand Communication, who became a member of J-MAT Generation 41 a next-generation marketer network bringing together talented students from across Thailand and received an award at the Thailand Green Design Award under the topic "ECOTOPIA Awards for TGDA Youth Design," organized by Kasetsart University.
From a Competition Stage to Discovering J-MAT
Through participating in competitions over the past year, Mo learned about J-MAT, a marketing organization that opens doors for students nationwide to genuinely learn and develop their potential. She discovered that J-MAT consists of four main programs: Brand Planning Competition, Marketing Trainee Program, J-MAT Awards, and J-MAT Next Gen — a student development program in which she served as an organizing committee member for one year.
Rigorous Selection into J-MAT Generation 41
Applying to join the program requires going through a rigorous selection process, starting with submitting a Portfolio before advancing to an interview round conducted by senior members of the organization. "In the most recent year, over a hundred applicants applied and only 80 were selected to join as J-MAT Generation 41 in the Next Gen program, which is considered a significant opportunity to gain real-world experience in the field of marketing."
Stepping Out of the Comfort Zone — Challenging Herself in Strategy
Although Mo had a communications background from her faculty, she chose to join the Strategy division, specifically Market Research — a field she was not yet proficient in. "The key reason was that I wanted to challenge myself and develop new skills rather than doing what I was already familiar with. I believe learning what you're not good at leads to greater growth. Within the Strategy division, there are several sub-areas such as Market Research, Brand, and Business Development — and Market Research is the 'starting point' of every marketing process."
Deep Marketing Learning — From Theory to Real Practice
Working in Market Research went beyond basic theory into real analysis, including 3C Analysis (Customer, Company, Competitor), SWOT Analysis, defining Segmentation, Target, and Persona, and collecting data through surveys and interviews.
"One of the key challenges was managing large amounts of data and summarizing it clearly while generating actionable insights. I also received close guidance from marketing experts, which helped develop my thinking, analytical, and systematic presentation skills."
Working Alongside Students from Diverse Institutions
The J-MAT program brought together students from various leading universities across multiple faculties, including Business Administration, Social Sciences, and Law. "Working in a diverse environment allowed us to exchange different perspectives, ideas, and working approaches — an invaluable experience that cannot be found in a classroom."
Taking It Further — Winning at the Thailand Green Design Award
Drawing on her experience and knowledge, Nimo developed a project for the Thailand Green Design Award, presenting a campaign called "Por Dee Jan Phro Mee Jai" (Just Enough on Your Plate, Because You Care) — aimed at addressing food waste.
"The concept began from observing consumer behavior, particularly 'singles' who often over-order food because they cannot estimate how much they'll eat and have no one to share with."
An AI App to Calculate Portions and Match "Dining Buddies"
The project was developed into an application concept with key features including: calculating appropriate food portions based on BMI, matching "dining buddies" through a dating-app-style system, and reducing food waste through behavioral change.
"Even though our submission was a campaign rather than a product like other teams, it received praise for its creativity and won a special award at the event."
Over the course of one year, Nimo showed clear personal growth — from participating in just a few projects to joining more than 10 competitions. The J-MAT experience gave her a comprehensive understanding of marketing work, from the starting point and strategy development all the way to systematic KPI measurement.
Inspiration for Younger Students
"Whether it's J-MAT or other competition programs, these are spaces for those who are interested and seeking challenges. What you gain from participating isn't just knowledge — it's real-world experience that goes deeper than classroom learning, helping you truly understand how work functions and how to apply it in the future."
