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​Putting knowledge into practice

Published on: 01-Oct-2018

NBS undergrads had the opportunity to put what they had learnt in class into practice and work with industry partner for an industry project. This was a collaboration between Nanyang Business School and Thong Sia Co (S) Pte Ltd, led by Assoc Prof Lewis Lim.

Students were tasked to conduct an assessment of the brand position of the Grand Seiko collection for this eight-week individual project. They were then required to propose strategies to match the needs and preferences of the brand’s target audience – young working adults aged 25 to 35 in Singapore. 

Third-year NBS undergraduate Ong Kwok Kiang’s proposal stood out from the rest, and he emerged as the top prize winner.

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Ong Kwok Kiang won himself a Seiko Prospex PADI Automatic Watch worth $600 in the recent industrial project for the Marketing Strategy module (BM3506) 

Kwok Kiang feels that his thorough research and detailed consumer insight are reasons for his win. 

“For the research component, I adopted a systematic approach leveraging on the various frameworks that I have learnt in the module. I then went on to gather consumer insights on Grand Seiko and the luxury watch market. Based on these consumer insights, I developed practical recommendations for Grand Seiko’s marketing strategy,” the 23-year-old undergraduate shares. 

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From left to right: Assoc Prof Lewis Lim, Kwok Kiang, Anna, Matthew and Mr Wilfred Koh at Thong Sia office

Kwok Kiang and two other winners, Anna Khryashchevska (second prize) and Matthew Ong (third prize), also had the chance to present their work to Thong Sia’s General Manager, Mr Wilfred Koh, and their marketing team.  

“The management was quite keen on our ideas and we were told that they will be sharing our recommendations with the Hong Kong office for inclusion in Grand Seiko’s overall marketing plan. It is really heartening to know that your ideas could have an impact on a big brand’s marketing direction in the future.”

Kwok Kiang says this project has also honed his project management skills.

“We had eight weeks to work on it. Without proper planning, quality of work would be compromised. So, I set mini project milestones and gave myself ample time to understand the insights gained before providing the recommendations.” 

Fellow classmate and third-prize winner Matthew Ong says he likes the idea of being given the full autonomy to plan and conduct the research for this project.  

“It’s been an enriching experience because it really allows me to gain real-world, hands-on experience before joining the workforce,” he adds. 


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