MIRI: In an effort to connect academic learning with real-world business practices, marketing students from Curtin University Malaysia (Curtin Malaysia) embarked on an industry visit to Mercure Hotel Miri, recently.
During the visit they gained first hand exposure to cutting-edge hospitality marketing strategies and digital tools shaping the industry.
Organised by the Institution of Marketing Malaysia Student Charter (IMMSC) of Curtin Malaysia, the visit involved 19 undergraduate marketing students, accompanied by senior lecturer in the Faculty of Business at Curtin Malaysia, Dr Samuel Folorunso Adeyinka-Ojo.
The students were welcomed by senior staff at Mercure Hotel, who provided a behind-the-scenes look at the hotel’s marketing operations, including its use of AI-powered marketing tools, customer engagement tactics, and brand positioning strategies.
The visit also offered rare insights into recruitment and career pathways in the hospitality sector, making it particularly valuable for students eyeing roles in hotel and service marketing.
“This visit gave our students the opportunity to see how branding, digital campaigns, and service design are implemented in a real-time, customer-focused environment.
“It bridges theory with the marketing realities of a competitive industry,” said Adeyinka-Ojo.
The students also engaged in a Q&A session with Mercure’s marketing and operations teams, deepening their understanding of how different departments collaborate to deliver a cohesive brand experience.
“Seeing how theory comes alive in an operational setting was eye-opening,” said IMMSC Curtin Malaysia Industry visit coordinator, Mavis Chai Xin Ru.
“We are grateful to Mercure Hotel for not only opening their doors but also actively sharing their knowledge,” he said.
A key focus of the visit was the hotel’s integration of digital marketing platforms and AI-driven tools, a timely topic as industries rapidly evolve with technology. The students gained exposure to how real-time data analytics, automated content strategies, and targeted promotions are used to enhance customer acquisition and loyalty.
“Experiential learning like this is critical,” noted IMMSC Curtin Malaysia advisor Dr Fayrene Chieng.
“It prepares our students to think beyond textbooks and understand marketing as a dynamic, tech-driven, and customer-centric profession.” he said.
This visit forms part of Curtin Malaysia’s broader commitment to industry-linked learning, preparing students for future careers through exposure to live environments, professional networks, and employer expectations.
For more information on Curtin Malaysia, visit its website at www.curtin.edu.my, or look for Curtin Malaysia on Facebook, Twitter, Instagram, YouTube, LinkedIn or TikTok.
