- Esther Pang
- Aug 18, 2024
- 6 min read
Hi there! I am Esther Pang, and I just wrapped up an exhilarating 13-week internship at Center of Innovation (CIS) x King Mongkut's University of Technology (KMUTT), where I had the opportunity to immerse myself in a dynamic working environment in the global research and marketing scene, with exciting newly launched impactful tourism campaign @Satun Learning City, and design SMEs competition @Diprom Creative-Next 2025!
As a Research Intern, stepping into the Center of Innovation at KMUTT was like opening a door to endless possibilities. As a student eager to immerse myself in the real-world challenges of market research, digital marketing, and tourism development, I couldn't have asked for a better opportunity to grow personally and professionally. This internship was more than just completing tasks, it was about immersive learning and creation to contribute meaningfully to a team dedicated to impactful projects.
A Peek Into My Projects and Tasks
During my internship, I was entrusted with various tasks that pushed me to elevate my business toursim research and digital marketing skills. These key tasks are:
1. Market Research and Analysis
For the main course of my internship, I was heavily involved in conducting Business Market Research Analysis.
For the "Satun Learning City" project, I analysed tourism trends and preferences through offline and online research methods including articles, online statistics, surveys, and face-to-face interviews. Tools such as Google Trends, Google Forms, and JotForms were utilised to collect data effectively. The research, which involved more than 100 participants, identified key tourist motivators and challenges in promoting Satun as a leisure destination, focusing primarily on attracting tourists from Malaysia and Singapore.
Whilsts for the "DIPROM Creative-Next 2025" project, I conducted face-to-face interviews with relevant stakeholders, tracked social media engagement and analysed event registration data to optimise promotional strategies for higher turnout rates. As a result, we exceeded the target goal of 60 participants, achieving more than 100 registrations for the event. Furthermore, I aligned project initiatives with the Sustainable Development Goals (SDGs), ensuring our work promoted sustainability and delivered a positive impact.
2. Digital Marketing
Creating visually appealing content was a significant part of my role. I headed the social media campaigns for "Satun Learning City" and "DIPROM Creative-Next" projects, heavily leveraging TikTok, Facebook, and Instagram to reach a broader audience. These efforts collectively attracted more than 1,000 views.
One of my proudest accomplishments was solely designing the 'Explore Satun' website, which became a one-stop resource for tourists and businesses, providing convenient access to Satun attraction bookings and personalised travel routes. The website featured a unique personality quiz, social blog pages, and tools to help businesses enhance their social media presence.
Moreover, I designed visually appealing informative digital travel brochures for tourists, as well as business guides for local owners. These free public resources provided guided Satun tour experiences, further enhancing tourists' convenience through integration with the website booking system, while boosting local businesses' exposure by utilising digital platforms.
3. Event Planning and Execution
Event planning provided me with hands-on experience in logistical coordination and collaboration. For the “Learning City of Satun” project, I executed interactive workshops where tourists and locals actively participated in cultural activities, such as leather crafting and cooking local delicacies, enhancing their engagement with local traditions.
For the DIPROM event, I managed key tasks, including set-up and tear-down coordination, and fostering high attendee engagement. Additionally, I assisted in collecting participant feedback post-event from more than 50 guests, which helped refine strategies for future iterations, ensuring continuous improvement.
4. Communication and Outreach
I made it a priority to build strong connections with all stakeholders. This included conducting interviews with a diverse mix of locals and foreigners to gather testimonials and foster partnerships with various businesses, strengthening the project's collaborative network.
Additionally, I compiled and presented the findings for the iF SOCIAL IMPACT competition, highlighting Satun's potential as a UNESCO-recognised tourism destination. This required me to effectively communicate key insights, both verbally and through well-designed presentations, ensuring the information was engaging and impactful.
Value Added to CIS x KMUTT
Here are the key results and achievements that CIS x KMUTT attained through my significant contributions, which drove tourism awareness, creating impactful content, and provided strategic insights to achieve measurable success in global projects.
Key Achievements (based on measurable KPIs):
Increased awareness of Satun as a tourism destination through successful digital campaigns, which garnered thousands of views and significant engagement on TikTok, Instagram, and Facebook.
Designed and launched the 'Explore Satun' website, offering tourists tailored resources while empowering local businesses with tools to boost their social media presence as a publicly open resource.
Facilitated high-attendance events, such as DIPROM’s 5-day Creative Next event, which attracted over 100 participants and generated positive feedback from attendees.
Developed digital brochures and business guides, enabling SMEs in Satun to increase visibility and revenue opportunities.
Enhanced sustainable tourism initiatives by aligning projects with SDGs, ensuring long-term benefits for the community and environment.
--> Swipe to view @Satun Learning City social media profile, engagement metrics, and resources
--> Swipe to view @Diprom Creative Next social media profile, engagement metrics, and resources
Overall Learning Outcomes
Throughout my internship experience, I developed various key skills and knowledge that have significantly contributed to my personal and professional growth:
Creative and Technical Skills: Mastering tools like Adobe Premiere Pro, Canva, and CapCut allowed me to create visually engaging content for diverse platforms. Additionally, Learning SEO strategies helped optimise websites and social media content, leading to significant improvements in audience engagement and visibility.
Adaptability and Cultural Awareness: Working in Satun, a culturally rich environment, taught me the importance of cultural sensitivity. Collaborating with local stakeholders and community members deepened my understanding of how diverse perspectives can enrich project outcomes and foster inclusive approaches.
Strategic Planning: Conducting research and analysing data gave me the ability to identify trends, address challenges, and develop actionable recommendations. These analytical skills will be invaluable in future projects that rely on data-driven decision-making.
Time Management: While balancing education and work was one of the greatest challenges I faced during this internship. Successfully juggling these responsibilities with a meticulous time-management strategy prepared me for future roles that require prioritisation and multitasking under pressure. I ensured the consistent delivery of high-quality work within met deadlines.
--> Swipe to view post-performance analytics and Canva and Capcut editing tools utilised
Insights and Takeaways
This internship was a transformative experience that allowed me to grow in both professional and personal areas. I discovered my ability to adapt to new challenges, lead initiatives, and make data-driven. Additionally, it taught me the beauty of connecting audiences with meaningful storytelling, whether through digital content, events, or presentations. I am incredibly grateful for the guidance and opportunities provided by the CIS x KMUTT team, which have equipped me with the confidence and skills to excel.
Looking ahead, I’m excited to apply these skills in future roles, particularly in marketing, event planning, or tourism development. Furthermore, I also see opportunities to integrate these experiences into innovative projects. For example, by using digital platforms to promote cultural tourism or by creating sustainable solutions that empowers communities.
Feel free to leave any comments or ask me questions about my experience—I’m eager to share more about this journey and my future goals!
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Week-by-Week Highlights
Week 1-2: Conducting Secondary & Primary Research Methods.
Over my first week upon joining CIS x KMUTT online, I conducted detailed market research using surveys and Google Trends, focusing on Satun’s appeal to Malaysian and Singaporean tourists. This work laid the foundation for creating targeted marketing strategies.
Week 3-4: Marketing Planning & Execution for Satun Learning City
I planned and executed marketing content for the Satun Learning City project while assisting with hands-on workshops. These workshops allowed me to interact directly with tourists and understand their preferences.
Week 5-6: Editing Video Marketing Deliverables & Website Creation
This period was dedicated to video editing and designing the 'Explore Satun' website. I incorporated unique features like a travel quiz and resource pages to enhance the user experience.
Week 7-8: Website Blog Features, Personality Quiz, & Outbound Research
I developed blog features for the Satun website, conducted on-ground surveys with travelers at ICONSIAM, and gathered insights that shaped our promotional content.
Week 9-10: DIPROM Content Planning & Interview Marketing Deliverables
My focus shifted to DIPROM. I planned its content calendar, edited promotional interviews using Adobe Premiere Pro, and prepared for the 5-day event.
Week 11-13: Satun Tourism Deliverables, & DIPROM Event Coordination
Towards the final lap, I wrapped up my internship by creating detailed travel brochures and guides, executing event logistics for DIPROM, and collecting feedback from participants to refine future events.