SoMM Students’ Immersive Experience at Faber-Castell Production Facility

The School of Marketing and Management (SoMM) at Asia Pacific University of Technology & Innovation (APU) organised an insightful and educational trip for 20 students to the Faber-Castell production facility on 2nd July 2024.

Under the guidance of Ms Harjinder Kaur (Senior Lecturer, SoMM at APU), the visit offered an exclusive learning experience for second and third-year students specialising in Digital Marketing and E-Business, showcasing the meticulous production processes behind some of the world’s premier writing and drawing instruments.

Overall, the visit aimed to integrate classroom theories with practical industrial insights, offering students a comprehensive understanding of the pencil manufacturing industry and its broader implications in the real world.

Activity 1: Exploring the Production Process

Under the guidance of Ms Jolly Lim Siew Yee, a representative from Faber-Castell, who is also the tour guide for the trip, students delved into Faber-Castell’s rich history and steadfast commitment to sustainability while exploring diverse sections of the facility.

They were captivated by the exceptional precision and craftsmanship that permeated every step of the production process for high-quality pencils, coloured pencils, and markers.

Witnessing the eraser manufacturing process, with raw materials melting at high temperatures to meet rigorous quality and environmental standards, and the showcase of multi-colored erasers exclusively for international markets, enhanced the students’ experience with added exclusivity.

Furthermore, the pen manufacturing process showcased a seamless blend of precision machinery and artisanal skill, meticulously ensuring each pen meets exacting standards for smooth writing.

Activity 2: Exploring Creative Endeavours

For the next phase of the trip, students enthusiastically engaged in hands-on creative activities, gaining valuable insights into fostering creativity and honing their artistic skills through interactive sessions.

Students were guided through an engaging acrylic painting workshop and given lessons on drawing self-portraits, aiming to foster creativity and individual expression in their educational journey.

They explored various artistic techniques and styles, fostering not only creativity, problem-solving, and a deep appreciation for artistic expression but also cultivating a mindset for innovative thinking that transcends disciplinary boundaries and encourages interdisciplinary connections.

Activity 3: Engaging Interactive Session

In the final phase of the trip, students engaged closely with Faber-Castell’s vibrant marketing team, immersing themselves in detailed discussions on prevailing market trends, innovative digital marketing strategies, and the critical importance of aligning with continuously shifting consumer preferences.

This interactive dialogue allowed students to inquire directly about industry practices and provided invaluable insights from professionals who actively influence and redefine Faber-Castell’s marketing strategies.

Student Perspectives

Om Jagdesh, a student from Bachelor of Arts (Honours) in Marketing Management, found the trip enlightening, providing deep insights into the manufacturing processes and seasonal adaptations of pen products, which broadened his understanding of how the industry meets evolving market demands.

Chee Jia Wei, a student from Bachelor of Arts (Honours) in Business Management (E-Business), found the trip profoundly enriching as it broadened his understanding of the intricate craftsmanship and quality standards in writing instruments, while also marvelling at Faber-Castell’s impressive showcase of innovative designs and sustainable manufacturing practices.

Reflections on the Educational Trip

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Ms Harjinder highlighted how the educational trip broadened students’ perspectives, equipping them to emerge as future marketing leaders adept at integrating creativity with strategic acumen, underscoring APU’s commitment to fostering industry connections and preparing students for the dynamic marketing landscape through robust initiatives and practical experiences.

“This commitment emphasises APU’s ongoing efforts to enrich academic experiences and empower students with the skills needed to excel in their careers.”