Written by James Then Yee Quan (SMART – FEB UNIMAS)
The Society of Marketing Talent (SMART), Faculty of Economics and Business (FEB), University Malaysia Sarawak (UNIMAS), successfully organised the Marketing Aspire Education (MAE) 2026: Empowering Innovation, Culture and Sustainability programme from 20 April to 24 April 2026 in Kota Kinabalu and Kundasang, Sabah. The five-day outbound mobility programme brought together students from the Bachelor of Business Administration (Marketing) with Honours programme and provided participants with valuable opportunities to engage in academic exchange, cultural immersion, community engagement, and experiential learning activities. Organised in collaboration with HE10 Marketing Club, Faculty of Business, Economics and Accountancy (FPEP), Universiti Malaysia Sabah (UMS), the programme aimed to broaden students’ perspectives beyond the classroom while fostering leadership, cross-cultural understanding, and sustainable development awareness among future marketing professionals.
Welcoming Participants through Campus Exploration and Team Building
The programme commenced on 20 April 2026 at Universiti Malaysia Sabah (UMS). Participants were welcomed through a campus tour that introduced them to UMS’s academic environment, facilities, and student culture. The activity provided students with an opportunity to gain insights into the university while establishing meaningful interactions with their counterparts from UMS. The first day also featured a series of bonding games designed to strengthen teamwork, communication, and collaboration among participants. Through these interactive activities, students were able to build new friendships and create a supportive environment that would contribute to the success of the programme throughout the week.
Enhancing Knowledge through Academic Exchange and Sustainability Learning
On 21 April 2026, participants took part in an Academic Exchange Session and Sustainability Workshop organised by UMS. The sessions encouraged discussions on current issues related to business, marketing, innovation, and sustainability while promoting the exchange of ideas between students from both universities. The activities provided participants with valuable exposure to contemporary industry trends and highlighted the importance of sustainable practices in both personal and professional settings. Students were encouraged to think critically about how innovation and sustainability can be integrated into future business and marketing strategies.
Discovering Sabah’s Heritage and Supporting Local Communities
The third day of the programme, held on 22 April 2026, focused on cultural appreciation and community engagement through the Sabah Heritage Discovery initiative. Participants visited the Islamic Civilisation Museum and Kampung Warisan, where they gained valuable insights into Sabah’s rich cultural heritage, traditional architecture, and diverse communities. The programme continued with the CSR Volunteering: Empowering Local Market activity at Pusat Kraftangan Sabah. Through interactions with local entrepreneurs and artisans, participants learned about the importance of preserving traditional crafts while supporting local economic development. The experience provided students with a deeper understanding of community empowerment and the role of local businesses in sustaining cultural heritage.
Experiencing Sustainable Tourism and Entrepreneurship in Kundasang
On 23 April 2026, participants embarked on an Edu-Tourism experience in Kundasang, Sabah. The educational visit included several notable destinations such as Kundasang Aquafarm, D’Mesilau Rabbit Garden, Desa Dairy Farm, Kundasang War Memorial, and Pekan Nabalu. Throughout the visit, students explored the relationship between tourism, agriculture, sustainability, and entrepreneurship. The experience provided valuable insights into how local attractions contribute to economic growth while preserving environmental and cultural resources. Participants were able to observe firsthand how sustainable tourism initiatives create opportunities for local communities and businesses while enhancing visitor experiences.
Celebrating Achievement and Concluding a Meaningful Journey
The programme concluded on 24 April 2026 with a Closing Ceremony held at the Faculty of Business, Economics and Accountancy (FPEP), Universiti Malaysia Sabah (UMS). The ceremony marked the successful completion of the five-day mobility programme and served as a platform for participants to reflect on their learning experiences and achievements. The ceremony featured closing remarks by Associate Professor Dr. Jakaria Bin Dasan, Deputy Dean of Student Affairs and Alumni, FPEP, UMS, and Dr. Fadilah Binti Siali, Advisor of the Society of Marketing Talent (SMART), UNIMAS. Both speakers encouraged students to continue embracing lifelong learning, developing leadership capabilities, and contributing positively to their communities and future careers.
Programme Impact and Key Takeaways
Marketing Aspire Education (MAE) 2026 successfully provided participants with a holistic learning experience that combined academic enrichment, cultural immersion, community engagement, and experiential learning. Through various activities conducted throughout the programme, students developed greater awareness of innovation, sustainability, cultural diversity, and responsible leadership. Beyond academic learning, the programme strengthened participants’ communication, teamwork, adaptability, and leadership skills while fostering meaningful connections between students from different institutions. The experience also encouraged students to appreciate the value of cultural exchange and community involvement in shaping responsible and globally minded graduates. As higher education continues to emphasise experiential learning and industry relevance, initiatives such as MAE 2026 reflect UNIMAS’ commitment to producing well-rounded graduates who are equipped with the knowledge, skills, and perspectives needed to thrive in an increasingly interconnected and dynamic world.