Bridging Theory and Practice through Event Management and Marketing: A Cooperative Internship Experience at Escaplan Limited

Abstract

This Cooperative Education Report presents an in-depth analysis of my internship experience at Escaplan Limited, a Bangkok-based organization specializing in experiential leadership development and team-building programs. The primary objectives of the internship were to apply theoretical knowledge in a professional context, develop practical competencies in event coordination and marketing, and conduct a research-based evaluation of Escaplan’s marketing strategy to identify areas for improvement. Over the course of four and a half months, I was responsible for planning and managing corporate events, coordinating logistics, and supporting marketing initiatives through content creation and promotional strategy development. The internship enhanced my communication, analytical, and organizational skills while providing valuable exposure to real-world business operations. The accompanying research component employed a qualitative methodology encompassing observation, document review, and informal staff interviews. Findings reveal that Escaplan’s marketing efforts are constrained by inconsistent social media activity, limited participation in promotional events, and a lack of proactive brand visibility. The study recommends implementing a structured digital marketing plan, increasing engagement through networking and MICE events, and developing partnership and referral programs to strengthen brand recognition and client acquisition. This cooperative education experience provided meaningful professional development and contributed practical insights to enhancing Escaplan’s strategic marketing performance within Bangkok’s competitive corporate training industry.

Keywords: Marketing Strategy, Event Management, Social Media Marketing

Dr. Sumaia Farzana, บธ.บ. (ธุรกิจระหว่างประเทศ) – B.B.A. (International Business), วิทยาลัยนานาชาติ (International College), หลักสูตรบริหารธุรกิจบัณฑิต สาขาวิชาธุรกิจระหว่างประเทศ (หลักสูตรนานาชาติ) – Bachelor of Business Administration Program in International Business (International Program), 3/2567 (2024)