The Design, Business and Technology Management (DBTM) International Program, Faculty of Architecture and Planning, Thammasat University, is organizing the “DBTM Symposium 2024” on the topic “Trends of Business and Thailand’s Soft Power: The Power of Design, Business & Future Technology” at the Bangkok Art and Culture Center (BACC).
DBTM Symposium 2024 consists of lectures, panel discussions, and workshops on Design Management. Representatives and professionals from government agencies, successful entrepreneurs, professors, students, and interested individuals are invited to exchange views and opinions on the role of design in creating products, services, and innovations that meet the changing consumer demands, both domestically and globally.
Asst. Prof. Asan Suwanarit, Dean of the Faculty of Architecture and Planning and the founder of the Design, Business, and Technology Management (DBTM) International Program at Thammasat University, stated that the true goal of design today is not only focused on tangible outcomes but also encompasses process management, creating experiences, and value creation, including emphasizing the importance of creativity and value-added design concepts that contribute to society and business.
The subsequent panel discussion chaired by Asst. Prof. Dr. Surapit Promsit, a professor of the Design, Business and Technology Management (DBTM) International Program at Thammasat University, collaborated with entrepreneurs including Khun Doonyapol Srichan from PDM Brand Co., Ltd., Khun Pirada Senivongs Na Ayudhya from Trimode Studio, and Khun Ploypan Theerachai from THINKK Studio.
Discussion topics include:
- Business creativity must have Strategy and Passion, relying on good Timing, thinking and producing products thoroughly. When entering the market without customers, one must be ready to adjust and keep up with customer preferences, as well as competitors who are ready to take advantage of our strengths. Understanding the market, problems, and finding solutions quickly is crucial. Most importantly, listening to customers is essential because buyers have a different Journey from us and different Segments from before.
- Entrepreneurs must have thoughts and skills in working in a T-shaped manner: Passion, where the vertical line of T represents your expertise or preference and serves as the brand’s foundation. According to Asst. Prof. Dr. Surapit, “Viewing and understanding businesses as Market & Platform-Driven allows us to see things clearly, similar to how the top of the T must be viewed broadly and from multiple perspectives. As a part of the brand is Emotional Value, having Soft Power in the brand means that when customers encounter Pain Points, they will think of us. This will enable our business to move forward.”
Moreover, there is a special presentation from Dr. Isaac Jamieson, DBTM associate director, on the topic “Creating Resilient Innovative Future” and two hands-on workshops which are “Behavior-centered Business Design in the Digital Age” led by Mr. Massimo Ingegno, DBTM International Expert and “Entrepreneurial Mindset in Service Industries” by Mr. Renato Kern, DBTM Associate Director and International Expert. All speakers are lecturers from the Design, Business and Technology Management (DBTM) International Program, Architecture and Planning Faculty, Thammasat University.
