A case competition with 27 years of history, TUBC is organised by undergraduate students in Thammasat University’s BBA international programme, who invite representatives from leading international business schools to compete.
This year, 20 teams from five Thai universities and 15 international business schools from Europe, North America, and Asia Pacific were set the challenge of helping major Thai financial institution Krungsri Bank to reduce its Scope 3 emissions (emissions produced by indirect sources in a company’s value chains) and recommending how the bank could position itself as a regional leader in sustainability.
The NUS team had 28 hours to analyse the situation, formulate their recommendations, and package their solution in a cohesive, concise, and presentable format. Their final proposals laid out a plan for Krungsri to lead Asean’s transition to net zero by using AI-driven tools to assess their corporate clients’ transition readiness; upskilling their relationship managers on environmental, social, and governance (ESG) topics; and offering transition financing products.
Said Jocelyn: “Our team worked around the clock, running on little rest as we navigated ESG, a topic that was new territory for many of us. But ultimately, the effort was worth it; ESG is such a critical and timely topic and being able to propose solutions that could drive real impact made the experience incredibly rewarding.”
A key to their success was the extensive preparation and training they underwent before the competition. They thoroughly researched Krungsri Bank and the Thai market and used other cases to practise researching, developing, and presenting solutions within 24 hours. CCG seniors and faculty advisor Mr Maurice Tan, along with invited faculty and alumni, gave them constructive feedback and mentorship.
Mr Tan, an adjunct senior lecturer of marketing at the Business School, noted that the team performed well under pressure, demonstrating their preparedness and poise and engaging with the judges confidently. “As faculty team advisors, we entrusted our students to shine, and they exceeded expectations,” he said.
The team also benefitted from the unique mix of skills and backgrounds among its members, ranging from tech and ESG to finance and consulting. Each student drew on fundamental skills picked up in their Business School courses on topics like accounting, business law, and marketing, and exercised their public speaking and presentation skills to confidently articulate their message and recommendations to a large audience.
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