Xiamen University aims to boost learning experience with Leo Burnett tie-up

Xiamen University Malaysia (XMUM) and Leo Burnett Malaysia have tied up to foster and promoted a collaborative learning culture between professional practice and academia. As part of the strategic collaboration, Leo Burnett will work closely with XMUM to inspire and further enhance the advertising students’ learning experience in their respective fields.

The agency will also share case studies, latest industry insights, lectures and training assistance for educational purposes, offering internship opportunities for final year students in the advertising programme.

Wang Changsong, assistant professor and programme coordinator of advertising at XMUM, said the university always encourages the formation of such partnerships to be in touch with the industry and community.

“We believe through this exercise, our students are able to gain more insights from one of the top industry players in the market, which would strengthen their skills and knowledge before they enter the real working world,” Wang said.

Leo Burnett’s CEO Tan Kien Eng, said people and purpose lie at the heart of what it does. “We need to take into consideration the approach that serves to true human needs. We hope that through this collaboration with XMUM, the students are able to truly embrace the real meaning and purpose of marketing and communication,” he added.

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