Mapúa MCL and BINIS Wrap up P2A Global Business Marketing 2026

The Passage to ASEAN (P2A) Virtual Mobility Program: Global Business Marketing 2026, spearheaded by Mapúa Malayan Colleges Laguna’s (Mapúa MCL) E.T. Yuchengco College of Business (ETYCB), supported by the Office of the Vice President for External Linkages, Internationalization, and Transnational Education (ELITE); and in collaboration with Bina Nusantara (BINUS) University, Indonesia, officially concluded after three days of international learning and collaboration from June 3 to 5, 2026.    

Designed to immerse students and educators from both institutions in branding, marketing strategies, and cross-cultural business perspectives, the program provided participants with opportunities to engage in meaningful global learning experiences and collaborative knowledge exchange.   

The first session on Brand Fundamentals: The Concept, led by Mr. Noel Eric Ang, Program Chair of Business Administration at ETYCB, followed by Brand Fundamentals: Emotional Connection by Dr. Marthinson Villanueva, faculty member of ETYCB. Participants also explored Building Brand Identity through the expertise of Dr. Primidya Soesilo, Head of the Global Business Marketing Program at Binus Business School, before concluding with Understanding the Target Market and the briefing for the group project activities, presented by Dr. Aryo Bismo, faculty member at Binus University.   

Building on these foundational concepts, the second session shifted toward experiential learning through collaborative group projects and case discussions. Students worked in teams under the guidance of mentors from both institutions, including Mr. Rocky Angelo Gabatin, Mr. Christian Tan, Mr. Juliezher Colaljo, and Dr. Marthinson Villanueva from Mapúa MCL.   

The program culminated with the third session featuring student presentations showcasing comprehensive branding strategies tailored to the market of their counterpart country. The presentations were followed by an interactive question-and-answer session facilitated by panelists from both institutions, including Dr. Angtyasti Jiwasiddi, Subject Content Coordinator, Binus Business School, alongside Prof. Maria Rhodora Austria, Dean of ETYCB from Mapùa MCL.  

Closing the three-day event, Prof. Maria Rhodora Austria praised and congratulated the students and faculty of both institutions for a successful and meaningful collaboration, expressing hope for continued partnership in the coming years.  Aligned with the United Nations Sustainable Development Goals, the initiative supports SDG 4: Quality Education by promoting accessible international learning experiences and SDG 17: Partnerships for the Goals through sustained global collaboration and academic engagement.