Two teams from the Marketing Strategy for Sustainability course, the Marketing program’s senior capstone course taken by Marketing major and minor students, have earned top global rankings, in two separate semesters, in the Capsim Capstone Business Simulation, a leading experiential learning platform used by undergraduate and graduate business schools worldwide.
The two winning teams led their respective simulated companies to success, with one group finishing in the Top 5% globally and the other in the Top 7% in the Round 8 Balanced Scorecard Recap, outperforming thousands of peers from around the world.
The successful students were enrolled in the Marketing Program’s senior capstone course, Marketing Strategy for Sustainability.
“These results reflect our students’ real-world readiness,” said Assoc. Prof. Dr. Olimpia C. Racela, course instructor and Program Director of Marketing at MUIC, adding, “They made integrated decisions across product development, marketing, operations, and finance under competitive pressure, just like real executives do. Top rank among other undergrad and MBA teams globally shows the strategic depth and teamwork our MUIC students achieved.”
The Top 5% team (Team Andrews C157509) (3rd Trimester, AY 2024-2025)was composed of Panissara Suteeduan (as team CEO), Phakhwan Sappawat, Chanatda Sareerat, Wannisa Cheapisanja, Areeya Kaniyao, and Dhawalhathai Klumki.
The Top 7% team (Team Ferris C154445) (2nd Trimester, AY 2024-2025)was composed of Krisanon Khemarangsan (As team CEO), Jessita Paothong, Papichaya Kongkhon, Nattharika Tantayan, Sorawich Phunchongh, and Sarah Snieg.
The Marketing Strategy for Sustainability course integrates Capsim Capstone’s advanced marketing module, enabling students—both Marketing majors and those from other disciplines—to develop, position, and grow multi-product portfolios through simulated markets. Students compete in a dynamic industry while applying theoretical models such as product differentiation, market and brand positioning, competitive rivalry, and sustainability marketing.
The outstanding achievements underscored the Marketing Program’s commitment to hands-on, globally competitive education that prepares students for leadership in real-world business environments.
The students themselves reflected this experience with pride and clarity.
Krisanon Khemarangsan, Team Ferris’ CEO, shared:
“Capsim taught me what it takes to run a successful business. It isn't just doing what is right, but doing things better than your competition. To achieve the highest feat, you must have teamwork, knowledge of the firm's strategy, and be ready to sacrifice for the team. Success comes to those that want it the most.”
Similarly, Panissara Suteeduan, Team Andrews’ CEO, reflected on leadership and integration:
“I learned that our success came from strong teamwork, cross-functional collaboration, and a shared vision. Leading wasn’t just about making decisions—it was about thinking strategically, listening, and aligning everyone around a common goal. The simulation gave me a real-world view of how businesses operate and how every choice impacts the bigger picture. Marketing Strategy for Sustainability is one of the most valuable courses, not just for marketers, but for any student who wants to understand how strategy and execution come together.”
From the R&D perspective, Areeya Kaniyao, Chief R&D Officer of Team Andrews, shared the team’s internal dynamics:
"We started without knowing each other but shared one clear goal—to work hard and do our best. What made our team, Andrews, successful was our persistence, effective delegation, and clear communication across departments. As the R&D lead, I coordinated closely with Marketing and Production to stay competitive. We solved problems as a team, supported each other, and kept raising our goals each round until we led the industry. I'm especially grateful to Assoc. Prof. Dr. Olimpia Racela and my talented teammates who never settled for less."
