Bangkok — Social media has become a primary channel through which consumers discover, compare, and decide on services. As a result, media and communication education is no longer limited to basic content creation, but has expanded into the systematic study of business objectives, user behavior, and data-driven evaluation of digital communication performance.
Recently, J&T Express, in collaboration with the Faculty of Communication Arts at Bangkok University, launched the “J&T Express × BU: Scan to Pick Up Creative Challenge” for students in the Strategy Media Influencer program. The initiative aims to strengthen students’ practical communication planning skills and prepare them for careers in the rapidly evolving digital media industry.
The program is integrated into the academic curriculum and structured as a team-based competition. Students are required to develop short-form video content based on J&T Express’s “Scan to Pick Up” service and distribute it via social media platforms. This approach enables participants to enhance their ability to analyze business context and apply strategic digital communication practices in a real-world setting.
Each team is expected to apply knowledge of media strategy, audience analysis, storytelling, and content production to address real business needs. The objective is to communicate service value in a clear, engaging, and user-centric manner aligned with social media behavior.
The competition attracted 12 teams, totaling 102 students. Entries are evaluated based on digital engagement metrics, including views, likes, comments, and shares. In addition, the company’s brand team provides professional guidance and evaluates submissions, with winning teams receiving cash prizes from J&T Express.
Ms. Christine Fransisca, Head of Brand Management Department at J&T Express, stated: “Consumer behavior has shifted significantly, particularly in how people use digital channels to search for information, understand services, and make purchasing decisions. Therefore, logistics brand communication must be simple, accessible, and closely aligned with everyday user needs. By engaging students in real business projects—from strategy development and content creation to performance analysis—we aim to equip them with essential competencies for the modern media landscape.”
This initiative is organized by J&T Express in close cooperation with the faculty members of the Faculty of Communication Arts at Bangkok University. The company continues to uphold its commitment to sustainable development by aligning business growth with community advancement and consistently investing in the development of young talent in the digital economy.
In 2025, J&T Express also collaborated with Panyapiwat Institute of Management (PIM), hosting a study visit program for more than 100 students and faculty members at its Samut Prakan sorting center, providing firsthand exposure to end-to-end logistics operations, from sorting to transportation.
The “Scan to Pick Up Creative Challenge” with Bangkok University represents another key milestone in J&T Express’s ongoing efforts to integrate corporate expertise into academic talent development under its sustainability framework. Through experiential learning, the initiative enhances students’ capabilities in communication strategy, business thinking, and understanding of the digital media industry in the modern era.
