Nikkei Business School Asia special program
  • About the Program
  • Chulalongkorn University
  • Apply
  • Tokyo pre-session
  • Japanese
  • What is Nikkei Business School Asia special program?

    日経ビジネススクールアジア特別講座

    Nikkei Inc. and Nikkei Group Asia launched Nikkei Business School Asia Special Program, in corporation with one of the most prestigious business schools in Asia, Sasin Graduate Institute of Business Administration of Chulalongkorn University (Sasin). The special program will be held in Bangkok, Thailand. The themes have been strictly selected as follows: Southeast Asia’s economic outlook, international labor management, how to improve interpersonal skills and facilitate communication at work.

    There will be 3 different sessions for the following groups: 1) Japanese executives working in ASEAN, 2) Thai senior and middle managers, 3) Japanese mid-level employees in Thailand. The 1) and 2) will be held at Sasin while 3) is scheduled to take place at a seminar room in Bangkok.

    We are sure that these contents will be useful for improving skills and mindsets of Japanese resident employees. We recommend you to apply these training programs for high-level position such as managers abroad.

    Contact: Nikkei Business School Asia Secretariat Office (Sasin Session)

    nikkei-sjc@sasin.edu (Sasin Japan Center)

  • Collaboration with one of the most prestigious business schools in Asia, Sasin Graduate Institute of Business Administration of Chulalongkorn University

    Thailand is definitely an important base in Southeast Asia for Japanese firms, which focus mainly on manufacturing.

    Located in the heart of ASEAN, Thailand aims to be an engine of the region’s economic growth. Despite the country’s slumping economy in recent years, the development speed of Bangkok, one of the most livable cities, shows no sign of slowing down. As part of Chulalongkorn University, the campus of Sasin Graduate Institute of Business Administration is located in Bangkok, increasingly seen as a vital gateway to ASEAN.

    At the forefront of global management education and practice, Sasin, Thailand’s leading business school, provides a portfolio of knowledge offerings designed to advance the professional aspirations of leaders at all stages of their careers.

    Nikkei Business School Asia special program

    Sasin was established by an academic agreement by the Kellogg School of Management at Northwestern University and the Wharton School of the University of Pennsylvania. The faculties graduated from top business schools as well.

    Sasin is the first business school in Thailand to have earned AACSB (Association of Advance Collegiate Schools of Business) and EQUIS (European Quality Improvement System) institutional accreditation. Sasin is still one of the few business schools in Asia with both accreditations.

    Therefore, the best of the best teaching faculty help achieve your goals with greater success. Nikkei Business School Asia Special Program provides you an opportunity to learn their essences reasonably.

    Nikkei Business School Asia special program

  • Bangkok Main Session バンコクメインセッション 新興アジアビジネスを担う 次世代リーダーの育て方

    There will be 3 different sessions for the following groups: 1) Japanese executives working in ASEAN, 2) Thai senior and middle managers, 3) Japanese mid-level employees in Thailand.
    The 1) and 2) will be held at Sasin while 3) is scheduled to take place at a seminar room in Bangkok.

    Sasin Session 2 (For Thai senior and middle managers)

    SASIN Programs for Thai business leaders

    Capacity: 40 people in each session
    Venue: Lecture room, Sasin Graduate Institute of Business
    Administration, Bangkok, Thaiand.
    Admission fee: 15,000 THB/theme OR 65,000 THB for the Set Price (6 Sessions) *VAT will not be charged for this course.

    A premium session for Thai next generation leaders lectured by experienced faculty members of Sasin Graduate Institute of Business Administration. Amid rapid and drastic growth of the economy in the Mekong Region, it is now indispensable for all the Japanese corporations based in ASEAN countries to secure and develop highly qualified, knowledgeable local business leaders who have both global and local viewpoints in order to survive in today’s highly competitive business environment. This extensive program specially designed for Thai next generation leaders working for Thailand-based Japanese corporations consists of six in-depth lectures essential for developing authentic leadership.

    Apply for package (6 sessions)

    A course completion certificate will be issued by Sasin for those who complete all six themes.
    A review session will follow one month later.

    2-A Nov. 2 (Wed.) 10:00-12:30

    Developing strategy in emerging markets:
    Potential of regional strategy in the Mekong Region

    With the development of physical and institutional infrastructure and economic growth of emerging countries, business contexts of doing business in Thailand and Cambodia, Lao PDR, Myanmar, and Vietnam (Mekong region) has been changing drastically. Since such transformation of economy and implementation of a wide range of policies and agreement in the region have various impacts on the way how Japanese firms operate business in the countries of Mekong region. Therefore, it becomes essential to update geo-political and geo-economical shifts in the region for business leaders to craft business strategy and to put them into everyday practices. This session aims to explore potential of "regional strategy" as well as to explain key challenges of Mekong countries by considering risks and opportunities which may affect business operation in the region.

    Dr. Takamasa Fujioka

    講師 Dr. Fujioka obtained MSc (distinction in accounting) and DPhil from Said Business School, The University of Oxford (Hertford College). Concurrently he holds visiting professorship positions at two leading Japanese business schools, Nagoya University of Commerce and Business and Waseda University's Business School, Tokyo. He is a regular columnist and invited speaker at a wide range of international media and conferences, as well as an author and editor of five books including the best-selling "The Styles of Thai and Japanese Business." He has served management advisor to leading listed companies in Asia as well as to Japanese governments. He serves as Tourism Ambassador of Himeji City and has recently served as the Chairperson of advisory meeting of Asia Smart City Summit in Bangkok. He is Faculty Member at Sasin and Director of Sasin Japan Center.

    Apply for each session

    ✕ CLOSE

    2-B Nov. 2 (Wed.) 14:00-16:30

    Multicultural management:
    Uncovering the marvels

    Managing in the multicultural arena is a dynamic discipline. Today’s executives are forced to become “international” merely to capture a position in potential lucrative markets. For optimal performance, these executives should be ready and willing to take advantage of the resources on a global basis and at the same time respond to the different needs and wants of the target customers in their local as well as regional areas. In doing so, the competent executives should be aware of cultural diversity which may directly or indirectly affect their customers’ purchasing decisions.
    This module is designed to acquaint students with marketing operations in multicultural arenas, both strategic and functional. The topics covered cannot be treated in depth; instead, students are provided with initial exposure to necessary elements and encouraged to seek more in-depth knowledge in areas of specific interest to them.
    The main perspective (but not only one) that you will acquire is, as a “chief marketing executive” of a multinational corporation (MNC) that is interested in entering new global markets and/or expanding its business in existing markets at home and/or abroad. You will be able to analyze the business environment, focusing on global problems and opportunities.
    This module will balance academic rigor and theoretical framework with the up-to-date business practices. I am highly realistic and will expect stimulating class discussions and professionalism from all of you.

    Learning Objectives

    Upon completion of this module, you should be able to:

    • Recognize cultural differences in domestic/global regions and their effects on the conduct of competitive business
    • Analyze these cultural differences in terms of opportunities and inherent risks in pursuing marketing endeavors
    • Understand the benefits of international trade in relation to political, economic, and cultural factors…and learn how to target and position in the country accordingly
    • Gain exposures to the challenges of managing in multicultural markets
    • Become a global citizen both at home and abroad.

    Topics

    • Global opportunity assessment
    • Global & multicultural market entry
    • Buying behavior among world’s customers
    • Global & multicultural product development
    • Multicultural mix
    • Multicultural distributor selection and management
    • Multicultural competitors.
    Dr. Kritika Kongsompong

    講師 Dr. Kongsompong obtained BBA at George Washington University, MBA at Sasin and PhD (Marketing) from Thammasat University. Her expertise is International Marketing, Cross Cultural Studies and Service Marketing. She has earned many academic papers and gave many presentations at international conferences. She is one of the most popular marketing professors in Thailand.

    Apply for each session

    ✕ CLOSE

    2-C Nov. 3 (Thu.) 10:00-12:30

    Managing for Performance -
    Practical Knowledge and Techniques for Authentic Leadership

    This session will discuss the leadership models and skills required by the next generation local leaders with emphasis on authentic leadership and performance. Participants will be exposed to practical knowledge and techniques enable them to manage organizations and teams in the competitive and complex business environment.

    Dr. Siriyupa Roongrerngsuke

    講師 Before joining Sasin, Dr. Roongrerngsuke obtained MPA and PhD in Public Administration (Outstanding Academic Performance Reward) from University of Southern California. She has been appointed Honorary Research Fellow by University of London. Her expertise covers Strategic Human Resource Management, Leadership Development and Talent Management. A number of her English articles were published in international journal as well as provided key note speech at international conferences hosted various organizations (including ILO and Thai government). She is one of the most well-known HRM scholars in Asia and the only Thai who has been invited to represent Thailand as a judge of the "Best Employers in Asia." She has received "The Best Professor in HRM" honored award from CMO Asia and Asia’s Best Business School Awards.

    Apply for each session

    ✕ CLOSE

    2-D Nov. 3 (Thu.) 14:00-16:30

    Strategic planning and its implementation:
    Creating sustainable competitive advantage

    This session is aimed at providing general knowledge for middle management on developing competitive strategy. Using case studies and drawing on the models of leaders in the field, we will illustrate how good strategies are formed. We will also addresses how different operational capabilities allow and support different strategies to gain sustainable competitive advantage.

    Dr. Chaipong Pongpanich

    講師 Prior to joining Sasin, Dr. Pongpanich worked as a consultant at McKinsey & Company and a research associate at the University of Cambridge. He has worked extensively in China, Japan, United Kingdom, and Southeast Asia. After graduating Chulalongkorn University (Gold Medal), he obtained PhD from Cambridge University. His expertise centers the areas of strategy and operations (competitive strategy, industrial policy, supply chain management, agricultural product branding, and operations effectiveness). With over fifteen years of consulting experience, combined with his academic activities, Dr. Pongpanich has been engaged in numerous consulting activities in both private and public organizations. He is the director of Sasin Management Consulting.

    Apply for each session

    ✕ CLOSE

    2-E Nov. 4 (Fri.) 10:00-12:30

    Marketing strategy in emerging countries:
    Consumption characteristics and marketing strategies

    This course highlights some promising opportunities and challenges of doing businesses in the emerging countries. The focus is on understanding different types of consumer segments in the markets and their consumption characteristics (including psychological and sociocultural influences) leading to development of marketing strategies. The course will cover examples and case discussions of various business practices such as retailing, fashion, food and beverage.

    Dr. Krittinee Nuttavuthisit

    講師 Dr. Nuttavuthisit obtained MSc and PhD (Marketing) from Kellogg School of Management, Northwestern University after getting BBA (Gold Medal) from Thammasat University. Her expertise covers Sociocultural and Symbolic Dimensions of Consumption, Branding, and Retail Marketing. She has rich experiences in consulting for Thai governments and leading private companies. She has received King Bhumipol Scholarship (The Highest Nation-wide Entrance Examination Score) and King Anandamahidol Scholarship (1999-2003). Her research, as one of the top marketing scholar in Asia, appears in many top international journals such as Journal of Consumer Research, Journal of Contemporary Ethnography and Journal of Consumer Psychology.

    Apply for each session

    ✕ CLOSE

    2-F Nov. 4 (Fri.) 14:00-16:30

    Accounting for strategy:
    Understanding business model from managerial accounting perspective

    This course is intended to introduce Thai senior/middle managers to the foundations of understanding key financial reports and to provide managerial and strategic views relating to asset valuation and income determination.

    Developing practical understandings on key financial statement analysis and interpretation of financial disclosures helps the managers not only to improve risk assessment, analyze competitors’ cost structure, pricing and decision-making in various business settings, but also to develop and evaluate sustainable business model.

    This course should be of interest to those who use financial statements for making decisions from managerial positions. The course consists of a lecture, case analysis and in-class discussions, and some numerical exercise.

    Dr. Takamasa Fujioka

    講師 Dr. Fujioka obtained MSc (distinction in accounting) and DPhil from Said Business School, The University of Oxford (Hertford College). Concurrently he holds visiting professorship positions at two leading Japanese business schools, Nagoya University of Commerce and Business and Waseda University's Business School, Tokyo. He is a regular columnist and invited speaker at a wide range of international media and conferences, as well as an author and editor of five books including the best-selling "The Styles of Thai and Japanese Business." He has served management advisor to leading listed companies in Asia as well as to Japanese governments. He serves as Tourism Ambassador of Himeji City and has recently served as the Chairperson of advisory meeting of Asia Smart City Summit in Bangkok. He is Faculty Member at Sasin and Director of Sasin Japan Center.

    Apply for each session

    ✕ CLOSE

    2-G Nov. 4 (Fri.) 1 hour Bonus Session 16:30-17:30

    Bonus Session: Course Wrap-up
    "To be a competent and unique leader at a Japanese company"
    Dr. Takamasa Fujioka

    Some locals say that being a leader at a Japanese corporation can be challenging. Japan has many things in common with Asian countries but a number of Japanese global corporations value their unique cultures and characteristics which can be very different from their Thai, Asian or Western counterparts. As a wrap-up session of this course, Dr. Fujioka will explain typical feature of Japanese corporations and give you some tips on how to understand the ways Japanese corporations conduct business. You may have already learned from your experiences, however, this bonus session is designed for future Thai leaders to foster better understanding of Japanese business practice and culture.

    This FREE bonus session can be taken by anyone who have registered for more than one of any lectures of the course (Set or A-F).

    Apply for each session

    ✕ CLOSE

    Contact

    Nikkei Business School Asia Secretariat Office (Inside Sasin Japan Center Building)
    nikkei-sjc@sasin.edu

  • Tokyo Pre-Session Report

    "ASEAN Economic Community and Regional strategy of
    Japanese corporations"

    About 150 people gathered to “Tokyo Pre-session”. Surprisingly, the majority of the participants had working experience in Asia. This definitely indicates the high degree of attention in the world (in Japan).

    Until now, economy in Asia meant either Japan or the rest of the Asia. However, with the stagnation of Japanese economy, it is said that sooner or later, the economical scale in ASEAN will catch up with that of the U.S. and the EU. With that said, it is necessary to change the thinking of “Japan as the center of Asia” to “Japan is just one of the countries in Asia.” This means that Japan is not the one to select the country but the one to be selected.

    Nikkei Business School Asia special program

    Then, what kind of preparation do Japanese firms need when expanding their business overseas? In fact, the meaning of overseas expansion is changing with the times. For example, while in the time of oil shock, the paradigm of goods in which the exportation of Japanese products accelerates, appeared, in comparison, in the time of strong yen, the paradigm of capital flows took over instead, in which, roundabout trade for U.S., EU and Japan increases by producing the goods cheaper in the third country. And now is the time Japanese market is shrinking, the meaning of overseas expansion will shift to new stage, how Japan can take in growing local markets.

    ASEAN obviously has a big gap between the rich and the poor according to GDP, resulting in high unevenness. In other words, it indicates not everywhere in Asia is suitable for business. Namely Mekong region, which is the main theme of this session, is thought to be in the middle of economic growth, focused as major battle field for world economy, since the region contains over 2 billion population and its infrastructure is improving. It is easy to imagine we should not do business in all over Thailand but carry out strategies more regionally. More localized or more local-people-centered strategy and human resource development is indispensable.

    Nikkei Business School Asia special program

    In such an economic situation, the skill requirement for the resident employee is changing as well. The important skill now is to be able not only to achieve results in Japan, but also to lead the multi-cultural workers to the goal, as understanding the nationality and cultural background. Because covering outside Japan costs a great deal of time and effort, developing the human resources is urgently needed.

    It seems that the more you learn, the more you find the business difficult, in the times of this global era. It is certainly difficult for the hierarchical organization to adapt this drastically changing environment. The chance of learning will increase through not only the horizontal connection within the own company, but also through partnership and alliance with other companies. With Japanese nature, it is more natural to be anxious about the risk of failure; however it becomes more important to consider the withdrawal scenario in advance. Corporate must think in what condition the plan should be abandoned, in order to move forward the business without the fear. In addition, the secret of success, the keyword for this session, is to accept the “Diversity” flexibly. It is not easy to change one’s way of thinking or the behavior. Yet, as same as sports, the players cannot participate in the game without knowing the rules. The shortest cut to survive this period is to know, learn and experience the business counterpart of each person and each firm and adjust with the valuable experience you had.