Asia Pacific University of Technology & Innovation (APU) students gained practical industry exposure through the METACAR UGC Engagement Contest, a five-week collaboration that enhanced their digital marketing skills, industry awareness, and job readiness through real-world, brand-driven learning.

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Students from Asia Pacific University of Technology & Innovation (APU) were recently given the opportunity to gain valuable industry exposure through a collaboration with METACAR, a Malaysian online marketplace for direct owner used cars.

The partnership culminated in the METACAR UGC Engagement Contest, a career-focused initiative designed to strengthen students’ real-world digital marketing capabilities and prepare them for industry expectations.

The contest, led by Mr Philip Tan Hock Guan, School of Marketing and Management (SoMM) Lecturer, aimed to bridge the gap between classroom learning and professional practice by challenging students to conceptualise and produce user-generated content aligned with METACAR’s brand positioning and digital marketing goals. 

Through this hands-on experience, students applied theoretical knowledge in a performance-driven environment, gaining insight into authentic industry standards and demands.

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Representing METACAR, Ms Rose Yeang Pui Fong, Customer Advisor at METACAR, shared practical insights into the automotive e-commerce landscape, consumer behaviour within online car marketplaces, and the increasing importance of content-led engagement across digital platforms. 

Her sharing enabled students to better understand how brands strategically leveraged user-generated content to build trust, enhance visibility, and influence purchasing decisions in an increasingly competitive digital market.

Over the course of a five-week campaign, students were required to plan, create, and refine content that resonated with METACAR’s target audience. 

This process encouraged the development of essential employability skills such as creativity, strategic thinking, digital storytelling, teamwork, and data-driven decision-making, while also strengthening students’ awareness of Malaysia’s online automotive market and professional campaign execution practices.

The contest champions, Group 1 comprising Digital Marketing students Ow Yen Tong, Wong Lee Yee, Ng Pei Yun, Lim Bui Ling, and Joanna Mable Chan who achieved the highest overall engagement throughout the five-week campaign received RM1,000 from METACAR for their outstanding performance.

“Industry-linked projects provide students with a valuable platform to apply their knowledge in real-world contexts. 

“Such experiences not only strengthen their professional competencies but also give them a distinct advantage in the job market by expanding their networks and opening pathways to future internships and employment,” said Professor Dr Ho Chin Kuan, Vice-Chancellor of APU.

“We are grateful to METACAR for their collaboration and strong industry support. Initiatives like this allow students to engage with real business challenges, refine their digital marketing skills, and develop a deeper understanding of what employers seek in today’s rapidly evolving industry landscape,” said Mr Philip.

Reflecting on the initiative, Mohammad Abbas, a Digital Marketing student, described the contest as a highly engaging and hands-on learning experience, highlighting how its competitive, performance-driven nature sharpened his strategic thinking, audience analysis, teamwork, and creative execution skills. 

Tan En Tong, an Actuarial Studies student, shared that the project enabled him to apply consumer behaviour theories in a practical context to capture audience attention and communicate value effectively, while the final presentations offered valuable insights into which strategies drove stronger engagement. 

Meanwhile, Marlon Sterling, a Data Analytics student, described the initiative as an enjoyable and eye-opening real-world case study of the second-hand car market, adding that being recognised for one of the best presentations inspired him to further build his confidence and public speaking abilities.

The METACAR UGC Engagement Contest served as a meaningful platform for enhancing students’ industry readiness, further reinforcing APU’s commitment to nurturing future-ready graduates through real-world learning and active industry collaboration.