Learning OOH Integration: KAGC’s Digital Marketing Field Trip to Bukit Bintang
As part of the Diploma in Digital Marketing program, KAGC students recently took their learning beyond the classroom with a field trip to observe Out-of-Home (OOH) advertising in action. Visiting high-traffic locations like Bukit Bintang, students explored how brands use massive digital billboards and interactive screens to capture attention in physical spaces.
This experience provided valuable insights into how OOH functions as a key component in Integrated Marketing Communications (IMC), working hand-in-hand with digital strategies like social media and paid ads. Students learned how consistent, cross-platform messaging builds stronger brand recall and how physical media can drive digital engagement through QR codes, hashtags, and live campaigns.
By witnessing real-world execution, students deepened their understanding of how traditional and digital marketing intersect—knowledge that will empower them in future roles as digital strategists, media planners, and content creators.