The School of Marketing and Management (SoMM) at Asia Pacific University of Technology & Innovation (APU) organised an enriching educational visit to Farm In The City on 26th June 2025.

Under the guidance of Ms Harjinder Kaur (Senior Lecturer and IAP Coordinator, SoMM at APU), the visit provided students with a unique opportunity to explore sustainability in practice, while connecting theory with real-world business applications.

Activity 1: Exploring Sustainability in Eco-Tourism

Led by Ms Nur Arinna Nazwa Mohamad Nazilabidin, representative from Farm In The City, the visit commenced with a guided tour around the farm, where students were introduced to the farm’s biodiversity and eco-conscious animal care practices.

Additionally, they learned how the farm balances its role as an educational attraction, while promoting environmental responsibility and customer engagement.

Activity 2: Learning Ethical Animal Care and Biodiversity Practices

In the next phase of the visit, students explored how ethical farming and biodiversity conservation create meaningful learning experiences.

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The experience encouraged students to reflect on how businesses can integrate ethical values into their operations, while still delivering memorable customer experiences.

Activity 3: Interactive Learning and Digital Relevance

The final phase of the visit highlighted how experiential learning can be transformed into valuable digital content.

Students reflected on how authentic, hands-on experiences at the farm could be adapted into engaging narratives for online platforms.

Moreover, they explored the role of storytelling in building brand authenticity, learning how sustainability-focused messages resonate strongly with modern consumers.

Student Perspectives

1. Mariam Elshafaay Haseb Elkhdidr, Bachelor of Arts (Honours) in Marketing Management with a specialism in Digital Marketing: “The visit helped me realise how creating unique experiences fosters deeper connections and builds customer loyalty, which are both essential in the field of digital marketing.”
2. Angelle Sulink Wong, Bachelor of Arts (Honours) in Business Management with a specialism in Business Analytics: “The visit was a fun learning journey that allowed me to look at sustainability from a broader perspective, whilst gaining valuable insights into how data-driven decision-making can support efficiency, improve operations, and strengthen sustainable practices in real-world business environments.”
3. Ayoub Wanis El Sughi El Ruemi, Master of Science in Digital Marketing: “I especially appreciated seeing how sustainability can be communicated through real-life initiatives at the farm, while also having the chance to bond with classmates and reflect together on the importance of responsible practices in shaping future business strategies.”
4. Razwanul Huq, Master of Science in Digital Marketing: “The visit motivated me to think more critically about the impact of everyday choices, showing how even small initiatives at the farm can inspire responsible behaviour and create lasting impressions for both visitors and businesses alike.”
    

Reflections on the Educational Visit

Ms Harjinder highlighted that the educational visit to Farm In The City was a transformative learning journey that deeply resonated with the students.

“This experience gave our students a meaningful opportunity to witness the integration of sustainability, education, and community engagement in action.

“On top of that, it encouraged them to think critically about their responsibilities in shaping a sustainable future, reinforced through the immersive experiences they encountered during the visit,” she said.