What's happening in PresUniv
The Faculty of Business, President University (PresUniv), again held a Business Insight Series II webinar (international edition) entitled New Raves in Marketing and Consumer Behavior Studies, Tuesday (27/4). There were two topics discussed in this webinar, namely Emotive Branding in Products and Service delivered by Dr. Jessica Helmi, Lecturer at the Royal Melbourne Institute of Technology (RMIT), and Guiltless Consumerism and the Pursuit of Moral Consumption delivered by Jhanghiz Syahrivar, Assistant Professor, PresUniv. This webinar was opened by the Dean of the Faculty of Business, PresUniv, Maria Jacinta Arquisola, MHRM., Ph.D.
Jessica revealed, there has been a change in the marketing strategy to marketing 4.0. "In marketing 4.0, the 4P strategy (product, promotion, placement, and price) changes to 4C (co-creation, conventional, communal activation, and currency)," she said. She explained, before becoming marketing 4.0, marketers were like hunters and consumers were the prey. However, now marketers must become friends with consumers. Jessica also emphasized that brands must interact with consumers through emotional branding. For that, Jessica explained, “Brands must be able to build convertinal spaces online. More interactions will form stronger emotions."
In the second session, Jhanghiz explained, consumerism is a thought that makes someone buy more, bigger, and better products, services, and experiences as a fundamental thing in welfare and happiness. "Consumerism has been criticized for having various adverse consequences in social, psychological and environmental aspects," he added. Jhanghiz emphasized the need to balance a lifestyle through moral consumption. It can be done by developing awareness and critical thinking, consuming it simply and responsibly, and choosing the product or service that is least detrimental to the environment. (Gilang Suryanata, PR team. Photo: Gilang Suryanata)
FoB Business Insight Series II: Dari 4P ke 4C sampai Isu Consumerism
Fakultas Bisnis, President University (PresUniv), kembali mengadakan webinar Business Insight Series II (edisi internasional) bertajuk New Raves in Marketing and Consumer Behavior Studies, Selasa (27/4). Ada dua topik yang dibahas dalam webinar ini, yaitu Emotive Branding in Products and Service yang disampaikan oleh Dr. Jessica Helmi, Dosen Royal Melbourne Institute of Technology (RMIT), dan Guiltless Consumerism and the Pursuit of Moral Consumption yang disampaikan oleh Jhanghiz Syahrivar, Assistant Professor, PresUniv. Webinar ini dibuka oleh Dekan Fakultas Bisnis, PresUniv, Maria Jacinta Arquisola, MHRM., Ph.D.
Jessica mengungkapkan, telah terjadi perubahan strategi marketing menjadi marketing 4.0. “Dalam marketing 4.0, strategi 4P (product, promotion, placement, dan price) berubah menjadi 4C (co-creation, conventional, communal activation, dan currency),” ujarnya. Paparnya, sebelum menjadi marketing 4.0, marketer ibarat pemburu dan konsumen sebagai mangsa. Namun, kini marketer harus menjadi teman bagi konsumen. Jessica juga menekankan, brand harus bisa berinteraksi dengan konsumen melalui emotional branding. Untuk itu, Jessica menjelaskan, “Brand harus bisa membangun convertinal spaces secara online. Semakin banyak berinteraksi akan membentuk emosi yang semakin kuat,”
Pada sesi kedua, Jhanghiz menjelaskan, consumerism merupakan pemikiran yang membuat seseorang melakukan pembelian produk, jasa, dan pengalaman yang lebih banyak, lebih besar, dan lebih baik sebagai hal mendasar dalam kesejahteraan dan kebahagiaan. “Consumerism dikritik karena memiliki berbagai konsekuensi yang merugikan dalam aspek sosial, psikologis dan lingkungan,” tambahnya. Untuk itu, Jhanghiz menegaskan perlunya menyeimbangkan gaya hidup melalui moral consumption. Caranya, mengembangkan kesadaran dan pemikiran yang kritis, mengonsumsi secara sederhana serta bertanggung jawab, dan memilih produk atau layanan yang paling tidak merugikan terhadap lingkungan. (Gilang Suryanata, tim PR. Foto: Gilang Suryanata)
