YOGYAKARTA – The Master of Communication Science (Mikom) study programme of UPN “Veteran” Yogyakarta (UPNYK) presented Indonesian marketing expert as well as Founder and CEO of Markplus, Inc, Hermawan Kartajaya as a speaker in the Mikom UPNYK public lecture on Monday (6/11/2023). The event, which was held in the Seminar Room of FISIP Campus 2 UPNYK, took the title “Marketing 5.0: Increase Your Marketing Mindset”.
In his material session, Hermawan Kartajaya or who is familiarly called HK said that marketing 5.0 is a technology-based marketing process. According to him, the application of technology in the marketing process must be based on humanity because otherwise it will be at odds with the goals of sustainable development.
“Marketing 5.0 is technology for humanity, meaning that humanity must control technology. Moreover, we are heading towards the concept of Sustainable Development Goals (SDG’s) which conceptually aligns with humanity,” he said during the Public Lecture session of UPNYK’s Mikom Study Programme (6/11/2023).
HK also emphasised that Marketing 5.0 is a process needed by all brands now because of the application of the concept of “technology for humanity” which will support SDG’s programmes. Moreover, after facing the pandemic, the world situation has changed and cannot return to the pre-pandemic era. This change in situation has caused environmental and social issues to become the main focus globally.
“In this post-pandemic situation, the mindset should not be the same as before the pandemic. Because the situation is different, brands must think about programmes that are close to humanity or in line with the SDG’s. The use of technology is important in this process,” said Hermawan.
In fact, according to Hermawan, in practice, when the use of technology in marketing 5.0 is based on humanity, the process will automatically lead to sustainable development goals. This will also benefit the brand in the form of positioning differentiation from the brand.
“It is time for the brand to have a new positioning through its differentiation. We are not returning to the old situation like before the pandemic, so it is important for brands to pay attention to new positioning. SDG’s is a concept that will provide differentiation benefits to a brand’s positioning,” said the man who wrote the book “Marketing 5.0: Technology for Humanity” with Phillip Kotler.
The Coordinator of UPNYK’s Master of Communication Studies Programme, Dr Edwi Arief Sosiawan, hopes that the public lecture titled “Marketing 5.0” will open students’ horizons of thinking about marketing at the practitioner level.
We have long wanted to bring Mr HK (Hermawan Kartajaya) to UPNYK to discuss marketing 5.0 practices. The reason is that UPNYK has an output, one of which is that students when they graduate can become entrepreneurs. Hopefully today we will find out how to be an entrepreneur by learning marketing first,” said Edwi during his speech.
Edwi also hopes that the collaboration between FISIP UPNYK and Hermawan Kertajaya as the Founder of Markplus, Inc will not only stop with the signing of the MoU but there will also be programme implementation at the study programme level, especially Mikom UPNYK.
“Hopefully the cooperation will not stop here, later the Dean will sign a collaboration with Markplus at the Faculty level. Later there will also be programme implementation at the study programme level,” concluded Edwi.
Source: upnyk.ac.id