PPIM FEB UI Holds a Visiting Professorship Guest Lecture, “Branding Strategy in the Digital Age”
DEPOK – (11/11/2020) Wednesday, November 11, 2020 is the beginning of a series of Visiting Professorship events by the Postgraduate Program in Management Science (PPIM) FEB UI. The event presented a guest lecture on the topic “Branding Strategy in the Digital Age” with Dr. Heather Stewart from The University of Queensland, Australia as the speaker.
Heather Stewart is an academician who has published research on the topics of work-integrated learning (WIL), journalism, digital media, and communication science. In addition, Stewart also has experience as a leader in several research projects, including involving indigenous Australian (Aboriginal) tribes. She has received several awards for her works, including the TAFE QLD Peer Innovation Nomination for her collaboration with MSMEs in Brisbane, Australia, the Trail Blazer High Commendation and the Vice Chancellor’s Equity Award for her involvement in the Indigenous Voice project, and the Teaching and Learning Excellence Award for the WIL model that she developed in her research.
In the guest lecture session, Dr. Stewart explained the basics of branding, its application by big companies in the real world, and how companies can use social media to develop their brands. It was then followed by a discussion led by Imam Salehudin, S.E., M.Si., a lecturer at the Department of Management, FEB UI.
Students from the Regular class of the Postgraduate Program in Marketing Science, PPIM FEB UI, also participated in a question and answer session that discussed various topics, including the relationship between branding strategies and the political expression of a company, steps to create a brand for MSMEs, communicating brand value in the midst of digital ecosystem disruption, and the importance of focusing on brand creation in the presence of similar products.
The guest lecture was also attended by a Lecturer of the “Branding Strategy in the Digital Age” course, Dr. M. Gunawan Alif, who gave a closing lecture on brands associated with the latest social and political issues. (hjtp)
Author: Elvina Sorta Setyawati ~ Assistant Lecturer at the Department of Management, FEB UI.
For videos from the guest lecture, please see the following Youtube link: https://youtu.be/EVJZDqu6yco or on the PPIM FEB UI Youtube channel.
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