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Marketing experts share their tips and insights

Kuala Lumpur (2 March 2020)The World Marketing Summit 2020 went into full swing today with more than 400 delegates including university students sharing their thoughts with distinguished speakers.

Held at the Premiera Hotel in Kuala Lumpur, the one-day WMS 2020 is organised by Universiti Kuala Lumpur (UniKL) in collaboration with Kotler Impact Inc. This is the second time UniKL hosted the World Marketing event following the success of the World Marketing Forum in 2015.

The event was graced by Majlis Amanah Rakyat (MARA) board member Tengku Tan Sri Mahaleel Tengku Ariff, UniKL Chairman Emeritus Professor Datuk Dr Sukiman Sarmani, UniKL President and Chief Executive Officer Prof Dato’ Dr Mazliham Mohd Su’ud, UniKL top management, MARA officials. and Philip Kotler Chief Marketing Officer Dr Fahim Kibria.

The summit, themed “Value Creation in Digital Modern Marketing, saw the gathering of community and global leaders in the field of business, academia, social and gender to ensure sustainable and responsible business growth.

Speakers include bestselling author Laura Ries, Fujifilm general manager Yuichi Itabashi, University of California Los Angeles (UCLA) marketing professor Dominique Hanssens, Marc Oliver – top digital marketing guru, ESADE Business School in Barcelona, Spain professor Salvador Lopez, and Kotler Impact Inc Group Chief Executive Officer Sadia Kibria.

Tengku Tan Sri Mahaleel, in his opening address, said the digital age has evolved into a new dimension and urged delegates to keep abreast with the ever-changing marketing strategies.

“If we were to reflect on the marketing world and step back 10 to 15 years we can see a huge spectrum of difference. From the emergence of the free market, we have moved into the ‘bloc’ markets. And with the emergence of technology society is now able to stay connected and become one.”

“We have turned a supercomputer into a mobile phone, which has made it easier for people to reach you anywhere in this world and we are even able to purchase and sell online via the phone,” he added.

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He added that the day of the machine has already arrived but the question is, whether it can recreate itself and make humans irrelevant, or would humans be able to make machines part of human society?

“Because that is where marketing and the future is going to be,” he observed.

He also shared his experience in implementing Kotler’s marketing strategies during his time in previous companies.

In a video presentation to delegates, the Guru of Marketing, Prof Philip Kotler, said: “Consumers today are better informed, and have information available to them instantly.

“New technology, information sources and tools have been improving, allowing us to get more insights and penetrate with ore successful strategies.”

Lopez, who is also a musician, kicked off his session with a guitar solo of hits such as ‘More than words’ by Extreme, ‘Highway to Hell’ by ACDC and “We Will Rock You” by Queen. He spoke about how brands could incorporate emotions as part of their strategies.

Sadia Kibria, in her presentation, focused on the importance of millennials, their contribution and investments in today’s modern marketing world.

She introduced the theory of social-preneurship.

“Social-preneurship is a marketing strategy that orbits your business around the betterment of the society,” she said, adding that the market is now in the power of millennials and as technology evolves they are the most influential stakeholders, albeit indirect.

“Millennials want to invest in a product, brand or company that cares about the world and are willing to pay more as long as the product does not harm others,” she quipped.

The World Marketing Conference is held the following day at Universiti Kuala Lumpu involving academia’s and students.

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