At times of global geopolitical conflict and national political infighting like this, you often ask yourselves: Who can actually change the world? Non-government organisations (NGOs) or corporations? Hermawan Kartajaya also asked the late Anita Roddick -founder of The Body Shop- a question worth pondering for us all:

Are you an activist? Or are you a businesswoman?

Dame Anita Roddick’s answer is a surprise to Hermawan, and perhaps to us all:

“I am a 100% businesswoman, and I am a 100% activist. The company I founded is not for profit, but to serve the purpose to create meaningful changes for people and make a difference in the world.”

BLEMBA-9-HKThat is Marketing 3.0: where it is no longer product superiority nor customer orientation that drives businesses, but human spirit to do goods through businesses. Marketing 3.0 is a lesson delivered by Dr. (HC) Hermawan Kartajaya at Marketing Management course for MBA ITB Jakarta on Sunday (26/3/2011). The first awardee of honorary doctorate degree from ITS is also a member of SBM ITB’s School Advisory Council and has been lecturing in MBA ITB Jakarta since its first batch in 2007.

Another part of the course that day on New Wave Marketing was delivered by Dr. Jacky Mussry (Vice President of MarkPlus Inc.), which emphasized on the changing landscape of marketing: from vertical approach to horizontal, from ‘one to many’ to ‘many to many’, and from ‘high budget high impact’ to ‘low budget high impact’ marketing.

BLEMBA-9-BEN3Businessman like Ben Wirawan from Mahanagari -who won ‘Indonesia Good Design Award’ from President of RI- is a showcase of the principle ‘making friends with customers’ when he also lectured to the students in this Marketing Management class: a class not filled with marketing jargons, but real life example and inspiring experience-sharing from the do-ers.

By: Dr Agung Wicaksono
Coordinator for Marketing Management
MBA ITB