SBM ITB once again hosted the prestigious international forum, the International Conference on Management, Entrepreneurship, and Marketing (ICMEM) 2025, on 21 August 2025. This event served as a platform for academics, practitioners, and industry players to discuss the latest issues in business and marketing. One of the most anticipated sessions was delivered by Hermawan Kartajaya, founder of MarkPlus Inc. and a highly respected figure in the marketing world, widely recognized as the “Father of Marketing” in Indonesia.
The world today is experiencing significant disruption, resulting in imbalances in both political and economic ecosystems. In his presentation, Hermawan emphasized that entrepreneurial marketing is essential for companies to not only survive but also thrive in this uncertain era. He noted that both large and small businesses must combine an entrepreneurial spirit with effective marketing strategies to remain adaptable to rapid changes.
“The world is evolving rapidly. Companies that rely solely on traditional marketing theories without embracing the spirit of entrepreneurship risk falling behind. Entrepreneurial marketing involves the courage to take risks, quickly adapt, and maintain a strong focus on delivering value to customers,” Hermawan explained to the conference participants.
He further emphasized the vital role of young people and the academic community, including ITB, in fostering innovative new businesses. According to him, universities have immense potential to cultivate talents who not only grasp theoretical concepts but also have the confidence to implement creative ideas in real-world situations.
“I have always been impressed by ITB students. Here, science, technology, and the arts converge, and when combined with an entrepreneurial spirit, they can lead to extraordinary breakthroughs,” he added.
Hermawan also discussed how digital transformation has reshaped the business landscape, stressing that digitalization is no longer an option but a necessity.
“Today, anyone absent from the digital space will vanish from the market. However, remember that digital is not everything. What truly matters is how we remain human-centered, deliver relevant value, and build customer intimacy,” he remarked.
The lively session also highlighted the practical side of the marketing concepts Hermawan has long championed. He illustrated how small businesses in Indonesia could achieve rapid growth simply by daring to innovate in ways that directly meet community needs.
“Do not wait until you are big to succeed. With small, quick, and consistent steps, you can win the hearts of the market,” he emphasized.
The discussion that followed his presentation demonstrated the relevance of entrepreneurial marketing to today’s business challenges. One participant inquired about how traditional companies could adopt entrepreneurial strategies without compromising their established foundations. Hermawan responded firmly, “The key is mindset. If management remains afraid of change, no matter how brilliant the strategy, it will fail. Change the mindset first, then take action.”
ICMEM 2025 reflects ITB’s continuous efforts to bridge academia with industry practitioners, offering real solutions to the development of the business world in Indonesia. By featuring a figure of Hermawan Kartajaya’s caliber, ITB reinforced its position as a leading institution that prioritizes a multidisciplinary approach in business education.
Through this session, participants gained not only theoretical insights but also practical inspiration to apply in their professional careers or entrepreneurial endeavors.
“I hope ITB students will not only seek jobs but also create them. That embodies the true spirit of entrepreneurial marketing,” concluded Hermawan.
Hermawan Kartajaya’s attendance at ICMEM 2025 not only enhanced ITB’s reputation as an impactful campus but also inspired young generations to innovate boldly in response to the growing complexity of global challenges.
