{"id":22059,"date":"2022-11-09T08:36:27","date_gmt":"2022-11-09T08:36:27","guid":{"rendered":"https:\/\/feb.uns.ac.id\/feb\/?p=22059"},"modified":"2023-03-27T23:14:09","modified_gmt":"2023-03-27T23:14:09","slug":"bahas-global-dan-digital-marketplace-prodi-s1-manajemen-hadirkan-dr-chandana-hewege-dalam-kuliah-tamu-manajemen-pemasaran","status":"publish","type":"post","link":"https:\/\/feb.uns.ac.id\/feb\/bahas-global-dan-digital-marketplace-prodi-s1-manajemen-hadirkan-dr-chandana-hewege-dalam-kuliah-tamu-manajemen-pemasaran\/","title":{"rendered":"Bahas Global dan Digital Marketplace, Prodi S1 Manajemen Hadirkan Dr. Chandana Hewege Dalam Kuliah Tamu Manajemen Pemasaran"},"content":{"rendered":"\r\n
Peran dan pengaruh media sosial dalam aspek pemasaran telah banyak membawa perubahan, tantangan, serta kesempatan baru bagi dunia industri. Kondisi tersebut mendorong Program Studi S1 Manajemen, Fakultas Ekonomi dan Bisnis (FEB) Universitas Sebelas Maret (UNS) untuk menggelar Kuliah Tamu Visiting Professor bertajuk \u2018Global and Digital Marketplaces in Social Media Landscape: Challenges and Opportunities for Firms\u2019 .<\/p>\r\n\r\n\r\n\r\n
Kegiatan ini merupakan bagian dari Rangkaian Kegiatan Visiting Professor dalam Program Kompetisi Kampus Merdeka (PKKM) 2022. Agenda yang dilaksanakan secara daring pada tanggal 3 November 2022 tersebut menjadi bagian pertama dalam seri Guest Lecture Marketing Management dan dihadiri oleh lebih dari 100 peserta, malalui aplikasi Zoom Cloud Meeting.<\/p>\r\n\r\n\r\n\r\n
Dr. Chandana Hewege, dari Swinburne Business School, Australia, pembicara kuliah tamu yang hadir secara virtual membuka paparan materinya dengan pengertian marketplace serta kondisi bisnis digital setelah pandemi Covid-19.<\/p>\r\n\r\n\r\n\r\n
Menurutnya, banyak perkembangan teknologi digital yang akan tetap relevan meskipun pandemi telah berakhir, contohnya e-commerce.<\/p>\r\n\r\n\r\n\r\n
\u201cBanyak kegiatan digital atau daring yang akan terus berlangsung dan bertahan setelah pandemi. Saat ini data yang telah terakumulasi di media sosial dan aplikasi digital lain sangatlah besar, sehingga dapat digunakan untuk memprediksi kondisi pasar,\u201d terang Dr. Hewege.<\/p>\r\n\r\n\r\n\r\n
Lebih lanjut, Dr. Hewege menjelaskan bahwa tantangan terbesar yang dihadapi oleh ahli pemasaran saat ini adalah kebutuhan untuk mengelola toko fisik dan toko daring (virtual) secara selaras. Sehingga jasa, layanan, maupun produk yang ditawarkan secara daring benar-benar diterima oleh pelanggan.<\/p>\r\n\r\n\r\n\r\n
Hal ini selaras dengan permintaan pelanggan masa kini yang lebih berfokus pada pengalaman (experience), yang kemudian mendorong produsen untuk bertransformasi dari multi-channel menjadi omni-channel, dimana bisnis perlu mengintegrasikan semua saluran pemasaran yang tersedia.<\/p>\r\n\r\n\r\n
\r\n<\/figure>\r\n<\/div>\r\n\r\n\r\n
Terkait perkembangan tersebut, Dr. Hewege juga menjelaskan bahwa saat ini nilai perusahaan tidak lagi hanya terbatas pada nilai moneter, tetapi juga \u2018social capital\u2019<\/em> (modal sosial). Konsep ini merujuk pada kondisi dimana perusahaan menarik banyak konsumen untuk membeli ataupun menggunakan jasa yang ditawarkan.<\/p>\r\n\r\n\r\n\r\n
Contoh sederhana dari \u2018social capital<\/em>\u2019 ini adalah laman web yang dikunjungi oleh banyak orang akan memiliki nilai yang lebih tinggi dibandingkan laman yang sepi pengunjung.<\/p>\r\n\r\n\r\n\r\n
\u201cAnda sebagai pemasar tidak lagi hanya berfokus pada membangun kelompok konsumen. Anda perlu membangun komunitas, perlu adanya authenticity<\/em> dalam komunikasi dengan komunitas maupun pelanggan baru. Anda juga perlu sadar akan pengaruh dari aktivisme konsumen (consumer activism), dimana pendapat atau pengalaman yang dibagikan oleh satu orang konsumen dapat mempengaruhi konsumen lain lewat media sosial\u201d ungkapnya.<\/p>\r\n\r\n\r\n\r\n
Setelah sesi paparan materi, agenda kuliah tamu tersebut berlanjut dengan sesi tanya jawab interaktif.<\/p>\r\n\r\n\r\n\r\n
Sebagai penutup diskusi, Dr. Hewege berterima kasih atas dan berharap para mahasiswa menggunakan materi yang disampaikannya untuk lebih berkembang ke depan. (Tetri & Aulia)<\/p>\r\n","protected":false},"excerpt":{"rendered":"
Peran dan pengaruh media sosial dalam aspek pemasaran telah banyak membawa perubahan, tantangan, serta kesempatan baru bagi dunia industri. Kondisi tersebut mendorong Program Studi S1 Manajemen, Fakultas Ekonomi dan Bisnis […]<\/p>\n","protected":false},"author":129,"featured_media":22060,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[105,93],"tags":[],"class_list":["post-22059","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fakultas","category-s1_mnj"],"yoast_head":"\n
Bahas Global dan Digital Marketplace, Prodi S1 Manajemen Hadirkan Dr. Chandana Hewege Dalam Kuliah Tamu Manajemen Pemasaran - Fakultas Ekonomi dan Bisnis Universitas Sebelas Maret<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/feb.uns.ac.id\/feb\/bahas-global-dan-digital-marketplace-prodi-s1-manajemen-hadirkan-dr-chandana-hewege-dalam-kuliah-tamu-manajemen-pemasaran\/\" \/>\n<meta property=\"og:locale\" content=\"id_ID\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Bahas Global dan Digital Marketplace, Prodi S1 Manajemen Hadirkan Dr. Chandana Hewege Dalam Kuliah Tamu Manajemen Pemasaran\" \/>\n<meta property=\"og:description\" content=\"Peran dan pengaruh media sosial dalam aspek pemasaran telah banyak membawa perubahan, tantangan, serta kesempatan baru bagi dunia industri. 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