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MARKMA S35 Class holds Next Generation Marketing Forum Last March 22


Technology and the pervasiveness of digital media have changed the way marketing works: traditional platforms such as broadcast and print have been supplemented, if not replaced, by these media. One of the current prevalent forms of marketing is through the use of social media influencers — people who are in social media that have established credibility in a specific industry, have access to a large audience and can persuade others by virtue of their authenticity and reach, and have built a reputation for their knowledge and expertise on a particular topic.
Another strategy that has been utilized as a form of marketing is the use of corporate social responsibility (CSR), albeit leaning towards defining the social and ethical commitments of the brand or organization. Through CSR programs, businesses can benefit communities while boosting their own brands, and CSR activities, such as philanthropy and volunteer efforts, can help forge a stronger bond between employee and corporation, and often, companies that adopt CSR programs have grown their business to the point where they can give back to society.

Last March 22, 2019, the MARKMA S35 Class of Professor Azucena spearheaded the 2019 Marketing Forum, Next Generation Marketing: Engaging through Corporate Social Responsibility and Social Media. The forum offered a world class example of CSR and how it is integrated into the company’s strategy. It also explained the impact of using social media influencers to communicate with today’s generation. The audience also learned how to do effective marketing by learning new ways of implementation that will further help businesses communicate their brand’s value.

Guest speakers during the event were Mr. Jason Cruz, Head of Digital Strategy of McCann World Group Philippines, also a lecturer and Track Chair at the IIDM Certified Digital Marketer program, Ms. Celerina Amores, Senior Director for Corporate Communications of Ayala Foundation, Inc. (AFI) and Ms. Angely Dub of Access Travel and a known entrepreneur and social media influencer.



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