By: Siti Mitasari Konstantin – Overseas Program

On 21 October, the BINUS Overseas Program organized a Guest Lecture for L1AG students in collaboration with CBS International Business School, featuring Prof. Dr. Mehran Najmaei as the guest speaker. The session focused on the topic of the Digital Economy, providing students with valuable insights into modern marketing strategies and consumer engagement.

During the lecture, Prof. Mehran explained how companies market their products to effectively attract and connect with their target demographics. He highlighted the importance of understanding consumer behaviour and aligning marketing campaigns with occasions and values that resonate with audiences.

As an example, Prof. Mehran discussed a Coca-Cola Christmas campaign, which leveraged the brand’s long-standing association with festive celebrations. The campaign invited consumers to “talk to Santa” for a small fee, with the proceeds being donated to diabetes-related charities. Through this initiative, Coca-Cola not only strengthened its emotional connection with consumers during the holiday season but also demonstrated its commitment to social responsibility.

The example illustrated how companies can use cause-related marketing to enhance brand perception, build stronger relationships with consumers, and address public concerns. Students gained a deeper understanding of how digital marketing campaigns can combine commercial objectives with meaningful social impact, making them more relevant and engaging in today’s competitive marketplace.