Frank delivering his material

On December 1, 2025, Frank delivered a guest lecture on Issues in Business Communication to students in the Creative Digital English BINUS @Kemanggisan. The session explored the topic “Understanding Messages and Marketing Messages in Platform Business Models Using Cialdini’s Principles of Persuasion.”

Frank guided students through the ways platform-based businesses craft and deliver marketing messages, showing how persuasion strategies—such as reciprocity, authority, and social proof—are embedded in communication practices. He emphasized that while these principles can be powerful tools for engaging audiences, they also raise important ethical implications, particularly in contexts where consumer trust and transparency are at stake.

The lecture encouraged students to critically examine how messages are framed in digital platforms, and to consider the balance between effective persuasion and responsible communication. By connecting theory with real-world examples, Frank provided valuable insights into the challenges of business communication in today’s platform-driven economy.

This guest lecture not only deepened students’ understanding of marketing messages but also highlighted the importance of ethical awareness in professional communication—an essential skill for future leaders navigating global business landscapes.