On February 27, 2025, the Management Study Program at Universitas Bunda Mulia, in collaboration with the Excellent Community of Management (XCM) Student Association, successfully organized The UBM Studium Generale (TUSG) Series 020 with the theme “Sustainable Practices in Global Retail Businesses.” This event was intended for all Universitas Bunda Mulia students and was held in a hybrid format at the Lecturer Hall of UBM Serpong Campus and The UBM Seminar Room (TUSR) at Ancol Campus, with a total of 309 participants, including students, faculty members, and external attendees.
The event aimed to equip students with in-depth insights into sustainable business strategies and the importance of marketing innovation for business sustainability. Featuring Giuseppe Stigliano, Ph.D., CEO of Spring Studios and co-author of the books Retail 4.0, Onlife Fashion, and the latest Redefining Retail (co-written with Philip Kotler), students had the opportunity to gain direct insights from a global marketing expert.
The event commenced at 2:45 PM WIB with an opening by Ellen Sandria, a fourth-semester Management student, who acted as the Master of Ceremony (MC). After the singing of the Indonesian national anthem, Indonesia Raya, and the Universitas Bunda Mulia Mars, the event continued with welcoming remarks from Vice Rector for Academic Affairs, Kandi Sofia Senastri Dahlan, M.B.A., Ph.D followed by a group photo session with UBM Representatives and the guest speaker.
The main session began with an introduction to the moderator, Dr. I Gusti Agung Musa Budidarma, S.E., M.Acc. Fin., who serves as Head of Academic 1. As the moderator, Dr. Musa then introduced the TUSG 020 guest speaker, Dr. Giuseppe Stigliano.
Dr. Stigliano is a visionary leader in the field of marketing and digital transformation, with over two decades of international experience. He currently serves as the Global CEO of Spring Studios, an innovative agency specializing in fashion, beauty, lifestyle, and luxury brand communications, leading a team of over 200 professionals across London, New York, and Milan. His collaboration with Philip Kotler, a world-renowned marketing expert, has resulted in three bestselling books: Retail 4.0, Onlife Fashion, and the latest Redefining Retail. These works have been translated into eight languages and have reached over 100,000 readers worldwide, reinforcing his influence in the marketing and retail industry.
During his presentation, Dr. Stigliano shared insights on the 5A Principles in Marketing Strategy and 10 Guiding Principles for the Post-Digital World. He also discussed strategies for retailers to stay competitive in an era of uncertainty, emphasizing that:
“The future is not artificially intelligent. It’s intelligently artificial.”
His inspiring presentation was met with enthusiasm from students, who were then given the opportunity to ask questions in the Q&A session. Students eagerly participated, and Dr. Stigliano responded warmly, providing insightful and informative answers.
As a token of appreciation, Dr. Lelly Christin, S.E., M.M., Dean of the Faculty of Social Sciences and Humanities 2, presented Tokens of Appreciation to both the moderator and the guest speaker. The event concluded with final registration and participant feedback submission. The UBM Studium Generale 020 successfully provided valuable insights into the importance of innovative and sustainable marketing for business survival in the digital era.
