The title of the lecture, ‘The Future of Marketing’ served as a platform to share experience and knowledge in the fields of economics as well as the global market views.
Delivering his lecture in front of 500 participants, Prof. Kotler discussed on the bearing of the global market and its obstacles as well as its management in order to ensure that the trend will sustain a period of time amid the surge of technology.
He stated that it is important to take into consideration the key point in marketing which is the local or ethnic target group and illustrated the scenario with the McDonald’s story in the Philippine.
“Clients are the asset of a business, their reviews should inspire the production strategy as well as services simply because the power is in their hands,” he said.
He said a business that does not transform within the period of five years should get their strategy reassessed.
Vice Chancellor of UPM, Prof. Datuk Dr. Nik Mustapha R. Abdullah said the public lecture provided opportunity for the public, particularly the academicians and students to share Kotler’s point of view on international marketing.
The lecture ended with an award presentation for UPM high achievers with the first award BBA (Marketing) went to Tan Sao Thin, GSM Best MBA Project Paper (Marketing) Award, Dayang Haryani; GSM Best MBA Case Study (Marketing) Award, Wong Sheau Wei and lastly the GSM Best MBA (Marketing) Award presented to Norazlyn Kamal Basha. Prof. Dr. Philip Kotler himself presented the awards to the top achievers.
Kotler, who is the adviser of GSM International Academic, produced a best seller entitled Marketing Mangement published in 1967 and printed for 12 editions ever since.