The first semester of the 2024-2025 academic year at the SBM ITB, introduces an Industry-Based Learning course. This hands-on course invites various industry experts to engage with Master of Business Administration (MBA) students, providing them with practical materials and facilitating discussions, ensuring a truly immersive learning experience.
“In this course, students will not just be learners, but they will take on the pivotal role of consultants,” explained Dr. Nurlaela Arief, the lecturer in charge of the course, on Friday (6/9). She emphasized that students will gain knowledge of real-world industry problems and the best practices for solving them, making them an integral part of the learning process.
The course began with a series of seminars on Marketing Communications led by Riadi Sugihtani and Karina Putri Widyaningsih from Grant Thornton Indonesia. Grant Thornton Indonesia is part of a global network with 68,000 employees worldwide, including 31 partners and 700 staff members in Indonesia. Headquartered at Sampoerna Strategic Square in Jakarta, the company has offered public accounting services for over 30 years.
Riadi and Karina shared insights on how to develop effective marketing communication strategies. Karina highlighted the importance of conducting a situation analysis, particularly in identifying competitors. She noted that a company’s growth can only be considered superior if its market share increases. Competitive analysis is crucial in this process.
For example, in the financial consulting sector, Grant Thornton faces competition from the Big Four firms (EY, PWC, KPMG, and Deloitte). Although Grant Thornton primarily serves the middle market, its main competitors are the Big Four, dominating the upper-tier market. Most of Grant Thornton’s clients are CFOs, financial managers, and accounting managers, who prioritize reputation and technical expertise in consulting services.
In such a competitive landscape, brand recognition is critical. A strong brand is not only memorable but also repeatedly chosen and recommended. The critical elements of a strong brand include memorability, a clear purpose, and consistency.
Riadi stressed that a company’s goals should align with human needs, such as promoting a healthier future generation, rather than focusing solely on being market leaders or achieving high profits. When developing program implementation plans, Riadi emphasized identifying touchpoints across platforms and crafting communication materials that resonate with those touchpoints. Initiatives like producing white papers and participating in industry-specific communities help to strengthen Grant Thornton’s reputation.
Given that mid-sized firms like Grant Thornton cannot compete directly with the Big Four, the company has expanded its service offerings, including Environmental, Social, and Governance (ESG) consulting, which is becoming increasingly relevant in today’s market.
Industry experts will cover various topics and challenges throughout the course, from the global supply chain to human resource management in remote areas. Seminars will take place biweekly from September 27 to December 6, 2024.
