The realm of marketing keeps seeing significant improvement in the age of technological advancements and digitalization. This dynamic development pushes Universitas Dian Nuswantoro (Udinus) to further reinforce its role in the field of marketing science. One of the steps taken by Udinus was to get a faculty member to achieve the professor title, namely, Prof. Dr. Yohan Wismantoro, M.M.
This inauguration of a new professor served as an important milestone in developing the field of marketing science, particularly in the ever-evolving digital era. Currently, the marketing sector holds a strategic role as a cornerstone in connecting products or services with the needs of consumers.
In addition, marketing science also helps one to build their brands, improve customer loyalty and behavior, and create business sustainability. This particular field has been an object of interest for Prof. Yohan, who is also a faculty member in the Graduate Management Department at Udinus.
Prof. Yohan thought that technological advancements had changed how marketing worked, including social media utilization and data-driven marketing. He had seen that there was a big opportunity for the marketing sector to be more dynamic and innovative for the years to come.
“Modern marketing does not only consist of selling, but also creating a better consumer experience through various means, including AI and data analytics,” he added.
The Importance of Sustainable Marketing
As an academician, Prof. Yohan emphasized the importance of sustainable-based marketing. He believed that marketing would help create eco-friendly products, educate consumers regarding responsible consumption, and build a brand image associated with sustainability issues.
“Marketing can affect consumer behaviors in choosing an eco-friendlier product or service, as well as help businesses develop a transparent green marketing strategy,” he uttered.
Prof. Yohan continued that marketing was not only about selling but also about creating meaningful value for consumers. He also highlighted the significance of marketing ethics in the digital era. This is because modern marketing inflicts big impacts on consumers, society, and corporations.
“I hold the perspective that if corporations were to uphold ethics in their marketing methods, they would be able to garner trust from consumers, protecting privacy and data security, as well as resolving the spread of misinformation or hoaxes,” he explained.
With his experience and dedication, Prof. Yohan hoped that his professor title could give tangible contributions to the development of marketing science in Indonesia. In addition, with its new addition of professor, Udinus becomes more resilient in showing its commitment to be a center of innovations and development of marketing science that will be relevant and impactful in the modern era.
“Hopefully, I can give more tangible contributions to the development of marketing science in Indonesia,” Prof. Yohan uttered.
His Career Challenges toward the Professor Title
Prof. Yohan’s journey to be a professor was not a quick one. His academic career started off as an assistant professor, and his career culminated after long and challenging processes.
One of the biggest challenges was fulfilling the research points. However, Prof. Yohan managed to handle the hardships and received funding from the Higher Education Service Institute and Kedaireka in 2023, which supported his research for the past six years.
“When I decided to establish my path as an academician, I had the commitment to achieving the highest education level and the highest academic position, namely, professor. This process took three years, starting from submitting the proposal to receiving the decree for my professor title,” he concluded. (Humas Udinus/Alex. Foto: Humas Udinus)
