Marketing guru comes on board

  • Metro News
  • Monday, 02 Dec 2019

Prof Mazliham (right) speaking at the launch of the centre. Looking on are (from left) Prof Shahrulniza, Tengku Mahaleel, Dr Hasnita and Dr Fahim.

UNIVERSITI Kuala Lumpur (UniKL) is collaborating with Philip Kotler Impact Inc to set up the UniKL Philip Kotler Centre of Marketing Excellence (UPKCME) at UniKL Business School.

The partnership will provide a platform for UniKL in offering the Master in Business Administration (MBA) and Business Creation, and offering the Kotler Lifetime Awards and Kotler Best Paper Awards.

The partnership will also see Kotler Impact and UniKL co-publishing Principle of Modern Marketing to replace the original Principle of Marketing textbook, first published in 1980.

UniKL Business School will contribute by producing Malaysian case studies for the new textbook.

UniKL and UPKCME will also jointly organise the World Marketing Summit (WMS) and World Marketing Conference (WMC) from March 2-3 next year at Premiera Hotel Kuala Lumpur and UniKL City Campus respectively.

Philip Kotler Impact was represented at the event by its chief marketing officer Dr Fahim Kibria.

UniKL was established in 2002 and is wholly owned by Majlis Amanah Rakyat (Mara), an agency under the Rural Development Ministry. Mara chairman Dr Hasnita Hashim, who is also one of the four pro-chancellors of UniKL, said the partnership focused on enhancing student learning, improving graduate employability and meeting the skills needs of employers.

“Philip Kotler is famously known as the “Father of Modern Marke-ting” and it is not difficult to comprehend why this partnership will greatly benefit students of UniKL Business School,” said Dr Hasnita, adding that to strengthen technical and vocational education (TVET) in Malaysia, Mara has established several other collaborations with key industry players, both locally and abroad.

“We will be announcing several other collaborations with leading industry players so that the needs of the industry and our graduates are balanced. We want to ensure our graduates are given preference for employment.

“I am confident that this collaboration between UniKL and Kotler Impact through the establishment of UniKL Philip Kotler Centre of Marketing Excellence will help us fulfil our mission and I commend this high-impact internationalisation effort by UniKL as it strives to be one of the top universities in Asia and the world.

“I hope the partnership will open more opportunities for both parties to contribute significantly to the world of marketing,” added Dr Hasnita.

The 12-module MBA programme is expected to be offered in September 2020 for a duration of 12 months. It is targeted at working executives who want to enhance their career. The programme will be jointly conducted by lecturers from both bodies.

The collaboration event was witnessed by Mara Education Committee chairman and Mara council member Tengku Tan Sri Mahaleel Tengku Ariff, Mara council member Ahmad Bazlan Che Kassim, UniKL president and chief executive Prof Datuk Dr Mazliham Mohd Su’ud, UniKL Board of Directors member Datuk Rahim Abu Bakar and UniKL deputy presidents Datuk Salmah Hayati Ghazali (University Sustainability & Development) and Prof Dr Shahrulniza Musa (Academic and Technology).

In a pre-recorded video message, Dr Philip Kotler said the concept of marketing has been changing rapidly over the years.

“What I wrote in my book in 1968 about new marketing worked very well for a long time but now we are at a different stage.

“We are in a world of digitalisation and so many new information sources for both listening and learning have emerged,” said Dr Kotler.

Learn how to sustain your business by attending the World Marketing Summit and World Marketing Conference. For details, go to
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