Global Business Marketing Program and Mapúa Malayan Colleges Strengthen Global Marketing Competencies Through International Branding Workshop

The Global Business Marketing Program of BINUS Business School successfully hosted the BINUS Global Business Marketing Workshop Series 2026, on June 3-5, 2026, an international collaborative program that brought together students from BINUS University, Indonesia, and Mapúa Malayan Colleges, Philippines.

Carrying the theme “Brand Like a Pro: Build Your Brand, Boost Your Future,” the four-day workshop was designed to equip students with practical branding knowledge while fostering cross-cultural collaboration and global perspectives. Throughout the program, participants explored key concepts in branding, consumer understanding, target market analysis, and brand strategy before applying their learning through a hands-on project. Students worked in international teams, guided by faculty mentors from both institutions, to develop a complete brand concept and marketing strategy.

The workshop began with interactive sessions on branding fundamentals, brand personality, consumer insights, and brand identity development. Students were encouraged to think beyond logos and visual elements, exploring how successful brands create emotional connections and meaningful experiences for consumers. Real-world examples from global and local brands were used to illustrate the importance of positioning, differentiation, and consistency in building strong brand identities.

Following the lecture sessions, participants engaged in a series of mentoring clinics where they developed target market profiles, identified consumer needs and cultural considerations, and crafted branding strategies for a hypothetical brand. Working in multicultural teams provided students with valuable opportunities to exchange perspectives, challenge assumptions, and learn how branding decisions may vary across different markets and consumer segments.

The workshop concluded with a brand pitch presentation, where each team assumed the role of professional marketing consultants and presented their brand concepts, positioning strategies, and campaign ideas. Faculty members provided feedback on the strategic, creative, and practical aspects of each proposal, encouraging students to refine their ideas and strengthen their marketing thinking.

Beyond branding knowledge, the program highlighted the importance of collaboration, creativity, and global mindset in today’s interconnected business environment. By bringing together students from Indonesia and the Philippines, the workshop created a meaningful platform for experiential learning and intercultural exchange, preparing participants to navigate the challenges of building brands in an increasingly global marketplace.

The BINUS Global Business Marketing Workshop Series 2026 reflects BINUS University’s ongoing commitment to providing internationally oriented learning experiences that bridge academic knowledge with real-world business practice and industry-relevant competencies.