Semarang – The Master of Business Administration (MBA) Program at FISIP, Diponegoro University, once again held the UNDIP Global Classroom activity with the theme “Social Media Marketing and Content Marketing: ASEAN Case” on Tuesday (19/5/2026). This activity was part of the E-Business and Digital Marketing course and was conducted online via Zoom Meeting.
This event featured Dr. Nguyen An Binh from Ho Chi Minh University of Banking, Vietnam, as the main speaker, and Robetmi Jumpakita Pinem, S.AB, MBA, Ph.D., from Diponegoro University as the discussant. The webinar discussed the development of digital marketing strategies through social media marketing and content marketing in the context of modern business in the ASEAN region.
In his presentation, Dr. Nguyen explained that the development of digital technology has changed the pattern of communication between companies and consumers. The transformation from the Web 1.0 era to the modern digital ecosystem means that social media is no longer just a communication platform but has become a business environment that shapes consumer behavior, social interaction, and commercial activities on a broad scale.
The material also highlighted the differences between social media marketing and content marketing. Content marketing is described as a long-term strategy focused on providing valuable content to attract and retain an audience. Meanwhile, social media marketing is more oriented toward interaction, engagement, and the rapid dissemination of information through various digital platforms. Both strategies are considered complementary in building relationships between brands and consumers in the digital era.
A key point discussed was the importance of integrating content marketing and social media marketing to increase the effectiveness of digital marketing. Quality content is considered the main “fuel” in digital strategy, while social media acts as the “engine” that expands reach and interaction with the audience. This strategy is considered capable of increasing brand awareness, building consumer trust, and encouraging electronic word-of-mouth (eWOM), which influences purchasing decisions.
The webinar also discussed the cost efficiency of digital marketing compared to conventional media. Through a digital marketing approach, companies can segment their audience more specifically, increase engagement, and create long-term relationships with consumers through relevant and educational content.
Through this activity, MBA students gained insights into the importance of digital marketing strategies in facing changing consumer behavior in the technological era. Understanding the integration of social media marketing and content marketing is considered important for future business professionals to design adaptive, effective marketing strategies oriented to the needs of the digital market.
The organization of this UNDIP Global Classroom reflects the commitment of the MBA Program at FISIP, Diponegoro University, to broaden students’ global perspectives and enhance graduate readiness in facing the development of the digital business world at the international level.