Studium Generale Held by Business Administration Department

Studium Generale Held by Business Administration Department

On 26th February 2015, the Business Administration (BA) Department of Swiss German University (SGU) organized a Studium Generale with the topic “The Impact of ASEAN Economy Community (AEC) 2015 on The Indonesian’ Business Competitiveness – How Local Brands Beat the Global Brands.” Studium Generale is a tradition in campus life to broaden students’ knowledge as well as stimulate their critical thought and a way to contribute current issues and development. The Studium Generale was enthusiastically attended by more than 100 BA students from semester 2, 4, 8 and lecturers.


The Studium Generale was opened by the Dean of the Faculty of Business Administration and Humanities, Prof. Eric. J. Nasution. Mr. Andrew Goldman, managing director of Cohn & Wolfe Indonesia was the guest speaker and gave a presentation titled “Indonesia, ASEAN, Brands and Authenticity.” In his lecture, he stated that individual consumers and local companies all need to take up an active role in making sure Indonesia’s future is as bright as possible, so Indonesia can take its rightful place on the global stage. He estimates that by 2030, Indonesia will have broken into the top ten largest economies in the world, surging ahead of countries like the UK and Germany. By that time, the size of the country’s “consumer class” will have tripled to 135mn, creating a vibrant domestic economy. He suggested that local brands need to be authentic in order to grow their businesses. An authentic brand must has values and morals and stands by them no matter what challenges are encountered. Not only gained new perspectives on how local brands can compete in global stages based on real experiences in current industries situation, students also learned about how to be a competitive entrepreneurs in terms of branding, consumers, marketing and so on.

During the question and answer session, participants asked many questions ranging from consumer behavior, branding to authentic issues. At the end of the lecture, Prof. Eric J. Nasution along with Head of the Business Administration Department, Ms. Nila K. Hidayat, presented a token of appreciation to Mr. Andrew Goldman and thanked him for his time and willingness to share his valuable knowledge and experience with us.