Profile

Amalia E. Maulana, Ph.D is the founder and Managing Director of ETNOMARK Consulting, a Jakarta-based ethnography marketing consultancy offering brand consulting, in-house training and research on consumer insights using ethnography as the main approach.

Through her devotion in informing the public, building awareness and understanding about “ethnography marketing” in Indonesia, she has gained the acknowledgement as “Indonesia’s Most Prominent Marketing-Ethnographer”, a pioneer in the industry. Her devotion is demonstrated through her frequent public speaking engagements, talkshows, in-house trainings for business communities as well as lectures for academic communities, numerous article writing and book writing. Her book, “Consumer Insights via Ethnography,” has inspired marketing practitioners to build customer centric brands and organizations.

As a writer, Amalia is an active columnist for several marketing and business magazines/newspapers such as SWA, Mix, Warta Ekonomi, Investor, Eksekutif, the Jakarta Post, Bisnis Indonesia and Seputar Indonesia (Sindo).

Her 13-year teaching experience began in 1998 as a Faculty Member at IPMI (Institut Pengembangan Manajemen Indonesia). While doing her PhD program, she worked as an Associate Lecturer, teaching Marketing Fundamentals and Marketing Communications & Promotions at the School of Marketing, UNSW, Australia (2001-2004). She teaches in the postgraduate program at Binus Business School, IPMI Business School and LSPR (London School of Public Relations), Jakarta. She assumed an academic position as the Head of MM Strategic Marketing, Binus Business School for 2 years (2007-2008).

As a brand consultant and ethnographer, she advised and consulted business communities about product-to-marketing oriented organizational transformation; consumer insights management, brand building/management, design and evaluation of marketing communication strategy.

She obtained her PhD from the School of Marketing, University of New South Wales, Australia in 2006, as an AusAID scholar. Her doctoral thesis is entitled: ‘Revisitation Behaviour in Non-transactional Website Context’. Her MBA was earned from IPMI/Monash Mt.Eliza Business School in 1995.

Her teaching, research and consulting interests focus on brand management and strategy; in particular issues relating to advertising/communication, consumer behaviour and Internet-related aspects of marketing. She has over 12 years experience as a marketing practitioner in several multinational consumer goods companies, including PT Friesche Vlag Indonesia and PT Unilever Indonesia.

1985 – 2000 Industry Experience/Marketing practitioners

PT Unilever Indonesia (Tea products: Sari Wangi), Insight Asia Market Research, Jakarta, PT Reckitt & Colman Indonesia (antiseptics, home and personal care products: Dettol, Harpic, Brasso, Lysol), PT Friesche Vlag Indonesia (Dairy-based products: Frisian Flag or Susu Bendera), PT Nutricia Indonesia (Infant formulas, baby food products: Nutrilon, Crème Nutricia, Protifar)

1998 – present : Teaching Experience

Binus Business School: Strategic Brand Management, Consumer Behaviour, Internet Marketing.

IPMI Business School: Marketing Management, International Marketing.

London School of Public Relations (LSPR), Jakarta: Lecturer: Integrated Marketing Communication, Marketing Communication Research

School of Marketing, UNSW, Australia: Marketing Communication and Promotions, Marketing Fundamentals.

2006 – present : Consulting

ETNOMARK Ethnography Marketing Solutions: Founder and Managing Director

 

Academic Publications

  • Maulana, A.E. and Cai, T. 2011. “An investigation into the determinant of Corporate Blog Connectedness”, Proceedings of 4th International Conference of Business Management Research (ICBMR),  Ateneo Professional Business School, Manila.
  • Maulana, A.E. and Hikmah, L. 2011 “Attitude towards LAZ (Lembaga Amil Zakat) in Indonesia, Proceedings of 3rd Indonesian Conference on Innovation, Entrepreneurship, and Small Business (IICIES), ITB, Bandung.
  • Maulana, A.E. and Tjen, S. 2011. “Tipologi Pengguna Twitter dari Karakteristik Content Posting”. Proceedings of LSPR the 2nd International Communication Conference, Jakarta, April 2011.
  • Adinugraha, A.B. and Maulana, A.E. 2010. “Perbedaan Brand Performance dalam Brand Community: Independen vs. Milik Perusahaan”. 2010. Conference Proceedings, International Conference of Business Management Research (ICBMR), Jakarta.
  • Maulana, A.E. and Widyawati, S. 2010. “Facebook Advertising Typology and Attitudes towards Facebook Ads” Proceedings of LSPR International Communication Conference, Jakarta, March 2010
  • Maulana, A.E. and Krisnawati, I. 2009. “Exploring Sense of Community in theOnline Environment: Using Netnography”.  Proceedings of 1st Indonesian Conference on Innovation, Entrepreneurship, and Small Business (ICIES), Bandung, 2009.
  • Maulana, A.E., 2008, “Brand Communication and Media. High Involvement Context. Conference Proceedings”, International Conference of Business Management Research, Bali, Indonesia.
  • Maulana, A.E. And Eckhardt, G.M. 2007. “Just Friends, Good Acquaintances or Soul mates? An Exploration of Website Connectedness”. Journal of Qualitative Market Research, an International Journal. Vol 10, (3): 227 – 242.
  • Maulana, A. and Eckhardt, G. 2006. “Just Friends, Good Acquaintances or Soul Mates? An Exploration of Website Connectedness”, Proceedings of Association of Consumer Research, Asia Pacific Conference, Sydney, Australia.
  • Maulana, A., Craig-Lees, M. and Harris, J. 2005. “Attitude Towards Non-Transactional Website”, Proceedings of Society for Marketing Advances Conferences 2005, Texas, US.
  • Craig-Lees, M., Harris, J. and Maulana, A. 2005. “A Proposed Website Context Typology”, Proceedings of ANZMAC Conference 2005, Perth, Australia.
  • Maulana, A., Craig-Lees, M., and Harris, J. 2005. “Sikap Pengunjung Website Non-Transaksi: Studi di www.telkomsel.com dan www.republika.co.id“, Management Journal of Prasetya Mulya, X (1).
  • Maulana, A. and Craig-Lees, M. 2003, “Repeat Purchase Theory and Website Revisitation Frameworks,” Proceedings of ANZMAC Conference 2003, Adelaide Australia.
  • Maulana, A., 2002, “Consumer Misconceptions of FMCGs Brand-sites: An Exploratory Study Using Virtual Focus Groups”, Proceedings of ANZMAC Conference 2002, Melbourne Australia.
  • Craig-Lees, M., and Maulana, A. 2002, “Making Sense of McLuhan”, Proceedings of ANZMAC Conference, 2002, Melbourne, Australia.
  • Maulana, A. and Craig-Lees, M. 2001, “FMCGs Brand-site Visitation”, Bridging Marketing Theory and Practice: Proceedings of ANZMAC Conference 2001, Auckland New Zealand.

Public Seminar, Workshop, and other Public Exposures:

  • Judge of “Sparx Up” Award, the digital Start Up event run by SemutApi and Kompas Online. Menara Epicentrum.
  • “Role of Consumer Insights in Branding” Speaker at Brand Management Summit, Intipesan, October 2011, Hotel Borobudur, Jakarta.
  • “Digital Marketing”, Sharing session at BCA COP Community of Practice, October 2011.
  • “Role of MarCom in Branding”, Guest Speaker, MM SBM ITB, September 2011
  • “Multi-dimensional Insights Generation”, Astra Honda Motor Dealer Gathering, October 2011
  • Talkshow “Building The I-Brand in the Golden Age”, Alumni Panzer Bhawikarsu, SMA3 Malang. Rumah Sakit Veteran, Dr. Surono, Jakarta, September 2011.
  • “Role of Branding in Development of Program/Faculty/University”, Binus Executive Learning Series, August 2011, Kampus Alam Sutra, Tangerang.
  • Talkshow “Menyediakan Musala Keren di Fasilitas Premium: Pemborosan atau Keharusan?” White Paper series, Etnomark Consulting, Jakarta, July 2011.
  • “Personal Branding in Creative Industry”, Indonesian Contemporary Art & Design (ICAD), June 2011. Hotel Grand Kemang, Jakarta
  • Public Workshop: “Marcom vs Branding” Marketing Communication Solution series. Mix Interactive. April 2011.
  • Public Workshop: “Role of Ethnography in Branding” For Automotive and Mall. 2011. Joint event with Seputar Indonesia Newspaper. Hotel Four Season
  • Speaker : “Branding for User Generated Content Portals”. SparxUp Workshop. April 2011. Menara Epicentrum.
  • Public Workshop: “Building a Strong I-Brand: Increase your Brand Value”, August 2010, Hotel Ritz Carlton.
  • Invited as one of four Asean Panelists in “Asean Marketing Forum” by Dentsu Asia, at Tokyo, Japan, Dec 1st, 2010.
  • Main Speaker/facilitator for 5 Nielsen Workshops (2009-2010): ‘Research Principles for Young Marketers’, ‘Marketing Principles for Research Managers’,  ‘How Healthy is Your Brand (Brand Audit)’, ‘Mar Com Audit’, ‘Brand Audit and Planning’
  • Main Speaker/Facilitator for SWA Mix-Interactive Workshops (2006-2010): ‘Blue Ocean Strategy’,‘Ethnography for Marketers’, ‘Marketing Audit and Planning’, ‘Effective Marketing Communication Managers’.’ and ‘MarCom Plan: From Tactic to Strategy”
  • Faculty Member for AMMP, Astra Management Development Institute/AMDI (6 batches, 2009) – Topic: Leading Customer Focus.
  • Reviewer – Riset Unggulan  Hibah Dikti, Universitas Indonesia, DRPM – Direktorat Riset dan Pengabidan Masyarakat, Universitas Indonesia, Depok, April 2010.
  • Judge “Best BUMN Websites”, organized by Kementrian BUMN 2006, 2009, and 2010
  • Speaker: “Role of Integrated Marketing Communication in Brand Building”. PPEP Training, Pertamina, April 2010.
  • Talk Show “Developing a Strong Personal Brand for Academician” – Sekolah Bisnis and Management, Institut Teknologi Bandung (SBM,ITB), March 2010.
  • Speaker “New Media : Its Implications in IMC and Brand Building”, presented at Marketing Insights Seminar and Training (MIST), FEUI,  March 2010.
  • “Tips in writing academic articles” – London School of Public Relations (LSPR, Jakarta), February 2010.
  • Pentingnya CMO dalam Branding Universitas”,  in “University Branding Conference” Mix and Swa Magazine, Nikko Hotel, February 2010.
  • Reviewer – Riset Unggulan Universitas Indonesia, DRPM – Direktorat Riset dan Pengabdian Masyarakat, UI, Depok, February 2008.
  • “Ethnography in Product Design and Marketing” in EDW (1st , 2nd and 3rd) – Ethnography Design Workshop, Himpunan Mahasiswa Teknik Industri, Universitas Gajah Mada, April 2008 and Apri 2009, March 2010.
  • Moderator for Talk show “Effective Trade Promotion” by MIX magazine : cases: Yamaha, Motorola, Polytron and XL brands, May 2008.
  • “The I-Brand” in seminar “Market Yourself” Ritz Carlton Jakarta, Female Forum, V-Class, Softex, May 2008.
  • “Strategi Pemasaran Untuk Organisasi Kemahasiswaan”, Binus Universtity, June 2008.
  • “Hot Marketing Positions 2008 – Consumer Insights Manager and Marketing Communication Manager”, Public Talk show, JWC Binus February 2008.
  • “Social Marketing Strategy” – Community Based Initiative Forum, Ashoka Organization, Kampung Pending, Bogor, February 2008.
  • “Ethnography in New Product Development (in Food Industry)”, SEAFAST, IPB, Bogor, February 2008.
  • “Ethnography in Property Marketing” – Procorn Indah, Jakarta, January 2008
  • “Building a Strong I-BRAND” presented at The Indonesian Managers Club” – June 2007
  • Interview Bisnis Indonesia Minggu “Riset untuk produk Lifestyle”, July 2007.
  • “Ethnography in Marketing”, Public Workshop, MIX interactive, July 2007
  • Ethnography in multi-channel Pay-TV services, Inhouse workshop for ASTRO, August 2007.
  • Judge for Young Entrepreneur Design Competition, organised by British Council, July 2007
  • “Learning from Starbucks Experience” – Guest Lecture, Universitas Maranatha, Bandung, September 2007
  • “Role of Communication in Brand Building” – Kuliah Umum, MKom Forum, Program Pasca Sarjana, Universitas Mercu Buana, September 2007.
  • Head of Jury, Anugerah Produk Asli Indonesia (APAI) 2007. Conducted by Bisnis Indonesia and Departemen Perdagangan/Perindustrian. Oct – Dec 2007.
  • Guest Speaker, MM-Executives, Binus Business School “Contemporary Research Method for Strategic Business Policy” October 2007
  • Guest Speaker, MM-Executives, Binus Business School, “marketing Communication Audit” November 2007
  • “Consumer Insights via Ethnography – Peranan Ethnography dalam Rekonstruksi Nilai brand”, Public Seminar, JWC Binus, December 2007.
  • “Branding Strategy for University” – Lokakarya Persamaan Persepsi Civitas Akademika terhadap Arah Restrukturisasi Fakultas Pertanian Universitas Brawijaya, Malang, December 2007.
  • “Building a Strong Brand” presented at “The Future of Brand at the Hypercompetitive Era”, seminar organized by Parahyangan Catholic University – April 2007
  • Press Conference, Launching “The Starbucks Experience” at Starbucks Café Grand Indonesia, May 2007, organised by Esensi Publisher – Covered by more than 7 publications (Cakram, JawaPos, HR Portal, etc)
  • Book Review “The Starbucks Experience” at Kinokuniya Bookstore, Plaza Senayan, May 2007.
  • “Online Brand Management” Seminar organised by Fakultas Ilmu Komputer UI – June 2007 (Fasilkom UI)
  • “Role of Public Relations in Marketing New Products” (a Green Tea seminar) – March 2006
  • “Developing an Effective Social Marketing Campaign” (a WWF seminar) – June 2006.
  • “Blue Ocean Strategy” for Yayasan Pembangunan Jaya (Education sector) and Jaya Trade – one day seminar, June 2006.
  • “Consumer Insights: Its role in blue ocean strategy” – one day workshop, September 2006.
  • Interview SWA Magazine “Indonesian Customer Satifaction Index (ICSI)” October 2006
  • Interview SWA Magazine “Indonesian Best Brand Awards (IBBA) September 2006
  • Judge of “Product Asli Indonesia” organized by Bisnis Indonesia and Departemen Perdagangan – December 2006
  • Chair of BiNus Biz Week and Business Outlook 2007 one week event by BiNus Business School – December 2006
  • “Offline Online Synergy: Integrated Marketing Communications” – Jan 2005
  • “Marketing for Entrepreneurs” – December 2005. Pengajian Akhwat, Sydney, Australia.
  • “Do-It-Yourself, Online Market Research” – August 2004. Skyline Building, Jakarta.

Radio Talk Show:

  • “Specialist but Strategist”, SMART FM, September 2007.
  • “Managing the I-Brand”, SMART FM, November 2007.
  • “Brand Communication Audit”, SMART FM, December 2007.
  • “Riset itu Mudah, Riset itu Murah” Radio SONORA, February 2008
  • “MarComm Manager vs Public Relations Manager”, SMART FM, February 2008.
  • “Branding strategy sequel talk show, SMART FM and SONORA :  Positioning strategy, April 23, 2008,  Repositioning strategy, April 30, 2008 and Rebranding strategy, May, 7, 2008
  • “Tantangan Rebranding” RasFM, June 2008.
  • “Consumer Insights via Ethnography” November 2009. SMART FM.

Popular Publications – Column/Articles (2006- 2011)

  • Daya Pikat Bisnis Start Up (Bisnis Indonesia, October 2011)
  • People 2.0 vs Government 1.0: Berbicara dengan Tembok (Seputar Indonesia/Sindo, October 2011)
  • Gotcha Moments: Brand Instant Ayu TingTing (October, 2011)
  • Hitam itu Cantik. Cantik itu Hitam. Peluang Bisnis Miss Universe (Sindo, September 2011)
  • Paket Genius : Personal Brand Steve Jobs (Sindo, September 2011)
  • Pilot Garuda Belum Paham Branding (Sindo, August 2011)
  • Brand: Janji Seribu Janji (Sindo, July 2011)
  • The Ibrand: CEO of ME Inc. (Sindo, June 2011)
  • Djakarta Fair or Diskon Fair? (Sindo, June 2011).
  • Mana Sahabatmu, SBY? (Sindo, June 2011)
  • Media Sosial dari The Angels hingga The Curhaters (Sindo, May 2011)
  • Strategi Harga: Premium vs Over? (Bisnis Indonesia, May 2011)
  • Steve Jobs: Apple tidak butuh Riset (SWA, May 2011)
  • Krisis Brand, Citibank vs Omni (Sindo, April 2011)
  • Tetap Relevan (Bisnis Indonesia, 2010)
  • ‘Make or Break’ Kunci Sukses Brand. (Bisnis Indonesia, 2010)
  • CEO Branding: Belajar dari Michael Ruslim (Bisnis Indonesia, 2010).
  • CMO dan Peranannya Untuk Brand Universitas (Majalah MIX, 2010)
  • CEO Branding: belajar dari Michael D, Ruslim (Bisnis Indonesia, 2010)
  • Gus Dur: Sang Mega Brand (Bisnis Indonesia, 2010)
  • Pidato SBY: Level Ekspektasi (Binis Indonesia, 2010)
  • Narsisme Sehat dan I-Branding (SWA, 2009).
  • Mengubah Point of Pains menjadi Point of Gains (Bisnis Indonesia, 2009).
  • Strategy Branding L’Oreal (Bisnis Indonesia, 2009)
  • Kaji Ulang Segmentasi Anda (Bisnis Indonesia, 2009)
  • I-Phone: Pasar Red Ocean? (Bisnis Indonesia, 2009)
  • Kombinasi Cause Marketing & CSR (Bisnis Indonesia, 2009)
  • Blue Ocean Strategy Mengubah Kiblat R&D (Food Review, 2009)
  • Wawancara dengan Majalah Info Franchise (Info Franchise, 2008)
  • Calon Presiden Alternatif Distorsi Komunikasi Uncontrollable Media (Warta Ekonomi, 2008)
  • Menggali Kepuasan Pelanggan Lebih Kontekstual (SWA, 2008)
  • Personal Branding Bukan Monopoli Selebriti (Intisari, 2008)
  • Qualitative Judgement dan ROI Marcomm (Bisnis Indonesia, 2008)
  • Marketing Plan, where are we now? (MIX, 2008)
  • Image vs Selling (Bisnis Indonesia, 2008)
  • Tryvertising (Bisnis Indonesia, 2008)
  • Ethnography, Cutting Edge Research (The Jakarta Post, 2008)
  • Tantangan Rebranding (Bisnis Indonesia, 2008)
  • Perlukah Branding untuk B2B? (Bisnis Indonesia, 2008)
  • Siapa Pegang Kendali Wikipedia (SWA, 2008)
  • Pembentukan SDM Kreatif dan Mandiri Sejak Dini (Majalah Human Capital, 2008)
  • Team-Based Ethnography: Solusi Konflik Antar Divisi (Bisnis Indonesia, 2008)
  • The End of the Line: Mengakhiri istilah ATL vs BTL (Bisnis Indonesia, 2008)
  • Marketing Communication Audit (Bisnis Indonesia, 2008)
  • Branding dan Implikasinya (Warta JWC, Binus, 2007)
  • AA Gym: The Inevitable Brand Repositioning (Warta Ekonomi, 2007)
  • Consumer Generated Media: Peluang atau Ancaman (SWA, 2007)
  • Website dan Bisnis Waralaba (Bisnis Indonesia, 2007)
  • Meningkatkan Kredibilitas Situs Brand/Korporat (Koran Internet Marketing, 2007)
  • Mengapa Harus Ethnography? (MIX, 2007)
  • Belajar dari Pengalaman Starbucks (Bisnis.com, 2007)
  • The I-BRAND: Sebuah Dimensi Personal Branding (Majalah Eksekutif, 2007)
  • Dicari: Consumer Generated Media Manager (Bisnis.com, 2007)
  • Rekonstruksi Nilai dan Reverse Positioning (SWA, 2007)
  • Digital Beat: Toko Musik Digital – Ethnography in practice (MIX, 2007)
  • Daycare: Bisnis Masa Depan – Ethnography in practice (MIX, 2007)
  • Bersinar di Kolam Sendir (Bisnis Indonesia, 2007)
  • Peranan Public Relation dalam Brand Building (Majalah Eksekutif, 2007)
  • Blog Korporat: Keputusan Dilematis (SWA, 2006)
  • Riset untuk Entrepreneur (Wirausaha & Keuangan, 2006)
  • How Blue is Your Ocean (MIX, 2006)
  • Consumer Experience (MIX, 2006)
  • Pentingnya Sebuah Nama (Wirausaha& Keuangan, 2006)
  • Review terhadap Iklan BUMN (Cakram, 2006)
  • Reksadana dan Rehabilitasi Produk (Investor, 2006)
  • Insights via Ethnography (SWA, 2006)

(2001- 2005):

  • Should TV Food Commercials Targeting Children Be Banned? (The Jakarta Post)
  • Brand Exploitasi gaya Harry Potter (SWA)
  • Line Extension Baru : Vanilla Coke (Cakram)
  • Pariwisata Bali via Viral Marketing (SWA)
  • Online Consumer Insight (SWA)
  • Mengerjakan Riset Sendiri – DIY Online Market Research (SWA)
  • Selamat Datang GMail (SWA)
  • Evaluasi Bisnis Anne Ahira (SWA)
  • Dampak Publikasi Best Brands (SWA)
  • Web Presence: Bukan Sekedar Iklan (SWA)
  • Award: Kesuksesan Karya Iklan? (Cakram)
  • Dominasi Pemimpin Pasar dan Brand Associations (SWA)
  • Teknologi, Flexi-time dan Produktivitas Kerja (Warta Ekonomi)