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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 Frisian Flag 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 Frisian Flag Indonesia (Dairy-based products: Frisian Flag or Susu Bendera), PT Nutricia Indonesia (Infant formulas, baby food products).

1998 – present : Teaching Experience

Teaching/Academic Experiences

- Binus University: Teaching Advanced Research Methodology and Dissertation Writing (Doctoral Program, 2012)

- Binus Business School: Teaching Strategic Brand Management (MM in Strategic Marketing, 2006- present)

- IPMI International Business School: Teaching Marketing Strategy, Business Development & Marketing Management (MM in General Management, 1998-2000, 2006, 2008-present)

- London School of Public Relations (LSPR) : Teaching Integrated Marketing Communication, Marketing Communication Research (Master in Marketing Communication: 2006 – present)

- School of Marketing, UNSW, Australia: Teaching Marketing Communication and Promotions, Marketing Fundamentals (Undergraduate Program, 2001-2004)


Consulting (2006-present)

ETNOMARK Ethnography Marketing Solutions: Founder and Managing Director

Books

- BRANDMATE: Mengubah Just Friends Menjadi Soulmates, ETNOMARK Consulting, 2012

- Consumer Insights via Ethnography – Mengungkap yang Tidak Pernah Terungkap, Esensi, 2009

Awards

Best Marketing Public Relations Program 2012 Launching Buku Brandmate Amalia E. Maulana from MIX Magazine

Teaching/Academic Experiences

- Binus University: Teaching Advanced Research Methodology and Dissertation Writing (Doctoral Program, 2012)

- Binus Business School: Teaching Strategic Brand Management (MM in Strategic Marketing, 2006- present)

- IPMI International Business School: Teaching Marketing Strategy, Business Development & Marketing Management (MM Executive: 2006 – present)

- London School of Public Relations (LSPR) : Teaching Integrated Marketing Communication, Marketing Communication Research (Master in Marketing Communication: 2006 – present)

- School of Marketing, UNSW, Australia: Teaching Marketing Communication and Promotions, Marketing Fundamentals (Undergraduate Program, 2001-2004)

Public Seminar and Workshop

  • Building a Strong Brand for University Lecturer, Fakultas Ilmu Komputer IPB, 3 April 2013
  • ‘Building a Strong I-Brand’, Politeknik Lembaga Pendidikan Perkebunan Yogyakarta, 27 March 2013
  • ‘Consumer Insight and New Product Development’ in Business Strategy Workshop, Kompas Gramedia Yogyakarta, 28 March 2013
  • ‘Peran Media Sosial dalam Branding’,  Media Pekerja BUMN, 15 February 2013
  • ‘Peranan Consumer Insight Dalam Strategi Branding’, Intipesan, 13 February 2013
  • ‘Sharpening Your Marketing Strategy’, Internal Workshop for Bank Mandiri, 12 February 2013
  • ‘Literasi Media’, Workshop for Hari Pers Nasional, 7-9 February 2013
  • ‘Personal Branding for Career Woman’, Femina Career Boot Camp, Femina Magazine, 27 January 2013
  • ‘Branding and STP Strategy’, Internal Workshop, Bank Permata,  19 December 2012
  • ‘Personal Branding : Brand Yourself, Get Your Success’ in Meet The Expert: Talkshow, Bina Nusantara, 17 December 2012
  • ‘Building a Strong Personal Brand For Australian Alumni Ambassador’, Internal Workshop, Australian Embassy, 7 December 2012
  • ‘How to integrate 360° Communication Element be a Dynamic Corporate Communication’ in 360° COMMUNICATIONS in CORPORATE CONTEXT, MarComm Institute, 22 November 2012
  • ‘Consumer Insight and New Product Development’ in Business Strategy Workshop, Kompas Gramedia, 21 November 2012
  • ‘Impactful Marketing and Brand Strategy’ inStrategic Plan, Impactful Result”, Sychbutuh & Brothers Enterprise, 13 November 2012
  • ‘Strategic Brand Audit Nexcare’, Internal Workshop 3M Indonesia, ETNOMARK Consulting, 12 November 2012 and 19 November 2012
  • ‘Praktek Riset Ethnography di Perusahaan’, Guest Speaker  for Marketing Management and Consumer Behavior Course, MM Program, Prasetya Mulya Business School, 6 November 2012
  • ‘Branding in B2B Context’, Internal Workshop for 3M Indonesia, ETNOMARK Consulting, 5 November 2012
  • ‘Brandmate: Mengubah Just Friends Menjadi Soulmates’ Book Review, Perhimpunan Hubungan Masyarakat Indonesia (Perhumas), 30 October 2012
  • ‘Strategic Brand Audit Scotch Tape’, Internal Workshop for 3M Indonesia, ETNOMARK Consulting, 29 October and 8 November 2012
  • ‘Corporate Branding’,  BFI, ETNOMARK Consulting, 16 October 2012
  • ‘Brandmate Mengubah Just friends Menjadi Soulmates’, Public Lecture & Book Review, Universitas Ciputra Surabaya, 8 October 2012
  • ‘Essentials of Marketing and Applied Marketing and Strategic Brand Management’, Internal Workshop for 3M Indonesia, ETNOMARK Consulting, 20 and 27 September 2012
  • ‘Corporate Branding Strategy’ for Geology, Geophysicist,  Reservoir and Production (GGRP) Conference, Energy Mega Persada (EMP),  12 September 2012
  • ‘Social Branding for Organization’, Public Workshop, ETNOMARK Consulting, 8 August 2012
  • ‘Brandmate: Mengubah Just Friends Menjadi Soulmates’ Book Review for Marketing Club (Ngomarsamsai – Ngobrol Marketing Sambil Santai), ETNOMARK Consulting and Marketing Club, 16 July 2012
  • ‘How Strong is Corporate Branding?’, Public Workshop, ETNOMARK Consulting, 12 July 2012
  • Halfday Sharing Session Corporate Branding di Holcim, PT. Holcim Indonesia, 9 July 2012
  • Strategic Brand Audit Mountea – Suntory Garuda Beverage, Internal Workshop, ETNOMARK Consulting, 3 July 2012
  • ‘Brand Audit Hotel Panghegar Bandung’, Internal workshop, ETNOMARK Consulting, 2 July 2012
  • ‘Brandmate: Mengubah Just Friends Menjadi Soulmates’ Book Review for Sampoerna Business School, ETNOMARK Consulting and Sampoerna Business School, 1 June 2012
  • ‘Corporate Brand PTPN IV Medan’, Internal Workshop, PTPN IV Medan, 24 May 2012
  • ‘Strong I-Brand’, Workshop for Fakultas Ekologi Manusia (FEMA)  IPB Bogor, 23  May 2012
  • ‘Brandmate: Mengubah Just Friends Menjadi Soulmates’, Book Review for LSPR, ETNOMARK Consulting and LSPR Jakarta, 9 May 2012
  • ‘Strategic Brand Audit Achilles’, Internal Workshop for Multistrada Arah Sarana, ETNOMARK Consulting, 3 May 2012
  • ‘Brandmate: Mengubah Just Friends Menjadi Soulmates’, Book Review for IPB, ETNOMARK Consulting and IPB, 1 May 2012
  • “Branding and Integrated Marketing Communication for University Context” Binus Executive Learning Series Binus University, Binus University, 26 April 2012”
  • “Brandmate and Ethnography”, Internal Workshop, Podomoro Group, ETNOMARK Consulting, 25 April 2012
  • ‘Talkshow: Wanita dan Inspirasi Wirausaha’, Speaker for “Peringatan Hari Kartini 2012”, Museum Bank Indonesia, 21 April 2012
  • ‘Peranan Seragam dalam Corporate Brand’, Speaker & Moderator for Talkshow Citilink, Fortune PR & Citilink, 20 April 2012
  • ‘Brandmate for Podomoro Land’, Internal Workshop, ETNOMARK Consulting, 18 & 25 April 2012
  • “Branding Strategy and Ethnography”, Internal Workshop, PT Sentana Adi Daya Pratama, ETNOMARK Consulting, 14 April 2012
  • ‘Brandmate – Personal Brand’, Sharing Session with journalist, ETNOMARK Consulting, 13 April 2012
  • ‘Brandmate: Mengubah Just Friends Menjadi Soulmates’, Public Workshop, ETNOMARK Consulting, 11 April 2012
  • ‘Sharpening Your Marketing Strategy’, Internal Workshop for Bank Mandiri, 10 April 2012
  • “Role of Ethnography in Branding Strategy”, Wahana, Internal Workshop, Wahana Artha, 4 – 5 April 2012
  • “Strategic Brand Audit”, Internal Workshop for Exclusive Barclay: Brand Audit, ETNOMARK Consulting, 28 – 29 March 2012
  • “Shifting Power” Training for Trainer: Y Generation Bank Mandiri, Bank Mandiri, 27 March 2012
  • ‘Brandmate: Mengubah Just Friends Menjadi Soulmates’, Book Review for Binus Business School, ETNOMARK Consulting and Binus Business School, 15 March 2012
  • ‘Brandmate: Mengubah Just Friends Menjadi Soulmates’, Book Review for IA IPMI,  ETNOMARK Consulting and IA IPMI – Jakarta, 25 February 2012
  • ‘Polident Reuni Impian’, Speaker Launching Product Polident, Polident, 23 February 2012
  • ‘Brandmate: Mengubah Just Friends Menjadi Soulmates’, Talkshow and Book Launching, ETNOMARK Consulting, 16 February 2012
  • ‘Team Based Ethnography’, Internal Workshop for Perum Pegadaian, ETNOMARK Consulting, 2 & 3 February 2012
  • ‘Strategy Rejuvinasi Produk’, Speaker for “Seminar Marketing Strategy 2012”, Intipesan, 1 February 2012
  • ‘Corporate Branding dan Peranan Ethnography’, Internal Workshop for PTPN XII Surabaya, ETNOMARK Consulting, 10 January 2012
  • ‘Strategic Brand Audit’, Internal Workshop for Mahaka Entertainment, ETNOMARK Consulting, 5 January 2012
  • ‘Consumer Insights in your Marcomm Plan’, Public Workshop, ETNOMARK Consulting, 14 December 2011
  • ‘Branding Forum PT Holcim Indonesia’, Keynote Speaker, PT Holcim Indonesia, 5 December 2011
  • ‘Strategic Brand Management’, Internal Workshop for PT Sinarmas, ETNOMARK Consulting, 24 November 2011
  • “Menyusun dan Memahami Strategi Pemasaran”, Internal Workshop for PT. Sentana Adi Daya Pratama, ETNOMARK Consulting, 19 November 2011
  • ‘Membaca Perilaku Konsumen’, Speaker for Mini Seminar in Info Franchise Forum,  Majalah Info Franchise Jakarta, 12 November 2011
  • ‘Consumer Insight in Branding’ in Brand Management Summit 2011, Intipesan, 19 October 2011
  • ‘Digital Marketing Divisi SDS BCA’, Sharing session for BCA – COP Community of Practice, ETNOMARK Consulting, 18 October 2011
  • ‘Knowledge Building Brand Audit & Ethnography’, Internal Workshop AHM, ETNOMARK Consulting, 13 – 14 October 2011
  • ‘Strategic Brand Management’, Guest Speaker SBM ITB Marcomm & Branding, SBM ITB Bandung, 19 September 2011
  • ‘Indonesia Economic Outlook dan dampaknya terhadap perkembangan Industri Sepeda Motor’, Speaker, AHM, 13 September 2011
  • ‘I Brand: Cemerlang di Usia Senja’, Workshop in Reuni Panzer Bhawikarsu, Panzer Bhawikarsu, 11 September 2011
  • ‘Branding: Peranannya dalam Membangun Program/Jurusan/Fakultas’, Speaker for Binus Executive Learning Series 2011, Binus University, 9 September 2011
  • ‘Menyediakan Musala Keren di Fasilitas Premium: Pemborosan atau Keharusan?’, Talkshow & Launching website ETNOMARK, ETNOMARK Consulting, 21 July 2011
  • ‘Strategic Brand Management & Brand Audit’, Internal Workshop for 3M Indonesia, June – July 2011
  • ‘Intel Marketing Gathering 2011’, Speaker, Intel Indonesia, 28 June 2011
  • ‘Brand Audit 2011’, Internal Workshop for Julia Jewelry, ETNOMARK Consulting, 16 & 23 June 2011
  • ‘Personal Branding in Creative Industry’, Speaker for ICAD (Indonesian Contemporary Art & Design, Artura Insanindo, 10 June 2011
  • ‘Ethnography in Product Design and Marketing’, Speaker in EDW III – Ethnography Design Workshop, Himpunan Mahasiswa Teknik Industri, Universitas Gajah Mada, 10 – 11 June 2011
  • ‘Marcom vs Branding’, Public Workshop, Majalah MIX, 27 April 2011
  • ‘Building a Strong Brand’, Internal Workshop for PT. Sentana Adidaya Pratama, ETNOMARK Consulting, 18 April 2011
  • ‘Customer Value Management & Brand Audit’, Internal Workshop for Sosro, ETNOMARK Consulting, 30 March, 13-14 and 21 April 2011
  • ‘User Generated Content that Works’,  Speaker in SparX Up seminar, Sparx Up, 11 April 2011
  • ‘Sharpening Your Marketing Strategy’, Internal Workshop for Bank Mandiri, ETNOMARK Consulting, 5 April 2011
  • ‘Role of Ethnography in Branding’, Speaker in Branding & Ethnography Workshop For Automotive and Mall, ETNOMARK Consulting and SINDO, 31 March 2011
  • Dentsu – 2 session on TOR Honda Designer & Engineer team, Dentsu Indonesia, 7 March 2011
  • ‘Branding and Ethnography’, Internal Workshop, Maruni Glass, 14 February 2011
  • ‘Strategi MarCom & Branding yang Efektif’, Internal Workhsop for MNC (Sindo), 10 February 201
  • ‘Brand Audit’, Internal Workshop for  Tempo Group – Pharmaceutical, ETNOMARK Consulting, 7 February 2011
  • ‘Qualitative Research’, Speaker at Training & Refreshment R&D team PT. Surya Swara Mediatama (MRA Media), PT. Surya Swara Mediatama (MRA Media), 13 January 2011
  • ‘Brand Audit & Planning’, Internal Workshop for Astra International, ETNOMARK Consulting, 23 December 2010
  • ‘Building a Strong Brand’, Internal Workshop for MNC Group, ETNOMARK Consulting, 21 – 22 December 2010
  • ‘Brand Audit & Planning 2011’, a Nielsen Public workshop, 14 – 15 December 2010
  • Panelist in “Asean Marketing Forum” by Dentsu Asia, at Tokyo, Japan, December 1st, 2010. Invited by Dentsu as expert on Indonesian consumer insights (3 other panelists from Vietnam, Thailand and Malaysia), Dentsu Asia, 30 November – 2 December 2010
  • ‘Team Based Ethnography’, Internal Workshp for Castrol Indonesia, ETNOMARK Consulting, 18-20 November 2010
  • ‘Sharpening Your Marketing Strategy II’, Internal Workshop for Bank Mandiri, ETNOMARK Consulting, 3 November 2010
  • ‘Team Based Ethnography’, Internal Workshop for Citibank Indonesia, ETNOMARK Consulting, 29-30 October 2010
  • ‘Sharpening Your Marketing Strategy’, Internal Workshop for Bank Mandiri, ETNOMARK Consulting, 20 October 2010
  • ‘Marketing Strategy’, In house training Daihatsu Motor, Astra Daihatsu Motor, 8 October 2010
  • The Stolen Brand – Branding Seminar, 7 October 2010
  • Facilitator at MIX workshop: Marketing Communication Plan 2011 From Communications Tactics to Brand-Building Strategy, Majalah MIX, 7 October 2010
  • ‘Consumer Insights via Ethnography’, Internal Workshop for Lee Cooper Indonesia, ETNOMARK Consulting, 29 September 2010
  • ‘Marketing Plan 2011’, Sharing session with FX Lifestyle Marketing team, 27 September 2010
  • ‘Marketing Plan 2011’, Sharing session with MarkAsia, MarkAsia, 22 September 2010
  • ‘Market Analysis, Strategic Marketing, & Product Development’, Internal Workshop for Bank Mandiri, ETNOMARK Consulting, 4 & 5 August 2010
  • Reviewer in Seminar dan Alumni Mahasiswa MM UGM – 30 – 31 July 2010, Inna Grand Bali Beach Sanur Hotel, Bali 2010, MM UGM, 31 July 2010
  • ‘Strong I-Brand Tingkatkan Citra Diri’, Public Workshop, ETNOMARK Consulting, 29 July 2010
  • ‘Fusion Marketing’, Guest Speaker,  22 July 2010
  • ‘Consumer Insights via Ethnography’, Internal Workshop for Metric Cabinetary System, ETNOMARK Consulting, 15 July 2010
  • ‘Branding for University”, Sharing session, Dies Natalis, Institut Seni Indonesia (ISI) Surakarta’, Speaker, ISI Surakarta, 8 July 2010
  • ‘Team Based Ethnography’, Internal Workshop for Orang Tua Group (OTG), ETNOMARK Consulting, 19 June & 3 July 2010
  • ‘Team Based Ethnography’, Internal Workshop for Castrol Indonesia, ETNOMARK Consulting, 26 May 2010
  • ‘Marcom Audit’, Public Workshop with Nielsen, Nielsen Indonesia, 18 -19 May 2010
  • ‘Team Based Ethnography’, Internal Workshop for BNI e-Banking, ETNOMARK Consulting, 12 & 13 April 2010
  • ‘Team Based Ethnography’, Internal Workshop for Castrol Indonesia, ETNOMARK Consulting, 5 April 2010
  • ‘New Media: Its Implications for IMC and Brand Building’, Speaker in Marketing  Insights Seminar & Training (MIST), FE UI, 1 March 2010
  • ‘Ethnography in Product Design and Marketing’ Speaker in EDW II – Ethnography Design Workshop, Himpunan Mahasiswa Teknik Industri, Universitas Gajah Mada, March 2010
  • ‘Strategic Brand Management’, Internal Workshop for AHM, ETNOMARK Consulting, 15-16 January 2010
  • ‘Principles of Marketing: Customer Value Management’, Internal Workshop for Castrol Indonesia, ETNOMARK Consulting, 28-30 January 2010
  • ‘Branding and Customer Relationship Managment’,  Jamsostek, December 2009
  • ‘Consumer Insight via Ethnography’, Book Review for Universitas Indonusa Unggul, ETNOMARK Consulting, December 2009
  • ‘Brand Audit’, Public Workshop with Nielsen, Nielsen Indonesia, 16 – 17 December 2009
  • ‘Team Based Ethnography’, Internal Workshop for Aquaproof, ETNOMARK Consulting, December 2009
  • ‘Marketing Audit’, Public Workshop with SWA, SWA, October 2009
  • ‘Consumer Insight via Ethnography’, Book Review for Unsri Palembang, ETNOMARK Consulting and Unsri Palembang, September 2009
  • ‘Consumer Insight via Ethnography’, Book Review for Astra International, ETNOMARK Consulting, August 2009
  • ‘Research Principles for Young Marketers’, Public Workshop with Nielsen, Nielsen Indonesia, 19 – 20 August 2009
  • ‘Consumer Insights via Ethnography’, Book Launching, July 2009
  • ‘Marketing for Non Marketers’, Speaker for Nielsen Workshop, Nielsen Indonesia, June 2009
  • ‘Ethnography in Product Design and Marketing’, Speaker in EDW – Ethnography Design Workshop, Himpunan Mahasiswa Teknik Industri, Universitas Gajah Mada, March 2009
  • ‘44 Tips Marketing in Crisis’, Speaker, MIX/SWA Jakarta, February 2009
  • ‘Consumer Insight via Ethnography in Blue Ocean Strategy’, Speaker on Marketing Seminar Binus, Binus University, January 2009
  • ‘Pemanfaatan  Media Online Sebagai Sarana Pembelajaran Dengan Kemasan Marketing Online’, Speaker for TOR Seminar, Museum Bank Indonesia, November 2008
  • ‘Effective Marcomm Manager’, Public Workshop with Majalah MIX/SWA, Majalah MIX/SWA, November 2008
  • ‘Blue Ocean Strategy’, Internal Workshop for Capsugel, ETNOMARK Consulting, November 2008
  • Moderator for the 3rd Indonesia Marketing Forum (Marketing Practitioner Conference), Majalah MIX, November 2008
  • ‘Team Based Ethnography’, Internal Workshop for Olympic, ETNOMARK Consulting, October 2008
  • ‘Marketing Audit’, Public Workshop, Majalah MIX/SWA, September 2008
  • ‘Team Based Ethnography’, Internal Workshop for Gramedia Majalah Jakarta, ETNOMARK Consulting, September 200
  • ‘Erik Meijer: The Role Model: Success in Marketing Career’, Moderator for Strategic Marketing Forum, Binus University, August 2008
  • ‘Ethnography in Product Development’, Sharing session with 3M Indonesia, August 2008
  • ‘Mini MBA for Hutchison’, Speaker for training,  EDP Binus University, August 2008
  • Effective Marketing Communication and ROI on Brand Investment, BCA Marcom Division, August 2008
  • “Market-Focused Business Development” Training for Jajaran Eksekutif Pertamina, Pertamina, (12 hours of EDP training) April & October 2008
  • “BBS Positioning Strategy: Sharpening the Next direction”. Internal Workshop,  July 2008
  • ‘Managing the I-Brand’,  Sharing session with Electronic Marketing Community, EMC Jakarta, July 2008
  • ‘Consumer Insights via Ethnography’, Internal Workshop Garuda Food, Garuda Food, June 2008
  • ‘Strategi Pemasaran Untuk Organisasi Kemahasiswaan’, Speaker for Binus University, June 2008
  • ‘Team Based Ethnography’, Internal Workshop for OTG, May – June 2008
  • ‘Managing Your Salesforce to Triple Your Sales’ by James Gwee, Strategic Marketing Forum,  May 2008
  • ‘The I-Brand’ Speaker in “Market Yourself” Ritz Carlton Jakarta, Female Forum, V-Class, Softex, May 2008
  • ‘Effective Trade Promotion,’ Moderator for One day Talkshow, Majalah MIX, May 2008
  • ‘Ethnography in Product Design and Marketing’ Speaker in EDW – Ethnography Design Workshop, Himpunan Mahasiswa Teknik Industri, Universitas Gajah Mada, April 2008
  • ‘Ethnography in New Product Development (in Food Industry)’, Speaker in SEAFAST, IPB, February 2008 and October 2008
  • ‘Social Marketing Strategy’, Speaker for Community Based Initiative Forum, Ashoka Organization, Kampung Pending, Bogor, February 2008
  • ‘Hot Marketing Positions 2008 – Consumer Insights Manager and Marketing Communication Manager’, Public Talkshow, Binus Business School, February 2008
  • ‘Ethnography in Property Marketing’, Speaker in Procon Indah Jakarta, January 2008
  • ‘Branding Strategy for University’, Speaker for Lokakarya Persamaan Persepsi Civitas Akademika terhadap Arah Restrukturisasi Fakultas Pertanian Universitas Brawijaya, Universitas Brawijaya, December 2007
  • ‘Consumer Insights via Ethnography’, Public Workshop in Peranan Ethnography dalam Rekonstruksi Nilai brand, Binus Business School, December 2007
  • ‘Contemporary Research Method for Strategic Business Policy’, Guest Speaker for  MM-Executives, Binus Business School, 2007
  • ‘Role of Communication in Brand Building’, Public Lecture for MKom Forum, Program Pasca Sarjana, Universitas Mercu Buana, September 2007
  • Learning from Starbucks Experience’, Guest Lecture in Universitas Maranatha Bandung, September 2007
  • “Building a Strong I-BRAND” Speaker in The Indonesian Managers Club”, June 2007
  • ‘Online Brand Management’, Speaker in Fakultas Ilmu Komputer UI (Fasilkom UI), UI Jakarta, 2007
  • ‘The Starbucks Experience’, Book Review at Kinokuniya Bookstore Plaza Senayan, Kinokuniya Bookstore, May 2007
  • ‘The Starbucks Experience’, Press Conference and Launching “at Starbucks Café Grand Indonesia, 7 Esensi Publisher, May 2007
  • ‘Building a Strong Brand’, Speaker in “The Future of Brand at the Hypercompetitive Era”,  UNPAR Bandung, April 2007
  • Chair person for BINUS BIZ WEEK and BUSINESS OUTLOOK , December 2007

 

Judge and Reviewer

  • Judge for ‘Cracking the Youth Code”, Marketing Insight Seminar and Training (MIST) 2013, MSS FE- UI, 13 March 2013
  • Judge for Anugerah Adinegoro 2013: Tulisan Seni dan Infotainment, PWI, 22 January 2013
  • Judge for Logo and Tagline Competition: ROTAN BAMBU INDONESIA, Kementerian Perdagangan RI, 27 August 2012
  • Judge for Pustakawan Berprestasi Tingkat KOPERTIS Wilayah III Tahun 2012, KOPERTIS Wilayah III DKI Jakarta, 7 May 2012
  • Judge for Anugerah Adinegoro 2012: Online Publication, PWI, January 2012
  • Judge for SparxUp Award 2011: Start up business, Sparx Up, 20 October 2011
  • Judge for Penganugerahan Anegerah Produk Asli Indonesia 2009, Bisnis Indonesia, December 2009
  • Judge of “Website BUMN terbaik”, Kementrian BUMN, October 2009
  • External Reviewer – Riset Unggulan Universitas Indonesia, DRPM – Direktorat Riset dan Pengabdian Masyarakat UI, December 2008
  • Track Chair in Marketing: The 3rd MRC Doctoral Journey in Management, conducted by University of Indonesia, 9 August 2008
  • Reviewer – Riset Unggulan Universitas Indonesia, DRPM – Direktorat Riset dan Pengabdian Masyarakat UI,  July 2008
  • Reviewer – Riset Unggulan Universitas Indonesia, DRPM – Direktorat Riset dan Pengabdian Masyarakat, UI, February 2008
  • Head of Jury, Anugerah Produk Asli Indonesia (APAI) 2007, Bisnis Indonesia and Departemen Perdagangan dan Perindustrian, October -December 2007
  • Judge for Young Entrepreneur Design Competition, British Council, July 2007
  • Judge of “Product Choice 2007”, MIX Jakarta, January 2007
  • Judge of “Website BUMN terbaik”, Kementrian BUMN, December 2006
  • Judge of “Product Asli Indonesia 2006”, Bisnis Indonesia and Departemen Perdagangan, December 2006

 

Popular Articles and Publications

  • Insightful Insights dalam Proses Kreatif, MIX Magazine, March 2013
  • Brand Modern: Selamat Menciptakan Masalah, Sindo, 27 March 2013
  • Branding and X-Factor, Sindo, 13 Marc 2013
  • Selamat Tinggal Advertising Agency, Selamat Datang Creative Partner, MIX Magazine, February 2013
  • Prahara Branding Anas dan Belenggu Asosiasi, Sindo and Catatan Kompasiana, 27 February 2013
  • Pers dan Audience: Tumbu Ketemu Tutup?, Sindo and Catatan Kompasiana, 13 February 2013
  • Raffi – Wanda: Masalah Siapa?, Sindo and Catatan Kompasiana, 30 January 2013
  • Cobranding Sensasional ala SBY – Roy Suryo, Sindo and Catatan Kompasiana, 16 January 2013
  • Bakso dan Bandara Soekarno-Hatta: Shock Therapy, Sindo and Catatan Kompasiana, 2 January 2013
  • Dicari: Capres yang Go Green, Sindo, 12 December 2012
  • Mana Lanjutan Gebrakanmu, Ahok?, Sindo and Catatan Kompasiana, 28 November 2012
  • Kembalikan Separuh Ariel, Sindo and Catatan Kompasiana, 14 November 2012
  • Perusahaan Tidak Meminta Maaf, Itu Arogan!, Catatan Kompasiana, 7 November 2012
  • DPR: Siaga Satu Branding Problem, Sindo and Catatan Kompasiana, 31 October 2012
  • CXO: Chief Experience Officer, Sindo, 17 October 2012
  • The Jokowi-Ahok Show, Sindo, 3 October 2012
  • Sukses Instan Gangnam Style: Jackpot!, Sindo, 20 September 2012
  • KPK: Komisi Pembongkaran Korupsi, Sindo, 29 August 2012
  • Stopping Power: Iklan Tongfang dan Zakat, Sindo, 15 August 2012
  • Ustad Seleb: Resiko Brand Endorser, Sindo, 1 August 2012
  • Tetap Soulmates di Putaran Berikutnya, Sindo, 18 July 2012
  • Pilgub: Debat terbuka atau Sidang Thesis, Sindo, 4 July 2012
  • Branding Ala Korporasi dan Perang Kumis, Sindo, 20 June 2012
  • Redefinisi Makna Ariel dan Pancasila, Sindo, 8 June 2012
  • Marketing tanpa Marketing: Lady Gaga, Sindo, 24 May 2012
  • PR Bukan Bisnis Kosmetika, Sindo, 10 May 2012
  • Brand yang Baik Harus Relevan, MIX, May 2012
  • Bukan Sekedar Baju, Sindo, 25 April 2012
  • Pencitraan Yang Tercemar, Sindo, 11 April 2012
  • Brand Extension: Jakarta bukan Solo, Jokowi, Sindo, 27 March 2012
  • Atasi Korupsi via Strategi Co Branding, Sindo, 14 March 2012
  • Partners in Crime dan Branding Angie, Sindo, 29 February 2012
  • Narkoba di Udara: The Leader Factor, Sindo, 15 February 2012
  • People, People, People, Bisnis Indonesia Minggu, February 2012
  • Xenia: Melepas Belenggu Tugu Tani, Sind, 1 February 2012,
  • Baris-baris Januaryji, Kick Andy Magazine, January 2012
  • Menjadi Consumer Oriented: Kunci Sukses Perusahaan, Food Review, January 2012
  • Urgent: Ganti Nama Esemka, Sindo, 18 January 2012
  • Android Inside! Belajar dari Pertemanan Samsung, Sindo, 4 January 2012
  • Decemberision Maker dan pemahaman Bisnis, Bisnis Indonesia Minggu, 1 January 2012
  • Antara Dress Code dan Internal Branding, Sindo, 21 December 2011
  • Shopping Experience: Beyond Produk dan Kelas Sosial, Sindo, 7 December 2011
  • Gaya Boros Telemarketing, Bisnis Indonesia Minggu, 20 November 2011
  • Persoalan di Bawah Karpet BUMN, Sindo, 23 November 2011
  • Destination Idol Komodo: Beyond Voting, Sindo, 9 November2011
  • People 2.0 vs Government 1.0: Berbicara dengan tembok, Sindo, 26 October 2011
  • Daya Pikat Bisnis Start Up, Bisnis Indonesia Minggu, 16 October 2011
  • Gotcha Moments Ayu Tingting, Sindo, 12 October 2011
  • Cantik itu Hitam, Hitam itu Cantik, Peluang Blue Ocean Miss Universe, Sindo, 28 September 2011
  • Paket Jenius – Personal Brand Steve Jobs, Sindo, 14 September 2011
  • Mudik Bareng Brand: Transaksi atau Relasi?, Sindo, 17 August 2011
  • Pilot Garuda Belum Paham Persoalan Branding, Sindo, 3 August 2011
  • Brand: Januaryji Seribu Januaryji, Sindo, 20 July 2011
  • I Brand: The CEO of Me Inc., Sindo, 6 July 2011
  • Djakarta Fair atau Diskon Fair, Sindo, 22 June 2011
  • Mana Sahabatmu SBY?, Sindo, 8 June 2011
  • Persepsi Harga: Premium atau Over?, Bisnis Indonesia Minggu, 29 May 2011
  • Bieber, Bocelli, Merpati dan Pariwisata Kita, Sindo, 18 May 2011
  • Tumpang Tindih Marcom vs Branding, MIX, May 2011
  • Media Sosial: Dari “The Angels” Hingga “The Cuhaters”, Sindo, 4 May 2011
  • Steve Job: Apple tidak Butuh Riset?, SWA, May 2011
  • Branding Solution: Krisis Brand Citibank vs Omni, Sindo, 20 April 2011
  • Brand SBY, Lulus Audit?, Bisnis Indonesia, October 2010
  • Kritisasi LAZ, Majalah MIX, October 2010
  • Marcom Plan 2011: Masih taktik tanpa strategi, Majalah MIX, September 2010
  • Alienasi: Tahap Sebelum Brand Hancur, Bisnis Indonesia, June 2010
  • Tetap Relevan, Bisnis Indonesia, May 2010
  • China tapi Lokal, Lokal tapi China, Bisnis Indonesia, May 2010
  • Tepati Paket Januaryji, Bisnis Indonesia, April 2010
  • Top of Mind (TOM) dan Bisnis Franchise, Info Franchise, February 2010
  • CEO Branding: Pelajaran dari Michael D. Ruslim, Bisnis Indonesia, February 2010
  • Gus Dur Sang Mega Brand, Bisnis Indonesia, January 2010
  • Pidato SBY, Bisnis Indonesia, December 2009
  • Berkurban Gaya Baru: Praktis vs Afdol?, Koran Bisnis Indonesia, December 2009
  • Cicak vs Buaya, Bisnis Indonesia, November 2009
  • Reuni dan Lahirnya Komunitas Baru, Bisnis Indonesia, October 2009
  • Kekuatan Employer Branding, Bisnis Indonesia, September 2009
  • Memperbaiki Rapor Country Brand, Bisnis Indonesia, August 2009
  • Menjaring Umpan balik Konsumen, Bisnis Indonesia, August 2009
  • Berkelit Dari Rumitnya Bisnis Pariwisata, Bisnis Indonesia, July 2009
  • Prabowo: Brand Sukses Pemilu 2009, Bisnis Indonesia, July 2009
  • Mengubah Point of Pains menjadi Point of Gains, Bisnis Indonesia, June 2009
  • Strategi Branding ala L’Oreal, Bisnis Indonesia, May 2009
  • Berteman dengan Lawan, Bisnis Indonesia, May 2009
  • Membesarkan Kategori dan Merapikan Citra, Bisnis Indonesia, May 2009
  • Kaji Ulang Segmentasi Audiens, Bisnis Indonesia, April 2009
  • iPhone: Pasar red Ocean?, Bisnis Indonesia, March 2009
  • Menjawab Kebutuhan yang tak Terbayangkan, Bisnis Indonesia, March 2009
  • Planet Cerdas ala IBM, Bisnis Indonesia, March 2009
  • Partai, Pemasaran dan Ethnography, Bisnis Indonesia, February 2009
  • Kombinasi Cause Marketing & CSR, Bisnis Indonesia, February 2009
  • Narsisme Sehat dalam Digital I-Branding, SWA, February 2009
  • Blue Ocean Strategy Mengubah Kiblat R&D, Food Review, January 2009
  • Calon Presiden Alternatif Distorsi Komunikasi Uncontrollable Media, Warta Ekonomi, October 2008
  • Menggali Kepuasan Pelanggan Lebih Kontekstual, SWA, September 2008
  • Personal Branding Bukan Monopoli Selebriti, Intisari, September 2008
  • Qualitative Judgement dan ROI Marcomm, Bisnis Indonesia, September 2008
  • Marketing Plan, Where Are We Now?, MIX, August 2008
  • Image vs Selling, Bisnis Indonesia, 2008
  • Tryvertising, Bisnis Indonesia, July 2008,
  • Ethnography, cutting edge research, Jakarta Post, July 2008
  • Marketing Communication Audit, Bisnis Indonesia, 2008
  • Tantangan Rebranding, Bisnis Indonesia, June 2008
  • Promosi atau Demosi Brand, Bisnis Indonesia, June 2008
  • Perlukah Branding untuk B2B, Bisnis Indonesia, May 2008
  • Pembentukan SDM Kreatif dan Mandiri Sejak Dini, Human Capital, May 2008
  • The End of the Line: Mengakhiri Istilah ATL vs BTL, Bisnis Indonesia, April 2008
  • Team Based Ethnography Solusi Konflik Antar Divisi, Bisnis Indonesia, March 2008
  • Analisa Pasar Produk Islami: Perlu Mengunci Loyalitas, MIX, March 2008
  • Siapa Pegang Kendali Entri Wikipedia, SWA, March 2008
  • Daycare: Bisnis Masa Depan, MIX, December 2007
  • Bersinar di Kolam Sendiri, Bisnis Indonesia, December 2007
  • Services Quality in Franchise Business, Info Franchise Indonesia, 2007
  • Rekonstruksi Nilai dan Reverse Positioning, SWA, August 2007
  • Dicari: Consumer Generated Media Manager, Bisnis.com, 2007
  • Belajar dari Pengalaman Starbucks, Bisnis.com, 2007
  • The I Brand: Sebuah Dimensi Personal Branding, Eksekutif, July 2007
  • Mengapa Harus Ethnography?, MIX, April 2007
  • Digital Beat: Toko Musik Digital – Ethnography in practice, MIX, August 2007
  • Website dan Bisnis Waralaba, Bisnis Indonesia, 2007
  • Peranan Public Relation dalam Brand Building, Eksekutif, 2007
  • Consumer Generated Media: Peluang atau Ancaman, SWA, 2007
  • AA Gym: The Inevitable Brand Repositioning, Warta Ekonomi, 2007
  • Meningkatkan Kredibilitas Situs Brand/Korporat, Indonetsia-Koran Internet Marketing, January 2007
  • Insights via Ethnography, SWA, August 2006
  • Reksadana dan Rehabilitasi Produk, Investor, July 2006
  • Review Terhadap Iklan BUMN, Cakram, July 2006
  • Pentingnya Sebuah Nama, Wirausaha & Keuangan, July 2006
  • Mengerjakan Riset Sendiri, Wirausaha & Keuangan, June 2006
  • Riset untuk Entrepreneur, Wirausaha & Keuangan, May 2006
  • Consumer Experience – Minuman Isotonik, MIX, June 2006
  • How Blue is Your Ocean?, MIX, May 2006
  • Blog Korporat: Keputusan Dilematis, SWA, May 2006
  • Dominasi Pemimpin Pasar dan Asosiasi Merek, SWA, August 2005
  • Should TV Food Commercials Targetting Children be Banned?, The Jakarta Post Sunday, May 2005
  • Teknologi, Flexi-time, dan Produktifitas Kerja, Warta Ekonomi, March 2005
  • Selamat Datang G Mail, SWA, June 2004

Media Coverage

  • ‘Energi Baru Untuk Wanita Karier’, Femina Magazine, 23 February-1 March 2013
  • ‘Masih Kesampingkan Image Building Demi Sales’, Majalah Marketing, January 2013
  • ‘Business Strategy Workshop’, Kompas, 30 October 2012.
  • ‘Perempuan Semakin Cemerlang dengan I-Brand’, Market Plus, April 2012
  • ‘Perbanyak Teman Sejati untuk Meraih Kesuksesan’, Portal HR, 16 March 2012
  • ‘Brandmate”: Kolaborasi Brand dan Konsumen’, Book Review www.marketplus.co.id, 15 March 2012
  • ‘BrandMate’, Book Review Kick Andy Magazine, March 2012
  • ‘Amalia E. Maulana – Dokter Marketing’,  Interviewed by Wanita Indonesia, 17-23 March 2012
  • ‘Mengubah Just Friends Menjadi Soulmates’, Interviewed by Investor Daily, 29 February 2012.
  • ‘Seni Mengubah Just Friends Jadi Soulmates’, www.hidupgaya.com, 26 February 2012
  • ‘Ubah Konsumen Jadi Sahabat’, Sindo, 19 February 2012.
  • ‘Peluncuran Buku BRANDMATE: Mengubah Just Friends Menjadi Soulmates’, www.stephenlangitan.com, 17 February 2012
  • ‘Peluncuran Buku BRANDMATE: Mengubah Just Friends Menjadi Soulmates’, 17 February 2012. www.stephenlangitan.com
  • ‘”Brandmate”, mengubah klien menjadi “soulmate”’, www.antaranews.com, 16 February 2012
  • ‘Begini Caranya Membuat Konsumen Loyal’, www.bisnis.com, 16 February 2012
  • ‘Reunion: Reminiscing over glorious youth and solidarity; Same people new community; Reunion 2.0’, Sunday Post (The Jakarta Post), 4 December 2011
  • ‘Amalia E. Maulana, Pendiri dan Managing Director PT. ETNOMARK Consulting: Keampuhan Etnografi Marketing’,  Harian Indopos, 26 April 2011
  • ‘Tersesat di Jalan yang Benar’, Femina Edisi Tahunan 2011, December 2010
  • ‘Why is it that Blackberrys sell better here than iPhones?’ (an interview), Jakarta Globe, 22 November 2010.
  • CS = SC (Service + Care), SWA, October 2010
  • Interviewed by Majalah Info Franchise. Info Franchise, 2008
  • ‘Riset untuk produk Lifestyle’, Interviewed by Bisnis Indonesia Minggu, Bisnis Indonesia, July 2007
  • ‘Service Excellence’, Interviewed by Marketing Magazine May edition, Majalah Marketing, May 2007
  • ‘Revitalisation AA-Gym brand’, Interviewed by MIX Magazine, MIX Magazine, March 2007
  • ‘Indonesian Customer Satifaction Index (ICSI)’, Interviewed by SWA Magazine, SWA, October 2006
  • “Indonesian Best Brand Awards (IBBA)’, Interviewed by SWA Magazine, SWA, September 2006

TV and Radio Show

  • ‘Personal Branding, Radio Talkshow, Cosmopolitan FM, 23 April 2012
  • ‘Adakah Penerbangan yang Murah tetapi tetap Aman dan Nyaman, Radio Talkshow, SMART FM, 9 April 2012
  • ‘Brandmate: Mengubah Just Friends Menjadi Soulmate’, Radio Talkshow, SMART FM, 26 March 2012
  • ‘Fortune Story’, Radio Talkshow, DFM Radio, 20 December 2011
  • ‘10 Brand terpopuler versi Metro 10’, Guest Speaker, Metro TV, 22 November 2010
  • ‘I-Brand’, TV Talkshow– Referensiana, SUN TV, 9 September 2010
  • ‘Marketing Insight via Ethnography, Radio Talkshow, SMART FM, November 2009
  • ‘Marketing in Crisis’, Radio Talkshow, DFM Radio, February 2009
  • ‘Co-branding Strategy’, Radio Talkshow, SMART FM, November 2008
  • ‘Consumer Generated Media di Web 2.0: Peluang atau Ancaman?, Radio Talkshow, SMART FM, October 2008
  • Radio Takshow ‘Marketing Communication and Promotion Strategy (Series)’, (SMART FM & Radio Sonora, August 2008 and September 2008

“Mengakhiri Istilah ATL dan BTL”, ”Brand Image Building”,  ”Brand Activation”, “Positioning  Strategy”, ”Repositioning                    Strategy”,  ”Rebranding Strategy”

Academic Publication

  • Maulana, A. E. and Tjen, S. “From the Angels to the Screamers: User Segmentation and e-WOM in Social Media”, Proceedings of The 3rd International Conference on Economics, Business and Management  (ICEBM 2012), Kuala Lumpur, Malaysia, 22-23 December 2012.
  • Maulana, A. E. and Sonata, N. “User Segmentation of ‘Foursquare’, the location-based social media Proceedings of The 4th Indonesia International Conference on Innovation, Entrepreneurship, and Small Business (ICIES 2012), Surabaya , 26-28 June 2012.
  • Maulana, A. E., Hikmah, L. and Andriyanto, Y. “Prayer rooms: an augmented or expected benefit? Senayan City Mall Jakarta”, Emerald Emerging Markets Case Studies ,Vol. 2 No. 3, pp. 1-10, 2012.
  • Maulana, A. E. and Cai, T. “An investigation into the determinant of Corporate Blog Connectedness”, Proceedings of 4th International Conference of Business Management Research (ICBMR),  Ateneo Professional Business School, Manila, 2011.
  • Maulana, A. E. and Hikmah, L. “Attitude towards LAZ (Lembaga Amil Zakat) in Indonesia, Proceedings of 3rd Indonesian Conference on Innovation, Entrepreneurship, and Small Business (IICIES), ITB, Bandung, 2011.
  • Maulana, A. E. and Tjen, S. “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. “Perbedaan Brand Performance dalam Brand Community: Independen vs. Milik Perusahaan”. 2010. Proceedings of International Conference of Business Management Research (ICBMR), Jakarta, 2010.
  • Maulana, A. E. and Widyawati, S. “Facebook Advertising Typology and Attitudes towards Facebook Ads” Proceedings of LSPR International Communication Conference, Jakarta, March 2010.
  • Maulana, A. E. and Krisnawati, I. “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. “Brand Communication and Media. High Involvement Context. Conference Proceedings”, International Conference of Business Management Research, Bali, Indonesia, 2008.
  • Maulana, A. E. and Eckhardt, G. M. “Just Friends, Good Acquaintances or Soulmates? An Exploration of Website Connectedness”. Journal of Qualitative Market Research, an International Journal. Vol 10, (3): 227 – 242, 2007.
  • Maulana, A. E. and Eckhardt, G. M. “Just Friends, Good Acquaintances or Soul Mates? An Exploration of Website Connectedness”, Proceedings of Association of Consumer Research, Asia Pacific Conference, Sydney, Australia, 2006.
  • Maulana, A. E., Craig-Lees, M. and Harris, J. “Attitude Towards Non-Transactional Website”, Proceedings of Society for Marketing Advances Conferences, Texas, US, 2005.
  • Craig-Lees, M., Harris, J. and Maulana, A. E. “A Proposed Website Context Typology”, Proceedings of ANZMAC Conference 2005, Perth, Australia, 2005.
  • Maulana, A. E., Craig-Lees, M. and Harris, J. “Sikap Pengunjung Website Non-Transaksi: Studi di www.telkomsel.com dan www.republika.co.id“, Management Journal of Prasetya Mulya, X (1), 2005.
  • Maulana, A. E. and Craig-Lees, M. “Repeat Purchase Theory and Website Revisitation Frameworks,” Proceedings of ANZMAC Conference, Adelaide Australia, 2003.
  • Maulana, A. E. “Consumer Misconceptions of FMCGs Brand-sites: An Exploratory Study Using Virtual Focus Groups”, Proceedings of ANZMAC Conference, Melbourne Australia, 2002.
  • Craig-Lees, M. and Maulana, A. E. “Making Sense of McLuhan”, Proceedings of ANZMAC Conference, Melbourne, Australia, 2002.
  • Maulana, A. and Craig-Lees, M. “FMCGs Brand-site Visitation”, Bridging Marketing Theory and Practice: Proceedings of ANZMAC Conference, Auckland New Zealand, 2001.