Profile

Amalia E. Maulana is the founder and Managing Director of ETNOMARK Consulting, an ethnography marketing solutions company, based in Jakarta, Indonesia. This company offers consulting, in-house training and research on consumer insights using ethnography as the main approach.

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.

Her 9-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 has undertaken many consultancy projects including product-to-marketing oriented organizational transformation; consumer insights management, brand building/management,  design and evaluation of marketing communication strategy, and website/portal evaluation.

Amalia is also known as a columnist for several marketing and business magazines/newspapers such as SWA, Mix, Cakram, Warta Ekonomi, Investor, Eksekutif, the Jakarta Post and Bisnis Indonesia.

1985 - 2000 Industry Experience/Marketing practitioners

PT Unilever Indonesia (Tea products: Sari Wangi), Insight Asia Market Research, Jakarta, PT Reckitt & Colman Indonesia (antiseptics, household 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 - 2008 Teaching Experience

Binus Business School: Head of MM Strategic Marketing, Senior Lecturer : Strategic Brand Management, Consumer Behaviour, Internet Marketing.

IPMI Business School: Lecturer: Marketing Management, International Marketing.

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

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

2005 - 2009 : Consulting

ETNOMARK Ethnography Marketing Solutions: Founder and Managing Director

Nardie Management Consultant, Jakarta: Senior Consultant

Virtual Consulting, Jakarta: Senior Online Research and Integrated Marketing communication/IMC Consultant

Academic Publications

  • 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, 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.

Research in Progress:

  • Brand Attitude and Communication Media: High Involvement Services Context.
  • Sense of Community in modern society and the marketing implications.

Popular Publications - Column/Articles:

(2006- 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)

Public Seminar, Workshop, and other Public Exposures:

  • “Do-It-Yourself, Online Market Research” - August 2004
  • “Offline Online Synergy: Integrated Marketing Communications” - Jan 2005
  • “Marketing for Entrepreneurs” - December 2005
  • “Role of Public Relations in Marketing New Products” (a Green Tea seminar) - March 2006
  • Talk show: “Blue Ocean Strategy” Pass FM radio bisnis, May 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
  • One of the 7 judges 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
  • One of the 4 judges of “Website BUMN terbaik”, organized by Kementrian BUMN - December 2006
  • One of the judges of “Product Choice 2007″ organized by MIX magazine - January 2007.
  • Interview Mix magazine “Revitalisation AA-Gym brand” (2 souces: Amalia E. Maulana and Rhenald Kasali), March 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.
  • Interview Marketing Magazine “Service Excellence” May edition.
  • “Online Brand Management” Seminar organised by Fakultas Ilmu Komputer UI - June 2007 (Fasilkom UI)
  • “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.
  • “Ethnography in Property Marketing” - Procorn Indah, Jakarta, January 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.
  • Reviewer - Riset Unggulan Universitas Indonesia, DRPM - Direktorat Riset dan Pengabidan Masyarakat, UI, Depok, February 2008.
  • “Ethnography in Product Design and Marketing” in EDW - Ethnography Design Workshop, Himpunan Mahasiswa Teknik Industri, Universitas Gajah Mada, April 2008.
  • Modertor for One day Talk show “Effective Trade Promotion” by MIX magazine : cases: Yamaha, Motorola, Polytron and XL brands, May 2008.
  • “The I-Brand” dalam seminar “Market Yourself” Ritz Carlton Jakarta, Female Forum, V-Class, Softex, May 2008.
  • “Strategi Pemasaran Untuk Organisasi Kemahasiswaan”, Binus Universtity, June 2008.

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.