On Tuesday, April 30, 2024, the Master of Science and Doctoral Program at FEB UGM once again organized a guest lecture with the theme “Influencer Marketing: The Power of Online Advocacy.” The event features Peter Andrews, Senior Lecturer in Digital and Social Media Marketing and Strategic Partnership Director from the University of Hull, as the keynote speaker.

The event was conducted online via the ZOOM application from 1:00 to 3:00 PM.

The guest lecture began with a brief introduction by Peter Andrews before delving into the main topic. During his presentation, he discussed influencer marketing in general. Peter Andrews described influencer marketing as a strategy that involves brands partnering with individuals who hold substantial influence on social media. He highlighted how the power of online advocacy from influencers can affect consumer behavior and extend a brand’s reach. Nowadays, Influencers play an increasingly important role as their presence provides significant opportunities for brands to expand their reach and enhance visibility. With their online advocacy power, influencers can create a positive impact on a brand’s image, attract consumer interest, and increase product sales. Therefore, collaborating with influencers who align with the brand’s values and vision can be a wise strategy to expand the market and build strong consumer relationships.

During his presentation, Peter often includes small quizzes to interact with the participants. Many students enthusiastically provide their answers. Additionally, the event includes group discussions to solve cases presented by Peter. He engages with student groups and asks about their progress. This lecture successfully creates a collaborative learning environment, encouraging students to share their thoughts. Throughout the event, participant enthusiasm is very high, and the event proceeds smoothly.

The Master of Science and Doctoral Program at FEB UGM officially graduated 25 students on April 24, 2024. The April 2024 Graduation Thanksgiving Ceremony (Acara Tasyakuran Wisuda), held in the BRI Auditorium on the 3rd floor of the Master of Science and Doctoral Building, was filled with gratitude and joy. The event began with a report by Dr. Sahid Susilo Nugroho, M.Sc., Head of the Master of Science in Management Study Program, representing the program management. This was followed by a speech from Prof. Dr. Didi Achjari, S.E., M.Com., Ak., CA., Dean of the Faculty of Economics and Business, UGM, who expressed his congratulations and proudness.

The award for the best graduate was given to Ulfatun Nikmah, who achieved the highest GPA of 3.89 in the Master of Science in Accounting program, graduating with cum laude honors. She expressed her deep gratitude to the dean and program management of MD FEB UGM, as well as to all the teaching staff and advisors for the valuable knowledge and experiences she gained. She also thanked the administrative staff for their exceptional service and for creating a highly satisfying and unforgettable learning experience.

At the end of the event, transcripts were distributed to the graduates by their respective program heads. Before the ceremony officially ended, a group photo session was held, involving the graduates, faculty leaders, and program management, to create lasting memories of the occasion. The entire event proceeded smoothly and solemnly, leaving a profound impression on all who attended.

From March 11th to 29th, 2024, the Master of Science and Doctoral Program of the Faculty of Economics and Business, Universitas Gadjah Mada (FEB UGM), organized the “Workshop on Econometrics for Marketing,” inviting Prof. Amit Bhatnagar from the Lubar Business School, University of Wisconsin-Milwaukee. The workshop took place offline from March 11th to 29th, 2024, at the Computer Laboratory on the 2nd floor of the Master of Science and Doctoral Building, Faculty of Economics and Business, Universitas Gadjah Mada.

The workshop was aimed at providing in-depth understanding to the participants regarding relevant econometric concepts for analysis and decision-making in marketing.

The workshop was attended by a number of participants from various backgrounds, including students from marketing and economics programs, as well as professionals involved in marketing and market research industries. Over a period of three weeks, the workshop was divided into four sessions, each lasting about three hours, focusing on various important topics in econometrics related to marketing.

Session 1 (March 14, 2024, from 09:00 to 12:00)

Topic: Non-linear Regression

In the first session, participants were introduced to the basic concepts and application of non-linear regression models in the context of marketing. Discussions included explanations on how the relationship between dependent and independent variables can be expressed non-linearly, as well as appropriate estimation techniques for such models.

Session 2 (March 15, 2024, from 13:30 to 16:30)

Topic: Choice Models: Logit and Probit

The second session focused on understanding choice models, particularly Logit and Probit models, commonly used in analyzing consumer behavior, such as purchasing decisions. Participants gained a deep understanding of the basic concepts behind these models, as well as effective estimation practices using statistical software such as SPSS.

Session 3 (March 21, 2024, from 09:00 to 12:00)

Topic: Multinomial Logit and Probit Models

The third session covered multinomial Logit and Probit models. Participants were given an understanding of how these models are used in the marketing context to analyze choices involving more than two categories. Through case studies and practical exercises, participants were able to gain a deeper understanding of these concepts and apply them in marketing data analysis.

Session 4 (March 28, 2024, from 13:30 to 16:30)

Topic: Ordinal Logit Regression, Tobit Model

The final session of this workshop discussed ordinal Logit regression and Tobit models. Discussions included basic concepts, estimation methods, and applications in marketing analysis. Participants were guided on how these models can be used to address situations where dependent variables have specific properties, such as being ordered or truncated.

Throughout the four workshop sessions, participants actively engaged in discussions, case studies, and practical exercises designed to deepen their understanding of econometric concepts and their application in marketing analysis. The entire workshop ran smoothly and provided significant value to all participants.

Friday, March 22, 2024, the Master of Science and Doctoral Program (MD) FEB UGM has held a routine program, namely Thesis Coaching which facilitates Master of Science and Doctoral students. With the implementation of this program, it is expected to strengthen research skills as the purpose of Thesis Coaching itself. However, this training can also be attended by Doctoral students to add insight in the field of research. The activity, which must be attended by MSi Management Matriculation Program students, 1st semester students and can be followed by students of all FEB Study Programs and MD Alumni, is held offline at 13.30-16.00 at the BRI Auditorium 3rd Floor of the FEB UGM Master of Science and Doctoral Building.

Friday, March 15, 2024, the Master of Science and Doctoral Program (MD) FEB UGM has successfully held a scientific discussion event, namely the MD Accounting Research Forum. This event presented the speaker, Doctoral Student of Accounting Science FEB UGM, namely Rr Widya Ningtyas Soeprajitno. This research forum raised the topic of “The Effects of Government Policies during the COVID-19 Pandemic on Earnings Management” which is a research from Raden Roro Widya Ningtyas Soeprajitno, Ainun Na`im, Prof., M.B.A., Ph.D., and Fuad Rakhman, Ph.D. This activity was held offline in the Lippo Room, Gd. MD FEB UGM from 08:00-09:00 WIB.

Friday, March 8, 2024, the Master of Science and Doctoral Program (MD) FEB UGM has held a routine program, namely Thesis Coaching which facilitates Master of Science and Doctoral students. With the implementation of this program, it is expected to strengthen research skills as the purpose of Thesis Coaching itself. However, this training can also be attended by Doctoral students to add insight in the field of research. This activity, which must be attended by matriculation students, 1st semester students, and WUP course students, is held offline at 13.30-16.00 at the BRI Auditorium 3rd Floor, Master of Science and Doctoral Building, FEB UGM.