(FEB NEWS), Dr. Gancar Candra Premananto – Head of the Department of Management, Faculty of Economics and Business Universitas Airlangga (KADEP MANAJEMEN FEB UNAIR) also Owner of digiseminar.id, was present as one of the speakers at the "Guest Lecture and Community Service" event, themed "Climate Change, Adaptation Mitigation, Environmental Management and Health in Proklim Implementation", Sedekah Ilmu Universitas Airlangga, on Monday, January 31, 2022.
The event, attended by more than 220 participants, was held in a hybrid manner by FKM UNAIR under the leadership of the Dean of FKM UNAIR – Dr. Santi Martini, dr., M.Kes, in collaboration with the Ministry of Health of the Republic of Indonesia, the East Java Provincial Health Office, the East Java DPRD Commission D, the Nganjuk Regency Environmental Service, and all speakers from the Malaysian Ministry of Health, Head of the Management Department of FEB UNAIR, Coordinator of the Master of Environmental Health Study Program FKM UNAIR, Coordinator of the Master of Occupational Health and Safety Study Program FKM UNAIR, Proklim Supervisor and Kalpataru Recipient East Java, PT. Semen Indonesia (Persero) Tbk. to contribute/synergize in giving knowledge, for the health of nature, the health of the earth, so that it can be enjoyed by future generations.
In the Guest Lecture and Community Service Program as a Charity of Knowledge Universitas Airlangga, Dr. Gancar Candra Premananto, discussed it from a marketing perspective, so that in his material he explained about "CSR for Branding"
Opening his presentation, Dr. Gancar C. Premananto stated that humans learn from nature/God. Allah SWT Himself created living things with minimal, or even no, waste. This is because the waste of one living creature can benefit other living creatures.
In contrast to the past, nowadays, especially in urban communities, especially the manufacturing industry, often produces waste, so the blue economy theory emerged, which gave rise to the idea of how waste could actually be utilized economically as well.
From a marketing perspective, Dr. Gancar Candra Premananto emphasized the importance of branding. For him, a name is “important” and not meaningless.
"Name is important, but building a good name is even more important." That's right, according to Dr. Gancar C. Premananto, "An elephant dies leaving its tusks behind, so how can individuals, companies, or anyone else leave a good name?" That's why it's important for us/anyone to carry out CSR.
Furthermore, Dr. Gancar C. Premananto explained that a person's perception is stronger than reality. A person will not know the true reality, whether it is the quality of an item or the quality of a person. All that is known is perception/what a person thinks. That perception arises from a fleeting appearance, humans only judge someone from what is heard, seen, even though what is heard/seen is not good, the reality is not necessarily as seen/heard. It could be that he is a good person, from the things that have been heard/seen. Humans often perceive good/bad only from things that are merely visible. Perception often judges someone outside the actual reality, the reality may be different.
Therefore, in marketing, continued Dr. Gancar Candra Premananto, the problem is how to instill good perceptions into consumers. Perception is important because it can change behavior. Prejudice can be a starting point. Everything will be driven by a person's mindset, from a person's perspective. In marketing science, how we enter the minds of the best consumers is important, because consumers do not really know what our quality is. Therefore, whoever it is, must demonstrate that goodness, "Do Something Good" to maintain the company's good name. The company must communicate and convey it. For example, the concept of Corporate Social Responsibility (CSR), especially the implementation of Sustainable CSR. Forms of CSV (Creating Shared Value) are also necessary, where everything must be in accordance with the company's strategy, must be in accordance with the initial strategy, must be in accordance with the core business of each company. If the business is in the drinking water sector, then do good in the drinking water sector, if in the farming sector, then do good in the farming sector too, such as helping others with knowledge/sharing farming knowledge etc., Like the event initiated by FKM UNAIR, this time, According to Dr. Gancar Candra Premananto, today's material can be linked to SDG's 13, and 15 SDG's, that we maintain the survival of all types of living things on this earth, because it is the duty of humans as caliphs on this earth.
Dr. Gancar Candra Premananto also explained, several things that have been done by the Management Program in carrying out CSR so that it can get several awards including the Lecturer Award as Innovative CSR, Positive Exposure, and many activities for charity such as helping ludruk employees whose income is minus, sometimes even CSR from Management does not require large funds, what is important is the intention. So, the most important thing is, how we are creative, active, and innovative, to come up with how to help others, such as the event initiated by FKM UNAIR at this time, it is also an activity of sharing knowledge, sharing benefits, hopefully it will be a charity for all. Other awards achieved by FEB UNAIR Management include, CSV AWARDS, then collaboration with Smart FM to create the program "Smart Energy from Daily Life", the event is held routinely on Sundays, so it received an award from Smart FM as "Most Favorite Program"
At the end of his presentation, Dr. Gancar C. Premananto conveyed that the essence of life is "sharing happiness so that we are all happy," because in this life, if you want to be happy, make others happy. Religion was not created to be happy in itself, but to be happy through sharing
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