Talk on integrated marketing communications

Participants posing cheerfully for a group photo

On 5 April 2024, the Faculty of Accountancy and Management (FAM) in collaboration with the Belt and Road Strategic Research Centre, hosted a pivotal talk titled “Beyond Skin Deep: Unveiling Integrated Marketing Communications in the World of Manscaping”. The event, held at UTAR Sungai Long Campus, drew a crowd of enthusiastic students and industry participants eager to learn about the transformative powers of Integrated Marketing Communication (IMC) strategies in the contemporary business landscape.

Ms Erynn Tan

Digital Marketing team leader Ms Erynn Tan from Nateskin Malaysia shared her extensive knowledge and experience in harnessing the potential of IMC for new market development. Ms Tan emphasised the importance of consistent and cohesive messaging across various marketing channels to amplify brand recognition and facilitate seamless market entry.

Participants actively participating in the talk

Illustrating her points with real-world examples, Ms Tan demonstrated how IMC strategies are not just theoretical concepts but actionable plans that lead to substantial growth and differentiation in the competitive field of manscaping. She highlighted the synergy between different communication tools – from traditional media to digital platforms – and how this integration can create a powerful narrative that resonates with the target audience.

Participants winning prizes from Nateskin Malaysia

The talk concluded with a dynamic Q&A session, where participants engaged deeply with the topic, reflecting the keen interest and understanding developed during the session. The highlight of the closing segment was the giveaway of Nateskin products worth RM650, adding an exciting and rewarding finish to the enlightening event.

Also present at the talk were Chairperson of Belt and Road Strategic Research Centre Prof Dr Cheng Ming Yu, and FAM academics Dr Corrinne Lee Mei Jyin, Dr Eaw Hooi Cheng, and Mr Lee Yoon Heng. Their participation underscored the collaborative spirit and interdisciplinary approach that UTAR champions.

The event was not only educational but also inspirational, offering invaluable insights for aspiring marketers and business strategists. Participants left with a deeper understanding of how integrated marketing communications can be a game-changer in crafting effective market penetration strategies.