Dr. Amena Sibghatullah delivered an international visiting lecture at FEB UNSOED on aligning pricing strategy with integrated marketing communication — showing how organisations create perceived value, consistency across digital touchpoints, and defensible competitive advantage in the digital era.
Dr. Amena Sibghatullah was invited as an international visiting lecturer at the Faculty of Economics and Business (FEB), Universitas Jenderal Soedirman (UNSOED), Purwokerto, Indonesia, delivering a session on Synergising Pricing Strategy and Integrated Marketing Communication: Creating Value and Competitive Advantage in the Digital Era.
Held at the Integrated Laboratory, 6th Floor FEB UNSOED in May 2025, the programme brought together students, lecturers, and faculty leaders for an academic session on how pricing architecture and IMC must work as one system — not isolated functions — when customers evaluate value across online and offline channels.
The lecture examined practical frameworks for building perceived value, coordinating brand messages with price signals, and strengthening B2B and consumer performance in digitally mediated markets. The session concluded with a formal appreciation ceremony with FEB leadership and a group photograph with faculty and participants, reflecting UNSOED's commitment to international academic exchange with Universiti Teknologi MARA (UiTM), Malaysia.
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