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Business School Alumni gather in Jakarta

05 Jun 2013

The University of Sydney Business School held a reception for more than twenty-five of its Indonesia-based alumni and guests at the Four Seasons Hotel in Jakarta on Saturday 25 May.

The reception, hosted by Associate Dean (Postgraduate) Professor John Shields and Lecturer in the Discipline of Marketing Dr Jeaney Yip, was timed to coincide with the University's Open Day in Jakarta on 26 May. "At the Business School, we take pride in our commitment to our international alumni," Professor Shields said.

"It is a pleasure to see our former students at such events so we can reconnect and update them on key Business School initiatives and developments, including our new research clusters and construction of our Abercrombie Precinct building."

"It was a truly gratifying and inspiring experience for me to reconnect with alumni at this event, of whom a few were my students," Dr Yip said. "They also genuinely appreciate our effort and involvement in reconnecting with them, as they reminisce old times and gain updates on recent research and school-related news."

Dr Yip's presentation was the centrepiece of the reception. She talked about how branding in the skin care industry creates socio-cultural constructs of beauty with examples drawn from global brands such as L'Oreal, Clarins, Ponds and SK-II and Indonesian brands Citra and Mustika Ratu.

"The presentation is an early research project which looks at the representation and construction of beauty over a period of time," said Dr Yip. "I demonstrated how global as well as local Indonesian brands have not only adapted to a localised market but constructed versions of beauty that resonate socio-culturally over a period of time."

Dr Yip said the opportunity to engage with alumni motivated her to present during the Indonesian alumni event.

"The Indonesian beauty market is huge and I would like to increase exposure to semiotic and discourse type qualitative analysis to the Indonesian audience," she continued. "I am also originally from Indonesia, so this event was a natural connection for me."

Dr Yip has also invited alumni speakers Kerry Capsanis, Brand Manager at the University of Sydney; Alina Chan, Global Marketing and Communications Director at Jurlique International and Nishant Samuel, Brand Manager at Coca Cola Company (water and tea portfolio) to present branding case studies in the units she teaches and to share with her students their experiences as brand and marketing professionals.

"I have found alumni guest speakers add something extra to these events," Dr Yip said. "They are extremely excited, motivated and willing to give back and reconnect which is an excellent resource for our students."

"Our ex-students are a significant part of the Business School family. They are our ambassadors for the Business School brand abroad and can have tremendous influence on future students," she concluded.