The 3rd International Conference on Corporate and Marketing Communication (ICCOMAC), Jakarta October 18th, 2016

04/19/2016 00:00:00

---

 

 

 

Background

 

Business has always been about innovation, but brand loyalty has been replaced by convenience and price as the shift of power in the marketplace, in which the customers remains to be the king. The digital revolution has been a leveler, putting an emphasis on innovation so that new, lean start-ups are able to challenge traditional businesses with the launch of an app or effective social media campaign that goes viral. From a media perspective, the narrative of David versus Goliath appeals as a story to the public who are encouraged and inspired by unlikely victories for the self-styled underdog. Except the victories are no longer unlikely and the disruptors tend to play by a totally different set of rules, whether it is news websites not demonstrating the same degree of scrutiny to a story or a company not applying the same level of due diligence to their employees. This approach has been driven by the customer’s constant demand for faster and cheaper good and services. The impact of the disruptive innovators can be seen from the stores that have vanished from high-streets to the demonstrations held by traditional businesses to highlight the threat to their future. The average life span of a company has dwindled dramatically from around 65 years in the 1960s to only 15 years now. Similarly, the CEO of a Fortune 500 company is expected to keep their job for less than five years today, compared with 10 years in 2000. For the customers, the impact of disruption can be felt in every walk of life, from how we shop to how we travel and how we learn. The challenge for the corporations that are used to dominating their market is how to stay ahead in an environment now characterized by continual change. Or, ultimately, how to disrupt the disruptors.  At the World Economic Forum, these changes reshaping every industry was dubbed as the ‘Fourth Industrial Revolution’. Most executives recognize that leveraging digital solutions is an effective, efficient way to streamline business. Digital technologies have several components – software platforms, mobile apps, data analytics, and industrial internet of things – which can be integrated to create a powerful competitive advantage and new enterprises that will profound effects to companies and people.

 

Burson-Marsteller Crisis Survey (end of 2015) found that “new and innovative business models entering our sector” was the highest ranked issue that businesses across the globe expect to encounter in the next six to twelve months, and the second most frequent type of crisis that companies had experienced to date. Naturally, when faced with their market being turned upside down, companies will do everything in their power to defend their market position. Communicators play a key part in this: from tracking consumer sentiment online, to researching and crafting messaging in order to articulate a company’s purpose and identity, as well as reaching out to stakeholders to elicit endorsement and support. But it is never an easy ride for the disruptors either - their progress is marked with significant communications challenges. However much of a following a disruptor builds with consumers early on, their radical business models tend to prompt regulatory scrutiny.

 

The findings of Burson-Marsteller’s survey emphasize we are living through a disruptive era with communicators facing a perfect storm of challenges. The upturn in the global economy has seen new brands enter old markets and small innovators rapidly expand, challenging traditional brands. In this year’s research the threat posed by the arrival of these “disruptive innovators” has risen to the top of the list of potential crises a business may face.  No example could have illustrated this better than the news of Paris and Jakarta being gridlocked by angry taxi drivers over the mobile application ‘Uber’, and the ‘anarchy justice’ by motor-cycle taxis – known as ‘ojek’ – over the presence of mobile-driven apps of ‘Grab’ and ‘Go-jek’. 

 

At the same time, the online revolution has made it easier than ever before for individuals and groups to attack or organize activity against a business. Cyber hackers can access data, armchair campaigners, and “clicktivists”, can protest from their living rooms and pressure governments and regulators to act. And this is all set against a backdrop of a massive erosion in the trust the public places on the words and actions of big business. So how should communicators respond?

 

This is the discussion that ICCOMAC would like to initiate at its third conference. In short, how communicators can live their corporate purposes and focus on the customers, and at the same time able plan for any changes or crisis in unpredicted disruptive situations.

 

Theme:  Managing Communication in a Disruptive Era

With sub themes in the areas of

 

• Corporate communication: how should corporations maintain their image and reputation in an era where stakeholders are dispersed and influenced through many media facets
• Marketing communication: how should marketing and brand executives communicate to customers in an era where disruptions affect the business model
• Media, ethics & policy: set against a backdrop of disruptions – changes and erosion – how can traditional media survive and engage with their audiences; and most important how to manage ethics on the use of new media and what policies are needed to manage the various changes

 

See below topics in point 6 for further topic ideas.

 

Venue: the conference will be held at Yustinus Building 14^th floor, Atma Jaya Catholic University of Indonesia, October 18, 2016, 8:00 am – 4:30 pm

 

Objectives

1. Provide updated research and enhanced practice in the field of marketing and corporate communication, as well as media on how to manage at an era of disruption.
2. Understand how communication fields are affected by the “disruptive innovators” that have rapidly expanded, challenging traditional brands, and how they overcome the disruptions.
3. Conduct discussions on how have media been affected by these innovations, and what has shifted in regards to ethics and policy.

 

Plenary Session:   

1. Provide updated research and enhanced practice in the field of marketing and corporate communication, as well as media on how to manage at an era of disruption.
2. Understand how communication fields are affected by the “disruptive innovators” that have rapidly expanded, challenging traditional brands, and how they overcome the disruptions.
3. Conduct discussions on how have media been affected by these innovations, and what has shifted in regards to ethics and policy

 

Plenary Session:   

Speakers are being invited for the event, focusing on the three sub-themes on Corporate and Marketing Communication, and Media Policy.

 

Parallel Session

 

A.     Paper Topics:

The 3rd International Conference of Corporate and Marketing Communication is the locus for scholars, educators, and practitioners seeking to promote and advance knowledge in the field of Corporate and Marketing Communication, and Media Policy. The topics can be on the following, but not limited to:

 

Corporate Communication :

• How have corporations harness the power of communicating data and the technologies?
•  How have communication professionals adopted in a rapidly evolving digital world, a ‘can do’ attitude along with staying abreast of the latest online apps and tools as key ingredients to engage with stakeholders?
• What are the communication possibilities and opportunities to turn disruption and anticipation into a new communication strategy?

 

Marketing Communication :

• How forward-looking companies have been investing in digital transformation to adapt and outperform peers in managing their brand promotion?
• How have disruptive brands, with initially no usage, build trust in ways such as this to maximize their chances of successful disruption and brand growth?
• How have brands managed transparency through digital social responsibility mandate related to consumer data and openly conversing on customer service issues on open social media platforms

 

Media, Ethics and Policy:

• How are research traditions, such as framing, gatekeeping, spiral of silence and agenda setting, being challenged - and perhaps even reformulated or reinvented - in light of the technological and economic changes brought about by digital media?
• How is theorizing in fields such as media economics and political communication being challenged in the face of these digital media changes?
• How might key concepts in journalism and mass communication, such as audience, public sphere, or even mass communication itself, be re-articulated in the era of digital media?
• How is normative theorizing about the press, including notions of press freedom, challenged by the emerging dominance of digital media?
• What might be learned about digital disruption through comparative research?

 

B.   Deadline Date:

 

• Abstract Submission Deadline:                                        June 3, 2016 
• Notification of Abstract Acceptance:                                July 1, 2016
• Final registration:                                                          August 1, 2016
• Full Paper Submission Deadline:                                     September 2, 2016

 

 

Contributions

This conference will consider both theoretical and empirical papers, working papers, and extended abstracts for review, and ideas for special session proposals will be welcomed.

 

Prizes will be awarded for the best competitive paper in three categories (corporate communication, marketing communication, and media, ethics and policy) as judged by a panel of experts.

 

The best competitive papers will receive automatic acceptance in Atma Jaya’s InterAct- Journal of Communication (subject to requested editorial changes).

 

Conference’s Program

 

The rundown of the conference as follow:

08:30-09:00           : Registration and morning coffee

09:00-09:05           : Welcoming and opening by MC

09:05-09:10           : Conference Chair report

09:10-09:20           : Remarks by the Dean of the Faculty           

09:20-09:30           : Remarks by the President of Atma Jaya Catholic University

                                   Dr. A Prasetyantoko

09:30-11:30           : Plenary session (2-3 speakers @30 minutes)               

11.30 -12.00          : Discussion (QA) session 

12:00-13:00           : Lunch break 

13:00-15:00           : Parallel Sessions (topics to be confirmed)

15:00-15:15           : Coffee Break

15:15-16:30           : Wrap up of parallel sessions

                                 Closing Keynote

                                 Announcement of best papers (based on categories)

                                 Closing by MC

 

Registration Fee

- Paper Presenter IDR 500.000

  Early bird special by: IDR 400.000

 

- Participant

  Undergraduate/Postgraduate Students (with identification): IDR 200.000

  Early bird special by July 31: IDR 150,000

  Public  : IDR 250.000, early bird special by July 31 is IDR 200,000

 

Contact Details

 

For further information, please click: iccomac-fiabikom.atmajaya.ac.id

 

Contact the committee:

Secretariat       : El Chris

email iccomac@atmajaya.ac.id; komunikasiuaj@gmail.com

 

Ph 021 570 8967/ 251 4673

Ph 0812 896 33 204

 

Chair : Nia Sarinastiti

email : nia.sarinastiti@atmajaya.ac.id; nsarinastiti@gmail.com

 

Please link web iccomac : iccomac-fiabikom.atmajaya.ac.id

 

Update on Facebook : http://bit.ly/1YR8G8n