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30 July 2025
De La Salle-College of Saint Benilde hosted the fourth General Membership Meeting of the Philippine Marketing Association last July 2 at Hotel Benilde. The event brought together more than 150 marketers, entrepreneurs and senior executives from across the country. The theme focused on how artificial intelligence can help brands understand Filipino customers with more empathy and less guesswork.
Speakers from government, business and education shared insights on how marketing can evolve. They discussed how data can support better decisions, but empathy must guide the message. They also reminded the audience that Filipino values like malasakit and pakikiramdam are still essential in building trust and loyalty.
Benilde leaders welcomed the guests with a clear message. Chancellor Benhur Ong’s remarks, delivered by Dean Joana Diñoso, emphasized that customers are not just profiles. “They are a story, a community, a dream,” she said. Vice Chancellor Angelo Lacson added, “AI can forecast what customers might do, but only empathy can figure out why they felt so strongly about that new milk-tea flavor.” He also reminded the audience that “while data can inform positions, only people can inspire direction.”
PMA President Ma. Cristina Llacer-Oreta spoke about the role of empathy in modern marketing. “No matter how advanced the technology becomes, it is still our Filipino values that should guide how we use it,” she said. She encouraged marketers to use AI not just to collect data, but to understand the people they serve.
The program featured keynote talks from Undersecretary Gerald Divinagracia of the Anti-Red Tape Authority, Joceyl Mismanos of JM D’Generous and Gary de Ocampo of Centre Médicale International. They spoke about customer-centered innovation, authentic entrepreneurship and the role of localized data in decision-making. The program also included the induction of new PMA members, such as representatives from Manila Central University, who were formally welcomed into the association. PMA’s welcome of new members stems from its drive to grow the community and deepen institutional ties.
Benilde also presented its marketing education through exhibits and performances. The Benilde Marketing Center, the Benilde Junior Marketing Association and the Guild of Events Management Students showcased student work. Dr. Zosimo Membrebe Jr. introduced the graduate programs under the School of Management and Information Technology, including the Master in International Business. “We want graduates who can not only survive the future, but shape it ethically, creatively and compassionately,” he said.
This event followed Benilde’s hosting of the 38th PJMA General Assembly last March 1, which gathered over 500 marketing students from 90 schools nationwide. That assembly focused on brand loyalty and customer retention. Marketing Management Program Chair Erickson Jao said, “Hosting the largest gathering of young marketers in the country reinforces our commitment to providing top-tier marketing education and industry connections.”
Benilde’s Marketing Management program stays aligned with industry needs by working directly with professional groups like the Philippine Marketing Association. Other business programs of SMIT also benefit from these events through exposure to current issues, real standards and active networks.
For more information on Benilde’s undergraduate programs, contact us at (63) 2 8230 5100 local 1801 or admissions@benilde.edu.ph. You may also visit our website at www.benilde.edu.ph.
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