The IMMERSERVE program, organized by the International Marketing Community of BINUS (IMCB), was successfully conducted over five days, from August 3–7, 2026. Held at SMA Al Mubarok Panunggangan Pinang, Tangerang City, the program carried the theme “IMCB IM A STAR: Shine Through Creativity and Innovation.” IMMERSERVE was designed for students of SMA Al Mubarok to introduce them to the world of marketing in a simple, engaging, and easy-to-understand way.
Throughout the five-day program, students not only received learning materials but were also encouraged to play games, participate in discussions, develop ideas, and present their work. The activities were designed to help students learn about marketing through an interactive and enjoyable experience. Through these activities, students were expected to recognize their creative potential while developing their ability to work collaboratively with their peers.
On the first day, the program began with an introduction to IMMERSERVE and an ice-breaking activity called Guess The Emoji, a game where students had to guess brands based on emojis. This created a more interactive atmosphere before students were introduced to the material “Introduction to Marketing: Marketing is More Than Selling.” The session explained that marketing is not only about selling products, but also about understanding customer needs and capturing their attention. To assess their understanding, the session continued with a question-and-answer session and a quiz, giving students the opportunity to recall and reinforce the material they had learned.
On the second day, students reviewed the previous day’s material through Guess the Jingle and Guess the Tagline. The learning session then continued with “Branding & Brand Awareness: Creating Brands People Remember.” To apply the concepts they had learned, students were divided into several groups and participated in the Tagline Challenge. Each group was asked to create a tagline for an item available in the classroom and then present their work in front of their peers. Through this activity, students learned how a tagline can play an important role in building a brand identity and making a brand more memorable.
On the third day, the activities placed greater emphasis on discussion and collaboration among students. After participating in the Mini Bingo ice breaker, students learned about “STP Strategy: Knowing Your Market Before Marketing.” They then participated in a group discussion to identify and discuss target markets before presenting their findings. This activity allowed students to understand that before marketing a product, a brand needs to know who its target consumers are and what they need.
The fourth day focused on “Digital Marketing: Connecting Brands with Customers in the Digital Era.” Before the session began, students participated in a game called Which Is Interesting?, where they selected the image they found more appealing and explained the reasons behind their choice. After receiving the material and watching an educational video, students participated in a mini game where they created an engaging caption for a product provided by the committee. Through this activity, students were able to directly practice how to create compelling captions to promote a product.
The final day marked the conclusion of the IMMERSERVE program. Students participated in the What Brand Is It? ice breaker before learning about “Building a Strong Brand: Creating a Brand That Stands Out.” As an application of the concepts learned throughout the five-day program, students were assigned a group mini project. Each group was asked to create its own brand, including a brand name, slogan, logo, and competitive advantage. The results were then presented in front of the other participants, followed by a voting session to determine the best group. Through this mini project, students were able to apply the marketing concepts they had learned while developing their creativity and teamwork skills.
Through IMMERSERVE, students of SMA Al Mubarok gained an opportunity to learn about marketing in a way that was closely connected to their everyday lives. They learned that a brand needs more than just a good product; it also requires creative ideas, an understanding of consumers, and engaging communication.
In addition to increasing their knowledge of marketing, the program provided students with opportunities to develop their communication, teamwork, critical thinking, creativity, and problem-solving skills. The various activities conducted throughout the five days encouraged students to express their ideas, participate in discussions, and collaborate in completing assigned tasks. This was in line with the objective of IMMERSERVE to help students develop their potential and skills that may be valuable to them in the future.
Ultimately, IMMERSERVE was not only an opportunity for IMCB students to share their knowledge with students of SMA Al Mubarok, but also a learning experience for both parties. Through this program, students were encouraged to express their ideas, collaborate with others, and recognize creativity as an important part of the marketing world. It is hoped that the knowledge and experience gained throughout the program will continue to be useful to the students in their daily lives and in the future.
