History
Overview
On September 21, 2014, the International Marketing Community of BINUS (IMCB) was established by a group of students and advised by lecturers of the International Marketing (now Global Business Marketing) study program. Mrs. Ina Melati, Mrs. Chintya, and 1st General President Auriangga Putradypa Jamaris co-founded IMCB in hopes of fulfilling the potential of marketing students and facilitating them to develop marketing skills and become quality global marketers of the future.
Under the guidance of the Student Creativity Development Center (now Student Involvement Center – SIC), IMCB officially launched as a Student Activity Unit (SAU) of BINUS University on 22 February 2016 at BINUS @Kemanggisan, Anggrek Campus – covering the two BINUS regions of Kemanggisan and Alam Sutera. In 2022, IMCB established its 3rd regional branch in Malang that operated since the 2023/2024 period, co-founded by Jennifer Nathania Pohan. IMCB’s 4th regional branch was soon established in 2023, co-founded by Alexis Hidayat and operating since the 2024/2025 period.
Marketing Isn’t All About Selling
When IMCB was established in 2014, we had one clear vision that is at the heart of what we do all those years later: to create global marketers in order to pursue world-class community standard. IMCB is at the core of a movement begun by Mrs. Ina Melati that remains a core principle in our understanding of marketing – “marketing isn’t all about selling.”
Marketing involves creating better customer value and benefits. Marketing involves strategy that would then be able to increase the number of customers and sales. Marketing is in close coordination with branding, packaging, supply chain, and then sales. This clear differentiation in the concept of marketing against sales has become the basis to IMCB’s unique approach in organization objectives, making IMCB different from other Reasoning & Knowledge student activity units.
IMCB’s Journey of Innovating in Marketing
Over the course of a decade, IMCB’s journey has been colored by events full of experience and inspiration from notable marketing innovators such as:
- Jason Edward Wuysang – Business Director of EIGER Tropical Adventure
- Lani Rahayu – General Manager Strategic Marketing & Communication of Telkomsel
- Karen Steffi Halim – Retail Excellence Manager of CHANEL Singapore
- Antonius Agus Susanto – Partner of EY Indonesia Advisory
- Emily Jaury – Co-Founder and CEO of LOVE&FLAIR and Bodies Co.
- Tiffany Danielle – Co-Founder of Rosé All Day Cosmetics
- Andrew Mawikere – former CEO of Carsome Indonesia
- Danny Oei Wirianto – Chief Business Officer of GDP Ventures
- Theresia Magdalena – former Vice President of Travel Category BliBli.com
- Astrid Ariani Wijana – Chief Marketing Officer of VinFast Automobile Indonesia
IMCB has also joined forces with numerous industry partners as sponsors and event collaborators, notably:
- BliBli
- MPM Group
- Nescafe
- Pearson
- Microsoft
- Garuda Indonesia
- Telkom Indonesia
- Loreal
- MakeOver
- Blue Bird Group
- OCBC NISP
- ZAP Clinic
- MarkPlus
- Wardah
- Wall Street Journal
- Decathlon
- Paragon Corp
- Sidomuncul
- Vinilon
- Sasa
- CTI Group
- BLU by BCA Digital
- Bea Cukai Malang
Leadership in IMCB
There have been 11 general presidents through IMCB’s decade-long journey:
| Title | Name | Term |
| 1st General President | 
Auriangga Putradypa Jamaris |
December 2014 – December 2015 |
| 2nd General President | 
Gilna Eka Pujiansyah |
2016-2017 |
| 3rd General President | 
Joshua Liemuel |
2017-2018 |
| 4th General President | 
Sabrina Khoirunnisa |
2018-2019 |
| 5th General President | 
Alexandra Rizky Eka Putri Cahyani |
2019-2020 |
| 6th General President | 
Aliya Mutiara Devi |
February 2020 – March 2021 |
| 7th General President | 
Joanna Wilianto |
March 2021 – February 2022 |
| 8th General President | 
Liliana |
March 2022 – February 2023 |
| 9th General President |
Kinanthi Marew |
March 2023 – February 2024 |
| 10th General President | 
Ziven Akeno Hsu |
March 2024 – February 2025 |
| 11th General President | 
Valencia Alvina Angelica |
March 2025 – present |
Former members, activists, and executives of IMCB have gone on to build successful careers in business, marketing, and management. Some are leading new businesses, and some are managing multinational companies like Unilever, Danone, and Faber-Castell or local champions like Somethinc, Mekari, and Kapal Api Group.