Semarang – The Business Administration Study Program, FISIP, Diponegoro University, once again held the UNDIP Global Classroom activity with the theme “Cross-Cultural Marketing: Winning Global Markets through Cultural Intelligence” on Tuesday (19/5/2026). This activity was part of the Marketing Management course and was conducted online via Zoom Meeting.
This event featured Zhao Xingwen, Ph.D., from Weihai Vocational College, China, as the main speaker, and Robetmi Jumpakita Pinem, S.AB, MBA, Ph.D., from Diponegoro University as the discussant. The webinar discussed the development of artificial intelligence (AI) in supporting cross-border e-commerce strategies and the importance of cultural intelligence in winning global markets.
In his presentation, Zhao Xingwen explained that the development of AI has transformed the landscape of international trade, particularly in the cross-border e-commerce sector. China is cited as one of the countries with the fastest AI development in the world, supported by technology, the digital industry, and an enormous e-commerce ecosystem. The use of AI is considered capable of increasing business efficiency, ranging from market research, product management, digital marketing, to customer service.
The material also highlighted how Chinese e-commerce platforms such as AliExpress, Shein, Temu, and TikTok Shop utilize AI to strengthen their global competitiveness. AI technology is used to analyze consumer behavior, predict market trends, generate marketing content automatically, and provide more personalized product recommendations to users. This approach is considered capable of creating a more effective shopping experience tailored to the needs of consumers in various countries.
A key discussion point in the webinar was the use of AI in content creation and digital marketing strategies. AI can help companies generate multi-language product descriptions, create product visuals automatically, and optimize promotional strategies through targeted advertising based on consumer data. Additionally, AI is also utilized in customer service through multi-language chatbots capable of providing fast and responsive 24-hour service.
During the discussion session, Zhao Xingwen also emphasized the importance of cultural intelligence in cross-cultural marketing. Companies not only need to understand technology but also must understand the cultural characteristics of consumers in different countries so that marketing strategies can be effectively accepted in international markets.
Through this activity, students gained insights into the integration of AI, digital marketing, and cross-border e-commerce in facing global business competition. This understanding is considered important for future business professionals to develop innovative, adaptive marketing strategies relevant to international technological developments.
The organization of this UNDIP Global Classroom reflects the commitment of FISIP, Diponegoro University, to broaden students’ global perspectives and enhance graduate readiness in facing the transformation of the digital business world at the international level.