The College of Business and Accountancy (CBA) of Our Lady of Fatima University (OLFU) hosted the latest Philippine Marketing Association (PMA) General Membership Meeting (GMM) on 26 March 2025, providing a vital platform for the country’s top marketing professionals, industry leaders, and innovators.
With the theme “AI Meets the Heart: Redefining Marketing for Filipino SMEs,” the event facilitated insightful discussions, highlighted emerging industry trends, and fostered meaningful connections—all aimed at promoting collaboration and excellence in an evolving business landscape.
The program opened with an inspiring doxology and the Philippine National Anthem, performed by the OLFU Chorale, setting a solemn and uplifting tone. This was followed by a message from PMA President Ms. Cristina Oreta and an insightful address by OLFU College of Business and Accountancy (CBA) and College of Hospitality and Institutional Management (CHIM) Dean Dr. Ignacio C. Cordova, Jr., who underscored the significance of the theme. He called for a paradigm shift that integrates innovation with malasakit (compassion) in marketing strategies.
Sheilla Marie DJ. Apostol, PMA’s Director for Meetings and Attendance and OLFU CBA’s Supervised Work Experience Program (SWEP) Coordinator, officially introduced the event, setting the stage for a series of engaging discussions.
Industry experts Jocelyn H. Caracta, Senior Vice President (SVP) for Operations at CMG Retail Inc., and Mr. Jerry Ilao, co-founder of Olern & Tarkie, shared valuable insights on retail trends and business innovation. Their presentations were followed by an interactive Q&A session, allowing participants to delve deeper into the evolving role of artificial intelligence in marketing.
Adding to the program’s rich lineup was a cultural performance by the Sariyasi Dance Troupe of CHIM-OLFU Quezon City, the induction of new PMA members and committee chairs, and the prestigious Haligi Awards, recognizing outstanding contributions to the marketing profession.
A key highlight of the event was the signing of a Memorandum of Understanding (MoU) between PMA and the Philippine AI Business Association (PAIBA), further strengthening commitments to education and innovation in the field of marketing.
The event concluded with an announcement from PR & Communications Director Jelo Reyes regarding the launch of the PMA Viber sticker pack, marking another step in digital engagement efforts.
This milestone event was made possible through the strong collaboration between the PMA and OLFU.
Needless to say, under the leadership of University President Dr. Caroline Marian Enriquez, OLFU deeply values its partnership with PMA, reflecting a shared commitment to fostering innovation, bridging industry and academia, and empowering Filipino small and medium-sized enterprises (SMEs). In an era where technological advancement and human connection must go hand in hand, this collaboration highlights the crucial role of both in shaping the future of marketing.
—Story by Sheilla Marie Apostol
