RHB’s Group CMO Inspires UoC Students with Principles of Purpose-Driven Marketing

The Faculty of Business and Technology (FOBT), University of Cyberjaya (UoC), recently hosted an engaging industry talk featuring Mr. Abdul Sani Abdul Murad, Group Chief Marketing Officer of RHB Bank. Widely recognised as a leading figure in Malaysia’s banking and marketing industry, Mr. Sani shared his professional journey and inspired students with transformative insights into the principles of marketing.

Addressing first-year business students, Mr. Sani emphasised that true marketing success extends beyond sales. “Marketing is only successful with a bigger purpose — to serve the customers. It’s not about sales at all,” he said, stressing the importance of authenticity, trust, and human connection in building strong brands.

He reflected on RHB’s own transformation journey, from a product-centred approach to a people-centred brand, highlighting how this shift has redefined its marketing strategies and positioned RHB as a leading banking name worldwide.

Key Lessons in Modern Marketing

During the talk, Mr. Sani shared several guiding principles that resonated strongly with students:

• Earning trust, not pushing sales: Marketing is about earning a place in society, not selling hard.
• Purpose drives impact: A brand’s purpose is not a slogan; it’s reflected in how the whole organisation operates.
• Creativity with technology: Use technology to break the rules and stand out.
• Human connection above all: People don’t just buy products, they buy how those products make them feel.
• Community first: Being part of a community matters more than big ads.
• Trust as the foundation: Trust always comes first, sales follow after.

He also underscored the evolving role of digital platforms and AI in reshaping consumer engagement, while reminding students that “digital and AI are useful tools, but people connect with people.”

Inspiring the Next Generation

The session left a lasting impact on UoC students, who were encouraged to view marketing as more than just a career path, but as a platform for creating meaningful change. Mr. Sani’s insights challenged them to embrace innovation, adaptability, and purpose-driven thinking as they prepare for careers in a highly competitive industry.

Bridging Academia and Industry

This event is part of FOBT’s ongoing initiative to strengthen industry-academic collaboration, ensuring that UoC students are continuously exposed to real-world insights, networks, and opportunities.

With industry-driven talks like this, UoC continues to position itself as a hub for future-ready business leaders, equipping students with the skills, knowledge, and values to excel in a fast-changing global marketplace.