Sir Next Invited to Adamson University to Introduce Marketing 6.0 and the Future of Human-Centered Marketing

Beyond digital marketing: understanding Marketing 6.0

The intellectual foundation is Marketing 6.0: The Future Is Immersive by Philip Kotler, Hermawan Kartajaya and Iwan Setiawan. The book examines metamarketing, the convergence of physical and digital environments, and the technologies enabling more interactive customer experiences.

Sir Next’s discussion will trace marketing’s evolution: from a focus on products and customers to values, digital connectivity, technology for humanity and immersive experiences. The aim is to help students see where emerging tools fit within the continuing task of understanding and serving people.

A central idea is phygital marketing: connecting physical and digital touchpoints around the customer’s needs. A useful experience does not end at an advertisement, an app or a store visit. It considers how discovery, decision-making, purchase, service and return visits work together.

The session will also consider how Generation Z and Generation Alpha navigate social communities, AI-enabled tools, digital payments and physical spaces. For brands, the question is how those interactions can feel coherent, accessible and relevant.

“Marketing 6.0 is not about making marketing more technological. It is about using technology to make human experiences more connected, relevant, and valuable.”

A central message of Sir Next’s prepared masterclass

Bringing marketing theory into real business experiences

Three examples will give students a practical starting point for comparing multichannel activity, omnichannel integration and immersive experience design:

• Starbucks Philippines: mobile ordering, payment and rewards connect digital convenience with the in-store experience.
• IKEA Kreativ: digital room visualization helps customers explore how furniture and décor could work in their spaces. It will be discussed as an international case study.
• Grab: a digital platform coordinates transportation, delivery and payment services that people experience in the physical world.

Students will examine where each example reduces friction, improves confidence or adds convenience—and where human service remains essential. The discussion will introduce possible applications of AI, augmented reality, virtual and mixed reality, spatial computing and connected commerce.

The guiding principle is purposeful adoption. A tool should address an identifiable customer need, improve the experience and create value that can be assessed. Privacy, responsible data use, accessibility and human judgment will remain part of the conversation.

Introducing the Sir Next META Framework

To turn theory into an actionable classroom process, Sir Next will introduce his META Framework, an original four-stage instructional model developed for applying customer-experience thinking.

The framework is Sir Next’s application model, alongside the book’s conceptual foundation. It will encourage students to look beyond producing advertisements, posting content or managing platforms and begin thinking as architects of customer experiences.

That means identifying a real problem, connecting the right people and tools, and determining whether the experience actually improves for the customer.

Turning everyday campus experiences into a marketing laboratory

Hypothetical campus scenarios will bring the lesson closer to students’ daily lives. One exercise will consider a connected dining experience: how might a campus food concessionaire make ordering easier, reduce waiting time and encourage repeat visits without investing in expensive infrastructure?

A second scenario will explore a university career or entrepreneurship fair. Students will consider the journey from digital discovery and mobile registration to event guidance, participation and follow-up engagement.

These are learning exercises rather than announced Adamson projects. Their value lies in showing that human-centered marketing can be applied by student enterprises, campus organizations, small businesses and community initiatives as well as large corporations.

Preparing future Filipino marketers for an immersive world

The engagement connects academic study with industry practice at a time when marketing roles require both technological awareness and sound human judgment. Consumer understanding, strategic creativity, ethical decision-making, data literacy and experience design will be emphasized as capabilities students can develop alongside their technical skills.

The session will conclude with five professional commitments: put people first; understand complete customer journeys; use technology purposefully; protect consumer trust; and measure customer and business outcomes.

“The future of marketing is human. Technology is the enabler. Experience is the differentiator. Trust is the foundation.”

Sir Next — prepared session takeaway

For Sir Next, the opportunity is to contribute practical industry perspectives while encouraging students to become adaptive, responsible and strategically prepared for the marketplace.

Don’t just market what people buy. Design experiences worth choosing again.

About Nestor “Sir Next” Tugade Layderos

Nestor “Sir Next” Tugade Layderos, CPM-Asia, CDMP, CDTP, is a Filipino marketing strategist, digital transformation and AI advocate, resource speaker, and founder of Sir Next: Tech + Consultancy™.

His experience spans broadcast media, marketing communications, business leadership and digital strategy. Through consultancy, speaking and professional learning programs, he connects industry practice with responsible technology adoption and purposeful marketing leadership.

His credentials include Certified Professional Marketer–Asia, Certified Digital Marketing Professional and Certified Digital Transformation Professional. He was recognized at the Philippine Finest Business Awards 2026 as the Most Outstanding Marketing Professional in the Broadcast Media Industry.

Explore Sir Next’s speaking and learning journey or learn more about his work.

References and image credits

Engagement details, session outline, framework, prepared messages and event artwork were supplied by Sir Next. The references below provide background for the book and business examples.

• Adamson University — official website
• Wiley — Marketing 6.0: The Future Is Immersive
• Starbucks Philippines — Mobile Order & Pay
• IKEA — getting started with IKEA Kreativ
• Grab Philippines — services and platform

The event artcards were supplied by Sir Next. The book cover belongs to its respective rights holders and is shown as an educational reference. The artcards are promotional illustrations for the upcoming session.