AISAH, DINDA (2024) STRATEGI INTEGRATED MARKETING COMMUNICATION UNTIRTA DALAM MEMBANGUN BRAND HITS AND GREEN UNIVERSITY. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to investigate the Integrated Marketing Communication (IMC) strategies used by Untirta in building the HITS and Green University brands. The research employs a qualitative research methodology using a case study method. Data collection techniques include interviews, observations, and literature reviews. The study indicates that in formulating Integrated Marketing Communication strategies, Untirta conducts SWOT analysis and determines brand segmentation, targeting, and positioning for HITS and Green University. The IMC strategies implemented by Untirta include advertising through the creation of offline and e-magazines, public relations through organizing events and media relations approaches, digital marketing via website and social media, as well as personal selling by visiting schools directly.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui strategi Integrated Marketing Communication yang digunakan oleh Untirta dalam membangun brand HITS and Green University. Penelitian ini menggunakan metodologi penelitian kualitatif dengan metode studi kasus. Teknik pengumpulan data yang digunakan yaitu wawancara, observasi, dan studi pustaka. Penelitian ini menunjukan bahwa dalam meyusun strategi Integrated Marketing Communication Untirta melakukan anlaisis SWOT dan mementukan segmentasi, targeting, dan positioning brand HITS and Green University. Strategi Integrated Marekting Communication yang dilakukan Untirta yaitu melalui advertising dengan pembuatan majalah offline dan juga e-majalah, public relations dengan mengadakan event dan pendekatan media relations, digital marketing melalui website dan media sosial, serta personal selling dengan berkunjung langsung ke sekolah-sekolah. | |||||||||
| Uncontrolled Keywords: | Integrated Marketing Communication, Brand HITS and Green University Integrated Marketing Communication, Brand HITS and Green University | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Dinda Aisah | |||||||||
| Date Deposited: | 01 Apr 2024 12:01 | |||||||||
| Last Modified: | 01 Apr 2024 12:01 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/34562 |
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