Values driven approach dalam implementasi integrated marketing communication: pengalaman Universitas Al Azhar Indonesia

Moenawar, M. Ghozali and Nasucha, Muchammad (2016) Values driven approach dalam implementasi integrated marketing communication: pengalaman Universitas Al Azhar Indonesia. In: Prosiding ICCIC: Komunikasi Industri dan Komunitas. Fakultas Ilmu Komunikasi UNTAR, Jakarta, pp. 398-410. ISBN 9786027413917

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Abstract

Implementation of integrated marketing communication (IMC) based on values driven approach become demand for all institutions including higher education along with the development of marketing 3.0 concepts in the world to date. Application of IMC in the business world is seen to play an important role in enhancing the company’s ability to cope with market competition is more humane. It involves a concept of marketing communications planning that require the added value of the various marketing communication channels so as to affect the messages to be conveyed. This research uses descriptive qualitative method. Data collection techniques used are qualitative interviews with internal and external informants, reinforced with the study documentation on the data (print and online) that is relevant and include observations on activities related to IMC UAI. From the results of this study concluded that, UAI apply the values driven approach in the implementation of IMC, it is reflected in the activities of marketing communication channels, especially in the marketing mix variables fortified based UAI values.

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