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.

Item Type: Book Section
Additional Information: Proceeding dari 'The International Conference of Communication, Industry and Community' yang diselenggarakan pada tanggal 3-4 Maret 2016 di Bali.
Uncontrolled Keywords: value driven approach, marketing mix, integrated marketing communication (IMC), the seven basic elements of UAI, enterprising university
Subjects: 300 Social sciences > 300 Social sciences, sociology & anthropology
300 Social sciences > 380 Commerce, communications & transportation > 384 Communications (Telemunications)
600 Applied sciences & technology > 650 Management & public relations > 659 Advertising And Public Relations
Divisions: Universitas Al-Azhar Indonesia (UAI) > Fakultas Ilmu Sosial dan Ilmu Politik (FISIP) > Ilmu Komunikasi
Depositing User: Rifda Jilan Syahidah
Date Deposited: 28 Aug 2020 15:46
Last Modified: 28 Aug 2020 15:48
URI: http://eprints.uai.ac.id/id/eprint/1458

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