CD Tesis

Implementasi Integrated Marketing Communication Politeknik Caltex Riau Dalam Menguatkan Brand Positioning Sebagai Kampus Vokasi Di Pekanbaru

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This research is based on the achievement of student admissions at the Riau Caltex Polytechnic which has experienced a positive trend for the past five years amid intense competition for universities, especially in vocational education. Previously, it was known that vocational education is currently receiving special attention with the Presidential Regulation, this is in line with the government's spirit to prepare human resources to face industries that require skilled and competent personnel. Brand Positioning is one of the efforts to position the form of perception of the brand for consumers. The power of Brand positioning has the power to encourage consumers to provide more value than competitors which can be supported by the Integrated Marekting Communication (IMC) model. This research explores how IMC that has been carried out by Riau Caltex Polytechnic can help in strengthening brand positioning.
This research method uses qualitative methods with direct and indirect data collection and sampling techniques using purposive sampling techniques. This study aims to analyze the educational business model of Integrated Marketing Communication of Riau Caltex Polytechnic in strengthening brand positioning as a vocational campus in Pekanbaru.
The results of the research analysis found that the Integrated Marketing Communication of Riau Caltex Polytechnic was divided into two categories, namely the high category (Sales Promotion, Adversiting, Sponsorship, Exhibitions, Merchandising, Social Media and Website) and the low category (Direct Marketing, Public Relations, Packaging and Selling & Sales Management). The process of implementing marketing communication activities at Riau Caltex Polytechnic has seven layers of marketing tools, researchers call it the wafer layer marketing communication model. With this research, it is hoped that it can provide views on the marketing mix model carried out in vocational education and can be implemented in educational institutions to provide good results in new student admissions.


Keywords: Brand Positioning, IMC, New Student Admission, Vocational

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2210246801

Penerbit

Pekanbaru : Universitas Riau – Pascasarjana – Tesis Ilmu Komunikasi., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2210246801

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

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Pernyataan Tanggungjawab

Jaka

Versi lain/terkait

Lampiran Berkas

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