Developing Integrated Marketing Communication (IMC) Plan for The Intercultural School in North Jakarta
Keywords:
Integrated Marketing Communication (IMC), intercultural school, promotion plan, school marketing strategy
Abstract
Parents will have a lot of things to think about when choosing a school for their children, especially an intercultural school in North Jakarta. [1],[2]Parents need to take into account a number of crucial elements, including the curriculum being used, the facilities, and the school climate. Segmentation, targeting, and positioning (STP) is an important strategic approach for any educational institution looking to attract and retain students. By combining traditional marketing strategies with digital marketing tactics, intercultural schools can create a comprehensive integrated marketing campaign that reaches their target audience effectively. [4]By conducting a comprehensive Integrated Marketing Communication (IMC) analysis, the intercultural school can identify the most effective communication channels, develop a messaging strategy that resonates with the target audience, and create a budget and timeline for executing the plan.
References
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[16] Munajat, Y., & Ramly, A. T. (2022). Strategi Branding Image dalam Pemasaran Jasa Pendidikan di Masa Pandemi Tingkat Perguruan Tinggi. Diversity: Jurnal Ilmiah Pascasarjana, 2(1). https://doi.org/10.32832/djip-uika.v2i1.5854
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[19] Rašticová, M., David, S., & Martina, R. (2011). Marketing Communications Mix of Universities-Communication With Students in an Increasing Competitive University Environment. In Article in Journal of Competitiveness (Vol. 3). https://www.researchgate.net/publication/265028936
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[25] Wirtz, J., & Lovelock, C. H. (2010). Services marketing: people, technology, strategy.
[26] Wu, L., Danko, Y., Chen, F., Yao, X., & Zhang, F. (2022). MAPPING THE LITERATURE OF INTEGRATED MARKETING COMMUNICATIONS: A SCIENTOMETRIC ANALYSIS USING CITESPACE. Innovative Marketing, 18(1). https://doi.org/10.21511/im.18(1).2022.13
[27] Yamamoto, G. T. (n.d.). UNDERSTANDING CUSTOMER VALUE CONCEPT: KEY TO SUCCESS.
[28] Zamroni, Z., Baharun, H., Rozi, F., Sholeha, W., & Anggraini, Y. (2022). Intercultural Communication: Strategy to Improve School Competitiveness Based on Public Demand. Jurnal Obsesi: Jurnal Pendidikan Anak Usia Dini, 6(4). https://doi.org/10.31004/obsesi.v6i4.2123
[2] Alyami, N. (2022). THE INFLUENCE OF NATIONAL AND ORGANISATIONAL CULTURE ON INTEGRATED MARKETING COMMUNICATION STRATEGIES IN HIGHER EDUCATION INSTITUTIONS A COMPARATIVE STUDY BETWEEN PUBLIC AND PRIVATE UNIVERSITIES IN SAUDI ARABIA.
[3] Ang, L. (2014). Principles of integrated marketing communications.
[4] Baleviciene, D. (2020). INTEGRATED MARKETING COMMUNICATIONS. In Art Marketing. https://doi.org/10.4337/9781800883284.integrated.marketing.communication
[5] Ferguson, C. Y., Paramita, H., & Ratnasari, I. (2021). Relationship Marketing Activities in Building Customer-Oriented Marketing Services. Kanal: Jurnal Ilmu Komunikasi, 9(2). https://doi.org/10.21070/kanal.v9i2.1014
[6] Goi, C. L. (2009). A Review of Marketing Mix: 4Ps or More? In International Journal of Marketing Studies (Vol. 1, Issue 1).
[7] Jasinta, F. A., & Oktavianti, R. (2019). Strategi Komunikasi Pemasaran Terpadu dalam Pengambilan Keputusan Konsumen di Bidang Jasa Pendidikan. Prologia, 3(2). https://doi.org/10.24912/pr.v3i2.6381
[8] Komsiah, S., Jamilah, M. E., & Harmaningsih, D. (2015). Study of the Use of E-Learning as a Marketing Communications Strategy of Private Higher Education Institution in Indonesia.
[9] Kotler, P. (2012). Principles of Marketing.
[10] Kotler, P. K. H. S. I. (2017). Marketing 4.0_ Moving from Traditional to Digital.
[11] Kotler, P. K. H. S. I. (2021). Marketing 5.0 Technology for Humanity.
[12] Kotler, P., & Keller, K. L. (2016). Marketing Management.
[13] Kushwaha, B. P., Singh, R. K., Varghese, N., & Singh, V. N. (2020). Integrating social media and digital media as new elements of integrated marketing communication for creating. Journal of ContCommunity and Communication, 10(6). https://doi.org/10.31620/JCCC.06.20/05
[14] Lazar, V. (n.d.). MARKETING MANAGEMENT-MARKETING ORIENTATION AND HOLISTIC SCHOOLS MARKETING.
[15] Muhammad Saleh, S. M. A. F. (2021). STRATEGI MANAJEMEN PEMASARAN LEMBAGA PENDIDIKAN ISLAM DI MTS MADINATUL ILMI DESA LUBUK KERTANG KECAMATAN BERANDAN BARAT. Cybernetics: Journal Educational Research and Social Studies. https://doi.org/10.51178/cjerss.v1i1.246
[16] Munajat, Y., & Ramly, A. T. (2022). Strategi Branding Image dalam Pemasaran Jasa Pendidikan di Masa Pandemi Tingkat Perguruan Tinggi. Diversity: Jurnal Ilmiah Pascasarjana, 2(1). https://doi.org/10.32832/djip-uika.v2i1.5854
[17] Online, R., Kusumawati, A., Yanamandram, V. K., Perera, N., & Yanamandram, V. (2010). University marketing and consumer behaviour concerns: the shifting preference of university selection criteria in Indonesia. https://ro.uow.edu.au/chsd/33
[18] Orasmäe, A. (2017). Integrated Marketing Communication.
[19] Rašticová, M., David, S., & Martina, R. (2011). Marketing Communications Mix of Universities-Communication With Students in an Increasing Competitive University Environment. In Article in Journal of Competitiveness (Vol. 3). https://www.researchgate.net/publication/265028936
[20] Ridwansyah, A. (2002). INSTANT MARKETING FOR BUSY PEOPLE.
[21] Rukaeni, R., Fahyuni, E. F., & Rindaningsih, I. (2022). Marketing Strategy for Educational Institutions During the COVID-19 Pandemic Based on Social Media. KnE Social Sciences. https://doi.org/10.18502/kss.v7i10.11225
[22] Sefudin, A. (2014). REDEFINISI BAURAN PEMASARAN (MARKETING MIX) “4P” KE “4C.” Journal of Applied Business and Economics.
[23] Smith, P. R., Z. Z. (2011). Marketing Communications integrating offline and online with social media.
[24] Wahyoedi, S., Saparso, S., Tecoalu, M., & Winoto Tj, H. (2021). The Effect of Service Quality, Learning Quality, and Promotion Strategy on Parents’ Decisions in Choosing ABC Primary Schools. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 4(1), 999–1005. https://doi.org/10.33258/birci.v4i1.1701
[25] Wirtz, J., & Lovelock, C. H. (2010). Services marketing: people, technology, strategy.
[26] Wu, L., Danko, Y., Chen, F., Yao, X., & Zhang, F. (2022). MAPPING THE LITERATURE OF INTEGRATED MARKETING COMMUNICATIONS: A SCIENTOMETRIC ANALYSIS USING CITESPACE. Innovative Marketing, 18(1). https://doi.org/10.21511/im.18(1).2022.13
[27] Yamamoto, G. T. (n.d.). UNDERSTANDING CUSTOMER VALUE CONCEPT: KEY TO SUCCESS.
[28] Zamroni, Z., Baharun, H., Rozi, F., Sholeha, W., & Anggraini, Y. (2022). Intercultural Communication: Strategy to Improve School Competitiveness Based on Public Demand. Jurnal Obsesi: Jurnal Pendidikan Anak Usia Dini, 6(4). https://doi.org/10.31004/obsesi.v6i4.2123
Published
2023-09-30
How to Cite
Putuhena, M., Anggoro, Y., & Ridwansyah, A. (2023). Developing Integrated Marketing Communication (IMC) Plan for The Intercultural School in North Jakarta. ITB Graduate School Conference, 3(1), 87-119. Retrieved from https://gcs.itb.ac.id/proceeding-igsc/index.php/igsc/article/view/135
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