Marketing Strategy of the Master of Elements Management Program on the level of student interest
Abstract
Marketing is a necessity for institutions, given the development of the market and fierce competition. Marketing strategy is the spearhead of a company or institution that aims to make plans that have been made can be carried out and can be achieved in accordance with predetermined objectives. In a competitive and ever-evolving educational environment, Suryadarma University (UNSURYA) faces the challenge of attracting new students to the Master of Management program. This study aims to analyze and describe the strategies applied by UNSURYA in attracting prospective students, and analysis of University marketing materials, as well as testing the effect of marketing mix models on the selection of private universities in Jakarta which has a lot of college rivals. Researchers are interested in researching in depth the digital marketing communications carried out by UNSURYA to find new students. The Model in this study is based on the marketing mix consisting of marketing stimuli, namely products, prices, promotion of places, people, physical evidence and processes. As the development of the era resulted in increasingly fierce business competition, including in the world of Education. The results showed that the marketing strategy is applied UNSURYA marketing mix (marketing mix) and has conducted marketing activities in the field of advertising (advertising), individual sales (personal selling), public relations. The impact of marketing carried out by UNSURYA can be seen from the increase/decrease in the number of new students in 2022/2023.
Keywords: Strategy, Marketing, Promotion and specialization of new students
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