PROPOSED MARKETING STRATEGY OF PRESIDENT UNIVERSITY IN EDUCATION INDUSTRY IN INDONESIA

• Main Author: KURNIADI (NIM 29316013), STEVANUS
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/31095
• Institution: Institut Teknologi Bandung

Indonesia is a country with the 4th largest in the world with the total of citizens approximately 259 million of people in it. As one of the development country in the world, Indonesia is pointing the importance of education as one of the supportive aspect in order to increase the economic state which is the basic things that need to be increased when a country want to change from developing country to the developed country. <br /> <br /> <br /> In February 2016, 6 million students who are graduated from the university, accepted to work in the company while only 3 million students who graduated from senior high school, accepted to work in the company. President University is one of the university which help to increase the education state in Indonesia by helping the people of Indonesia to get enough education in order to compete globally, by that the employment opportunities will be formed and filled by employee who have good quality standard. After founded in 2002, almost 16 years President University exist, President University is having the stagnant state in getting the profits in order to expand and develop the facilities and internal education in President University. <br /> <br /> <br /> Research methodology which is used at this final project is using the qualitative method through the interview with the management of President University, more of it, collecting data based on the quantitative method by spreading the questionnaire to some of respondents randomly with some specification. Conceptual framework used in this final project is arranged based on some theories and analysis, specifically internal in President University and external President University. The result of these analysis concluded in forming the proposed new strategy. The solution that proposed in the end of this final project is the proposed marketing strategy in order to increase number of intake each year in President University. <br /> <br /> <br /> There is some suggestion from opening diploma program for students that want to take diploma program, changes in digital way to do marketing promotion in order to do the campaign to give maximum effect in fixing the brand for President University. <br /> <br /> <br /> As a conclusion, President University based on the research are suggested to do improvement both for minor way and major way. Improvement in place, price, and people are need to have minor improvements, while product, promotions, physical evidence, and process are the aspects that need to have major improvements. By that, the author has stated some suggestion to develop President University and the author has attach the timeline for each improvement planning, by that the improvement can be done effectively.