JENTERA LAW SCHOOL: PRODUCT EVALUATION AND IMPROVEMENT WITH DESIGN THINKING AND MARKETING MIX

• Main Author: Pratama Hindrawan, Aditya
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/55720
• Institution: Institut Teknologi Bandung

Jentera is an undergraduate law school in Indonesia founded on July 1, 2011, under the Indonesian Law and Policy Studies Foundation (YSHK). Currently, Jentera's product is an undergraduate law program with three branches of legal specialization, namely constitutional law, business law, and criminal law. The target market for Jentera is activists who want to jointly build legal literacy in Indonesia with the belief that legal literacy in Indonesia must be upheld for the sake of democracy, justice, and prosperity. Jentera is currently experiencing disruption in the teaching and learning process due to the COVID-19 pandemic. In the past five years, Jentera has also not changed the study program, materials, and syllabus. Jentera plans to recalibrate study programs, materials, and syllabi this year, and Jentera needs recommendations for product development and improvement and marketing. This research aims to develop and improve products and marketing that Jentera can do. The author identifies the product development and improvement expected by the target market and does effective marketing with a marketing mix. The research methodology was carried out using design thinking with literature studies and empirical studies. Data were collected qualitatively and quantitatively with primary data obtained from leaders and decision-makers at Jentera, students, alumni, high school graduates, and secondary data from internal data from Jentera. The results obtained from this research are changes in new supporting subject matter, changes in the lesson syllabus, differences in learning methods carried out at Jentera, the absence of an independent learning system, plans for cooperation with SBM ITB for certain subjects, additional staff to help students meet their lecture needs, additional infrastructure for communication between students, Jentera, and lecturers, as well as the use of Jentera's existing branding as a legal reform campus for Jentera marketing.