DEVELOPING INTEGRATED MARKETING COMMUNICATION (IMC) PLAN FOR THE INTERCULTURAL SCHOOL IN NORTH JAKARTA

• Main Author: Putuhena, Mutia
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/74320
• Institution: Institut Teknologi Bandung

Parents will have a lot of things to think about when choosing a school for their children, especially an intercultural school in North Jakarta. Parents need to take into account several 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. 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.