DECISION STRATEGY TO INCREASE THE MARKET SIZE OF EPLC (ENGLISH LANGUAGE PROFICIENCY CENTER)
This study aims to identify the most effective marketing strategies for EPLC (English Proficiency Language Center) to achieve its enrollment target of 1,000 students. Using the Analytical Hierarchy Process (AHP), a comprehensive analysis was conducted based on historical data, stakeholder feedbac...
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| Format: | Theses |
| Language: | Indonesia |
| Subjects: | |
| Online Access: | https://digilib.itb.ac.id/gdl/view/87793 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | This study aims to identify the most effective marketing strategies for EPLC
(English Proficiency Language Center) to achieve its enrollment target of 1,000
students. Using the Analytical Hierarchy Process (AHP), a comprehensive
analysis was conducted based on historical data, stakeholder feedback, and
pairwise comparisons of various marketing strategies. The results indicated that
Social Media Campaigns ranked the highest, followed by the Student Ambassador
Program, which proved to be cost-effective and capable of leveraging peer
networks. In contrast, Alumnus Referral Programs and Regular Referral Programs
were less effective in terms of scalability and impact. The study concludes that a
combination of Social Media Campaigns and the Student Ambassador Program
would be the most optimal strategy for EPLC (English Proficiency Language
Center), maximizing outreach and engagement while maintaining cost efficiency.
Long-term monitoring and adjustments based on real-time data are advised to
refine the strategies further.
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