DECISION STRATEGY TO INCREASE THE MARKET SIZE OF EPLC (ENGLISH LANGUAGE PROFICIENCY CENTER)

• Main Author: Malik Ibrahim, Maulana
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/87793
• Institution: Institut Teknologi Bandung

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.