Analisis dan Usulan Strategi Pemasaran Universitas Kristen Maranatha (UKM)

Parlindungan, Yunus Alaan (2013) Analisis dan Usulan Strategi Pemasaran Universitas Kristen Maranatha (UKM). In: Seminar Nasional dan Call for Paper: Perkembangan Kewirausahaan dan Tantangannya dalam Menghadapi Perekonomian Indonesia di Masa yang Akan Datang, 19-20 Juni 2013, Bandung.

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Today, higher education level has been a basic need for the society. Societies consider the need of higher education as the foundation before entering the working environment. The high degree of society's interest to enroll in a university and tighter degree of competition between universities, makes an institution has to be sharp on responding the market's need. Different with the past, today the member of universities is increasing and the market's demand is more demanding. The quality of education which is reflected through accreditation, not only be the selling point of a university, but campus facilities, the values, scholarship program and career warranty also had become a major demand of the students and parents. Universities are now racing to win this tight competition using various marketing efforts. Government took great roles in the continuance of private universities by publishing regulation on the independency of public universities to hold their relf-reliant test to their students, which causing a decrease numbers of new students in several private universities. One of the private universities that undergo this situation is Maranatha Christian University, though they admit they had implemented various marketing activities. This trend of the decreasing number of new students forces Maranatha Christian University to renew their marketing strategy in order to deal with the tight competition. Internal and external analysis of the company should be done to define a just marketing strategy for the company. The research shows that MCU now has a EFAS matrix grade of 3.58. This number shows that MCU has a strong external position, that they can use any opportunities and avoid any threats in the business environment smoothly. MCU has also a IFAS matrix grade of 3.3, which shows that MCU has also a strong internal position that can maximize their strength and minimize their weakness in the company. The marketing strategy that should be developed by MCU in facing the external and internal condition this moment is W-O strategy, i.e. to use all the opportunities available while minimize their weaknesses. Several marketing mix factors that should also be developed now are marketing mix of people, process, and promotion.

Item Type: Conference or Workshop Item (Paper)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Depositing User: Perpustakaan Maranatha
Date Deposited: 16 Jun 2016 02:37
Last Modified: 16 Jun 2016 02:37

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