ANALISIS DAN USULAN STRATEGI PEMASARAN UNIVERSITAS KRISTEN MARANATHA (UKM)

Alaan, Yunus (2013) ANALISIS DAN USULAN STRATEGI PEMASARAN UNIVERSITAS KRISTEN MARANATHA (UKM). Proceeding Seminar Nasional dan Call for Paper "Perkembangan Kewirausahaan dan Tantangannya dalam Menghadapi Perekonomian Indonesia di Masa yang akan Datang Tahun 2013, - (-). pp. 5-26. ISSN 978 - 979 - 19940 - 2 - 6

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Abstract

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 tigher degree of competition between universities, makes an institution has to be sharp on responding the market's need. Different with the past, today the number 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 demanad of the students and parents. Universities are now racing to win this tight competition using various marketing efforts. Goverment took great roles in the continuance of private universities by publishing regulation on the independency of public universities to hold their self-reliant test to their students, which causing a decrease 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 startegy for the company. The research shows that MCU now has a EFAS matrix grade of 3.58. This number 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 maximise their strength and minimize their weakness in the company. The marketting strategy that should be developed by MCU in facing the extenal and internal condition this moment is W-O strategy; i.e. to use all the opportunities available while minimize their weaknesses. Several marketing mix factor that should also be developed now are marketing mix of people, process, and promotion.

Item Type:	Article
Subjects:	H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi > S-1 Manajemen
Depositing User:	admin LPPM
Date Deposited:	11 Apr 2018 04:06
Last Modified:	11 Apr 2018 04:06
URI:	http://repository.lppm.maranatha.edu/id/eprint/466

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