STRATEGI INTEGRATED MARKETING COMMUNICATION PADA PROGRAM OLIMPUS (Studi Kualitatif tentang Komunikasi Pemasaran Terpadu di PT. Prospek Media Indonesia)

Risca Tresmianti Suarna, NPM.178080019 (2021) STRATEGI INTEGRATED MARKETING COMMUNICATION PADA PROGRAM OLIMPUS (Studi Kualitatif tentang Komunikasi Pemasaran Terpadu di PT. Prospek Media Indonesia). Thesis(S2) thesis, UNIVERSITAS PASUNDAN.

[img] Text
ARTIKEL TESIS IMC- RISCA TRESMIANTI.docx
Download (91kB)

Abstract

Olimpus is an English language training program organized by PT.Prospek Media Indonesia. The training refers to Common European Framework of Reference for Language (CEFR) standard, the most important and globally recognized language proficiency. The end users need to know in detail about the benefits of Olimpus English training program, in consequence the management provides the communication strategy for Olimpus program goals and business achievement, accordingly having a positive impact on credibility.The study purpose is an Integrated Marketing Communication (IMC) strategy of Olimpus program in PT. Prospek Media Indonesia. This research uses descriptive qualitative research methods with participant observation, in-depth interviews and documentation as a data collection techniques. This research uses Miles and Huberman's model as a data analysis technique. This research refers to IMC concept with the Persuasion Knowledge theory approach. Olimpus applies IMC concept in their communication strategy. They are market identifying, conducting SWOT analysis, determining communication objectives, implementing strategy with Persuasion Knowledge approach, through tactical action on involving the end users. Olimpus conducts an evaluation to assess the IMC program and its objectives and impacts. Keywords: IMC, Persuasion Knowledge.

Item Type: Thesis (Thesis(S2))
Subjects: RESEARCH REPORT
Divisions: Pascasarjana > S2-Ilmu Komunikasi 2018
Depositing User: asep suryana
Date Deposited: 05 Feb 2021 04:28
Last Modified: 05 Feb 2021 04:28
URI: http://repository.unpas.ac.id/id/eprint/50398

Actions (login required)

View Item View Item
repo unpas is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.