Effectiveness of IPMI’s Marketing Promotion Activities Towards
IPMI Business School Brand Awareness
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Institusion
Sekolah Tinggi Manajemen Ipmi
Author
Randa, Sabila Putri
Subject
HD28 Management. Industrial Management
Datestamp
2020-01-17 02:21:37
Abstract :
From 2014 until now, the amounts of IPMI students are increasing from the first time this undergraduate program is open which is in 2003. The significant numbers of students that are attending IPMI Business School from 2003 until 2014 becomes the point where some people begin to know IPMI and this continues to increase. IPMI Business School has been trying to increase their brand awareness for the undergraduate program. From the beginning of the program open IPMI didn?t do much marketing for their undergraduate program, which leads to the lack of awareness of IPMI?s undergraduate program at the time being. Therefore the purpose of this study is to identifying whether the marketing promotion of IPMI has been effective or not in increasing the brand awareness of IPMI International Business School from 2014-2018. This research begins by determining the problems in IPMI Business School through quantitative data by spreading questionnaire to the current students intake from batch 2014-2018. This research conducted to find out why IPMI Business School brand is not well known by high school graduates and what marketing strategies IPMI should do based on the data result. Keyword: Above The Line, Advertising, Below The Line, Brand Awareness, IPMI Undergraduate Program.
From 2014 until now, the amounts of IPMI students are increasing from the first time this undergraduate program is open which is in 2003. The significant numbers of students that are attending IPMI Business School from 2003 until 2014 becomes the point where some people begin to know IPMI and this continues to increase. IPMI Business School has been trying to increase their brand awareness for the undergraduate program. From the beginning of the program open IPMI didn?t do much marketing for their undergraduate program, which leads to the lack of awareness of IPMI?s undergraduate program at the time being. Therefore the purpose of this study is to identifying whether the marketing promotion of IPMI has been effective or not in increasing the brand awareness of IPMI International Business School from 2014-2018. This research begins by determining the problems in IPMI Business School through quantitative data by spreading questionnaire to the current students intake from batch 2014-2018. This research conducted to find out why IPMI Business School brand is not well known by high school graduates and what marketing strategies IPMI should do based on the data result. Keyword: Above The Line, Advertising, Below The Line, Brand Awareness, IPMI Undergraduate Program.
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