Integrated Communication dalam Pengelolaan Reputasi pada Program Study:(Studi kasus pada Program Studi Ilmu Hubungan Internasional UGM)

Novi Dwi Asrianti, Novi Kurnia

2016 | Tesis | Ilmu Komunikasi

ABSTRACT Reputation becomes an important issue that must be managed by each college. Demands quality higher education is not only determined by the quality requirements of national standard, but also must meet international standards. As a form of participation in providing the best quality of education, Gadjah Mada University held an international program, known as the International Undergraduate Program (IUP). Competition increasingly competitive requires each university to make the marketing communication strategy to improve competitiveness. It is important to create effective synergies message to be conveyed to all stakeholders. This study aims to comprehensively understand how the strategy Integrated Marketing Communications (IMC) carried by International Relations Study Program UGM in reputation management of IUP HI. This thesis also uses a qualitative approach with descriptive case study method that identify, mapping and process all the activities, processes and events based on data and facts that have been presented at the International Undergraduate Program (IUP) IR UGM period of 2015. IUP IR UGM with the quality of higher education and teaching will represent good value. However, it needs effective and efficient marketing communications to build and maintain brand equity. A strong brand will identify the promise of reliable, relevant and trusted. Increased brand loyalty IUP HI UGM will result in increased confidence in the trust values of Gadjah Mada University. Keywords : Reputation, Study Program, Integrated Marketing Communications (IMC)

Kata Kunci : Komunikasi Pemasaran