Perancangan Content Marketing Untuk Sosialisasi Program Studi Baru. Studi Kasus: Magister Sains Manajemen ITS

Yudithio, Athalla Naufal (2022) Perancangan Content Marketing Untuk Sosialisasi Program Studi Baru. Studi Kasus: Magister Sains Manajemen ITS. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Dalam menanggapi fenomena transisi demografi, yaitu era bonus demografi pada tahun 2020-2035 di Indonesia,Departemen Manajemen Bisnis ITS merencanakan untuk membuka program studi baru, yaitu Magister Sains Manajemen (MSM) ITS. Pembentukan program studi MSM-ITS disusun dengan banyak aspek pertimbangan baik dari animo yang ada di masyarakat, kondisi internal dan eksternal yang cukup menjanjikan, dan kebutuhan pendidikan yang terus berkembang.Dengan adanya hal tersebut, diperlukan sebuah strategi pemasaran yang efektif untuk melakukan sosialisasi program studi baru yang dapat menarik calon mahasiswa baru terhadap dibukanya program studi baru Magister Sains Manajemen (MSM) ITS nantinya.Dari semua permasalahan yang ada, maka penelitian ini akan memberikan luaran berupa panduan penyusunan content marketinguntuk program sosialisasi program studi baru Magister Sains Manajemen ITS. Proses perancangan yang melibatkan berbagai perspektif, mulai dari pemangku kepentingan program studi tersebut serta potential usersyang terdiri dari fresh graduate, pihak pemerintahan, serta pihak perusahaan yang akan menghasilkan dua luaran utama dengan menggunakan metode design thinking. Luaran pertama yaitu brand blueprintyang memuat background, brand personaserta foundation strategies. Luaran kedua yaitu content guidelines yang memuat content approach, potential market, serta content marketing.
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In response to the demographic transition phenomenon, namely the demographic bonus era in 2020-2035 in Indonesia, Business Management Department ITS plans to open a new study program, namely it's Master of Science in Management (MSM) ITS. The establishment of the MSM-ITS study program is structured with many aspects of good consideration of the existing interest in the community, internal and external conditions that are quite promising, and the need for education that continues to grow. With this, an effective marketing strategy is needed to socialize new study programs that can attract prospective new students to the opening of a new Master of Science in Management (MSM) ITS later. Based on all existing problems, this research will provide an output in the form of guidance on the preparation of content marketing for the socialization program of the new Master of Science in Management (MSM) ITS program. The design process involves various perspectives, ranging from stakeholders of the study program and potential users consisting of fresh graduates, government parties, and companies that will produce two main externals using design thinking methods. The first external is a brand blueprint that contains background, brand persona, and foundation strategies. The second external is content guidelines that contain content approach, potential market, and content marketing.

Item Type:	Thesis (Other)
Additional Information:	RSMB 658.401 2 Yud p-1 2022
Uncontrolled Keywords:	Content Marketing, Customer Engagement, Design Thinking, Program Sosialisasi, Magister Sains Manajemen ITS, Magister Sains Manajemen ITS
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning. H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Anis Wulandari
Date Deposited:	03 Nov 2022 02:35
Last Modified:	03 Nov 2022 02:35
URI:	http://repository.its.ac.id/id/eprint/95051

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