Integrated Marketing Communication as a Driver of Promote Graduate Program
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Abstract
This article aims to present a study on communication channels and strategies for promote graduate program based on the concept of marketing communication that effectively reaches the target audiences. This qualitative research employed in-depth interviews with 21 key stakeholders of the program, including administrators, alumni, current students, prospective students, staff, lecturers, and employers of graduates.
The findings revealed that traditional media channels were used for disseminating program information through interpersonal communication such as word-of-mouth from senior students, peers, staff, or lecturers, as well as through bulletin boards, meeting documents, billboards, activities, and mass media. Regarding new media, stakeholders accessed program information via digital platforms connected to the internet, such as the faculty or university website, Facebook page, Line application, and email. Each medium presented its own advantages and limitations.
From the perspective of marketing communication, the study highlights the importance of applying integrated marketing communication (IMC) tools which including advertising, public relations, word-of-mouth marketing, special events, and sales promotion. The research concludes with seven “marketing communication strategies” that can influence the decision-making of prospective students to enroll in the program. These communication approaches provide valuable insights from various stakeholders to support curriculum planning and future program development.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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