ABSTRACTThe competition among private universities in this globalization era is getting much toug... more ABSTRACTThe competition among private universities in this globalization era is getting much tougher. Each university tries every effort they could possibly do to achieve their set goal, which is generally a higher student intake in each academic year. This phenomenon also happens in Central Java. This study tries to investigate the potential Marketing Public Relations (MPR) strategies in private universities in Central Java along with their strategies implemented and the average increase of their students intake in one academic year. Lastly, it tries to propose an MPR modeling for increasing students' intake at private universities in Central Java. This study employs interview and literature study for data collection. The data are then analyzed qualitatively to answer the posed research questions. This study involved 8 private universities in Central Java. The result of the study shows that the Public Relations unit in each private university has carried out their function though not maximum yet. However they emphasize their strategies for promoting and image building for the institution. They have all the stages in MPR strategies; planning, implementation and evaluation. Besides, they have innovation each year as their effort to increase the students' intake. The average increase for each university is around 10 -20% each year. This study proposes an MPR model named innovative-star network with the PR unit functions as the center of the network and all related stake holders serve as the tie of the network.Keywords: Marketing Public Relation (MPR), strategies, promotion, intake.INTRODUCTION:In this globalization era, competition between private universities in Indonesia, especially in Central Java is getting tougher. Each private university tries every effort so that they can achieve their target number of students for each academic year. Therefore, they function their related department as effective as possible. In this case, is the Public Relations Unit. This units normally serves as the one who handles all the programs to maintain and enhance the institution image building as well as promotion for students' intake. Therefore the PR unit in each institution will do their best for this purpose.For the purpose of their image building and attracting prospective students, PR units generally already have some routine program to execute. This program might include any Corporate Social Responsibility (CSR) program, workshops, roadshow, promotion with media, maintaining relationship with stakeholders, etc. Those programs are normally intended either reaching the society or any specific target directly or indirectly. If the universities really plan and execute those programs well then they will usually be able to achieve their set target either enhancing institution image building in the society and target market or their students' intake.Seeing the fact that MPR strategies are very important for a university, then it is crucial for the universities to really think and plan effectively and efficiently so that they can achieve their objectives and target. This also happens to the private universities in Central Java. Therefore, the objectives of this study are to see the PR potential that could be developed in private universities and their strategies implemented. This also investigates the average increase of students' intake based on the implemented strategies. Besides, this study will try to model the MPR strategies in private universities in Central Java to increase their students' intake.LITERATURE REVIEW:This section will present a study literature done in this study that covers the previous study carried out in this field and some theoretical background serving as the theory basis of this study.THE CONCEPT OF MARKETING PUBLIC RELATIONS:In Marketing and Public Relations, a New Marketing Model which relies on marketing with C-W-V models that is Consultative, Win-Win and Value Added. …
ABSTRACTCorporate Social Responsibility is an inseparable program in Higher Education. It is not ... more ABSTRACTCorporate Social Responsibility is an inseparable program in Higher Education. It is not only a way of actualizing their existence in the society but also has hidden message whether it is directly or indirectly communicated. This study aims to find out what things should be taken into account when Higher Education wants to implement CSR. This involves 7 Higher Education and 7 High schools. The data are collected through interview using open-ended questions. The data is then analyzed to answer the research question. Finally, there two rules that should be done by Higher Education to create an effective CSR program. They are "Listen and Respond" and "Sustainability". By having implemented those two rules, it is expected that it could give a positive impact towards the intake in Higher Education.Keywords: CSR program , Intake , Higher Education.INTRODUCTION:Nowadays, there are more and more programs designed by Higher Educations that are aimed to serve towards community. One of those programs is Corporate Social Responsibility (CSR here after). Generally, those Higher Educations set their Corporate Social Responsibility program based on the idea that it is what the society needs and expects from them. It is also a way of contributing towards the development of society either directly or indirectly.Underlying those programs are also the demand towards the Higher Education to have real contribution in solving any social problem in the society for creating sustainable future. CSR programs have been implemented by ten (10) big universities in the world (Nejati, Shafaei, & Salamzadeh , 2011). They maintain that all the universities involved in their study have implemented CSR in various field and scopes. They consider CSR as a way of proving their credibility amidst the society. Besides, it is a way of branding and imaging for their institution. It is clear that the role of Higher Education has been revolutionized from an institution that solely serves academic life into an institution that is susceptible towards the existence and the conditions of their society and environment.Along with the evolution of those roles, CSR program is very important towards the existence of a higher education institution. It is also a way of gaining good reputation in the society (Dahan & Senol, 2012). In their study Dahan and Senol (2012), they conclude that CSR program in Higher Education that successfully create good image and reputation are programs that are well internalized and fully supported by their management. Besides, CSR programs in Higher Education have double advantages, it gives useful value to the society through the contribution given and on the other side the Higher Education imaging is built indirectly.Not only having role to create good image and reputation of higher Education, CSR programs of Higher Education is also a way of competing with their competitor. This shows where Higher Education's platform resides. It means that implicitly the CSR programs contains in which direction the institution is led, such as whether the institution will only serve academically or the one that contribute to the development of the society (Topal, 2009)Having seen the importance of CSR programs in Higher Education, it could not be separated from Public Relations. These two things are closely related meaning that CSR programs are part of Public Relations done at Higher Education used to strengthen its position and existence in the society. This will of course impact toward the image of the Higher Education. These programs will also build a strong relation between Higher Education and its stakeholders, including the society. (Goodwin and Bartlett, 2008).Seeing the important role of CSR programs in Higher Education, this study aims to see what things should be noticed in conducting CSR to increase intake.LITERATURE REVIEW:This section presents a review of previous studies on higher education and on the value of corporate social responsibility in terms of getting the general rule of thumbs of CSR program to increase intake in higher education. …
ABSTRACTNowadays, private universities keep trying to do their best to increase the students'... more ABSTRACTNowadays, private universities keep trying to do their best to increase the students' intake, as the competition among them is tough. It is heightened by the condition that not only private universities but also state universities are active in promoting their program to attract prospective students. One of the strategies that private universities implement is having innovation as one of their marketing public relations strategy. This study tries to investigate the significance of innovation in Marketing Public Relations to increase students' intake in private universities. This study involves 6 private universities in Central Java. They have implement marketing public relations strategies with innovation in it. The data were obtained from interviewing the public relations personals in those private universities. The interview used open-ended questions to explore a more thorough answer. The result of the study shows that innovation does have significance in increasing students intake in private universities. The increase of the intake they have achieve so far with the innovation they have implemented is from 5% - 20% depending on the situation and condition of each university.Keywords: Marketing Public Relations, strategy, innovation, intake, promotion, private university.INTRODUCTION:Nowadays, most private universities try to compete with other private universities in order to gain as many students as possible. Based on the research done by Sinatra and Krismiyati ( 2013) , it is stated that most private universities have applied their marketing public relations strategies in their promotion program. In most of their program they should have new innovations to attract new students to register in their universities.The marketing public relations strategies that they have already done is having good relations with the high school students, media, parents, counseling teachers, society and also with the study programs. Besides having this relationship with the stakeholders, each private university should have a new innovation to attract the high school students to register in their universities.Seeing the fact that MPR strategies with new innovation is really important for a university, then it is crucial for the universities to really think and plan effectively and efficiently of what kind of innovation that they will use for achieving their objectives and target. Therefore the objectives of this study are to see whether there is any significance of innovation in Marketing Public Relations program done by private universities in Central Java in order to increase their students' intakeLITERATURE REVIEW:This section will present a study literature done in this study that covers the previous study carried out in this field and some theoretical background serving as the theory basis of this study.THE CONCEPT OF MARKETING PUBLIC RELATIONS:According to Harris ( 1993: 8), there are many signs that marketing public relations has come of age :a. Public Relations has become a big and profitable business. It means that most of the companies acquired major PR firms not only to offer broader communication services to clients and gain greater access to client top management, but also because PR offers them greater proportionate profit potential.b. Marketing public relations is the largest and fastest growing segment of a fast growing industry.c. Companies have recognized the growing importance of marketing public relations with bigger budgets and fatter paychecks.d. Public relations is getting increasing interest in the marketing and business mediae. The academic community is showing greater interest in public relations.From those points above, it shows that public relations are really needed in all aspects. Besides that knowing about marketing public relations strategies is really useful for gaining the image of the companies / institutions. …
ABSTRACTThe competition among private universities in this globalization era is getting much toug... more ABSTRACTThe competition among private universities in this globalization era is getting much tougher. Each university tries every effort they could possibly do to achieve their set goal, which is generally a higher student intake in each academic year. This phenomenon also happens in Central Java. This study tries to investigate the potential Marketing Public Relations (MPR) strategies in private universities in Central Java along with their strategies implemented and the average increase of their students intake in one academic year. Lastly, it tries to propose an MPR modeling for increasing students' intake at private universities in Central Java. This study employs interview and literature study for data collection. The data are then analyzed qualitatively to answer the posed research questions. This study involved 8 private universities in Central Java. The result of the study shows that the Public Relations unit in each private university has carried out their function though not maximum yet. However they emphasize their strategies for promoting and image building for the institution. They have all the stages in MPR strategies; planning, implementation and evaluation. Besides, they have innovation each year as their effort to increase the students' intake. The average increase for each university is around 10 -20% each year. This study proposes an MPR model named innovative-star network with the PR unit functions as the center of the network and all related stake holders serve as the tie of the network.Keywords: Marketing Public Relation (MPR), strategies, promotion, intake.INTRODUCTION:In this globalization era, competition between private universities in Indonesia, especially in Central Java is getting tougher. Each private university tries every effort so that they can achieve their target number of students for each academic year. Therefore, they function their related department as effective as possible. In this case, is the Public Relations Unit. This units normally serves as the one who handles all the programs to maintain and enhance the institution image building as well as promotion for students' intake. Therefore the PR unit in each institution will do their best for this purpose.For the purpose of their image building and attracting prospective students, PR units generally already have some routine program to execute. This program might include any Corporate Social Responsibility (CSR) program, workshops, roadshow, promotion with media, maintaining relationship with stakeholders, etc. Those programs are normally intended either reaching the society or any specific target directly or indirectly. If the universities really plan and execute those programs well then they will usually be able to achieve their set target either enhancing institution image building in the society and target market or their students' intake.Seeing the fact that MPR strategies are very important for a university, then it is crucial for the universities to really think and plan effectively and efficiently so that they can achieve their objectives and target. This also happens to the private universities in Central Java. Therefore, the objectives of this study are to see the PR potential that could be developed in private universities and their strategies implemented. This also investigates the average increase of students' intake based on the implemented strategies. Besides, this study will try to model the MPR strategies in private universities in Central Java to increase their students' intake.LITERATURE REVIEW:This section will present a study literature done in this study that covers the previous study carried out in this field and some theoretical background serving as the theory basis of this study.THE CONCEPT OF MARKETING PUBLIC RELATIONS:In Marketing and Public Relations, a New Marketing Model which relies on marketing with C-W-V models that is Consultative, Win-Win and Value Added. …
ABSTRACTCorporate Social Responsibility is an inseparable program in Higher Education. It is not ... more ABSTRACTCorporate Social Responsibility is an inseparable program in Higher Education. It is not only a way of actualizing their existence in the society but also has hidden message whether it is directly or indirectly communicated. This study aims to find out what things should be taken into account when Higher Education wants to implement CSR. This involves 7 Higher Education and 7 High schools. The data are collected through interview using open-ended questions. The data is then analyzed to answer the research question. Finally, there two rules that should be done by Higher Education to create an effective CSR program. They are "Listen and Respond" and "Sustainability". By having implemented those two rules, it is expected that it could give a positive impact towards the intake in Higher Education.Keywords: CSR program , Intake , Higher Education.INTRODUCTION:Nowadays, there are more and more programs designed by Higher Educations that are aimed to serve towards community. One of those programs is Corporate Social Responsibility (CSR here after). Generally, those Higher Educations set their Corporate Social Responsibility program based on the idea that it is what the society needs and expects from them. It is also a way of contributing towards the development of society either directly or indirectly.Underlying those programs are also the demand towards the Higher Education to have real contribution in solving any social problem in the society for creating sustainable future. CSR programs have been implemented by ten (10) big universities in the world (Nejati, Shafaei, & Salamzadeh , 2011). They maintain that all the universities involved in their study have implemented CSR in various field and scopes. They consider CSR as a way of proving their credibility amidst the society. Besides, it is a way of branding and imaging for their institution. It is clear that the role of Higher Education has been revolutionized from an institution that solely serves academic life into an institution that is susceptible towards the existence and the conditions of their society and environment.Along with the evolution of those roles, CSR program is very important towards the existence of a higher education institution. It is also a way of gaining good reputation in the society (Dahan & Senol, 2012). In their study Dahan and Senol (2012), they conclude that CSR program in Higher Education that successfully create good image and reputation are programs that are well internalized and fully supported by their management. Besides, CSR programs in Higher Education have double advantages, it gives useful value to the society through the contribution given and on the other side the Higher Education imaging is built indirectly.Not only having role to create good image and reputation of higher Education, CSR programs of Higher Education is also a way of competing with their competitor. This shows where Higher Education's platform resides. It means that implicitly the CSR programs contains in which direction the institution is led, such as whether the institution will only serve academically or the one that contribute to the development of the society (Topal, 2009)Having seen the importance of CSR programs in Higher Education, it could not be separated from Public Relations. These two things are closely related meaning that CSR programs are part of Public Relations done at Higher Education used to strengthen its position and existence in the society. This will of course impact toward the image of the Higher Education. These programs will also build a strong relation between Higher Education and its stakeholders, including the society. (Goodwin and Bartlett, 2008).Seeing the important role of CSR programs in Higher Education, this study aims to see what things should be noticed in conducting CSR to increase intake.LITERATURE REVIEW:This section presents a review of previous studies on higher education and on the value of corporate social responsibility in terms of getting the general rule of thumbs of CSR program to increase intake in higher education. …
ABSTRACTNowadays, private universities keep trying to do their best to increase the students'... more ABSTRACTNowadays, private universities keep trying to do their best to increase the students' intake, as the competition among them is tough. It is heightened by the condition that not only private universities but also state universities are active in promoting their program to attract prospective students. One of the strategies that private universities implement is having innovation as one of their marketing public relations strategy. This study tries to investigate the significance of innovation in Marketing Public Relations to increase students' intake in private universities. This study involves 6 private universities in Central Java. They have implement marketing public relations strategies with innovation in it. The data were obtained from interviewing the public relations personals in those private universities. The interview used open-ended questions to explore a more thorough answer. The result of the study shows that innovation does have significance in increasing students intake in private universities. The increase of the intake they have achieve so far with the innovation they have implemented is from 5% - 20% depending on the situation and condition of each university.Keywords: Marketing Public Relations, strategy, innovation, intake, promotion, private university.INTRODUCTION:Nowadays, most private universities try to compete with other private universities in order to gain as many students as possible. Based on the research done by Sinatra and Krismiyati ( 2013) , it is stated that most private universities have applied their marketing public relations strategies in their promotion program. In most of their program they should have new innovations to attract new students to register in their universities.The marketing public relations strategies that they have already done is having good relations with the high school students, media, parents, counseling teachers, society and also with the study programs. Besides having this relationship with the stakeholders, each private university should have a new innovation to attract the high school students to register in their universities.Seeing the fact that MPR strategies with new innovation is really important for a university, then it is crucial for the universities to really think and plan effectively and efficiently of what kind of innovation that they will use for achieving their objectives and target. Therefore the objectives of this study are to see whether there is any significance of innovation in Marketing Public Relations program done by private universities in Central Java in order to increase their students' intakeLITERATURE REVIEW:This section will present a study literature done in this study that covers the previous study carried out in this field and some theoretical background serving as the theory basis of this study.THE CONCEPT OF MARKETING PUBLIC RELATIONS:According to Harris ( 1993: 8), there are many signs that marketing public relations has come of age :a. Public Relations has become a big and profitable business. It means that most of the companies acquired major PR firms not only to offer broader communication services to clients and gain greater access to client top management, but also because PR offers them greater proportionate profit potential.b. Marketing public relations is the largest and fastest growing segment of a fast growing industry.c. Companies have recognized the growing importance of marketing public relations with bigger budgets and fatter paychecks.d. Public relations is getting increasing interest in the marketing and business mediae. The academic community is showing greater interest in public relations.From those points above, it shows that public relations are really needed in all aspects. Besides that knowing about marketing public relations strategies is really useful for gaining the image of the companies / institutions. …
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