STRATEGI MARKETING PUBLIC RELATIONS PERGURUAN TINGGI NEGERI DALAM MEMPERTAHANKAN CITRA POSITIF MELALUI PROGRAM KERJA (Studi Deskriptif – Kualitatif pada Universitas Airlangga dan Institut Teknologi Sepuluh Nopember Surabaya)

Sufa, Siska Armawati (2014) STRATEGI MARKETING PUBLIC RELATIONS PERGURUAN TINGGI NEGERI DALAM MEMPERTAHANKAN CITRA POSITIF MELALUI PROGRAM KERJA (Studi Deskriptif – Kualitatif pada Universitas Airlangga dan Institut Teknologi Sepuluh Nopember Surabaya). Masters thesis, Universitas Airlangga.

Preview

Text Abstraksi Tesis.pdf Download (214kB) | Preview

Abstract

Along with the enhancement of universities industry competition, the cooperation of all stakeholders is required in order to maintain their positive image in public so they can put themselves in the right position to control the market target. If the previous research is much focus on Marketing Public Relation (MPR) at private universities, in this research, the researcher wants to find out and dig out how far the public universities implements the MPR strategy to attract the interest of new student candidate, by concerning that there are a lot of high school and high vocational school graduates fight for the quota which is in appropriate with the students’ interest that have been provided by public universities. This research is a qualitative research type with descriptive method. The research subjects are two best public universities which are listed in the top ten ratings in accordance with the Webometrics ratings, which are Airlangga University and Surabaya Tenth November Institute of Technology. The data collection is carried out by using dept interview through guided interview. The result of the research shows that: (1) Information Center and Public Relations of Airlangga University Surabaya has run their function, task and role as public relations professionally is shown by the presence of organization structure and governance as university state of being by implementing three ways strategy of marketing public relation in their work program; Whereas (2) the Surabaya Tenth November Institute of Technology, the implementation of the marketing public relations strategy by implementing the current market growth strategy which commonly has been implemented by agencies, bureaus, other work units that is called International Office so in this case Public Relation is a series of action or system of action (order or system action) through communication activity typically to make the company’s goal achievement effective. Revitalization in the organization structure and public relation management in universities is needed to be carried out so the roles, functions, and tasks of university public relation can be carried out professionally and its existence is recognized by the public of university either internal party or external party.

Actions (login required)

View Item