FIDRIYANTI, FIDRIYANTI (2010) PERENCANAAN PEMASARAN DIGITAL PROGRAM PENDIDIKAN PROFESIONAL CCIT-FTUI TA 2011/2012. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
The increase of Internet users in Indonesia in the period of 2000-2009 reached 1400% with an average of more than 10% per annum, opens opportunities for CCIT-FTUI, as one professional institution with a mission "Recognized as a leading further education programs in international class field of information technology, engineering, and his supporters "to take advantage of the Internet media to support its marketing program. Thus, this thesis research aims to analyze the effectiveness of digital marketing on professional programs for TA 2009/2010in CCIT-FTUI, how the methods and mechanisms of digital marketing for TA 2011/2012 period and whether the planning of digital marketing is feasible to run and applied in the period TA 2011/2012. Research done by identifying and analyzing internal and external factors, the SWOT analysis matrix, digital marketing, analysis 5 and 7 step process of internet marketing and market space matrix analysis using data obtained through FGDs, interviews and observation. The results of this study states that with the rapid development of internet and the emergence of a new era of marketing, then CCIT-FTUI should be start thinking digital marketing as one of method for supporting its conventional marketing program on the period TA 2011/2012.The digital marketing in this research accordance with the calculation of business planning, segmentation, targeting and positioning, as well as funding and feasibility.Peningkatan pengguna internet di Indonesia dalam kurun waktu tahun 2000-2009 mencapai 1400% dengan rata-rata lebih dari 10% per tahun membuka peluang bagi CCIT-FTUI, sebagai salah satu lembaga pendidikan professional dengan misi “Diakui sebagai program pendidikan lanjutan unggulan berkelas internasional di bidang teknologi informasi, rekayasa dan pendukungnya”, untuk memanfaatkan media internet agar menunjang program pemasarannya. Dengan demikian, penelitian karya akhir ini bertujuan menganalisa efektifitas pemasaran digital untuk TA 2009/2010 program profesional CCIT-FTUI, bagaimana metode dan mekanisme pemasaran digital untuk periode TA 2011/2012 serta apakah perencanaan pemasaran digital ini layak untuk dijalankan dan diterapkan pada periode pemasaran TA 2011/2012. Penelitian dilakukan dengan cara mengidentifikasi dan menganalisa faktor internal dan eksternal perusahaan, analisa matrik SWOT pemasaran digital, analisa 5 tahap dan 7 proses internet marketing dan analisa marketspace matrix menggunakan data yang didapat melalui FGD, hasil wawancara dan observasi. Hasil penelitian ini menyatakan bahwa dengan pesatnya perkembangan internet dan lahirnya era baru pemasaran, maka sudah seharusnya dan selayaknya CCIT-FTUI untuk periode pemasaran TA 2011/2012 mulai memikirkan pemasaran digital yang berbasis teknologi internet sebagai bagian dari pemasaran konvensionalnya sesuai dengan hasil perhitungan perencanaan usaha, segmentasi, targeting dan positioning, serta pendanaan dan kelayakan.
| Item Type: | Thesis (S2) |
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| Call Number CD: | CDT-551-10-149 |
| NIM/NIDN Creators: | 55108110013 |
| Uncontrolled Keywords: | MPS, MANAJEMEN PEMASARAN |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | UMMI RAHMATUSSYIFA |
| Date Deposited: | 04 Jun 2022 03:59 |
| Last Modified: | 14 Feb 2023 07:08 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/62597 |
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