Marketing communication strategy for academic branding through educational content
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Published:
Feb 28, 2024
Keywords:
Academic Branding, Communication, Educational Content, Marketing, MBKM
Section
Informtion System
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Abstract
Academic Branding is a communication technique to promote the competitiveness of educational institutions. This study intends to investigate marketing communication techniques for academic branding through case studies in the Information Systems Department, Faculty of Engineering, Atma Jaya Catholic University of Indonesia. This research adopts a case study approach with the following stages: data collecting stage, data processing stage, stage of data analysis and interpretation, and reporting phase. The results of this investigation reveal that The marketing communication strategy of the Information System Study Program at the Faculty of Engineering, Universitas Katolik Indonesia Atma Jaya, through educational content, proves to be highly beneficial in academic branding, effectively capturing the interest of prospective students. The primary emphasis is crafting informative and engaging educational content highlighting the program's unique features and academic offerings, including the MBKM. This strategy aligns with the preferences of contemporary learners who seek personalized and relevant information
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Kau Suni, E. . (2024) “Marketing communication strategy for academic branding through educational content”, Jurnal Mantik, 7(4), pp. 3382-3392. doi: 10.35335/mantik.v7i4.4750.
References
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Ayvat, A. G., & Gunturkun, F. (2022). Analysis of the effect of a university’s integrated marketing communication activities on university choices using the decision tree technique. Journal of Marketing for Higher Education, 1–23. https://doi.org/10.1080/08841241.2022.2152919
Baharsyah, S., & Nurhasan, N. (2023). Pengaruh Kualitas Pelayanan dan Promosi Terhadap Keputusan Mahasiswa Memilih Kuliah di UMS. Jurnal Ilmiah Manajemen Dan Bisnis (JIMBis), 2(1), 14–30. https://doi.org/10.24034/jimbis.v2i1.5767
Barton, S. W. H. (2022). Niche Marketing as a Valuable Strategy to Grow Enrollment at an Institution of Higher Education. Journal of Continuing Higher Education, 70(3), 192–210. https://doi.org/10.1080/07377363.2021.1925826
Bonilla Quijada, M. del R., Perea Muñoz, E., Corrons, A., & Olmo-Arriaga, J. L. (2022). Engaging students through social media. Findings for the top five universities in the world. Journal of Marketing for Higher Education, 32(2), 197–214. https://doi.org/10.1080/08841241.2020.1841069
Collins, A., ?im?ek, H., & Tak?r, A. (2022). Choosing a Higher Education destination: Marketing of where, why and how? Journal of Marketing for Higher Education. https://doi.org/10.1080/08841241.2022.2048431
Comai, A. (2023). Enablers and barriers to adopting digital marketing in Japanese higher education institutions. Studies in Higher Education, 1–18. https://doi.org/10.1080/03075079.2023.2275149
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Eger, L., Egerová, D., Tomczyk, L., Krysto?, M., & Czeglédi, C. (2021). Facebook for Public Relations in the higher education field: a study from four countries Czechia, Slovakia, Poland and Hungary. Journal of Marketing for Higher Education, 31(2), 240–260. https://doi.org/10.1080/08841241.2020.1781737
Febriyantoro, M. T. (2020). Exploring YouTube Marketing Communication: Brand awareness, brand image and purchase intention in the millennial generation. Cogent Business and Management, 7(1), 1–17. https://doi.org/10.1080/23311975.2020.1787733
Gordon-Isasi, J., Narvaiza, L., & Gibaja, J. J. (2022). An exploratory approach of the association between integrated marketing communication and business performance in higher education institutions. In Journal of Marketing for Higher Education (pp. 1–24). Routledge. https://doi.org/10.1080/08841241.2022.2070938
Gurrieri, L., & Finn, F. (2023). Gender transformative advertising pedagogy: promoting gender justice through marketing education. Journal of Marketing Management, 39(1–2), 108–133. https://doi.org/10.1080/0267257X.2022.2157461
Harahap, R. N. (2023). Analysis of Students Satisfaction Index Of FKIP UNTAN on Merdeka Belajar Kampus Merdeka (MBKM). Akademika, 12(02), 309–324. https://doi.org/10.34005/akademika.v12i02.2989
Hasanah, U., & Tobib, A. S. K. (2023). Esensi Merdeka Belajar Kampus Merdeka dan Eksistensi Mahasiswa Berprestasi. Paedagoria?: Jurnal Kajian, Penelitian Dan Pengembangan Kependidikan, 14(3), 199–206. https://doi.org/https://doi.org/10.31764/paedagoria.v14i3.13999
Ho, G. K. S., & Law, R. (2022). Marketing Strategies in the Decision-Making Process for Undergraduate Choice in Pursuit of Hospitality and Tourism Higher Education: The Case of Hong Kong. Journal of Hospitality and Tourism Education, 34(2), 124–136. https://doi.org/https://doi.org/10.1080/10963758.2020.1791136
Irawan, A., & Suharyati, H. (2023). Analisis Dampak Kebijakan Kurikulum Merdeka Belajar Kampus Merdeka (MBKM) pada Perguruan Tinggi: Literatur Review. Research and Development Journal Of Education, 9(2), 1116–1123. https://doi.org/10.30998/rdje.v9i2.19419
Jain, V., Mogaji, E., Sharma, H., & Babbili, A. S. (2022). A multi-stakeholder perspective of relationship marketing in higher education institutions. Journal of Marketing for Higher Education, 1–19. https://doi.org/10.1080/08841241.2022.2034201
John, S. P., & De Villiers, R. (2022). Factors affecting the success of marketing in higher education: a relationship marketing perspective. Journal of Marketing for Higher Education, 1–20. https://doi.org/10.1080/08841241.2022.2116741
Kerr, G., Lings, I., Terry, L., Richards, J., & Muirhead, B. (2023). Competitive advantage for life: an industry view of marketing communication education. Journal of Marketing Communications, 1–17. https://doi.org/10.1080/13527266.2023.2280055
Le, Q. H., Phan Tan, L., & Hoang, T. H. (2023). Brand posts and brand co-creation in higher education communities: a social communication process theory. Journal of Marketing for Higher Education, 1–24. https://doi.org/10.1080/08841241.2023.2239756
Lievens, A., & Moons, I. (2023). A systemic approach of communication in multiple stakeholder settings: challenges and future research directions from a multidisciplinary perspective. International Journal of Advertising, 42(1), 201–226. https://doi.org/10.1080/02650487.2022.2150953
Lubis, R. K., Zein, A., & Salsabiela, I. (2023). Perancangan Cinematic Video Sebagai Media Promosi Kampus II Stmik Pelita Nusantara Lubuk Pakam. Jurnal Pengabdian Kepada Masyarakat Nusantara (JPkMN), 4(3), 1814–1820. https://doi.org/10.55338/jpkmn.v4i3
Mai To, A., Mindzak, M., Thongpapanl, N., & Mindzak, J. (2022). Social media branding strategies of universities and colleges in Canada: a mixed-method approach investigating post characteristics and contents. Journal of Marketing for Higher Education, 1–21. https://doi.org/10.1080/08841241.2022.2139790
McAlister, A. R., Alhabash, S., & Yang, J. (2023). Artificial intelligence and ChatGPT: Exploring Current and potential future roles in marketing education. In Journal of Marketing Communications (pp. 1–22). Routledge. https://doi.org/10.1080/13527266.2023.2289034
Muharmi, Y., & Nadriati, S. (2023). Aplikasi Media Promosi Kampus STIMIK Dharmapala Riau Menggunakan Teknologi Augmented Reality. Journal of Information Technology and Computer Science (INTECOMS), 6(1), 487–493. https://doi.org/https://doi.org/10.31539/intecoms.v6i1.6497
Perera, C. H., Nayak, R., & Nguyen, L. T. V. (2022). The impact of social media marketing and brand credibility on higher education institutes’ brand equity in emerging countries. Journal of Marketing Communications, 29(8), 770–795. https://doi.org/10.1080/13527266.2022.2086284
Prastyowati, A. H., Fadah, I., Yulisetiarini, D., Sulanti, D., & Tobing, K. (2021). The Role of Academic Branding Reputation in Mediating the Effects of Marketing Communication on Interest in Choosing Private Universities (PTS) in East Java. Journal Of Archaeology Of Egypt/Egyptology, 18(4), 3761–3777.
Rahmanita, Y., Ekasani, K. A., & Mahendara, E. (2023). Redesain Strategi Pemasaran Berbasis Media Sosial di Kampus IPB Internasional. Jurnal Manajemen Perhotelan Dan Pariwisata, 6(2), 617–628. https://doi.org/https://doi.org/10.23887/jmpp.v6i2.65351
Riccomini, F. E., Cirani, C. B. S., Pedro, S. de C., Garzaro, D. M., & Kevin, K. S. (2021). Innovation in educational marketing: a study applied to Brazilian private higher education institutions. Journal of Marketing for Higher Education, 1–21. https://doi.org/10.1080/08841241.2021.1966157
Shofia, S., Husnita, L., & Junaidi, J. K. (2023). Partisipasi Mahasiswa dalam Program Kampus Mengajar, Merdeka Belajar-Kampus Merdeka (MBKM). Jurnal Pendidikan Tambusai, 7(3), 20284–20291. https://doi.org/https://doi.org/10.31004/jptam.v7i3.9473
Spais, G., & Paul, P. (2021). A Crisis Management Model for Marketing Education: Reflections on Marketing Education System’S Transformation in View of The Covid-19 Crisis. Marketing Education Review, 31(4), 322–339. https://doi.org/10.1080/10528008.2021.1951120
Sucahyadi, A., Wahyudi, T., & Anggela, P. (2023). Strategi Pemasaran Terhadap Peningkatan Penjualan Produk Ikan Lais di Kota Pontianak. INTEGRATE: Industrial Engineering and Management System, 7(1), 128–135. https://jurnal.untan.ac.id/index.php/jtinUNTAN/issue/view/2000
Sullivan, K., Yoon, K., & Stephens, R. (2022). Framing of Student Veterans in Higher Education Institutions’ Marketing Messages. Journal of Continuing Higher Education, 1–19. https://doi.org/10.1080/07377363.2022.2110828
Tanaka, V. (2022). Pengaruh Brand Authenticity terhadap Behavioral Intentions dengan Brand Trust sebagai Variabel Intervening pada Sepatu Vans. Jurnal Strategi Pemasaran, 9(2), 1–9.
Akhsani, R., Ismanto, & Kholil, M. (2023). Penerapan Teknologi Virtual Tour Untuk Pengembangan Media Promosi Kampus Berbasis Web. In Generation Journal (Vol. 7, Issue 2). https://doi.org/https://doi.org/10.29407/gj.v7i2.20069
Albinsson, P. A., Burman, B., Shows, G. D., & Stoddard, J. E. (2020). Integrating and Assessing Student Perceived Sustainability Literacy in an Integrated Marketing Communications Course. Marketing Education Review, 30(3), 159–176. https://doi.org/10.1080/10528008.2020.1770102
Arora, S., & Bawa, A. (2022). Response to Personalized Marketing Communication: An Empirical Investigation Comparing Users and Non-Users of Surrogate Shoppers. Journal of Internet Commerce, 21(2), 246–269. https://doi.org/10.1080/15332861.2021.1947741
Asif, S., Fatima, J. K., & Johns, R. (2022). Role of internal marketing in Australian higher education sector: age, gender and job level as moderators. Journal of Marketing for Higher Education, 1–18. https://doi.org/10.1080/08841241.2022.2049951
Ayvat, A. G., & Gunturkun, F. (2022). Analysis of the effect of a university’s integrated marketing communication activities on university choices using the decision tree technique. Journal of Marketing for Higher Education, 1–23. https://doi.org/10.1080/08841241.2022.2152919
Baharsyah, S., & Nurhasan, N. (2023). Pengaruh Kualitas Pelayanan dan Promosi Terhadap Keputusan Mahasiswa Memilih Kuliah di UMS. Jurnal Ilmiah Manajemen Dan Bisnis (JIMBis), 2(1), 14–30. https://doi.org/10.24034/jimbis.v2i1.5767
Barton, S. W. H. (2022). Niche Marketing as a Valuable Strategy to Grow Enrollment at an Institution of Higher Education. Journal of Continuing Higher Education, 70(3), 192–210. https://doi.org/10.1080/07377363.2021.1925826
Bonilla Quijada, M. del R., Perea Muñoz, E., Corrons, A., & Olmo-Arriaga, J. L. (2022). Engaging students through social media. Findings for the top five universities in the world. Journal of Marketing for Higher Education, 32(2), 197–214. https://doi.org/10.1080/08841241.2020.1841069
Collins, A., ?im?ek, H., & Tak?r, A. (2022). Choosing a Higher Education destination: Marketing of where, why and how? Journal of Marketing for Higher Education. https://doi.org/10.1080/08841241.2022.2048431
Comai, A. (2023). Enablers and barriers to adopting digital marketing in Japanese higher education institutions. Studies in Higher Education, 1–18. https://doi.org/10.1080/03075079.2023.2275149
Cooper, H. B., Ewing, M. T., Jayasinghe, L., Struweg, I., & Wait, M. (2023). Marketing communication education in developing countries: Post-pandemic insights from India and South Africa. Journal of Marketing Communications, 1–23. https://doi.org/10.1080/13527266.2023.2208131
Eger, L., Egerová, D., Tomczyk, L., Krysto?, M., & Czeglédi, C. (2021). Facebook for Public Relations in the higher education field: a study from four countries Czechia, Slovakia, Poland and Hungary. Journal of Marketing for Higher Education, 31(2), 240–260. https://doi.org/10.1080/08841241.2020.1781737
Febriyantoro, M. T. (2020). Exploring YouTube Marketing Communication: Brand awareness, brand image and purchase intention in the millennial generation. Cogent Business and Management, 7(1), 1–17. https://doi.org/10.1080/23311975.2020.1787733
Gordon-Isasi, J., Narvaiza, L., & Gibaja, J. J. (2022). An exploratory approach of the association between integrated marketing communication and business performance in higher education institutions. In Journal of Marketing for Higher Education (pp. 1–24). Routledge. https://doi.org/10.1080/08841241.2022.2070938
Gurrieri, L., & Finn, F. (2023). Gender transformative advertising pedagogy: promoting gender justice through marketing education. Journal of Marketing Management, 39(1–2), 108–133. https://doi.org/10.1080/0267257X.2022.2157461
Harahap, R. N. (2023). Analysis of Students Satisfaction Index Of FKIP UNTAN on Merdeka Belajar Kampus Merdeka (MBKM). Akademika, 12(02), 309–324. https://doi.org/10.34005/akademika.v12i02.2989
Hasanah, U., & Tobib, A. S. K. (2023). Esensi Merdeka Belajar Kampus Merdeka dan Eksistensi Mahasiswa Berprestasi. Paedagoria?: Jurnal Kajian, Penelitian Dan Pengembangan Kependidikan, 14(3), 199–206. https://doi.org/https://doi.org/10.31764/paedagoria.v14i3.13999
Ho, G. K. S., & Law, R. (2022). Marketing Strategies in the Decision-Making Process for Undergraduate Choice in Pursuit of Hospitality and Tourism Higher Education: The Case of Hong Kong. Journal of Hospitality and Tourism Education, 34(2), 124–136. https://doi.org/https://doi.org/10.1080/10963758.2020.1791136
Irawan, A., & Suharyati, H. (2023). Analisis Dampak Kebijakan Kurikulum Merdeka Belajar Kampus Merdeka (MBKM) pada Perguruan Tinggi: Literatur Review. Research and Development Journal Of Education, 9(2), 1116–1123. https://doi.org/10.30998/rdje.v9i2.19419
Jain, V., Mogaji, E., Sharma, H., & Babbili, A. S. (2022). A multi-stakeholder perspective of relationship marketing in higher education institutions. Journal of Marketing for Higher Education, 1–19. https://doi.org/10.1080/08841241.2022.2034201
John, S. P., & De Villiers, R. (2022). Factors affecting the success of marketing in higher education: a relationship marketing perspective. Journal of Marketing for Higher Education, 1–20. https://doi.org/10.1080/08841241.2022.2116741
Kerr, G., Lings, I., Terry, L., Richards, J., & Muirhead, B. (2023). Competitive advantage for life: an industry view of marketing communication education. Journal of Marketing Communications, 1–17. https://doi.org/10.1080/13527266.2023.2280055
Le, Q. H., Phan Tan, L., & Hoang, T. H. (2023). Brand posts and brand co-creation in higher education communities: a social communication process theory. Journal of Marketing for Higher Education, 1–24. https://doi.org/10.1080/08841241.2023.2239756
Lievens, A., & Moons, I. (2023). A systemic approach of communication in multiple stakeholder settings: challenges and future research directions from a multidisciplinary perspective. International Journal of Advertising, 42(1), 201–226. https://doi.org/10.1080/02650487.2022.2150953
Lubis, R. K., Zein, A., & Salsabiela, I. (2023). Perancangan Cinematic Video Sebagai Media Promosi Kampus II Stmik Pelita Nusantara Lubuk Pakam. Jurnal Pengabdian Kepada Masyarakat Nusantara (JPkMN), 4(3), 1814–1820. https://doi.org/10.55338/jpkmn.v4i3
Mai To, A., Mindzak, M., Thongpapanl, N., & Mindzak, J. (2022). Social media branding strategies of universities and colleges in Canada: a mixed-method approach investigating post characteristics and contents. Journal of Marketing for Higher Education, 1–21. https://doi.org/10.1080/08841241.2022.2139790
McAlister, A. R., Alhabash, S., & Yang, J. (2023). Artificial intelligence and ChatGPT: Exploring Current and potential future roles in marketing education. In Journal of Marketing Communications (pp. 1–22). Routledge. https://doi.org/10.1080/13527266.2023.2289034
Muharmi, Y., & Nadriati, S. (2023). Aplikasi Media Promosi Kampus STIMIK Dharmapala Riau Menggunakan Teknologi Augmented Reality. Journal of Information Technology and Computer Science (INTECOMS), 6(1), 487–493. https://doi.org/https://doi.org/10.31539/intecoms.v6i1.6497
Perera, C. H., Nayak, R., & Nguyen, L. T. V. (2022). The impact of social media marketing and brand credibility on higher education institutes’ brand equity in emerging countries. Journal of Marketing Communications, 29(8), 770–795. https://doi.org/10.1080/13527266.2022.2086284
Prastyowati, A. H., Fadah, I., Yulisetiarini, D., Sulanti, D., & Tobing, K. (2021). The Role of Academic Branding Reputation in Mediating the Effects of Marketing Communication on Interest in Choosing Private Universities (PTS) in East Java. Journal Of Archaeology Of Egypt/Egyptology, 18(4), 3761–3777.
Rahmanita, Y., Ekasani, K. A., & Mahendara, E. (2023). Redesain Strategi Pemasaran Berbasis Media Sosial di Kampus IPB Internasional. Jurnal Manajemen Perhotelan Dan Pariwisata, 6(2), 617–628. https://doi.org/https://doi.org/10.23887/jmpp.v6i2.65351
Riccomini, F. E., Cirani, C. B. S., Pedro, S. de C., Garzaro, D. M., & Kevin, K. S. (2021). Innovation in educational marketing: a study applied to Brazilian private higher education institutions. Journal of Marketing for Higher Education, 1–21. https://doi.org/10.1080/08841241.2021.1966157
Shofia, S., Husnita, L., & Junaidi, J. K. (2023). Partisipasi Mahasiswa dalam Program Kampus Mengajar, Merdeka Belajar-Kampus Merdeka (MBKM). Jurnal Pendidikan Tambusai, 7(3), 20284–20291. https://doi.org/https://doi.org/10.31004/jptam.v7i3.9473
Spais, G., & Paul, P. (2021). A Crisis Management Model for Marketing Education: Reflections on Marketing Education System’S Transformation in View of The Covid-19 Crisis. Marketing Education Review, 31(4), 322–339. https://doi.org/10.1080/10528008.2021.1951120
Sucahyadi, A., Wahyudi, T., & Anggela, P. (2023). Strategi Pemasaran Terhadap Peningkatan Penjualan Produk Ikan Lais di Kota Pontianak. INTEGRATE: Industrial Engineering and Management System, 7(1), 128–135. https://jurnal.untan.ac.id/index.php/jtinUNTAN/issue/view/2000
Sullivan, K., Yoon, K., & Stephens, R. (2022). Framing of Student Veterans in Higher Education Institutions’ Marketing Messages. Journal of Continuing Higher Education, 1–19. https://doi.org/10.1080/07377363.2022.2110828
Tanaka, V. (2022). Pengaruh Brand Authenticity terhadap Behavioral Intentions dengan Brand Trust sebagai Variabel Intervening pada Sepatu Vans. Jurnal Strategi Pemasaran, 9(2), 1–9.
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