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Course Description
In this course students learn about the role of communication in building an image (branding). Both institutional branding and branding related to marketing communications, namely brand identity. Students are expected to be able to develop integrated inter-media strategies and creative messages and concepts to reach target audiences, and deliver brand promises through communication programs. Students have the ability to structure a branding program plan based on the application of concepts, principles and practices in organizations and are able to measure and critically evaluate the impact and communication results of a branding program or activity.
Program Objectives (PO)
- Mampu menjelaskan konsep branding dan menganalisis masalah serta mampu beradaptasi terhadap situasi dunia komunikasi pemasaran dan public relations.
- 1. Mampu menjelaskan konsep branding dan menganalisis masalah serta mampu beradaptasi terhadap situasi dunia komunikasi pemasaran dan public relations.
- Mampu merancang proyek visual dan strategi kreatif untuk menyelesaikan permasalahan komunikasi merek secara kontekstual dan inovatif
Aktifitas Pembelajaran
-
Pertemuan 1 RPS, gambaran mata kuliah, dan Kontrak selama perkuliahan -
Pertemuan 2 Teori dan konsep tentang Branding -
Pertemuan 3 Strategi Segmentasi, Targeting, Diferensiasi, dan Positioning (STDP) -
Pertemuan 4 Konsep Brand equity dan mampu merancang proyek dalam membangun Brand -
Pertemuan 5 Cyber branding Memahami identitas visual merek, Memahami positioning brand, diferensisasi brand Merancang identitas brand . -
Pertemuan 6 Cyber branding Memahami identitas visual merek, Memahami positioning brand, diferensisasi brand Merancang identitas brand . -
Pertemuan 7 Cyber branding Memahami identitas visual merek, Memahami positioning brand, diferensisasi brand Merancang identitas brand . -
Pertemuan 8 Ujian Tengah Semester -
Pertemuan 9 Konsep dan praktik branding destinasi wisata, produk, dan lembaga melalui pendekatan analisis SWOT. -
Pertemuan 10 Branding destinasi wisata, produk, lembaga -
Pertemuan 11 Project Perancangan: Memahami Konsep Desain, Promosi, Konsep media. -
Pertemuan 12 Konsep desain untuk memperkuat pesan merek, mengembangkan strategi promosi sesuai dengan target audiens yang efektif dalam proyek branding. -
Pertemuan 13 Branding destinasi wisata, produk, lembaga -
Pertemuan 14 Branding destinasi wisata, produk, lembaga -
Pertemuan 15 Keseluruhan proses dan hasil proyek branding. -
Pertemuan 16 US
References
- Aaker, David. 1997. Building Strong Brand. The Free Press: New York.
- Darmadi Durianto: Sugiarto. Tony Simanjuntak. 2001. Strategi Menaklukan Pasar. PT Gramedia Pustaka Utama: Jakarta.
- Keller, Kevin Lane. 2005. Strategic Brand Management: Building, Measuring, and Manging Brand Equity. Pearson Prentice Hall.
- Diehl, Gregory V. 2017. Brand Identity Breakthrough: How to Craft Your Companys Unique Story to Make Your Products Irresistible. by Identity Publications.
- Neumeier, Marty.2005. The Brand Gap: How to Bridge the Distance Between Business Strategy and Design. Publisher by Neutron LLC. San Francisco.
- A.B. Susanto dkk. 2004. Value Marketing, Paradigma Baru Pemasaran, Penerbit Quantum Bisnis & Manajemen (PT. Mizan Publikasi): Jakarta Selatan.
- A.B. Susanto & Himawan Wijanarko. 2004. Power Branding: Membangun Merek Unggul dari Organisasi Pendukungnya. Mizan Media Utama: Bandung.
- Weeler, Alina. 2013. Designing Brand Identity (four edition). Published by John Wiley & Sons, Inc. New Jersey.
Lecturer
Difficult Things About Education.
$75$10
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