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Course Description
This course studies several basic marketing communication concepts and marketing communication processes including: audience analysis, preparation of promotional mixes, development of marketing communication programs, implementation and control of marketing communications as well as various relevant cases.
Program Objectives (PO)
- Mahasiswa mampu menganalisis tugas-tugas humas lembaga/korporat, komunikasi pemasaran, dan branding
- Mahasiswa mampu mengidentifikasi dan menjelaskan peran, tugas & fungsi PR dalam organisasi, tools PR, publik eksternal dan internal, reputasi/citra perusahaan, krisis kehumasan, dan etika PR
- Mahasiswa mampu menguasai konsep periklanan, branding, dan berbagai macam strategi pemasaran
- Mahasiswa mampu menganalisis tentang perilaku konsumen dan mampu membedakan segmenting, targeting, dan positioning
Aktifitas Pembelajaran
-
Pertemuan 1 Konsep dasar kehumasan (public relations), komunikasi pemasaran, dan branding -
Pertemuan 2 Peran, tugas & fungsi PR dalam organisasi, tools PR, publik eksternal dan internal -
Pertemuan 3 Peran, tugas & fungsi PR dalam organisasi, tools PR, publik eksternal dan internal -
Pertemuan 4 Dan menganalisis reputasi/citra sebuah perusahaan -
Pertemuan 5 Dan menganalisis krisis kehumasan -
Pertemuan 6 Etika dalam PR -
Pertemuan 7 Etika dalam PR -
Pertemuan 8 UTS -
Pertemuan 9 Faktor yang memengaruhi perilaku konsumen/studi konsumen dan perbedaan segmenting, targeting, dan positioning -
Pertemuan 10 Dan membedakan direct selling dan personal selling -
Pertemuan 11 Dan membedakan advertising dengan branding -
Pertemuan 12 Dan membedakan advertising dengan branding -
Pertemuan 13 Dan membedakan berbagai macam strategi pemasaran -
Pertemuan 14 Dan membedakan berbagai macam strategi pemasaran -
Pertemuan 15 Presentasi dan evaluasi -
Pertemuan 16 UAS
References
- Shimp, Terence. 2003. Periklanan dan Promosi; Aspek tambahan pemasaran terpadu.(buku I) Erlangga. Jakarta
- Lattimore, dkk. 2010. Public Relations: Profesi & Praktik (ed. 3) . Jakarta: Salemba Humanika
- Soemirat, Soleh & Elvinaro Ardianto. 2010. Dasar-dasar Public Relations . Bandung: Rosda Karya
- Cutlip, Scott M., Allen H. Center & Glen M. Broom. 2009. Effective Public Relations (Ed.9) . Jakarta: Kencana Prenada Media
- Shimp, Terrence. 2010. Advertising, Promotion, & Other Aspects of Integrated Marketing Communications, 8e. South-Western, Cengage Learning
- Shimp, Terence. 2003. Periklanan dan Promosi; Aspek tambahan pemasaran terpadu.(buku II) Erlangga. Jakarta
- . Duncan,Tom. 2002. IMC. Using advertising and Promotion to build Brand . McGrawHill.
- . Tuten, Tracy L. 2008. Advertising 2.0. Social media marketing in web 2.0 world. Praeger. London
Lecturer
Difficult Things About Education.
$75$10
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