Application of Promotion Mix in Higher Education Promotion: in a review
Keywords:
Promotion Mix, Higher EducationAbstract
This article aims to explore more deeply about the application of promotion mix strategies in higher education promotion, address existing challenges, and propose solutions to bridge the gap between theory and practice. This study used a qualitative research approach conducted by researchers. Qualitative methods are basically exploratory research techniques used to investigate causes, viewpoints, and opinions to answer research questions. Because the purpose of this study is to explore the Application of Promotion Mix in Higher Education Promotion through various literature and previous research, the qualitative research approach was chosen appropriately. Data collection for this study will be conducted from primary and secondary sources. Researchers will collect primary data to answer research questions through a review of scientific papers, journals, books, websites, and blogs used in the study.
The application of Promotion Mix in higher education promotion is essential for increasing awareness, shaping brand image, and attracting prospective students. Utilizing various elements such as advertising, public relations, sales promotion, personal selling, and direct marketing contributes to achieving these objectives effectively. Furthermore, research suggests that utilitarian elements of the marketing mix significantly impact product and corporate brands in higher education. Therefore, it is imperative for educational institutions to prioritize utilitarian aspects in their promotional strategies to enhance brand perception and attract students.
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Copyright (c) 2024 Helena Louise Panggabean, Fitria Ariyani, Tri Susilowati, Sonya Sidjabat, Mochammad Subagio, Ryan Firdiansyah Suryawan
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