Bringing Innovations of Integrated Marketing Communications Mix to the Job Training I

Rinawiyanti, Esti Dwi (2011) Bringing Innovations of Integrated Marketing Communications Mix to the Job Training I. In: The 3rd Indonesian International Conference on Innovation, Entrepreneurship, & Small Business (ICIESS) 2011, July 26-28, Bandung. (Unpublished)

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Students of Industrial Engineering at the University of Surabaya get a marketing management course, which includes the concept of marketing, strategy of segmentation, targeting, positioning, differentiation, marketing mix of product, price, place, and promotion (4P), and Corporate Social Responsibility (CSR). They can practice these theories significantly in the Job Training I. Divided in a team, the students play a role as a manufacturer by making the product as specified, and design appropriate marketing strategies for that product. One is the promotion strategy, the second P of marketing mix. They must be creative and innovative in designing effective marketing communication mix strategies to deliver customer value. There are several methods of promotion that can be used, such as exhibition, advertising (brochures and websites), sales promotion, and personal selling. At the exhibition, they display the products that they have made and present their creativity and innovation in the promotion strategy. To appreciate the creativity and innovation of students, three awards for three categories related to marketing field are provided. First, the best booth at the exhibition is evaluated based on the booth appearance and cleanliness, and the conformity with the Job Training theme. Second, the best negotiator is for the student who can perform the best negotiation and personal selling during the exhibition. Last, the best innovation in marketing is assessed through the number of media promotion used, the effectiveness of the media promotion, the selling innovation, and the team appearance during the exhibition. This event has received good appreciation from the students because through those activities, they can explore their creative ideas and innovation and build good communication and teamwork.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: promotion, exhibition, innovation
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Engineering > Department of Industrial Engineering
Depositing User: Eko Setiawan 194014
Date Deposited: 02 Oct 2014 07:38
Last Modified: 02 Oct 2014 07:38

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