binus 101 an introduction to marketing...
TRANSCRIPT
BINUS 101An Introduction to Marketing Division
Presented by Judi Arto
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Update per Februari 2014
What is Brand
A brand is the emotional connection
people make with an organization,
product or service.
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What is Personal Brand
Your Personal Brand is the powerful, clear, positive idea that comes to mind whenever other people think of you.
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Align Your Personal Brand with Your Company's Brand
When you know your personal brand, you can figure out
how to use it within the corporate culture where you work. It becomes an authentic exchange of assets.
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The “6K Strategy”:• Kesempatan
(Opportunity),• Keberanian (Courage),• Keberuntungan (Good
Fortune),• Kemauan (Willingness), • Kerja keras (Hard work), • Kepercayaan kepada
Tuhan (Belief in God).
The 3K Strategy:• Kesempatan (Opportunity),• Keberanian yang
bertanggung jawab(Responsible courage),
• Kerja keras (Hard work).
4 values :• Tenacious Focus• Freedom to
Innovate• Farsighted• Embrace Diversity
=Values
Alignment BINUSIAN’s Brand with BINUS’ Brand
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Alignment BINUSIAN’s Brand with BINUS’ Brand
=values :
• Tenacious Focus• Freedom to Innovate
• Farsighted• Embrace Diversity
I am BINUSIAN..
BINUSIAN’s Organization
BINUS’ Programs
BINUSIAN’s Organization
BINUS’ Product/
ervice
Brand Recommendation
Brand Awareness
Perceived Quality
Brand Perception
Student IntakeBrand Equity
Marketing Goals
Media Publishing
binus.edu, binus.ac.id, binus-school.netbbs.binus.edu, BINUS MAYABINUS ONLINE LEARNING
BERITA BINUS (BINUS HIGHLIGHT, Breaking NEWS)
Campus Wall; Campus Billboard
Contribute to BINUS MEDIA & Publishing...internal communication external communication
Media Partner
• Printed, • Electronic, • Broadcast, • Billboard
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Business Assessment
Product Developments
Communication Management
Customer Acquisition Management
Customer Retention Management
Marketing Intelligence Marketing and
Corporate Communication
MARKETING BUSINESS PERFORMANCE
Marketing Acquisition
and Activation
Marketing Activities...
Marketing Org. Structure
Subject Detail
Position Corporate CommunicationFunction Main Function : Communication Management (Non
Commercial)
Supporting Function : Business Assessment, Product Development, Customer Acquisition Management, Customer Retention Management
Role Manage internal communication and branding
Manage commercial agency (creative, media buying and event organizer)
Manage non commercial external communication : Government and public relation
Manage corporate social responsibility programs
Handle customer complain on product/ corporate
Support UNIT’s communication and marketing programs
Position function and role are described as follows …
Subject Detail
Position Marketing Communication
Function Main Function : Communication Management (Commercial)
Supporting Function : Business Assessment, Product Development, Customer Acquisition Management, Customer Retention Management
Role Manage brand and product portfolio communication strategy
Manage, guide and synergize UNIT’s external communication and activation
Manage and guide creative and branding application
Manage commercial media
Manage commercial agency (creative, media buying and event organizer)
Support UNIT’s communication and marketing programs
Position function and role are described as follows …
Subject Detail
Position Marketing Intelligence Function Main Function : Business Assessment
Supporting Function : Product Development, Customer Acquisition Management, Customer Retention ManagementRole Provide market and competitive review
Manage and analyze customer acquisition data & information
Manage customer insight and findings
Assess analyze brand equity
Assess, analyze and provide recommendations on program effectiveness & efficiency
Position function and role are described as follows …
Subject Detail
Position UNIT’s MarketingFunction Main Function : Customer Acquisition Management,
Customer Retention Management
Supporting Function : Communication Management , Business Assessment, Product Development,
Role Manage sales
Manage tactical promotion and communication
Manage data and information collection
Manage product development
Manage customer satisfaction through for front-liners
Position function and role are described as follows …
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BINUS INTERNATIONAL SCHOOL SIMPRUGJl. Sultan Iskandar Muda Kav. G-8Jakarta Selatan 12220Telp. : (+62 – 21) 724 – 3663 ext. 4120, 4121Fax. : (+62 – 21) 723 – 7678Email: [email protected] : www.binus-school.net
BINUS INTERNATIONAL SCHOOL SERPONGJl. Lengkong Karya – Jelupang No. 58, Lengkong Karya / SerpongTangerang 15322Telp. : (+62 – 21) 538 – 0400 ext. 5101, 5102Email: [email protected] : www.binus-school.net
BINUS UNIVERSITYAnggrek CampusJl. Kebon Jeruk Raya No. 27, Kebon JerukJakarta Barat 11530Admission Hotline: (+62 – 21) 53 – 69 – 69 – 69, 53 – 69 – 69 – 99Fax. : (+62 – 21) 530 – 0244Kijang CampusJl. Kemanggisan Ilir III No. 45, Kemanggisan / PalmerahJakarta Barat 11480Telp. : (+62 – 21) 532 – 7630Fax. : (+62 – 21) 533 – 2985Syahdan CampusJl. K. H. Syahdan No. 9, Kemanggisan / PalmerahJakarta Barat 11480Telp. : (+62 – 21) 534 – 5830, 535 – 0660Fax. : (+62 – 21) 530 – 0244Email: [email protected] : www.binus.ac.id
THE JOSEPH WIBOWO CENTER FOR ADVANCED LEARNINGBINUS INTERNATIONALBINUS BUSINESS SCHOOLEXECUTIVE DEVELOPMENT PROGRAMJl. Hang Lekir I No. 6, Kebayoran BaruJakarta Selatan 12120Telp. : (+62 – 21) 720 – 2222, 720 – 3333Fax. : (+62 – 21) 720 – 5555, 720 – 8569Email: [email protected] : www.binus.ac.id , bbs.binus.eduBINUS CENTER (Head Office)Jl. K. H. Syahdan No. 20, Kemanggisan / PalmerahJakarta Barat 11480Telp. : (+62 – 21) 534 – 5830 ext. 3111, 3115; (+62 – 21) 532 –2157, 532 – 8091Fax. : (+62 – 21) 536 – 3867E-mail: [email protected] : www.binuscenter.com
Corporate CommunicationsMarketing Communication Marketing Intelligence
Syahdan CampusJl. K. H. Syahdan No. 9, Kemanggisan / PalmerahJakarta Barat 11480Telp. : (+62 - 21) 534 - 5830, 535 – 0660 ext. 2150/ 2170/ 2128 Fax. : (+62 - 21) 530 – 0244