Talk about education, which comes in mind of course the things that are academic, curriculum, exams and others. But what about the education in private university? In contrast to public universities that are relatively easier to get prospective students, private university has to issue a proper strategy to grab the attention of prospective students, because the biggest source of college revenue still comes from students. Universitas Islam Indonesia (UII) as the oldest Indonesian national university has eight faculties and international program also would have to determine measures to sell the study programs with elegant way. In this case, researcher focused on Faculty of Islamic Studies as the oldest faculty in this campus. As the old faculty with major that characterized by religion certainly has its own challenges to sell their study programs. The fierce competition of universities in Yogyakarta and Indonesia inevitably makes Faculty of Islamic Studies (FIAI) UII should conduct integrated marketing communication strategies to increase the number of applicants in each of the three study programs. This research was conducted with a qualitative descriptive method to know what kind of integrated marketing strategies that FIAI do to attract potential new registrants based on suitable market target of the study programs.
谈到教育，我想到的当然是学术、课程、考试等等。但是私立大学的教育怎么样呢?与相对容易吸引到准学生的公立大学相比，私立大学必须出台适当的策略来吸引准学生的注意力，因为大学的最大收入来源仍然来自学生。印尼伊斯兰大学(Universitas Islam Indonesia, UII)作为印尼最古老的国立大学，拥有8个学院和国际课程，也必须确定如何以优雅的方式销售学习课程。在这种情况下，研究人员把重点放在了伊斯兰研究学院，因为它是这个校园里最古老的学院。作为以宗教为特色的老教师，他们在推销自己的学习项目方面当然也面临着挑战。日惹和印度尼西亚大学的激烈竞争不可避免地使伊斯兰研究学院(FIAI) ii应该进行整合的营销传播策略，以增加三个研究项目的申请人数量。本研究以定性描述的方法进行，以了解FIAI根据研究计划的合适市场目标，采取什么样的整合营销策略来吸引潜在的新注册者。
{"title":"HOW TO SELL ISLAMIC STUDIES IN HIGHER EDUCATION (INTEGRATED MARKETING COMMUNICATION OF FACULTY OF ISLAMIC STUDIES IN UNIVERSITAS ISLAM INDONESIA)","authors":"R. Sari","doi":"10.17501/icom.2016.4103","DOIUrl":"https://doi.org/10.17501/icom.2016.4103","url":null,"abstract":"Talk about education, which comes in mind of course the things that are academic, curriculum, exams and others. But what about the education in private university? In contrast to public universities that are relatively easier to get prospective students, private university has to issue a proper strategy to grab the attention of prospective students, because the biggest source of college revenue still comes from students. Universitas Islam Indonesia (UII) as the oldest Indonesian national university has eight faculties and international program also would have to determine measures to sell the study programs with elegant way. In this case, researcher focused on Faculty of Islamic Studies as the oldest faculty in this campus. As the old faculty with major that characterized by religion certainly has its own challenges to sell their study programs. The fierce competition of universities in Yogyakarta and Indonesia inevitably makes Faculty of Islamic Studies (FIAI) UII should conduct integrated marketing communication strategies to increase the number of applicants in each of the three study programs. This research was conducted with a qualitative descriptive method to know what kind of integrated marketing strategies that FIAI do to attract potential new registrants based on suitable market target of the study programs.","PeriodicalId":433658,"journal":{"name":"Zeitschrift Für Interaktive Und Kooperative Medien","volume":"7 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2016-10-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121354861","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Marketing Management nowadays needs to face up to the rapidly changing internal and external business environment. Enterprises today have to fundamentally change their approach how to successfuly enter the new knowledge economy. They first must get rid of their inflexible rigid hierarchical organizational structures which only serve to inhibit the necessary changes. The solution is to create within each company newly cooperating and organizationally linked teams that also receive sufficient autonomy to be able to collaborate internally with each other while achieving common goals. It is only by employing this organizational style of structure that Knowledge Management can be fully realized. The emergence and development of a community based culture of an organization can best be stimulated by its top management via the quality of its internal communication. The classical marketing communication of a company mainly affects its customers and is designed to ensure the implementation of its strategic marketing and operational objectives, including PR and sales promotion. Nowadays though, with the development of the global activities of firms, the struggle for the knowledge of their workers begins first at the labor market. The most important task of top managers is to retain their „key persons“ and to support their personal development whilst ensuring their participation in the projects and designs of the future. Therefore, a modern top management must treat its own employees the same way as it treats its customers and clients.
{"title":"INTERNAL MARKETING ENHANCES BUSINESS PERFORMANCE","authors":"O. Kratochvil, Iveta Hashesh","doi":"10.17501/icom.2016.4104","DOIUrl":"https://doi.org/10.17501/icom.2016.4104","url":null,"abstract":"Marketing Management nowadays needs to face up to the rapidly changing internal and external business environment. Enterprises today have to fundamentally change their approach how to successfuly enter the new knowledge economy. They first must get rid of their inflexible rigid hierarchical organizational structures which only serve to inhibit the necessary changes. The solution is to create within each company newly cooperating and organizationally linked teams that also receive sufficient autonomy to be able to collaborate internally with each other while achieving common goals. It is only by employing this organizational style of structure that Knowledge Management can be fully realized. The emergence and development of a community based culture of an organization can best be stimulated by its top management via the quality of its internal communication. The classical marketing communication of a company mainly affects its customers and is designed to ensure the implementation of its strategic marketing and operational objectives, including PR and sales promotion. Nowadays though, with the development of the global activities of firms, the struggle for the knowledge of their workers begins first at the labor market. The most important task of top managers is to retain their „key persons“ and to support their personal development whilst ensuring their participation in the projects and designs of the future. Therefore, a modern top management must treat its own employees the same way as it treats its customers and clients.","PeriodicalId":433658,"journal":{"name":"Zeitschrift Für Interaktive Und Kooperative Medien","volume":"9 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2016-10-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126825561","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
In the conditions of growing demand and rising barriers to customer requirements, the key competence of the company that determines its duration and development, is the ability to create the customer capital. This ability is directly related to the building and transferring of knowledge. The customers are becoming a source of knowledge for the enterprise more and more, who create their own initiative or are inspired by the enterprise. Virtual communities are embroiled in a web of relationships enabling interactive communication message, the content of which can be used in the process of: design, manufacturing, delivery and communication of values. Realizing the potential of virtual community generates business opportunities to create a unique product. Such a product meeting the functional and emotional tasks defined by the customer, is created on the basis of relationships grounding on cooperation and commitment of the customer, which positively reflect the stability of the relationship, and thus reduce the risk of capital engagement. The research on changes in attitudes and behavior of customers and on the emerging challenges for the company, identified the opportunities and barriers of building the knowledge base with the help of virtual communities and show that the effective use of the potential of virtual communities in the process of customer capital creation requires not only the development and implementation of strategy integrated with the global strategy of the company but also building an organizational culture open to the implementation of the customer‟s interest. The verification of the hypothesis is based on the analysis of scientific research centers and other studies in the literature.
{"title":"THE STRATEGIES OF USING VIRTUAL COMMUNITIES IN BUILDING CUSTOMER CAPITAL","authors":"W. Caputa","doi":"10.17501/ICOM.2016.4105","DOIUrl":"https://doi.org/10.17501/ICOM.2016.4105","url":null,"abstract":"In the conditions of growing demand and rising barriers to customer requirements, the key competence of the company that determines its duration and development, is the ability to create the customer capital. This ability is directly related to the building and transferring of knowledge. The customers are becoming a source of knowledge for the enterprise more and more, who create their own initiative or are inspired by the enterprise. Virtual communities are embroiled in a web of relationships enabling interactive communication message, the content of which can be used in the process of: design, manufacturing, delivery and communication of values. Realizing the potential of virtual community generates business opportunities to create a unique product. Such a product meeting the functional and emotional tasks defined by the customer, is created on the basis of relationships grounding on cooperation and commitment of the customer, which positively reflect the stability of the relationship, and thus reduce the risk of capital engagement. The research on changes in attitudes and behavior of customers and on the emerging challenges for the company, identified the opportunities and barriers of building the knowledge base with the help of virtual communities and show that the effective use of the potential of virtual communities in the process of customer capital creation requires not only the development and implementation of strategy integrated with the global strategy of the company but also building an organizational culture open to the implementation of the customer‟s interest. The verification of the hypothesis is based on the analysis of scientific research centers and other studies in the literature.","PeriodicalId":433658,"journal":{"name":"Zeitschrift Für Interaktive Und Kooperative Medien","volume":"4 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2016-10-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132073902","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Due to the rising of personal incomes and living standards, consumers are more focused on their personal style and taste. Consumption patterns are also changed from the past ‖industrial economy,‖ to ― service economy,‖ and now to ―experiential economy.‖ Therefore, in the experience economy we live through; marketing theorists and implementers are in search of unique and entertaining experiences to create customer dependence. In this context, strategies of marketing world has changed and developed to provide consumer experience rather than selling product and service. Experience is the main component of experiential marketing and it aims to make consumers respond, act actively to purchase and gain different feelings, different perceptions in consequence of their experiences. Its purpose is to appeal to the emotional senses of the customers and to influence their choice decision. The literature revue reveals that emotions constitute potent, pervasive, predictable, sometimes harmful and sometimes beneficial drivers of decision-making. Across different domains, important regularities appear in the mechanisms through which emotions influence judgments and choices. The purpose of this paper is to study the role of emotions and analyze the impacts of experiential marketing on the consumer behavior in retail stores in Morocco. Our research has theoretical and managerial interests. The theoretical one is a twofold interests: The first is revisiting the decision-making approaches by completing the cognitive dimension by an emotional one. The second interest is proposing and testing a model that relates the role of emotions and experience in the decision-making process. The managerial interest is enabling companies to identify the elements able to generate favorable emotional responses, which will influence the consumer behavior and their decision-making process.
{"title":"THE IMPACTS OF EXPERIENTIAL MARKETING ON THE CONSUMER BEHAVIOR IN RETAIL STORES: THE PROPOSAL OF A THEORETICAL MODEL","authors":"Amal Doulkaid, Lahoucine Berbou","doi":"10.17501/ICOM.2016.4101","DOIUrl":"https://doi.org/10.17501/ICOM.2016.4101","url":null,"abstract":"Due to the rising of personal incomes and living standards, consumers are more focused on their personal style and taste. Consumption patterns are also changed from the past ‖industrial economy,‖ to ― service economy,‖ and now to ―experiential economy.‖ Therefore, in the experience economy we live through; marketing theorists and implementers are in search of unique and entertaining experiences to create customer dependence. In this context, strategies of marketing world has changed and developed to provide consumer experience rather than selling product and service. Experience is the main component of experiential marketing and it aims to make consumers respond, act actively to purchase and gain different feelings, different perceptions in consequence of their experiences. Its purpose is to appeal to the emotional senses of the customers and to influence their choice decision. The literature revue reveals that emotions constitute potent, pervasive, predictable, sometimes harmful and sometimes beneficial drivers of decision-making. Across different domains, important regularities appear in the mechanisms through which emotions influence judgments and choices. The purpose of this paper is to study the role of emotions and analyze the impacts of experiential marketing on the consumer behavior in retail stores in Morocco. Our research has theoretical and managerial interests. The theoretical one is a twofold interests: The first is revisiting the decision-making approaches by completing the cognitive dimension by an emotional one. The second interest is proposing and testing a model that relates the role of emotions and experience in the decision-making process. The managerial interest is enabling companies to identify the elements able to generate favorable emotional responses, which will influence the consumer behavior and their decision-making process.","PeriodicalId":433658,"journal":{"name":"Zeitschrift Für Interaktive Und Kooperative Medien","volume":"70 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2016-10-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124566023","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Entrepreneurship and marketing are the interface functions in the corporate responses to an increasingly rivalry and complex external environment. Both concepts illustrate organizational direction toward creativity, innovation, adaptability, and risk-taking. This paper aims to explore strategic successfulness of a Thai corporate embracing franchising as a preferred method for growing its business. Given the exploratory nature of this study, single case study was designed. In-depth interview (face-to-face) with a managing director was conducted. The finding shows a connection between entrepreneurship and marketing as well as the linkage with franchising. The preliminary data has important implication for entrepreneurial marketing, franchising theorists, and practitioners in informing guidelines for the success of business operations in franchising. In addition, this study provides a platform for future study.
{"title":"A MILESTONE IN SUCESSFUL FRANCHISOR OF MOLY-CARE CAR CARE COMPANY","authors":"Arunee Lertkornkitja, Wari Chokelumlerd","doi":"10.17501/icom.2016.4102","DOIUrl":"https://doi.org/10.17501/icom.2016.4102","url":null,"abstract":"Entrepreneurship and marketing are the interface functions in the corporate responses to an increasingly rivalry and complex external environment. Both concepts illustrate organizational direction toward creativity, innovation, adaptability, and risk-taking. This paper aims to explore strategic successfulness of a Thai corporate embracing franchising as a preferred method for growing its business. Given the exploratory nature of this study, single case study was designed. In-depth interview (face-to-face) with a managing director was conducted. The finding shows a connection between entrepreneurship and marketing as well as the linkage with franchising. The preliminary data has important implication for entrepreneurial marketing, franchising theorists, and practitioners in informing guidelines for the success of business operations in franchising. In addition, this study provides a platform for future study.","PeriodicalId":433658,"journal":{"name":"Zeitschrift Für Interaktive Und Kooperative Medien","volume":"39 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2016-10-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134464386","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1990-03-01DOI: 10.1016/S0376-7388(00)80780-2
E. Ohashi, E. Tamiya, I. Karube
{"title":"A new enzymatic receptor to be used in a biosensor","authors":"E. Ohashi, E. Tamiya, I. Karube","doi":"10.1016/S0376-7388(00)80780-2","DOIUrl":"https://doi.org/10.1016/S0376-7388(00)80780-2","url":null,"abstract":"","PeriodicalId":433658,"journal":{"name":"Zeitschrift Für Interaktive Und Kooperative Medien","volume":"73 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1990-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"117207588","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1989-07-01DOI: 10.1016/S0376-7388(00)80849-2
M. Teramoto, H. Matsuyama, Takumi Yamashiro, Sueaki Okamoto
{"title":"Separation of ethylene from ethane by a flowing liquid membrane using silver nitrate as a carrier","authors":"M. Teramoto, H. Matsuyama, Takumi Yamashiro, Sueaki Okamoto","doi":"10.1016/S0376-7388(00)80849-2","DOIUrl":"https://doi.org/10.1016/S0376-7388(00)80849-2","url":null,"abstract":"","PeriodicalId":433658,"journal":{"name":"Zeitschrift Für Interaktive Und Kooperative Medien","volume":"18 6","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1989-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114118368","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1989-07-01DOI: 10.1016/S0376-7388(00)80843-1
C. Gavach, G. Pamboutzoglou, M. Nedyalkov, G. Pourcelly
{"title":"AC impedance investigation of the kinetics of ion transport in Nafion® perfluorosulfonic membranes","authors":"C. Gavach, G. Pamboutzoglou, M. Nedyalkov, G. Pourcelly","doi":"10.1016/S0376-7388(00)80843-1","DOIUrl":"https://doi.org/10.1016/S0376-7388(00)80843-1","url":null,"abstract":"","PeriodicalId":433658,"journal":{"name":"Zeitschrift Für Interaktive Und Kooperative Medien","volume":"45 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1989-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128887088","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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