Proceedings of the 1st International Conference on Islamic Civilization, ICIC 2020, 27th August 2020, Semarang, Indonesia

Research Article

Islamic Marketing Public Relations Strategy of Universitas Islam Sultan Agung Semarang

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  • @INPROCEEDINGS{10.4108/eai.27-8-2020.2303192,
        author={Made Dwi Adnjani and Genta  Maghvira and Trimanah  Trimanah},
        title={Islamic Marketing Public Relations Strategy of Universitas Islam Sultan Agung Semarang},
        proceedings={Proceedings of the 1st International Conference on Islamic Civilization, ICIC 2020, 27th August 2020, Semarang, Indonesia},
        publisher={EAI},
        proceedings_a={ICIC},
        year={2020},
        month={12},
        keywords={marketing public relations strategy islamic academic culture (budai)},
        doi={10.4108/eai.27-8-2020.2303192}
    }
    
  • Made Dwi Adnjani
    Genta Maghvira
    Trimanah Trimanah
    Year: 2020
    Islamic Marketing Public Relations Strategy of Universitas Islam Sultan Agung Semarang
    ICIC
    EAI
    DOI: 10.4108/eai.27-8-2020.2303192
Made Dwi Adnjani1,*, Genta Maghvira1, Trimanah Trimanah1
  • 1: Communcation Studies Department, Language and Communication Faculty, Universitas Islam Sultan Agung (UNISSULA) Semarang
*Contact email: made@unissula.ac.id

Abstract

The aims of this article is to describe marketing Public Relations activities undertaken by Universitas Islam Sultan Agung (UNISSULA). UNISSULA as a private university must work hard to be able to compete with other private university in obtaining students. Marketing Public Relations (MPR) which is a synergy between marketing activities and public relations strategy is carried out by UNISSULA in marketing the quality of learning products through Islamic Academic Culture (Budaya Akademik Islami/BUDAI). Through Islamic Marketing Public Relations, it is expected that UNISSULA will be able to strengthen its brand as an Islamic university that has a good reputation. The method used is descriptive qualitative with Relations Management theory from Ledingham. The conclusion of this article is in preparing Islamic marketing public relations planning, UPT Pemasaran dan Kehumasan UNISSULA make a Public Relations management relations with students, teachers / schools, parents, journalists and stakeholders through continuous communication and interaction. In addition, it also uses relationship management by bringing up statements from key figures who have visited Unissula or collaborating with UNISSULA. Digital Marketing Strategy is also used by UNISSULA to create engagement with prospective students, students and other stakeholders.