IMPLEMENTATION OF MARKETING COMMUNICATION STRATEGIES AT INDRAGIRI INSTITUTE OF TECHNOLOGY AND BUSINESS

Abstract

The research of Marketing Communication Strategy Implementation at ITB

Indragiri aims to describe the marketing communication strategy implemented by

ITB Indragiri. This research was conducted at the Indragiri Institute of

Technology and Business using a descriptive qualitative research approach with

the determination of research subjects by purposive sampling. Data collection

methods used are observation, interviews and documentation. The results showed

that the Implementation of Marketing Communication Strategies used by ITB

Indragiri was carried out through several marketing communication strategies

namely Advertising, Direct Marketing, Sales Promotion, Publicity / Public

Relations, Personal Selling, Interactive / Internet Marketing, Social Media

Marketing and Mobile Marketing.