A Framework For Utilizing IMC In Developing Stronger Branding For Educational Institutions
Abstract
The background of this study focuses on the intense competition in the education sector, where educational institutions must adopt innovative approaches to attract and retain students. However, traditional communication strategies are no longer sufficient. The primary issue identified is the lack of understanding regarding the potential and implementation of Integrated Marketing Communication (IMC) in strengthening educational branding. This study employs a qualitative approach to explore perceptions, practices, and challenges in implementing IMC. IMC is a strategic approach that integrates various marketing communication tools to deliver consistent messages and enhance brand image. This study proposes an IMC-based framework, incorporating strategies such as PENCILS (Publications, Events, News, Community Involvement, Information/Image, Lobbying and Negotiation, and Social Responsibility) to strengthen institutional branding. The findings indicate that IMC implementation not only enhances competitiveness but also supports the development of long-term relationships with stakeholders. The study recommends better IMC integration through strategic coordination, personnel training, and digital technology optimization for effective branding.
Downloads
Copyright (c) 2025 Binsar Marbun
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
An author who publishes in the EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis agrees to the following terms:
Author retains the copyright and grants the journal the right of first publication of the work simultaneously licensed under the Creative Commons Attribution-ShareAlike 4.0 License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal
Submission of a manuscript implies that the submitted work has not been published before (except as part of a thesis or report, or abstract); that it is not under consideration for publication elsewhere; that its publication has been approved by all co-authors. If and when the manuscript is accepted for publication, the author(s) still hold the copyright and retain publishing rights without restrictions. For the new invention, authors are suggested to manage its patent before published. The license type is CC-BY-SA 4.0.
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
