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Integrated marketing communications (IMC) in higher education in Indonesia

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Warianty tytułu
PL
Zintegrowane komunikacje marketingowe (IMC) w szkolnictwie wyższym w Indonezji
Języki publikacji
EN
Abstrakty
EN
IMC has been globally accepted as well as in Indonesia. Not just on practical aspects, but in academic domain since widely taught as a subject of undergraduate program in Indonesia. While literature review shows that conceptualization of IMC from various international publications still marked pros and cons, but a lesser amount of publications involve educators as one of stakeholders. Actually, educators are avant-garde of IMC deployment to the next generation and their authority in defining IMC in the classroom. In order to recognize the development of IMC thought, acceptance, and its variations of meaning, it is important to analysis the IMC syllabus as a manifestation of educator thought. To get widely perspective, these results should be compared and linked with perceptions of educators who teach IMC or other relevant subjects. Therefore, this study aims to determine how educator’ perceptions of IMC concept that has been built over time in various international publications, and how IMC defined in syllabus as a manifestation of educator’ understanding. This study uses mixed method, where the perception of educators measured quantitatively by conducting survey of 51 respondents. Meanwhile, syllabus analyzed qualitatively. Both results are then compared and linked to answer research questions.
PL
Zintegrowana komunikacja marketingowa została przyjęta na całym świecie, również w Indonezji, jest ona przedmiotem nauczanym w programie studiów w Indonezji, nie tylko ze względu na jej aspekty praktyczne. Aby uzyskać szeroki pogląd, wyniki te powinny być porównane i związane ze spostrzeżeniami nauczycieli akademickich, którzy prowadzą zajęcia z IMC lub innych pokrewnych przedmiotów. Dlatego też, niniejsze badanie ma na celu określenie, jak postrzegana jest koncepcja IMC przez dydaktyków. W badaniu wykorzystano metodę mieszaną, gdzie percepcję dydaktyków zmierzono ilościowo prowadząc badanie 51 respondentów. Tymczasem program nauczania poddany został analizie jakościowej. Oba wyniki są następnie porównywane i powiązane w celu udzielenia odpowiedzi na pytania badawcze.
Słowa kluczowe
Rocznik
Strony
74--83
Opis fizyczny
Bibliogr. 33 poz.
Twórcy
autor
  • Faculty of Communications, Universitas Pancasila
Bibliografia
  • 1. Burnett J.J., Moriarty S., 1998, Introduction to marketing communications. An integrated approach, New Jersey: Prentice-Hall.
  • 2. Duncan T., Everett S., 1993, Client perceptions of integrated marketing communications, “Journal of Advertising Research”, 33(3).
  • 3. Duncan T., Caywood C., 1996, The concept, process and evolution of Integrated Marketing Communication, [In:] Thorson E. and Moore J. (Eds). Integrated communication: A synergy of persuasive voices, New Jersey: Lawrence Erlbaum Associates.
  • 4. Duncan T., 2002, IMC: Using advertising and promotion to build brands, New York: McGraw-Hill.
  • 5. Eagle L., Kitchen P., 2000, IMC, brand communications, corporate cultures, “European Journal of Marketing”, 34(5).
  • 6. Eppes T.E., 1999, Rebirth of an agency: Challenges and implications of operating in an IMC framework, “Journal of Integrated Marketing Communications”, 1998-1999.
  • 7. Estaswara H., 2008, The implementation process of IMC and its future prospect in business practice in Indonesia: an exploratory comparative study toward four profession groups, “International Journal of Communication Studies”, 1(1).
  • 8. Estaswara H., 2015, Integrated Marketing Communications (IMC): Extended Version or New Idea? “Journal of Global Academic Institute Education & Social Sciences”, 1(2).
  • 9. Fill C., 2002, Marketing communications-Contexts, strategies and applications, Financial Times Prentice Hall: Harlow.
  • 10. Holm O., 2006, Integrated marketing communication: From tactic to strategy, “Corporate Communications”, 11(1).
  • 11. Kerr G., Schultz D., Patti C., Kim L., 2008, An inside-out approach to integrated marketing communication: An international analysis, “International Journal of Advertising”, 27(4).
  • 12. Kim I., Han D., Schultz D., 2004, Understanding the diffusion of integrated marketing communications, “Journal of Advertising Research”, 44(1).
  • 13. Kitchen P.J., Schultz D.E., 1999, A multi-country comparison of the drive for IMC, “Journal of Advertising Research”, 39(1).
  • 14. Kitchen P.J., Brignell J., Li T., Jones G.S., 2004, The emergence of IMC: A theoretical perspective, “Journal of Advertising Research”, 44(1).
  • 15. Kitchen P.J., Li T., 2005, Perceptions of integrated marketing communications: A chinese ad and PR agency perspective, “International Journal of Advertising”, 24(1).
  • 16. Kitchen P.J., Schultz D.E., 2009, IMC: New horizon/false dawn for a market place in turmoil, “Journal of Marketing Communication”, 15(2).
  • 17. Kitchen P.J. Burgmann J., 2010, Integrated marketing communication, [In:] Sheth J.N. and Malhotra N.K. (Eds.), Wiley International Encyclopedia of Marketing: John Wiley & Sons.
  • 18. Kliatchko J., 2005, Towards a new definition of integrated marketing communications (IMC), “International Journal of Advertising”, 24(1).
  • 19. Kliatchko J., 2008, Revisiting the IMC construct. A revised definition and four pillars, “International Journal of Advertising”, 27(1).
  • 20. Madhavaram S., Badrinarayanan V., McDonald R.E., 2005, Integrated marketing communications (IMC) and brand identity as critical components of brand equity strategy, “Journal of Advertising”, 34(4).
  • 21. Mazur L., Miles L., 2007, Conversations with marketing masters, West Sussex: John Wiley & Sons.
  • 22. McArthur D., Griffin T., 1997, A marketing management view of integrated marketing communications, “Journal of Advertising Research”, 37(5).
  • 23. Moriarty S.E., 1994, PR and IMC: The benefits of integration, “Public Relations Quarterly”, 39(3).
  • 24. Nowak G.J., Phelps J., 1994, Conceptualizing the integrated marketing communications’ phenomenon: An examination of its impact on advertising practices and its implications for advertising research, “Journal of Current Issues and Research in Advertising”, 16(1).
  • 25. Pettegrew L.S., 2001, If IMC is so good, why isn't it being implemented?: Barriers to IMC adoption in corporate America, “Journal of Integrated Communications”, 11(2000).
  • 26. Semenik R.J., 2002, Promotion and integrated marketing communication, Canada: Thomson Learning.
  • 27. Schultz D., Barnes B., 1995, Strategic Advertising Campaigns, Lincolnwood, Illinois USA: NTC Business Books.
  • 28. Schultz D.E., Kitchen P.J., 1997, Integrated marketing communications in us advertising agencies: An exploratory study, “Journal of Advertising Research”, 37(5).
  • 29. Schultz D.E., 2003, The next generation of integrated marketing communication, “Interactive Marketing”, 4(4).
  • 30. Schultz D.E., Schultz H.F., 2004, IMC-The Next Generation, New York: McGraw-Hill.
  • 31. Schultz D.E., 2010, New, newer, newest: Evolving stages of IMC, “Journal of Integrated Marketing Communications”, 2010 edition.
  • 32. Sheehan K., Doherty C., 2001, Re-weaving the web: Integrating print and online communications, “Journal of Interactive Marketing”, 15(2).
  • 33. Swain W.J., 2004, Perceptions of IMC after a decade of development: Who’s at the wheel and how can we measure success?, “Journal of Advertising Research”, 44(1).
Uwagi
Opracowanie ze środków MNiSW w ramach umowy 812/P-DUN/2016 na działalność upowszechniającą naukę (zadania 2017).
Typ dokumentu
Bibliografia
Identyfikator YADDA
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