Integrated marketing communications (IMC) in higher education in Indonesia

• Autorzy: Estaswara H.

Identyfikatory

DOI

10.17512/pjms.2016.14.1.07

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

EN

IMC; syllabus; undergraduate program; educator

PL

IMC; sylabus; program studencki; dydaktyk

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2016
• Tom: Vol. 14, No. 1
• Strony: 74--83
• Opis fizyczny: Bibliogr. 33 poz.

Twórcy

autor

Estaswara H.

• Faculty of Communications, Universitas Pancasila

Bibliografia

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Uwagi

Opracowanie ze środków MNiSW w ramach umowy 812/P-DUN/2016 na działalność upowszechniającą naukę (zadania 2017).