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Integrated Marketing Communications (Imc) In Higher Education In Indonesia

Author

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  • Helpris Estaswara

    (Faculty of Communications, Universitas Pancasila)

Abstract

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.

Suggested Citation

  • Helpris Estaswara, 2016. "Integrated Marketing Communications (Imc) In Higher Education In Indonesia," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 14(1), pages 74-83, December.
    • Handle: RePEc:pcz:journl:v:14:y:2016:i:1:p:74-83
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    References listed on IDEAS

    as
    1. Kim, Ilchul & Han, Dongsub & Schultz, Don E., 2004. "Understanding the Diffusion of Integrated Marketing Communications," Journal of Advertising Research, Cambridge University Press, vol. 44(1), pages 31-45, March.
    2. Kitchen, Philip J. & Brignell, Joanne & Li, Tao & Jones, Graham Spickett, 2004. "The Emergence of IMC: A Theoretical Perspective," Journal of Advertising Research, Cambridge University Press, vol. 44(1), pages 19-30, March.
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    Cited by:

    1. Jaroslav Belas & Beata Gavurova & Martin Cepel & Anna Kotaskova, 2018. "Relationship of gender to the position of Slovak University students on the socio-economic determinants of the business environment and the development of entrepreneurship," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 6(2), pages 968-978, December.

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