Implementation of Integrated Marketing Communication (IMC) In Higher Education as An Adaptive Move in The Era of Industrial Revolution 4.0: A Case Study in Manado State Polytechnic

Agung Stefanus Kembau, Vekky Supit, Cysca Langi

Abstract


Marketing concepts is considered to be applicable in non-profit organizations in achieving their social mission. Manado State Polytechnic (POLIMDO) as a nonprofit institution develop an integrated marketing communication strategy (IMC) as an adaptive step in the industrial revolution era 4.0. A sensitive organization community needs, which utilizes the media in conveying its values and identity as a vocational tertiary institution in North Sulawesi. This research provides an overview of the concept of customer-oriented in the perspective of nonprofit organizations, describe how the implementation of IMC in higher education institutions.

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DOI: https://doi.org/10.32535/jicp.v2i2.598

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