IDUPJ Communication Science Students Explore IMC Strategies with Monash University
Bintaro, South Tangerang, 21/11/2024 - Universitas Pembangunan Jaya (UPJ) once again held a masterclass seminar, in this session UPJ presented Monash University lecturer Triana Hadiprawoto, Ph.D., and became part of courses such as Crisis Management, Public Relations Strategy and Tactics, and Introduction to Public Relations. The focus of the seminar was to deepen students' understanding of integrated marketing communication (IMC).
In this session, Triana invited students to dissect several brand campaigns that have successfully attracted market attention, such as Le Minerale, Gojek, and Wardah. These campaigns serve as examples of how an effective IMC strategy can strengthen a brand's position in the market.
“When you go to a social media account, there is personalization. Each person is given different recommendations depending on their preferences,” said Triana, explaining the role of data in creating relevant consumer experiences.
Triana also explained how social media such as WhatsApp, Instagram, TikTok, and Facebook dominate media consumption patterns in Indonesia. She added that more than 20% of active users follow official brand accounts, while around 30% engage directly by liking or visiting them.
The seminar also included in-depth discussions on communication theories such as Corporate/Celebrity Credibility Theory (expertise, trustworthiness, attractiveness) and Congruence Theory (product and self-congruence). Students are invited to understand the importance of choosing the right communicator for the brand, in order to create an effective and relevant campaign for the audience.
Interesting trivia about artists and influencers related to the theory added interaction to the discussion. This strengthened students' insights on how communicator credibility can affect the success of a marketing strategy.
According to Triana, IMC is not only about promotion, but also building brand identity, raising awareness, and creating a “positive attitude” towards the brand. She emphasized that the ability to think structurally and critically, based on strong theory, is an important provision to face various situations in the world of marketing communications.
“If you have a strong basic education, you can think structurally and critically. With that, you can face various situations in public relations through the theories that have been taught,” he explained.
The seminar is expected to provide students with new insights into modern marketing strategies, especially during increasingly dynamic changes in consumer behavior. By emphasizing data relevance, social media, and brand credibility, UPJ is committed to producing Communication Science graduates who are able to compete in the world of work.
Universitas Pembangunan Jaya continues to strive to provide innovative learning that connects theory with real practice, supporting students to become excellent professionals in the field of communication.
Author: Gisela Rara Wening Pinasthi (2022041101) | Editor: Muhammad Amas Dzulyana
