INTEGRATED MARKETING COMMUNICATION EDUCOURSE.ID DALAM MENINGKATKAN PARTISIPASI PESERTA NATIONAL CODING & COMPUTATIONAL THINKING 2024
Keywords:
Integrated Marketing Communication (IMC), Participant Participation, National CodingAbstract
Educourse.id successfully increased participation in the Kids Hackathon 2024 Event through a comprehensive Integrated Marketing Communication (IMC) strategy. This was achieved by utilizing a variety of communication elements, including digital and offline advertising, sales promotion, events and experiences, public relations, direct marketing, interactive marketing, as well as personal selling and word of mouth that built trust and responsive interactions. This research aims to analyze these strategies and identify barriers, using a qualitative case study method involving the Educourse.id marketing team, teachers, and participants. However, the Educourse.id team faced barriers such as audience outreach challenges (social media algorithms, school segmentation), limited understanding of the competition concept, and logistical-operational constraints (mobilization costs, short promotion duration). The findings provide insights for the development of a more optimized and planned Integrated Marketing Communication strategy in the future.
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Copyright (c) 2025 Sylviana Damayanti, Faisal Tomi Saputra, Ade Irfan Abdurahman (Author)
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