Proceedings of the International Conference on Engineering, Technology and Social Science (ICONETOS 2020)

Brand Strategy in Higher Education; Before and During Pandemic COVID-19

Authors
Siti Ma’rifatul Hasanah, Maryam Faizah, Maslihatul Bisriyah
Corresponding Author
Siti Ma’rifatul Hasanah
Available Online 22 April 2021.
DOI
10.2991/assehr.k.210421.008How to use a DOI?
Keywords
Brand Strategy, Higher Education, Covid-19 Pandemic
Abstract

The Covid-19 pandemic which began to spread at the end of 2019 had an impact on many aspects of life. Educational institutions are faced with new challenges that force leaders to change and take strategic steps, including in managing the university brand. This study focuses on two things, namely the branding strategy that is implemented before and during the pandemic. Using a qualitative approach, this study resulted in two discussions, namely: 1) the branding strategy implemented at UIN Maulana Malik Ibrahim Malang before the pandemic began with an analysis of the segments to be served, gradually UIN Malang determined the national, regional and international levels. Then proceed with building campus positioning, strengthening differentiation and communicating well to stakeholders. 2). The university’s branding strategy during the pandemic begins by analyzing the needs of primary stakeholders (students) and the urgent matters that should be given to them. Trying to communicate the positioning of the campus, the university values that must be conveyed to students, strengthen and be more creative in creating differentiation, especially in the digital field. Doing creative digital promotions. Offers convenience, modern and attractive digitization, but remains strong in the university’s positioning.

Copyright
© 2021, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the International Conference on Engineering, Technology and Social Science (ICONETOS 2020)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
22 April 2021
ISBN
978-94-6239-368-4
ISSN
2352-5398
DOI
10.2991/assehr.k.210421.008How to use a DOI?
Copyright
© 2021, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Siti Ma’rifatul Hasanah
AU  - Maryam Faizah
AU  - Maslihatul Bisriyah
PY  - 2021
DA  - 2021/04/22
TI  - Brand Strategy in Higher Education; Before and During Pandemic COVID-19
BT  - Proceedings of the International Conference on Engineering, Technology and Social Science (ICONETOS 2020)
PB  - Atlantis Press
SP  - 47
EP  - 52
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210421.008
DO  - 10.2991/assehr.k.210421.008
ID  - Hasanah2021
ER  -