Conceptualizing the Design of Marketing Laboratory Within Industry 4.0: A Case Study of Bandung Vocational College

DOI

10.2991/aer.k.201221.099How to use a DOI?

Keywords

vocational, marketing, laboratory, industry 4.0

Abstract

The competitiveness of vocational colleges can be examined through student satisfaction towards their service quality. While a laboratory is necessary to promote active learning in vocational college, in some cases its quality does not always obtain the student’s satisfaction at an acceptable level. For instance, the students showed unsatisfying responses towards the service quality of the marketing laboratory of Politeknik Negeri Bandung (POLBAN). As no significant improvements have been carried out, this fact can weaken POLBAN competitiveness indirectly, despite POLBAN sat at the top two of Indonesian vocational colleges by 2019. When the relevant studies about learning delivery within a lab setting are scant, this study aims to describe the design of a marketing laboratory that is relevant to today’s job market, orienting to industry 4.0. To meet the aim, this study took the marketing lab of POLBAN as a case study. This study was carried out qualitatively by conducting interviews with six informants representing practice and academician fields. Based on the findings, there are two perspectives that should be bear in mind in designing a marketing lab today. Firstly, the department’s perspectives towards the lab. For them, a lab is a tool to enable the department to meet its goal/learning outcomes. While setting the target learning outcomes, the department must always include the external’s perspectives (i.e. the industries) since principally the department tries to generate work-ready graduates. Secondly, the student’s perspectives towards the lab. The department must comprehend that a lab can enable the students to get exposure to the best practices of marketing which has been carefully selected by the department and relevant to the theory taught.

Copyright

© 2020, 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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TY  - CONF
AU  - Adila Sosianika
AU  - Fatya Alty Amalia
AU  - Wahyu Rafdinal
PY  - 2020
DA  - 2020/12/22
TI  - Conceptualizing the Design of Marketing Laboratory Within Industry 4.0: A Case Study of Bandung Vocational College
BT  - Proceedings of the International Seminar of Science and Applied Technology (ISSAT 2020)
PB  - Atlantis Press
SP  - 613
EP  - 620
SN  - 2352-5401
UR  - https://doi.org/10.2991/aer.k.201221.099
DO  - 10.2991/aer.k.201221.099
ID  - Sosianika2020
ER  -