Proceedings of the International Conference On Applied Science and Technology 2019 - Social Sciences Track (iCASTSS 2019)

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Promotion Strategy to Embed Brand-Positioning for the Applied Masters of Tourism Business Planning

Authors
I Gusti Ngurah Sanjaya, I Made Widiantara, I Ketut Yasa, I Wayan Wirga, Ida Bagus Sanjaya, Ni Ketut Lasmini
Corresponding Author
I Gusti Ngurah Sanjaya
Available Online October 2019.
DOI
10.2991/icastss-19.2019.73How to use a DOI?
Keywords
brand-positioning, the applied master program in tourism business planning, SWOT analysis
Abstract

Politeknik Negeri Bali (PNB) in 2019, based on the Minister of Research, Technology and Higher Education, decree number 1246/KPT/I/2018, has received permission for a new Study Program at Politeknik Negeri Bali (PNB) namely the Applied Master Program in Tourism Business Planning under the Department of Tourism. As a new Study Program and a pioneer at the Masters level, an effective strategy design is needed to promote the interest of post graduate students in General and D4 or Applied Tourism (especially). This research was formulated and designed in the form of effective and efficient promotional strategies to embed brand-positioning of the Applied Master Program in Tourism Business Planning. This research used SWOT analysis to see internal and external factors from the Applied Master Program in Tourism Business Planning. From the Cartesian diagram, it clearly showed that the Master Program in Applied Tourism was on the right track to continue designing a development strategy (Growth) that can increase public understanding of the new Study Program at BSP. In the SO strategy several activities were carried out such as designing Brand-Positioning with a unique program jargon (manager level program) namely "The School of Manager in Tourism".

Copyright
© 2019, 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 Applied Science and Technology 2019 - Social Sciences Track (iCASTSS 2019)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
October 2019
ISBN
978-94-6252-810-9
ISSN
2352-5398
DOI
10.2991/icastss-19.2019.73How to use a DOI?
Copyright
© 2019, 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

risenwbib
TY  - CONF
AU  - I Gusti Ngurah Sanjaya
AU  - I Made Widiantara
AU  - I Ketut Yasa
AU  - I Wayan Wirga
AU  - Ida Bagus Sanjaya
AU  - Ni Ketut Lasmini
PY  - 2019/10
DA  - 2019/10
TI  - Promotion Strategy to Embed Brand-Positioning for the Applied Masters of Tourism Business Planning
BT  - Proceedings of the International Conference On Applied Science and Technology 2019 - Social Sciences Track (iCASTSS 2019)
PB  - Atlantis Press
SP  - 50
EP  - 56
SN  - 2352-5398
UR  - https://doi.org/10.2991/icastss-19.2019.73
DO  - 10.2991/icastss-19.2019.73
ID  - Sanjaya2019/10
ER  -