ANALISIS STRATEGI MARKETING COMMUNICATION DALAM MENINGKATKAN OKUPANSI DI GRAND MERCURE MALANG MIRAMA

Firdaus, Anas Rizky (2024) ANALISIS STRATEGI MARKETING COMMUNICATION DALAM MENINGKATKAN OKUPANSI DI GRAND MERCURE MALANG MIRAMA. Undergraduate thesis, Universitas Muhammadiyah Malang.

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Abstract

In the hotel industry, marketing communications is an important component in the marketing strategy of a good or service. The type of research used by researchers is descriptive research with a qualitative approach. The data collection techniques used were observation, interviews and documentation. The informants taken for data analysis were assistant marketing communications manager, guest experience manager, revenue executive at Grand Mercure Malang Mirama. Grand Mercure Malang Mirama's marketing strategy is running well because of a plan and marketing support activities which are driven by integrated marketing communication.
The results of this research are about the marketing communication strategy carried out by Grand Mercure Malang Mirama which is quite effective but needs ongoing evaluation. The marketing communication activities carried out by Grand Mercure Malang Mirama are media advertising, public relations, relationship management. customers (Customer Relationship Management), sales promotions (sales promotions), direct sales (personal selling), direct marketing (direct marketing), direct experiences to customers (event & experience). customer relationship management (customer relationship management).
Keywords: marketing strategy, integrated marketing, hotel

Item Type: Thesis (Undergraduate)
Student ID: 202010160311488
Keywords: marketing strategy, integrated marketing, hotel
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HC Economic History and Conditions
Divisions: Faculty of Economics and Business > Department of Management (61201)
Depositing User: 202010160311488 anasrizky02
Date Deposited: 19 Apr 2024 01:36
Last Modified: 19 Apr 2024 01:36
URI: https://eprints.umm.ac.id/id/eprint/5579

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