BINUS 101An Introduction to Marketing Division

Presented by Judi Arto

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Update per Februari 2014

What is Brand

A brand is the emotional connection

people make with an organization,

product or service.

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What is Personal Brand

Your Personal Brand is the powerful, clear, positive idea that comes to mind whenever other people think of you.

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Align Your Personal Brand with Your Company's Brand

When you know your personal brand, you can figure out

how to use it within the corporate culture where you work. It becomes an authentic exchange of assets.

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The “6K Strategy”:• Kesempatan

(Opportunity),• Keberanian (Courage),• Keberuntungan (Good

Fortune),• Kemauan (Willingness), • Kerja keras (Hard work), • Kepercayaan kepada

Tuhan (Belief in God).

The 3K Strategy:• Kesempatan (Opportunity),• Keberanian yang

bertanggung jawab(Responsible courage),

• Kerja keras (Hard work).

4 values :• Tenacious Focus• Freedom to

Innovate• Farsighted• Embrace Diversity

=Values

Alignment BINUSIAN’s Brand with BINUS’ Brand

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Alignment BINUSIAN’s Brand with BINUS’ Brand

=values :

• Tenacious Focus• Freedom to Innovate

• Farsighted• Embrace Diversity

I am BINUSIAN..

BINUSIAN’s Organization

BINUS’ Programs

BINUSIAN’s Organization

BINUS’ Product/

ervice

Brand Recommendation

Brand Awareness

Perceived Quality

Brand Perception

Student IntakeBrand Equity

Marketing Goals

Media Publishing

binus.edu, binus.ac.id, binus-school.netbbs.binus.edu, BINUS MAYABINUS ONLINE LEARNING

BERITA BINUS (BINUS HIGHLIGHT, Breaking NEWS)

Campus Wall; Campus Billboard

Contribute to BINUS MEDIA & Publishing...internal communication external communication

Media Partner

• Printed, • Electronic, • Broadcast, • Billboard

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Business Assessment

Product Developments

Communication Management

Customer Acquisition Management

Customer Retention Management

Marketing Intelligence Marketing and

Corporate Communication

MARKETING BUSINESS PERFORMANCE

Marketing Acquisition

and Activation

Marketing Activities...

Marketing Org. Structure

Subject Detail

Position Corporate CommunicationFunction Main Function : Communication Management (Non

Commercial)

Supporting Function : Business Assessment, Product Development, Customer Acquisition Management, Customer Retention Management

Role Manage internal communication and branding

Manage commercial agency (creative, media buying and event organizer)

Manage non commercial external communication : Government and public relation

Manage corporate social responsibility programs

Handle customer complain on product/ corporate

Support UNIT’s communication and marketing programs

Position function and role are described as follows …

Subject Detail

Position Marketing Communication

Function Main Function : Communication Management (Commercial)

Supporting Function : Business Assessment, Product Development, Customer Acquisition Management, Customer Retention Management

Role Manage brand and product portfolio communication strategy

Manage, guide and synergize UNIT’s external communication and activation

Manage and guide creative and branding application

Manage commercial media

Manage commercial agency (creative, media buying and event organizer)

Support UNIT’s communication and marketing programs

Position function and role are described as follows …

Subject Detail

Position Marketing Intelligence Function Main Function : Business Assessment

Supporting Function : Product Development, Customer Acquisition Management, Customer Retention ManagementRole Provide market and competitive review

Manage and analyze customer acquisition data & information

Manage customer insight and findings

Assess analyze brand equity

Assess, analyze and provide recommendations on program effectiveness & efficiency

Position function and role are described as follows …

Subject Detail

Position UNIT’s MarketingFunction Main Function : Customer Acquisition Management,

Customer Retention Management

Supporting Function : Communication Management , Business Assessment, Product Development,

Role Manage sales

Manage tactical promotion and communication

Manage data and information collection

Manage product development

Manage customer satisfaction through for front-liners

Position function and role are described as follows …

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BINUS INTERNATIONAL SCHOOL SIMPRUGJl. Sultan Iskandar Muda Kav. G-8Jakarta Selatan 12220Telp. : (+62 – 21) 724 – 3663 ext. 4120, 4121Fax. : (+62 – 21) 723 – 7678Email: admission@binus.eduWebsite : www.binus-school.net

BINUS INTERNATIONAL SCHOOL SERPONGJl. Lengkong Karya – Jelupang No. 58, Lengkong Karya / SerpongTangerang 15322Telp. : (+62 – 21) 538 – 0400 ext. 5101, 5102Email: serpong-admission@binus.eduWebsite : www.binus-school.net

BINUS UNIVERSITYAnggrek CampusJl. Kebon Jeruk Raya No. 27, Kebon JerukJakarta Barat 11530Admission Hotline: (+62 – 21) 53 – 69 – 69 – 69, 53 – 69 – 69 – 99Fax. : (+62 – 21) 530 – 0244Kijang CampusJl. Kemanggisan Ilir III No. 45, Kemanggisan / PalmerahJakarta Barat 11480Telp. : (+62 – 21) 532 – 7630Fax. : (+62 – 21) 533 – 2985Syahdan CampusJl. K. H. Syahdan No. 9, Kemanggisan / PalmerahJakarta Barat 11480Telp. : (+62 – 21) 534 – 5830, 535 – 0660Fax. : (+62 – 21) 530 – 0244Email: publicrelations@binus.eduWebsite : www.binus.ac.id

THE JOSEPH WIBOWO CENTER FOR ADVANCED LEARNINGBINUS INTERNATIONALBINUS BUSINESS SCHOOLEXECUTIVE DEVELOPMENT PROGRAMJl. Hang Lekir I No. 6, Kebayoran BaruJakarta Selatan 12120Telp. : (+62 – 21) 720 – 2222, 720 – 3333Fax. : (+62 – 21) 720 – 5555, 720 – 8569Email: inquiry-jwc@binus.eduWebsite : www.binus.ac.id , bbs.binus.eduBINUS CENTER (Head Office)Jl. K. H. Syahdan No. 20, Kemanggisan / PalmerahJakarta Barat 11480Telp. : (+62 – 21) 534 – 5830 ext. 3111, 3115; (+62 – 21) 532 –2157, 532 – 8091Fax. : (+62 – 21) 536 – 3867E-mail: info@binuscenter.comWebsite : www.binuscenter.com

Corporate CommunicationsMarketing Communication Marketing Intelligence

Syahdan CampusJl. K. H. Syahdan No. 9, Kemanggisan / PalmerahJakarta Barat 11480Telp. : (+62 - 21) 534 - 5830, 535 – 0660 ext. 2150/ 2170/ 2128 Fax. : (+62 - 21) 530 – 0244