study case for uas (Manajemen Pemasaran IT)

Study Case

Museum is an interesting place for domestic or international tourist to visits. Some of museum in Indonesia urgently needs preservation and restoration by the government, social organization, non profit organization even UNESCO.

Unfortunately the awareness to visit museum still low for local young generation, but some of non profit and social organization are willing to encourage the community to save the museum by held an attractions and activities to support funding and donations.

We can study the relation of Marketing performance measurement and management (MPM) also Integrated marketing communication (IMC) in museum case.

Why?

From Marketing performance measurement and management (MPM), we can analyze and making improvement for museum to attract visitors, with:

1.    Focus in making strategy

2.    How to marketing the museum for the public to attract their interest.

3.    Making the statistical of visitors as measurement to manage marketing performance

From Integrated Marketing Communication (IMC), we can make all marketing aspects as communication to public, with:

1.    Public relation

2.    Advertising

3.    Etc…

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Materi uas (Manajemen Pemasaran IT)

1.  Marketing performance measurement and management (MPM)

Marketing performance measurement and management (MPM) is a term used by marketing professionals to describe the analysis and improvement of the efficiency and effectiveness of marketing.^[1] This is accomplished by focus on the alignment of marketing activities, strategies, and metrics with business goals.^[2] It involves the creation of a metrics framework to monitor marketing performance, and then develop and utilize marketing dashboards to manage marketing performance.^[3][3][4][5]

Performance management is one of the key processes applied to business operations such as manufacturing, logistics, and product development. The goals of performance management are to achieve key outcomes and objectives to optimize individual, group, or organizational performance. MPM however, is more specific. It focuses on measuring, managing, and analyzing marketing performance to maximize effectiveness and optimize the return of investment (ROI) of marketing.^[6] Three elements play a critical role in managing marketing performance—data, analytics, and metrics.^[3]\

^2. Integrated Marketing Communication (IMC)

Integrated Marketing Communication (IMC) A management concept that is designed to make all aspects of marketing communication (e.g., advertising, sales promotion, public relations, and direct marketing) work together as a unified force, rather than permitting each to work in isolation.

• (p. 490) A technique that combines all the promotional tools into one comprehensive and unified promotional strategy.

www.mhhe.com/business/busadmin/nickels_6_ub/student/olc/gl…

• Integrated marketing communications is the process a company adopts in order to integrate and coordinate its messages and media to deliver, clear reinforcing communication, p671.

wps.pearsoned.co.uk/wps/media/objects/1881/1926829/glossary/…

• the planning and execution of all types of advertising and promotion (that is, any marketing communication) for a brand, service, or company in order to meet a common set of communication objectives in support of a single positioning.

www.oup.com/uk/orc/bin/9780199532575/01student/glossary/g…

• The use of a mix of all appropriate marketing communication disciplines, media and vehicles in a well coordinated campaign to achieve a unified objective or set of objectives.

empression.ca/

• A formal mechanism for uniting all the promotional efforts in an organization to make them more consistent and responsive to that organization's customers and other stakeholders.

www.mcgrawhill.ca/college/nickels3/student/olc/3ucn_gloss_17.…