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All Journal ETIKONOMI Jurnal Keuangan dan Perbankan JDM (Jurnal Dinamika Manajemen) JEJAK Journal of Economics, Business, & Accountancy Ventura Jurnal Manajemen Teori dan Terapan AFRE Accounting Financial Review Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan NISBAH: JURNAL PERBANKAN SYARIAH Journal of Islamic Monetary Economics and Finance MANAJEMEN DEWANTARA Sebelas Maret Business Review International Journal of Economics, Business and Accounting Research (IJEBAR) The Indonesian Journal of Accounting Research Journal of Management and Entrepreneurship Research Indonesian Capital Market Review Jurnal Manajemen dan Pemasaran Jasa
Irwan Trinugroho, Irwan
Universitas Sebelas Maret
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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Journal : Jurnal Manajemen dan Pemasaran Jasa

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Implementation of digital marketing in open and distance learning universities in Indonesia Wiradharma, Gunawan; Trinugroho, Irwan; Prasetyo, Mario Aditya; Arisanty, Melisa
Jurnal Manajemen dan Pemasaran Jasa Vol. 18 No. 1 (2025): Maret
Publisher : Lembaga Penerbit Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25105/v18i1.19551

Abstract

In higher education, particularly within open and distance learning environments such as Universitas Terbuka, integrating digital marketing tools such as e-commerce, social media, and marketplaces is pivotal. These tools play a crucial role in enhancing brand awareness and engaging students. This study explores the strategic application of digital marketing in overcoming barriers traditionally associated with distance learning. A case study methodology was employed to provide an in-depth analysis of digital marketing practices at Universitas Terbuka, using thematic analysis to interpret data gathered from various digital marketing channels. The research identifies three primary facets of digital marketing implementation: search engine optimization, social media engagement, and video marketing. Key challenges include inadequate internet access, limited availability of technological devices, deficits in content creation skills, misalignment of human resources qualifications, and prohibitive advertising costs. This study offers insights into the effective use of digital marketing to improve accessibility and educational delivery in open universities.
Co-Authors Agista Putri Prameswari Agung Nur Probohudono Aina Mardiya Aldy Fariz Achsanta Ariefianto, Moch. Doddy Ariefianto, Mochammad Doddy Arifin, Layyin Nafisa Arifin, Taufiq Aurio Fajrin Bambang Sutrisno Bany Ariffin Amin Noordin Cahyaningsih, Dewanti Chee, Hong Kok Dewanti Cahyaningsih Doddy Setiawan Doddy Setiawan Fahri, Luki Okta Fajrin, Aurio Fitri Susilowati Hermawati, Nofa Hong Kok Chee Hunik Sri Runing Sawitri Hunik Sri Runing Sawitri Indra Purnama, Muhammad Yusuf Junivar, Mutiara Syahada Koesoemasari, Dian Safitri Pantja Lian Kee Phua Linggar Ikhsan Nugroho Melisa Arisanty Moch. Doddy Ariefianto Muh Juan Suam Toro Muhammad Agung Prabowo Muhammad Yusuf Indra Purnama Muthmainah Muthmainah Muthmainah Muthmainah Mutiara Nur Hafidiyah, Mutiara Nur Nugroho Saputro Nugroho Saputro, Nugroho Nugroho, Linggar Ikhsan Nur Imamah Oviwasat Nawacatur Pamungkas, Putra Phua, Lian Kee Prameswari, Agista Putri Prasetyo, Mario Aditya Pratama, Yhoga Heru Purbowo, Gunawan Putra Pamungkas Qushoyyi, Muhammad Ahnaf Ammar Risal Rinofah Risal Rinofah, Risal Sari, Pristin Prima Sevanrhoo Noya Dean Tanardi Soni Prima Nugroho Suryanto - Suryanto Sutaryo Sutaryo Sutaryo Sutaryo Sutaryo Sutaryo Tastaftiyan Risfandy, Tastaftiyan TAUFIK ARIFIN Taufiq Arifin Toro, Muh Juan Suam Tulus Haryono Wiradharma, Gunawan Wisnu Untoro wisnu untoro, wisnu