PENERAPAN STRATEGI KANVAS UNTUK PERANCANGAN MODEL PEMASARAN PROGRAM STUDI
Abstract
The purpose of this research is to find a marketing model for the study program that is in accordance with the steps recommended by the blue ocean shift. The data used in this study were obtained from distributing questionnaires to management study programs from 10 private universities in West Java and Jakarta. The canvas analysis technique of blue ocean shift is used to analyze the marketing activities of each study program that is sampled and determine the conditions of competition between study programs. The results of the study indicate that there are marketing activities that should be reduced by study programs and replace them with other, more innovative activities. Changes in marketing activities will result in a new marketing model of the study program that will attract enthusiasts by avoiding heavy competition from competitors as suggested by the blue ocean strategy.
References
Abraham, S. (2006). Blue Oceans, temporary monopolies, and lessons from practice. Strategy and Leadership, 34(5).
Agnihotri, A. (2016). Extending boundaries of Blue Ocean Strategy. Journal of Strategic Marketing. https://doi.org/10.1080/0965254X.2015.1069882
Alnaser, A., & Khalid, M. (2014). Service Quality Dimensions and Student’s Satisfaction. Journal of Advanced Social Research, 4, 1–17.
De Jager, J. W., & Jan, M. T. (2015). Antecedents of customer satisfaction in the higher education institutions of South Africa. Problems and Perspectives in Management, 13(3), 87–95.
Denning, S. (2017). Moving To Blue Ocean Strategy: A Five-Step Process to Make the Shift. Forbes. https://www.forbes.com/sites/stevedenning/2017/09/24/moving-to-blue-ocean-strategy-a-five-step-process-to-make-the-shift/
Fitri, A. (2021). Blue Ocean Strategy for Improving Quality and Competitiveness of Islamic Educational Environment. Asian Social Science and Humanities Research Journal (ASHREJ), 3(2), 18–28.
Kim, W. C. and R. M. (2004). Blue Ocean Strategy. Harvard Business Review, 82.
Kim, W. C. and R. M. (2017). BLUE Blue Ocean Shift Beyond Competing – Proven Steps to Inspire Confidence and Seize New Growth. Hachette Books.
Park Y., H. P. and R. M. (2008). Measurement of a Customer Satisfaction Index for Improvement of Mobile RFID Services in Korea. ETRI Journal, 30.
Porter, M. (2008). Strategi bersaing (competetive strategy). Karisma publishing group.
Purwaningsih, D., Yuniarsih, T., Disman, & Sojanah, J. (2021). The Effect of Talent Management on the Performance of Educational Employee in Higher Education Institutions. Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020). https://doi.org/10.2991/aebmr.k.210831.040
Raith, M. G., Staak, T. and Wilker, H. M. (2008). A Decision-Analytic Approach to Blue-Ocean Strategy Development. Otto-von-Guericke University.
Rasyid, M. K., Hurriyati, R., Dirgantari, P. D., & Disman. (2021). The Design of the Xiaomi Smartphone Marketing Model Based on an Innovative Strategy of Blue Ocean Shift. Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020). https://doi.org/10.2991/aebmr.k.210831.130
Samrin, Hasrul Azwar Hasibuan, Rahmat Hidayat, & Rusiadi. (2021). Formulation Of Blue Ocean Strategy Developing A Bamboo Small Business In Binjai City. International Journal of Science, Technology & Management. https://doi.org/10.46729/ijstm.v2i5.319
Shauchenka, H., Bleimann, U., Knoll, M., & Clarke, N. (2008). Quantitative analysis of educational services for innovative marketing in higher education. In Proceedings of the Forth Collaborative Research Symposium on Security, E-Learning, Internet and Networking SEIN’08 (pp. 35–45). Glyndwr University.
Siddiquee, N. A. (2022). Breaking Down Silos and Fostering Inter-Agency Collaboration: Malaysia’s National Blue Ocean Strategy in Perspective. https://doi.org/10.1007/978-3-030-82257-6_10
Võ, V. V. (2021). The Effect Of Service Quality Dimensions On Student’S Satisfaction And Loyalty. ABAC Journal.
Agnihotri, A. (2016). Extending boundaries of Blue Ocean Strategy. Journal of Strategic Marketing. https://doi.org/10.1080/0965254X.2015.1069882
Alnaser, A., & Khalid, M. (2014). Service Quality Dimensions and Student’s Satisfaction. Journal of Advanced Social Research, 4, 1–17.
De Jager, J. W., & Jan, M. T. (2015). Antecedents of customer satisfaction in the higher education institutions of South Africa. Problems and Perspectives in Management, 13(3), 87–95.
Denning, S. (2017). Moving To Blue Ocean Strategy: A Five-Step Process to Make the Shift. Forbes. https://www.forbes.com/sites/stevedenning/2017/09/24/moving-to-blue-ocean-strategy-a-five-step-process-to-make-the-shift/
Fitri, A. (2021). Blue Ocean Strategy for Improving Quality and Competitiveness of Islamic Educational Environment. Asian Social Science and Humanities Research Journal (ASHREJ), 3(2), 18–28.
Kim, W. C. and R. M. (2004). Blue Ocean Strategy. Harvard Business Review, 82.
Kim, W. C. and R. M. (2017). BLUE Blue Ocean Shift Beyond Competing – Proven Steps to Inspire Confidence and Seize New Growth. Hachette Books.
Park Y., H. P. and R. M. (2008). Measurement of a Customer Satisfaction Index for Improvement of Mobile RFID Services in Korea. ETRI Journal, 30.
Porter, M. (2008). Strategi bersaing (competetive strategy). Karisma publishing group.
Purwaningsih, D., Yuniarsih, T., Disman, & Sojanah, J. (2021). The Effect of Talent Management on the Performance of Educational Employee in Higher Education Institutions. Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020). https://doi.org/10.2991/aebmr.k.210831.040
Raith, M. G., Staak, T. and Wilker, H. M. (2008). A Decision-Analytic Approach to Blue-Ocean Strategy Development. Otto-von-Guericke University.
Rasyid, M. K., Hurriyati, R., Dirgantari, P. D., & Disman. (2021). The Design of the Xiaomi Smartphone Marketing Model Based on an Innovative Strategy of Blue Ocean Shift. Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020). https://doi.org/10.2991/aebmr.k.210831.130
Samrin, Hasrul Azwar Hasibuan, Rahmat Hidayat, & Rusiadi. (2021). Formulation Of Blue Ocean Strategy Developing A Bamboo Small Business In Binjai City. International Journal of Science, Technology & Management. https://doi.org/10.46729/ijstm.v2i5.319
Shauchenka, H., Bleimann, U., Knoll, M., & Clarke, N. (2008). Quantitative analysis of educational services for innovative marketing in higher education. In Proceedings of the Forth Collaborative Research Symposium on Security, E-Learning, Internet and Networking SEIN’08 (pp. 35–45). Glyndwr University.
Siddiquee, N. A. (2022). Breaking Down Silos and Fostering Inter-Agency Collaboration: Malaysia’s National Blue Ocean Strategy in Perspective. https://doi.org/10.1007/978-3-030-82257-6_10
Võ, V. V. (2021). The Effect Of Service Quality Dimensions On Student’S Satisfaction And Loyalty. ABAC Journal.
Abstract view : 280 times
PDF Views : 328 times
Published
2022-11-26
How to Cite
RASYID, Mohammad Kurniadi; PURWANINGSIH, Dyah.
PENERAPAN STRATEGI KANVAS UNTUK PERANCANGAN MODEL PEMASARAN PROGRAM STUDI.
Cakrawala Management Business Journal, [S.l.], v. 5, n. 2, p. 148-156, nov. 2022.
ISSN 2623-0887.
Available at: <https://journal.feb.unipa.ac.id/index.php/cmbj/article/view/202>. Date accessed: 19 mar. 2025.
doi: https://doi.org/10.30862/cm-bj.v5i2.202.
Section
Articles
