Promotion Strategy to Embed Brand-Positioning for the Applied Masters of Tourism Business Planning

摘要

Politeknik Negeri Bali (PNB) in 2019, based on the Minister of Research, Technology and Higher Education, decree number 1246/KPT/I/2018, has received permission for a new Program of Study in Politeknik Negeri Bali (PNB) namely the Applied Master Program in Tourism Business Planning under the Department of Tourism. As a new Study Program and a pioneer at the Masters level, an effective strategy design is needed to promote the interest of post graduate students in General and D4 or Applied Tourism (especially). This research was formulated and designed in the form of effective and efficient promotional strategies to embed brand-positioning of the Applied Master Program in Tourism Business Planning. This research used SWOT analysis to see internal and external factors from the Applied Master Program in Tourism Business Planning. From the Cartesian diagram, it clearly showed that the Master Program in Applied Tourism was on the right track to continue designing a development strategy (Growth) that can increase public understanding of the new Study Program at BSP. In the SO strategy several activities were carried out such as designing Brand-Positioning with a unique program jargon (manager level program) namely "The School of Manager in Tourism".