Proceeding of the 2nd International Conference Education Culture and Technology, ICONECT 2019, 20-21 August 2019, Kudus, Indonesia

Research Article

Marketing Strategy for Indonesian for Speakers of Other Language Unit (Unit BIPA): A Case Study in Unit BIPA Universitas Muria Kudus

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  • @INPROCEEDINGS{10.4108/eai.20-8-2019.2288203,
        author={Eko Widianto and Ahmad Hariyadi and Dwi Novaria Misidawati and Siti Aniqoh Shofwani and Ana Putri Nastiti},
        title={Marketing Strategy for Indonesian for Speakers of Other Language Unit (Unit BIPA): A Case Study in Unit BIPA Universitas Muria Kudus},
        proceedings={Proceeding of the 2nd International Conference Education Culture and Technology, ICONECT 2019, 20-21 August 2019, Kudus, Indonesia},
        publisher={EAI},
        proceedings_a={ICONECT},
        year={2019},
        month={10},
        keywords={marketing strategy bipa language and culture diplomatic},
        doi={10.4108/eai.20-8-2019.2288203}
    }
    
  • Eko Widianto
    Ahmad Hariyadi
    Dwi Novaria Misidawati
    Siti Aniqoh Shofwani
    Ana Putri Nastiti
    Year: 2019
    Marketing Strategy for Indonesian for Speakers of Other Language Unit (Unit BIPA): A Case Study in Unit BIPA Universitas Muria Kudus
    ICONECT
    EAI
    DOI: 10.4108/eai.20-8-2019.2288203
Eko Widianto1,*, Ahmad Hariyadi2, Dwi Novaria Misidawati3, Siti Aniqoh Shofwani4, Ana Putri Nastiti4
  • 1: Universitas Muria Kudus, Indonesia
  • 2: IKIP PGRI Bojonegoro, Indonesia
  • 3: IAIN Pekalongan, Indonesia
  • 4: STIE Semarang, Indonesia
*Contact email: eko.widianto@umk.ac.id

Abstract

Indonesian language is prepared to be an international language in a future. One of the way to reach it, a government raise Indonesian language through Indonesian for speakers of other language learning (BIPA). As international recognition, Universitas Muria Kudus serve Indonesian course for foreigners through Unit BIPA. Thus, marketing strategies became the first key to exist the unit. This study aimed to describe 1) marketing strategies for Unit BIPA Universitas Muria Kudus, 2) the opportunities and challanges of Unit BIPA’s existence, 3) the benefits of marketing strategy for Unit BIPA Universitas Muria Kudus. A case study was used as a methodology approach, as well as marketing strategies as a theoritical approach. The data were collected by interview and observation. Therefore, this study describe a big role of marketing strategies for Unit BIPA as language and culture diplomatic way in Indonesia.