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