Innovative Marketing Communication Strategies in Language Education: A Case Study of English Cafe Jogja

Angga Fahmi Saputra, Mufid Salim

Abstract


This study dig dive into the dynamic marketing communication strategies employed by English Cafe Jogja, an innovative language education institution in Indonesia. As English proficiency becomes increasingly vital globally, the study examines the dual-pronged approach of English Cafe, integrating both offline and online methods. Through a comprehensive analysis of the marketing promotion mix, encompassing the 7Ps, the research sheds light on the intricacies of advertising, sales promotion, public relations, direct marketing, personal selling, interactive marketing, and word-of-mouth communication. Supporting factors, including technological advancements and strategic collaborations, contribute to the institution's success, while inhibiting factors such as human resource challenges, pose obstacles. The study serves as a valuable case study, offering insights into effective marketing communication strategies for language education institutions.

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References


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DOI: https://doi.org/10.12928/sylection.v3i1.14127

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