STRATEGI PROMOSI UNIVERSITAS DALAM UPAYA PENCAPAIAN PREDIKAT WORLD CLASS UNIVERSITY (STUDI DESKRIPTIF KUALITATIF PADA UNIVERSITI TEKNOLOGI MALAYSIA)

Ira Indira, NIM.: 07730033 (2011) STRATEGI PROMOSI UNIVERSITAS DALAM UPAYA PENCAPAIAN PREDIKAT WORLD CLASS UNIVERSITY (STUDI DESKRIPTIF KUALITATIF PADA UNIVERSITI TEKNOLOGI MALAYSIA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This thesis had a beginning from the interest of researcher to the increasing number of universities that exist throughout the world. Along with that fact, there is also the term World Class University (WCU), which means university of international standard. The emergence of the term World Class University as a prestigious title is very helpful that there are thousands of universities to perform differential, namely the effort to be more easily recognized by emphasizing the advantages that the difference between a university with other universities. Researcher is also interested of YAB Dato ‘Sri Mohd. Najib Razak’s statements, Prime Minister of Malaysia, in Tenth Plan Malaysia (RMK-10), on June 6, 2010, in Malaysia Parliament, that University of Technology Malaysia (UTM) play a role in the country’s economic growth. University of Technology Malaysia with a vision “To be recognized as a world-class centre of academic and technological excellence” shows that UTM is one of thousands of universities that seek of WCU’s predicate. The one way of accelerating the transformation into a World-Class University is to use internalization strategies effectively. The purpose of this study was to find out and understand the promotional strategies to support the achievement WCU’s predicate of UTM. This thesis is a field research with qualitative research methods, the type of data analysis is descriptive. The subject of this research is all the information related to the promotion strategy of University of Technology Malaysia, while the object research is University of Technology Malaysia, located at 81310 Skudai, Johor, Darul Ta’dzim Malaysia. Methodologies used to collect data were: 1) Interview, 2) Observation, 3) Documentation, 4) Studies Reader. Triangulated was used for the test of data validity. This study aimed to describe its promotional strategy of an university, which is generally kept secret. The result of the study show that : 1) UTM is a Research University, as an initial step towards the title of WCU, 2) UTM in the country of Malaysia, which is an Islamic State, as a force to be high proportion of student from overseas, who come from the Middle East, 3) Havard University is a UTM’s partnered, the university has achieved full of WCU, 4) High proportion of postgraduate students, both taught and research, 5)English be used as a second language, 6) Operates within a global market and is international in many activities (for example, research links, student and staff exchanges, and throughput of visitors of international standing).

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