UEH EMBA-EMPM

This course uses a framework of knowledge about; Marketing for public services, citizen-customer behavior and customer feedback in public services, innovative application of products and services, communication and design of service delivery channels. First, the course helps students understand the basics of marketing in the public sector from the perspective of comparison with marketing in private enterprises. Especially reformat the concept of public service from the perspective of customers and why it is necessary to Marketing (distinguish from citizen and customer), in addition to using mixed marketing analysis tools (4P - 4C). ) public service (by Prof. Philip Kotler - Kellogg School of Management - Northwestern University, USA) to orient and apply marketing techniques to improve public service delivery capacity. In addition, students will apply and situational analysis to problems of public service. In order to expand new perspectives on marketing orientation to change social behavior, the training content also introduces concepts and tools related to social marketing in order to adjust the behavior of society towards social behavior. Positively, especially the role of online communication is changing the nature of Marketing in the future public service. The course also covers 3 more topics on crisis communication and local branding; Marketing public services in the digital era. These topics are intended to provide awareness about the role of public management in effective new marketing communications. At the end of the course, students can apply the course's tools to build their own marketing plan to solve a problem (problems) in the public sector. This is an opportunity for students to apply marketing tools to improve the quality of public services or improve social behavior in a positive way.