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Brand positioning of Swiss German University

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Many international universities or partially international universities set their foots in Indonesia lately. Each of these universities has their own unique position in the minds' of their target customers, in this case high school students. Swiss German University (SGU) as the first international university in Indonesia also has its own unique position compared to other international universities in Indonesia. To find out about this position, the author draws perceptual map based on the position and importance of five attributes that might be considered when choosing a university. The attributes are quality, reputation, price, location, and facility. The international universities being examined are Inti College, Pelita Harapan University, President University, and Binus University. There are three perspectives being examined which are from high school students, university students and parents. SGU is perceived to be the best in terms of quality and has high reputation. But SGU still needs improvements in terms of facility, price, and location.rnrnThis research hopefully, might be able to give Swiss German University a picture of how SGU is perceived by markets nowadays. Knowing the perception of markets, the author then drew some conclusions to what SGU can do to fix the weaknesses and maintain the strength that SGU has compares to other international universities.

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Availability

B00241

(wh)

Available

Detail Information

Series Title

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Call Number

241

Publisher

: Swiss German University., 2007

Collation

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Language

English

ISBN/ISSN

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Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

IBA

Specific Detail Info

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Statement of Responsibility

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