Chen Shi Yi Primary Author Flavia Cyrilla Primary Author Nicholas Wilbert Primary Author mixed material bibliography Jakarta LSPR 2020 en English

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As a relatively new regency in Lampung, Indonesia, TUBABA regency has had to deal with a lot of challenges and developments in its own regency which includes its lack of civilization. The regent, Mr. Umar Ahmad plays a major role in the development of TUBABA in Lampung. Not only does he have to have the vision and conviction to develop the regency, but he has to have a higher vision to accelerate the civilization and make TUBABA one of the most reputable regencies in Lampung. In order to achieve this objective, a lot of time and effort must be taken. In the near future, Mr Umar Ahmad plans to build an International University in TUBABA, namely TUBABA International University. The purpose of this project is to answer the question of how to accelerate civilization development of TUBABA regency by using City Branding and University Branding. As TUBABA seeks a true civilization, the authors propose for this project that TUBABA will have to do both types of communication (City Branding and University Branding) in one time frame to increase not only awareness and engagement but also to pique the liking and interest of people to move to TUBABA and choose the university in TUBABA. This project uses Integrated Marketing Communication tools for its City Branding and University Branding strategy which are expected to accelerate the civilization of TUBABA regency and also increase the awareness and engagement with its target audiences within a period of 3 years (36 months). Keywords: Communication strategy of City Branding, Communication strategy of University Branding, Integrated Marketing Communication, Accelerating Civilization Marketing Communications Non Thesis 2020 Sania Makki Chen Shi Yi Flavia Cyrilla Nicholas Wilbert NONE Library LSPR Institute of Communication and Business Amani Library Management System S1.MKT.010.20 S100603SP Hanya Tersedia Softcopy S1.MKT.010.20 sampul_skripsi.jpg.jpg 5040 2021-04-16 10:19:16 2021-04-16 10:19:37 machine generated