Marketing Strategy in the Era of Industrial Revolution 4.0 in Increasing Competitiveness

Abstract

This study aims to determine and develop a marketing strategy for the Institute of Business (IOB) Master Program, Dili, Timor-Leste by utilizing digital technology to increase competitiveness in the era of the Industrial Revolution 4.0 based on SWOT analysis. This type of descriptive qualitative research with Sampling Determination Technique is purposive sampling of 16 16 informants. Data sources were obtained directly from the IOB Master Program Management, students, alumni and stakeholders through interviews, questionnaires, observations, and documentation. Data analysis is carried out by identifying internal and external factors that influence the strengths, weaknesses, opportunities and threats which are then used to determine the marketing strategy of the IOB Master Program through SWOT analysis. Based on the results of the analysis, the IFAS score value is 3.21 and the EFAS score value is 3.16. From the IE Matrix, it was found that the position of the IOB Master Program was in quadrant I as a growth position. The right strategy to improve competitiveness in the Master Program in the era of RI 4.0 is by strengthening Market Development, Market Penetration and Product Development.