ANALYSIS OF MARKETING COMMUNICATION STRATEGIES BASED ON INTEGRATED MARKETING COMMUNICATION AT GEOLOGICAL MUSEUM BANDUNG

Abstract

This research analyses the Integrated Marketing Communication (IMC)-based marketing communication strategy at the Bandung Geological Museum, focusing on key issues such as the effectiveness of digital promotion, budget constraints, low public literacy, and government regulatory barriers. The research objective is to evaluate the application of IMC in increasing visits and public awareness of the museum as an educational destination. The method used was descriptive qualitative with a case study approach, through in-depth interviews with marketing staff and visitors, observation, and documentation analysis. The results showed three main strategies: (1) market segmentation (demographic, geographic, psychographic, behavioural) targeting students, college students, and tourists, (2) brand storytelling via social media and website, and (3) personalisation through virtual tours and collaboration with educational institutions. The museum also implements IMC elements such as digital advertising (Instagram, Tiktok), public relations (satisfaction survey), event marketing (Day & Night at the Museum), and mobile marketing (WhatsaApp). The main constraints include limited budget and promotion regulations. Recommendations include influencer collaboration, technology utilisation (augmented reality), and strengthening direct marketing.