Marketing Strategy for Indonesian for Speakers of Other Language Unit (Unit BIPA): A Case Study in Unit BIPA Universitas Muria Kudus

Abstract

Indonesian language is prepared to be an international language in a future. One of the way to reach it, a government raise Indonesian language through Indonesian for speakers of other language learning (BIPA). As international recognition, Universitas Muria Kudus serve Indonesian course for foreigners through Unit BIPA. Thus, marketing strategies became the first key to exist the unit. This study aimed to describe 1) marketing strategies for Unit BIPA Universitas Muria Kudus, 2) the opportunities and challanges of Unit BIPA's existence, 3) the benefits of marketing strategy for Unit BIPA Universitas Muria Kudus. A case study was used as a methodology approach, as well as marketing strategies as a theoritical approach. The data were collected by interview and observation. Therefore, this study describe a big role of marketing strategies for Unit BIPA as language and culture diplomatic way in Indonesia.