Service-Learning Implementation During Covid-19 Pandemic by Designing Branding Strategy for Small Medium Enterprises

Muljosumarto, Cindy (2023) Service-Learning Implementation During Covid-19 Pandemic by Designing Branding Strategy for Small Medium Enterprises. In: The 9th Asia-Pacific Regional Conference on Service-Learning CHRIST (Deemed to be University), 21-07-2023 - 21-07-2023, Bangalore - India.

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Abstract

The rapid growth of SME industries in Indonesia, stimulates society to be more aware about branding strategy because of the tight competition, even in the Covid-19 pandemic situation. Some of the SME industries in East Java, Indonesia, were having the same problem. Through several meetings with these SME and several observations, with depth interview, it can be concluded that the problem was relies on the lack of branding knowledge. Therefore, service-learning method was the relevant solutions for helping these impacted society. Because through this method, these society could learn together with the students for solving their problems. Therefore, a balance reciprocal ecosystem was created in accordance with the spirit of service-learning. This service-learning program was held and explored the possibility for implementing branding strategy using hybrid method, because of the Covid-19 pandemic situation. Qualitative method was used with empirical approach, combined with Service-Learning method, followed by observation and depth-interview for gathering the data and feedbacks. As a results, these branding strategies were well received by the impacted society (SME) and based on the interview with the SME, these strategies could help them to develop their business. By implementing branding theories on the real case, students could experience the real situation for creating branding strategy. While the lectures also get more insight about the recent problem of implementing branding strategy for SME products, gaining more teaching experience and updates about the theories implementation. This service-learning programme was beneficial for students, society and lectures as a holistic education that integrates academic, emotional, and spiritual aspect. This method could be effective for reaching various communities at the same time, in condition of the society capabilities to utilize digital media.

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