BRANDING AWARENESS “KAMPUS BELA NEGARA” FOR STUDENTS UPN “VETERAN” JAWA TIMUR (Descriptive Analysis of Public Sector Marketing)

The public sector is all activities carried out by the state apparatus with the aim of meeting the needs of society and solving public problems. UPN "Veteran" Jawa Timur is one of the state universities as a public institution that has branding in marketing. Through branding, it can convey a message to the public and students about the meaning of defending the country itself. However, it turns out that there are still many students who are not aware of the branding of the state defense campus itself. so it is necessary to measure the awareness of the branding of state defense campuses that have never been evaluated by UPN "Veteran" Jawa Timur or abbreviated as UPNVJT. This study aims to measure the level of Branding Awareness of UPNVJT students on the branding of the State Defense Campus. The method used is descriptive quantitative with the technique of collecting data sources obtained by distributing questionnaires. The population in this study were all students of UPNVJT class of 2014-2020, namely 13,915. with a sample to be taken of 389 respondents. The results of this study indicate that branding policies in the public sector are still not supported by the awareness of these public sector managers. The branding awareness of the State Defense Campus is still not at the Top of Mind level so that further treatment is needed to be able to increase public awareness from users.

Public Sector Marketing in Poland

Marketing is increasingly interdisciplinary area of high-scale diversity. Noticeable is the implement and adapt the tools and the concept of marketing in the different sectors of the economy such as the private sector, non-governmental sector or the public sector. Marketing is a concept in the area of management science and it plays a special role in the area of public management. For selected areas of public life such as: health services and higher education, it will be possible to use more sophisticated tools than in the case of administrative operations. The aim of the chapter is to create a comprehensive model of interdependence and cooperation of various marketing concepts in the public sector in Poland. The empirical part of the article was based on quantitative research conducted in 2015 – 2016.

Public Sector Marketing in Poland

Marketing is increasingly interdisciplinary area of high-scale diversity. Noticeable is the implement and adapt the tools and the concept of marketing in the different sectors of the economy such as the private sector, non-governmental sector or the public sector. Marketing is a concept in the area of management science and it plays a special role in the area of public management. For selected areas of public life such as: health services and higher education, it will be possible to use more sophisticated tools than in the case of administrative operations. The aim of the chapter is to create a comprehensive model of interdependence and cooperation of various marketing concepts in the public sector in Poland. The empirical part of the article was based on quantitative research conducted in 2015 – 2016.