Jasmine, Monica (2018) External engagement of University of Merdeka Malang. Diploma thesis, Fakultas Ilmu Politik dan Ilmu Sosial Universitas Merdeka Malang.

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Abstract

This final report discusses the external engagement and its application in University of Merdeka (UNMER) Malang. In this modern era, every organizations need to able survive and improve their reputation in public eyes. In order to adapt, organizations have to use the right strategy and create new innovation. It also applies to education institution, Stakeholders are divided into two parts which are internal and external parties. The importance of stakeholder will bring big impact to organizational sustainability including UNMER Malang. In this final report, the writer was assigned at Public Relations Divisions at UNMER Malang especially in External Engagement Departement. While the writer doing the intership program, the writer found out the importance of external engagement in the institution, and how to create and maintain a relationship with stakeholders especially external parties. In this university, external parties are divided into five which are Government Relations, Media & Pers Relations, Community Relations, Industry Relations and Costumer Relations. The writer concludes that external engagement can increase institution‟s brand image in public eyes which is why the external engagement is very important for instituion sustainability.

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