Digital marketing communication strategy for Unpad Luhung hybrid university online courses

Nia Rosdiani; Dadang Sugiana; Ilham Gemiharto

doi:10.24198/jmk.v11i1.70421

Digital marketing communication strategy for Unpad Luhung hybrid university online courses

Nia Rosdiani, Dadang Sugiana, Ilham Gemiharto

Abstract

Background: Digital transformation in higher education has accelerated the adoption of the Hybrid University model, in which MOOCs function not only as learning media but also as strategic instruments for institutional branding and audience engagement. In this context, effective digital marketing communication becomes a critical factor in sustaining platform visibility and user retention. Purpose: This study aims to analyze the implementation of digital marketing communication of Unpad Luhung (Learning and Upskilling Hub for Next Generation), Universitas Padjadjaran, with a focus on the marketing communication mix, visual message design, content scheduling consistency, and platform performance. Methods: This study employed a descriptive qualitative case study method, with data gathered through platform observation, in-depth interviews with management and operational staff, document analysis, web analytics, and website performance auditing using GTMetrix. Results: The results indicate that Unpad Luhung possesses strong content potential, particularly in practical skill-based courses such as personal branding and digital marketing, which recorded the highest enrollment figures. However, three critical weaknesses were identified: poor platform performance reflected in a GTMetrix Grade E rating with an average load time of 3.8 seconds, inconsistent promotional activity marked by a complete absence of communication from January to September 2025, and low user retention evidenced by monthly bounce rates ranging from 46 to 52 percent. Conclusion: The success of digital marketing communication in higher education is determined not solely by the persuasiveness of promotional messages, but equally by the reliability of the platform as a communication channel. Implications: Technology audits and infrastructure optimization should be incorporated as integral components of institutional branding strategies for universities operating within the open digital education ecosystem.

Keywords

digital marketing; integrated marketing communication; hybrid university; asynchronous learning; MOOC

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References

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DOI: https://doi.org/10.24198/jmk.v11i1.70421