Peran Seorang Cluster Public Relations Trainee di Swiss-Belhotel Batam

Sucipto, Sucipto (2020) Peran Seorang Cluster Public Relations Trainee di Swiss-Belhotel Batam. Project Report. Universitas Internasional Batam. (Submitted)

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Abstract

Penulis menyelesaikan internship yang dilakukan selama 3 bulan tertanggal dari 11 Februari 2019 hingga 11 Mei 2019. Adapun kegiatan internship yang penulis lakukan ialah sebagai Cluster Public Relations Trainee di departemen sales and marketing SBI Batam (Swiss-Belhotel International Batam). Adapun, topik yang diangkat ialah “Peran Seorang Cluster Public Relations Trainee di Swiss-Belhotel Batam”. Dalam melakukan kegiatan internship ini, selain daripada salah satu persyaratan untuk mendapatkan gelar S1 pada program studi manajemen pariwisata, namun juga bertujuan untuk meningkatkan keterampilan maupun pengalaman sebagai marketing hotel. Teknik mengumpulkan data yang dilakukan dalam penyusunan laporan kegiatan internship ini adalah dengan mengimplementasikan metode wawancara, observasi serta data sekunder. Sales and marketing department terbagi menjadi 3 bagian, yaitu sales, marketing, serta e-commerce. Pada bagian marketing sendiri, terdapat seorang Cluster PR (Public Relations) Executive dan Cluster GD (Graphic Designer) yang mempunyai peranan dan kontribusinya tersendiri terhadap hotel. Dan sebagai seorang Cluster Public Relations Trainee, penulis bertugas untuk membantu pekerjaan Cluster PR Executive dan Cluster GD yang bersedia membantu penulis dalam mengenal hal-hal berkaitan dengan kegiatan marketing. Selama menjalani kegiatan internship ini, penulis mendapati beberapa permasalahan yang penulis hadapi di departemen marketing, adapun permasalahan tersebut berupa pengaplikasian CIM (Corporate Identity Manual), rebranding, serta masalah pemasaran. Permasalahan yang terjadi tersebut disebabkan oleh beberapa hal. Penulis pun berkesempatan untuk dapat menerima banyak pelajaran berkenaan dengan pemecahan masalah dan memberikan beberapa saran kepada hotel, terutama dalam hal marketing. ********************************************************************** The Author completed the internship that was carried out for 3 months from 11th February to 11th May 2019. The internship activity that was carried out by the Author was Cluster Public Relations Trainee in sales and marketing department of SBI Batam (Swiss-Belhotel Internation Batam). The chosen topic for this report is “Role of a Cluster Public Relations Trainee at Swiss-Belhotel Batam’. The purpose of this internship activity, besides as a requirement to achieve bachelor title in a Tourism Management, also to improve and gain experience as a marketing in hotel. The data collection techniques used in preparation of this report are interview, observation as well as data gathering. Sales and marketing department is divided to 3 sections, which are sales, marketing, as well as e-commerce. In marketing department, there is Cluster PR (Public Relations) Executive and Cluster GD (Graphic Desinger) that have its own role and contribution to the hotel. As for a Cluster Public Relations Trainee, the Author is tasked to assist Cluster PR Executive and Cluster GD who are ready and willing to help the author to learn and experience everything regarding marketing activities. During this internship activity, the Author faced several cases in marketing department, while these cases are in the form of the application of CIM (Corporate Indentity Manual), rebranding, as well as marketing. These cases happened due to few reasons and the Author has the opportunity to gain a lot of experiences regarding solving problems and giving opinion and advice to the hotel, especially in sales and marketing.

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