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operation of this model is marketing research which related to a key activity intended to aid management in its decision making.
3. The Importance of Marketing Management
Marketing is usually associated with business organizations including English course as an institution. Most people are probably familiar with the
marketing activities of consumers’ products such as LBPP LIA Surakarta. Marketing management is needed for each company to organize the distribution of
their products. Therefore, marketing management is very important. There are some importances of marketing management in for the English course as a
company. Marketing management is required to understand the students’ need and
interest. They can produce the products or programs of the course which are interested by the students. Some decisions about appropriate products, promotion,
pricing, and distribution are decided in management of marketing. According to Kotler and Keller 2006: 4, marketing managers must make the major decisions
such as what features to design into a new product, what prices to offer customers, where to sell products, and how much to spend on advertising or sales. They also
make more detailed decisions such as the exact wording or color for new packaging.
Planning about the activities in marketing management is very important to get the target of customers. In the marketing plan, the English course plans the
strategies of marketing and the activities in the English course for one year. Bearden and LaForge 2001: 3 state that the marketing plan is able to increase the
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customers’ attendance for a company. The company should collect the information about marketing plan and survey the customers who never attendance
for their programs. The marketing plan contains of marketing mix and its strategy purposes to increase the product quality and to increase the number of customers.
Bearden and LaForge 2001: 3 writes that the market is needed to increase the growth of the community of a company. It can be done through
studying the strengths and weaknesses of community in a town. Then, the marketing plan is made to plan the strategies to stimulate the town’ growth. The
plan focused on building relationships with youth so they would remain in the community when they got older and bring new business and residents into the
community. The English courses need advertisement in the marketing of management
to give the information about their programs toward the students. Advertisement can be called as a bridge to relate between the company and the customers. One
way to attract the students’ interest to join an English course is using media of advertisements such as brochures, leaflets and pamphlets. According to Bearden
and LaForge 2001: 3, Advertisements communicating this theme were run in major national daily newspapers and business publications and during prime-time
news and business programs on network and cable TV. Marketing is able to develop the promotional items such as the products of the company.
From the explanation above, it can be concluded that marketing is one of the elements of management that cannot be separated from the English courses.
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Marketing management plays important role to promote the products and increase the number of customers.
C. Interest of English Course Students
This section consists of three main subsections including the nature of interest, the aspects of interest, and the types of interest.
1. The Nature of Interest
The term interest closely relates to the state of curiosity or concern about or attention to something. It can be shown in the involvement or participation in
the activities. The different degree of interest of each person influences the success for the activities which they join in.
There are some definitions from many experts who state the meaning of interest, in order to understand what is meant by interest. Elliot 2000: 349 states
that interest is similar and relating to curiosity. Interest is an enduring characteristic expressed by a relationship between a person and a particular
activity or object. By comparison, curiosity is more fleeting. Interest occurs when a student’s needs, capacities, and skills are a good match for the demands offering
by a particular activity. This definition is supported strongly by Hidi Anderson in Ormford,
2003: 399 state that people have interest in a particular topic or activity; it means that they find the topic or activity intriguing and enticing. Interest is a form of
intrinsic motivation. Positive affect accompanies interest; for example, people pursuing a task in which they are interested experience such feelings as pleasure,
excitement, and liking. Dewey in the State University 2009 says that Interest
