A Law School Case: Product Evaluation and Improvement with Design Thinking and Marketing Mix

Abstract

A law school that existed in Jakarta is wishing to expand its school and impact to Indonesia. With disruption in the teaching and learning process due to the COVID-19 pandemic, the law school plans to recalibrate the product and marketing. What feedback and improvement to the product of this law school? This research aims to improve products and marketing to attract customers. To answer the question, the author identifies the product development and improvement expected by the target market and does effective marketing with a marketing mix. The research methodology was carried out using design thinking with literature studies and empirical studies. Data were collected qualitatively and quantitatively with primary data and secondary data. The results obtained from this research are changes in subject, syllabus, learning methods, brand management, and plans for cooperation. The result implication to the business is to make the law school more attractive to the customers.

Keywords: Effective marketing, law schools, product development