| Kode Mata Kuliah | DK2208 / 2 SKS |
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| Penyelenggara | 174 - Desain Komunikasi Visual / FSRD |
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| Kategori | Kuliah |
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| Bahasa Indonesia | English |
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| Nama Mata Kuliah | Khalayak Sasaran | Target Audience |
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| Bahan Kajian | - Introduksi mengenai Perilaku serta ruang lingkup perilaku khalayak sasaran
- Perbedaan pengertian antara perilaku khalayak sasaran (Target Audience behavior), perilaku konsumen (Consumer behavior), perilaku pembeli (Buyer behavior), ataupun perilaku pelanggan (Customer behavior)
- Analisis perilaku khalayak sasaran
- Hubungan antara perilaku khalayak sasaran dengan strategi perancangan komunikasi visual
- Proses pengambilan keputusan dalam pembelian/serta materi segmenting, targeting & positioning
- Metode pengumpulan data (data collecting) untuk riset tingkah laku khalayak sasaran/perilaku konsumen
| - Introduction to Behavior and the scope of target audience behavior
- Differences in understanding between target audience behavior, consumer behavior, buyer behavior, and customer behavior
- Analysis of target audience behavior
- The relationship between target audience behavior and the strategy for designing visual communication
- Decision-making process in purchasing and material on segmenting, targeting, and positioning
- Data collection methods for research on target audience behavior/consumer behavior
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| Capaian Pembelajaran Mata Kuliah (CPMK) | - Mampu memahami dan menalar prinsip dan pengetahuan dasar mengenai tipologi dan perilaku khalayak sasaran sesuai dengan budaya Indonesia.
- Mampu menampilkan hasil karya berupa paparan sesuai dengan konteks tema secara individu maupun berkelompok terkait tipologi dan perilaku khalayak sasaran.
- Mampu membangun hubungan antara perilaku khalayak sasaran dengan strategi perancangan kampanye komersial (iklan) dan ataupun kampanye sosial
- Mampu menganalisis data riset empirik mengenai perilaku khalayak sasaran, perilaku konsumen, perilaku pembeli serta perilaku pelanggan.
- Mampu menjalankan metode pengumpulan data (data collecting) untuk riset tingkah laku khalayak sasaran/perilaku konsumen.
| - Able to understand and interpret fundamental principles and knowledge related to audience typology and behavioral characteristics within the context of Indonesian culture.
- Able to present creative outputs or presentations, individually or in groups, that are relevant to thematic contexts related to audience typology and behavioral characteristics.
- Able to establish the relationship between audience behavior and the strategic design of commercial (advertising) and/or social campaigns.
- Able to analyze empirical research data related to audience behavior, consumer behavior, purchasing behavior, and customer behavior.
- Able to conduct data collection methods for research on audience behavior and/or consumer behavior.
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| Metode Pembelajaran | Ceramah/ Kuliah Tamu
Diskusi
Collaborative Learning | Lectures and Guest Lectures
Class Discussions
Collaborative / Team-Based Learning |
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| Modalitas Pembelajaran | hybrid | Hybrid |
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| Jenis Nilai | ABCDE |
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| Metode Penilaian | UTS:40%
UAS:40%
Tugas: 20% | Mid-Semester Examination: 40%
Final Examination: 40%
Assignments: 20% |
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| Catatan Tambahan | | |
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