Brand Positioning

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In 2023, Atma Jaya University ranked in the World University Rankings between 1201-1400 and was ranked as the third best private university in Indonesia or 451-500 in Asia according to the QS Asia University Rankings. Based on a 2023 survey conducted by the Strategic Management Office of Atma Jaya University, there were 12 most preferred majors, and the Faculty of Law ranked sixth. Respondents for the survey came from the Jakarta metropolitan area (Jabodetabek).

Picture3: Review of Unika Atma Jaya's Brand Positioning in May 2023

Bacelor of Law Program

Based on the analysis using curriculum comparison, the study programs of other private universities that are comparable with BLP at the local level are the Business Law Program at Bina Nusantara University and the S1 Law Program at Pelita Harapan University. At the national level, the comparable program is the S1 Law Program at Parahyangan University.

The Business Law Program at Bina Nusantara University is a comparable study program due to their specific single specialization, i.e., Business Law, and has an accreditation grade of A. The Bachelor’s Degree Law Program at Pelita Harapan University is a comparable study program since they apply Business Law as one of its main specializations (out of only three specializations), with an accreditation grade of A. The Bachelor’s Degree Law Program at Parahyangan University is a comparable study program as a fellow Catholic University and has an accreditation grade of A. Based on the survey conducted among active BLP students in 2023, other faculties that students consider when deciding to study BLP are as follows:

a. Public  University  Law  Faculties:  University  of  Indonesia,  Gadjah  Mada  University, Padjajaran University, and Diponegoro University.

b. Private   University   Law   Faculties:   Trisakti   University,   Tarumanegara   University, Parahyangan University, and National Development University.

Students prioritize choosing Law Faculties at public universities. They consider strongly the Law Faculty at Atma Jaya University if they are not accepted there (as proven by the survey). They also consider private universities, by considering national reputation, campus location, alum reputation, and specialization options, and in such cases, however, they choose Atma Jaya University instead.

Chart 1: Bacelor of Law Program Competitor Universities

Chart 2: Reasons to join Bacelor of Law Program

Master of Law

Master of Law offers a unique variety of specializations. This uniqueness is visible from a comparison of Master of Law with other universities that intersects scientific disciplines. For example, Parahyangan Catholic University in Bandung, a fellow member of the Association of Catholic Universities (APTIK), has a concentration in Business Law. However, Master of Law emphasizes more on the aspects of international trade and industrial relations. Likewise, Trisakti University in Jakarta also has a concentration in Business Law. However, MLP has more specific advantages, especially for those interested in Jakarta and its surroundings, by emphasizing international aspects in trade activities and professional needs related to human capital. Apart from that, Pelita Harapan University, which is located nearby, also provides courses related to international trade. However, at Master of Law, this aspect is more provided explicitly through specialization and is not limited to courses.

Based on a survey of Master of Law students, other universities that are considered when looking for Master of Law Study options are the University of Indonesia, Pelita Harapan University, Gadjah Mada University, and Trisakti University.

Chart 3: Master of Law Competitor Universities

Thus, overall, Master of Law's brand positioning is among universities and private universities that offer Master of Law study programs. Furthermore, the main factors that Master of Law students consider choosing campuses where they can study are national reputation, location, and choice of specialization.

Through a more specific focus on international trade law and industrial relations, MLP provides added value to legal professionals who can answer specific needs in international trade and industrial relations. This aligns with the FGD curriculum evaluation 2021 results, which involved stakeholders from alums, researchers, law enforcers (judges, prosecutors, advocates), banking, government institutions, academics, international organizations, the industrial world, and notaries. Input from the FGD included that the MLP was needed to emphasize the correlation between legal aspects of human resources in the private sector and international content related to trade.

Based on a survey conducted by MLP, the five highest considerations for students in choosing MLP are:

a. National reputation of the Unika Atma Jaya Faculty of Law 

b. Strategic campus location

c. Specialization options provided

d. Reputation and quality of teachers e. Graduate reputation

Chart 4: Reasons to join MLP