Model Strategi Pemasaran Jasa Pendidikan Islam pada SD Nasima Semarang

Fatah Syukur

Abstract


Educational services marketing strategies are becoming increasingly crucial in line with the role of educational institutions. However, only a few educational institutions have implemented strategies in marketing their educational services to the public. This study examines the marketing strategy of educational services at Nasima Elementary School Semarang. This research uses a qualitative case study approach. Data related to marketing management of educational services obtained from interviews, observation, and documentation, then tested by triangulation and then analyzed. The results of this study indicate two marketing strategies by SD Nasima Semarang, namely: internal marketing and external marketing. In internal marketing, the strategy implemented is to provide direct admission policies for TK Nasima alumni, giving discounts, parenting classes, and optimizing the roles of homeroom teachers, teachers, and guardians of students. As for external marketing, the strategy is to establish partnerships with kindergartens in the Nasima market area, distribute brochures, load information about Nasima schools, install banners, strategic billboards, hold educational exhibitions, free trial classes, and open houses. The Nasima Elementary School Education Model has quite a significant opportunity because many middle-class people are aware that religion needs good quality Islamic education. On the other hand, the challenge is the provision of good quality and innovative education. In this case, SD Nasima is the first education in Semarang to hold a full-day school.


Keywords


Strategy, Marketing, Education Services

Full Text:

PDF

References


Abdul Munir Mulkhan. (2002). nalar spiritual pendidikan Islam. Membangun Pendidikan Islam (Upaya Humanisasi Aqidah Melalui jalur formal).

Abuznaid, S. (2012). Islamic Marketing: Addressing the Muslim Market. Humanities.

Alma, B. dan R. H. (2009). Manajemen Corporate & Strategi Pemasaran Jasa Pendidikan. Bandung: Alfabeta.

Alom, M. M. & H. M. S. (2011). Marketing: An Islamic Perspective. Word Jounal of Science, 1(3). Retrieved from https://www.emeraldgrouppublishing.com/journal/wjstsd

Andrés Candelas, M. (2012). EURYDICE (2011). Mathematics education in Europe: common challenges and national policies. Revista Española de Educación Comparada.

Apple, M. W. (2001). Markets, standards, teaching, and teacher education. Journal of Teacher Education. https://doi.org/10.1177/0022487101052003002

Apple, M. W. (2013). Educating the “right” way: Markets, standards, god, and inequality, second edition. Educating the “Right” Way: Markets, Standards, God, and Inequality, Second Edition. https://doi.org/10.4324/9780203112847

Arham, M. (2010). Islamic perspectives on marketing. Journal of Islamic Marketing. https://doi.org/10.1108/17590831011055888

Assauri, S. (2011). Manajemen Pemasaran. Jakarta: Rajawali Pers.

Barnes, J. G. (2013). Secerets of Customer Relationship Management. Jakarta: Andi Offset.

Bush, T. and M. C. (2000). Leadership dan Strategic Management in Education. London: Paul Chapman Publishing Ltd.

Chubb, J.E and Moe, T. . (1990). Politics, Markets, and America’s Schools. Washintong DC: The Brookings Institution.

Constantinides, E., & Stagno, M. C. Z. (2011). Potential of the social media as instruments of higher education marketing: A segmentation study. Journal of Marketing for Higher Education. https://doi.org/10.1080/08841241.2011.573593

de Wit, H. (2011). Globalisation and internationalisation of higher education. Revista de Universidad y Sociedad Del Conocimiento. https://doi.org/10.7238/rusc.v8i2.1247

Departemen Agama RI. (2000). Alquran dan Terjemahnya. Bandung: Diponegoro.

Efferi, A. (2014). Dinamika Persaingan Antar Lembaga Pendidikan. Journal of Empirical Research in Islamic Education, 2(1), 96–116. https://doi.org/http://dx.doi.org/10.21043/quality.v2i1.2095

Fattah, N. (1996). Landasan Manajemen Pendidikan. Bandung: Remaja Rosdakarya.

Harvey, J. A. and H. B. (1996). Marketing schools and consumer choice. International Journal of Educational Management, 10(4). https://doi.org/https://doi.org/10.1108/09513549610122165

Haslina, Yusrizal, N. U. (2018). Kinerja Guru Dalam Implementasi Kurikulum 2013 Pada Sma Negeri 5 Lhokseumawe. Jurnal Administrasi Pendidikan : Program Pascasarjana Unsyiah.

Hurriyati, R. (2005). Bauran Pemasaran dan Loyalitas Konsumen. Bandung: Alfabeta.

Islam, M. M. (2020). Segmenting, targeting and positioning in Islamic marketing. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-10-2018-0181

Ivy, J. (2008). A new higher education marketing mix: The 7Ps for MBA marketing. International Journal of Educational Management. https://doi.org/10.1108/09513540810875635

Keating, A., & Janmaat, J. G. (2016). Education through citizenship at school: Do school activities have a lasting impact on youth political engagement? Parliamentary Affairs. https://doi.org/10.1093/pa/gsv017

Kendall & Mattson. (2011). Lingking Health Communication with Social Support Chapter 6. Kendall: Hunt Publishing Co.

Lee, S. hee, Lee, J., Liu, X., Bonk, C. J., & Magjuka, R. J. (2009). A review of case-based learning practices in an online MBA program: A program-level case study. Educational Technology and Society.

Maya, R. (2017). Revitalisasi Keteladanan dalam Pendidikan Islam: Upaya Menjawab Peluang dan Tantangan Pendidikan Islam di Era Masyarakat Ekonomi ASEAN (MEA). Edukasi Islami: Jurnal Pendidikan Islam.

Molnar, A. (2002). Global perspectives on indigenouspeoples’ forestry: Linking communities, commerceand conservation. In An international conference:Proceedings. Vancouver. Canada: British Columbia, Canada. Retrieved from http://www.foresttrends.org/whoweare/meetings.htm#vancouver2002

Mukmin, B. (2020). Manajemen Pemasaran Jasa Sekolah Dasar Terpadu. Jurnal Isema : Islamic Educational Management. https://doi.org/10.15575/isema.v5i1.6076

Mulyana, D. (2001). Metodologi Penelitian Kualitatif: Paradigma Baru Ilmu Komunikasi dan Ilmu Sosial Lainnya. Bandung: PT remaja Rosdakarya.

Neneng Nurmalasari, & Masitoh, I. (2020). Manajemen Strategi Pemasaran Pendidikan Berbasis Media Sosial. Jurnal.Unigal.Ac.Id.

Newberry, D., Weesner, B., & DeCarlo, L. (2009). Marketing resource management: An investment that can energise your entire customer management strategy. Journal of Direct, Data and Digital Marketing Practice. https://doi.org/10.1057/dddmp.2008.45

Parise, S., Guinan, P. J., & Kafka, R. (2016). Solving the crisis of immediacy: How digital technology can transform the customer experience. Business Horizons. https://doi.org/10.1016/j.bushor.2016.03.004

Rivot, S. (2019). Milton Friedman. In The Elgar Companion to John Maynard Keynes. https://doi.org/10.4337/9781788118569.00090

Simelton, E. (2012). Coping with drought risk in agriculture and water supply systems. Drought management and policy development in the mediterranean. Advances in natural and technological hazards research (Vol. 26), Iglesias A, Garrote L,

Cancelliere A, Cubillo F, Wilhite D. Land Degradation & Development. https://doi.org/10.1002/ldr.1059

Sugiyono. (2016). Memahami Penelitian Kualitatif. Bandung: Alfabeta.

Sula, M.S. and Kartajaya, H. (2006). Shariah Marketing. Bandung: Mizan.

Sutisna. (2001). Perilaku Konsumen dan Komunikasi Pemasaran. PT. Remaja Rosdakarya.

Umar, M., & Ismail, F. (2017). Peningkatan Mutu Lembaga Pendidikan Islam (Tinjauan Konsep Mutu Edward Deming dan Joseph Juran). Jurnal Ilmiah Iqra’, 11(2). https://doi.org/10.30984/jii.v11i2.581

Wibowo, A. (2019). Kesalehan Ritual Dan Kesalehan Sosial Siswa Muslim Sma Di Eks Karesidenan Surakarta. Jurnal SMART (Studi Masyarakat, Religi, dan Tradisi). https://doi.org/10.18784/smart.v5i1.743




DOI: https://doi.org/10.18784/smart.v7i01.1084

Refbacks

  • There are currently no refbacks.


Copyright (c) 2021 Fatah Syukur

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.