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STRATEGI KOMUNIKASI PEMASARAN MADRASAH MU’ALLIMAAT MUHAMMADIYAH YOGYAKARTA DALAM MEMPROMOSIKAN PROGRAM KELAS INTERNASIOAL
This study is motivated by the increasing competition among educational institutions in offering specialized programs, which requires effective marketing communication strategies to attract prospective students. This study aims to analyze the marketing communication strategy used to promote the International Class Program at Madrasah Mu’allimaat Muhammadiyah Yogyakarta. This research employs a qualitative descriptive approach, with data collected through interviews and documentation. The data were analyzed using the Segmentation, Targeting, and Positioning (STP) model and the promotion mix concept. The findings indicate that the program targets students with strong academic motivation and parental support, particularly from middle-to-upper socioeconomic backgrounds. Madrasah Mu’allimaat Muhammadiyah Yogyakarta implements various promotional strategies through digital media, direct communication, school visits, and personal selling. These strategies help position the program as an Islamic-based international education that offers global academic opportunities and strengthens its competitiveness among educational institutions.
FAKULTAS ILMU SOSIAL DAN HUMANIORA, UIN SUNAN KALIJAGA YOGYAKARTA
STRATEGI KOMUNIKASI PEMASARAN MADRASAH MU’ALLIMAAT MUHAMMADIYAH YOGYAKARTA DALAM MEMPROMOSIKAN PROGRAM KELAS INTERNASIOAL (Text)
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