Marketing management of Madrasah Ibtidaiyah (MI)

Munastiwi, Erni (2018) Marketing management of Madrasah Ibtidaiyah (MI). In: Issues and Trends in Interdisciplinary Behavior and Social Science. Bunga Rampai, - . CRC Press, London, pp. 155-160. ISBN 978-1-138-55380-4

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Abstract

The purpose of this study is to review the institution of special education of madrasah institutional management. Here, we focus on marketing management of madrasah institutions. Institutional marketing is one part of the management of educational institutions. Therefore, the management of madrasah marketing must be handled properly so that the objectives of the madrasah can be achieved. We hope that well-managed madrasah institutions will be well known for marketing and then the madrasah will be known and trusted by the community. Thus, the interest of the community is high against the madrasah. In this study, we use qualitative method with five madrasah research objects, five principals, five madrasah teachers, five members of the madrasah committee, and five madrasah parents. The data collection process includes (1) identifying participants, (2) gaining access to participants and places, (3) compiling the type of information that will ans\Ver the research question, (4) designing instruments to collect and record interview results, and (5) interpreting the collected data. The data collection method involves observation, interview, documentation, and audiovisual materials. Data analysis takes place before, during, and after field study. The results of this study show that madrasah education institutions are advised to manage marketing well. Madrasah marketing strategy is done consistently. In the context of education, marketing mix strategy can be used to win the competition, in this case, known as 7P (product, price, promotion, place, people, physical evidence, and process.) Madrasah marketing management implementing the marketing mix strategy can change the image of the community to the madrasah. Keywords: marketing management, madrasah ibtidaiyah

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