Azizah Fathur Rohiem, NIM.: 22204091007 (2024) PERAN BRANDING DALAM TRANSFORMASI PEMASARAN PENDIDIKAN DI MAN PK MAN 1 YOGYAKARTA. Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.
|
Text (PERAN BRANDING DALAM TRANSFORMASI PEMASARAN PENDIDIKAN DI MAN PK MAN 1 YOGYAKARTA)
22204091007_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf - Published Version Download (3MB) | Preview |
|
Text (PERAN BRANDING DALAM TRANSFORMASI PEMASARAN PENDIDIKAN DI MAN PK MAN 1 YOGYAKARTA)
22204091007_BAB-II_sampai_SEBELUM-BAB-TERAKHIR.pdf Restricted to Registered users only Download (5MB) | Request a copy |
Abstract
Education marketing is experiencing a transformation due to technological advances. Schools are now faced with demands to not only provide quality education but also build a strong and attractive image for society. In the midst of increasingly fierce competition, branding has become an important strategy in strengthening a school's position and attracting the interest of prospective students. This research aims to explore the role of branding in influencing the perception and image of society, how the branding strategy is implemented by MAN PK MAN 1 Yogyakarta, and what the outcome of branding is in the transformation of educational marketing at MAN PK MAN 1 Yogyakarta The type of research carried out is field research with qualitative methods. Data collection techniques using interviews, observation and documentation. Data validation and validity uses source triangulation and method triangulation. The data analysis technique uses Johnny Saldana's theory with data condensation, data presentation and drawing conclusions and verification. The findings show that MAN PK MAN 1 Yogyakarta has adopted a holistic branding approach, starting from visual identity development to online image management. The results of this research reveal that first, the role of branding in shaping the image of MAN 1 Yogyakarta is very important. There are three main factors that can be recognized, namely identity, differentiation, and quality and loyalty. Second, the branding strategy implemented by MAN PK MAN 1 Yogyakarta in the first educational marketing transformation consists of seven factors: 1) school accreditation, 2) quality management standards, 3) student behavior, 4) student achievement, 5) quality of graduates, 6) school superior activities and 7) alumni relations, as for the Branding Strategy implemented by MAN PK MAN 1 Yogyakarta in Educational Transformation by implementing educational marketing, namely Kotler's 7p theory of Product, Price, Place, Promotion, People, Physical Evidence and Process. Third, Outcome Branding in the Transformation of Educational Marketing at MAN PK MAN 1 Yogyakarta, firstly Increasing Community Awareness and Reputation for MAN PK, secondly Increasing Competitiveness and finally increasing the quality and loyalty of education. The implications of this research highlight that in the era of technological advancement, the use of branding strategies, as implemented by MAN PK MAN 1 Yogyakarta, can play a significant role in enhancing the school's image, increasing competitiveness, and strengthening community loyalty towards educational institutions.
Item Type: | Thesis (Masters) |
---|---|
Additional Information / Supervisor: | Pembimbing: Dr. Zainal Arifin, S.Pd.I, M.S.I |
Uncontrolled Keywords: | branding; Educational Marketing Transformation; daya saing |
Subjects: | 300 Ilmu Sosial > 370 Pendidikan > 371.2 Pendidikan - Manajemen |
Divisions: | Fakultas Ilmu Tarbiyah dan Keguruan > Manajemen Pendidikan Islam (S-2) |
Depositing User: | Muchti Nurhidaya [muchti.nurhidaya@uin-suka.ac.id] |
Date Deposited: | 19 Jul 2024 09:43 |
Last Modified: | 19 Jul 2024 09:43 |
URI: | http://digilib.uin-suka.ac.id/id/eprint/66064 |
Share this knowledge with your friends :
Actions (login required)
View Item |