Implementation of Marketing Management Education in Developing the Image of Madrasahs
Keywords:
Management, Marketing, Education, Image, MadrasahAbstract
This study aims to describe the implementation of educational marketing management in developing the image of Madrasah Aliyah Negeri (MAN) 2 Semarang City. The research employed a qualitative descriptive approach with data collected through observation, interviews, and documentation. The findings reveal that: (1) the stages of educational marketing implementation were effective in attracting new students, including high-achieving ones; (2) the success of marketing was closely linked to public recognition of the madrasah’s quality, as reflected in the increasing number of applicants and positive student feedback; and (3) supporting factors included visionary leadership, teacher competence, and the involvement of alumni and school committees, while inhibiting factors consisted of limited digital literacy, ineffective communication, and negative stereotypes about madrasahs. The implications of this study emphasize that well-planned educational marketing management can enhance the competitiveness of public madrasahs and serve as a model for institutional development in the context of contemporary educational challenges.
Downloads
References
Aaker, David. “Building Stronger Brands,” 1996.
Budiyatmo, Basuki, and Ade Iriani. “Membangun Citra Sekolah Berdasarkan Marketing Mix Untuk Meningkatkan Jumlah Peserta Didik.” Kelola: Jurnal Manajemen Pendidikan 9, no. 2 (2022): 238–252.
Eferi. “Manajemen Bidang Hubungan Masyarakat Untuk Meningkatkan Citra SMA.” Manajer Pendidikan 9, no. 6 (2015): 786793.
Elyus, Dinda Septian, and Muhamad Soleh. “Strategi Humas Dalam Meningkatkan Citra Sekolah Di Era Pendemi Covid 19.” Jurnal Inspirasi Manajemen Pendidikan 9 (2021): 281–289.
Gutiérrez-Villar, Belén, Purificación Alcaide-Pulido, and Mariano Carbonero-Ruz. “Measuring a University’s Image: Is Reputation an Influential Factor?” Education Sciences 12, no. 1 (2022).
Hemsley-brown, Jane, and Izhar Oplatka. “Systematic Review of the Literature on Higher Education Marketing Universities in a Competitive Global Marketplace Education Marketing” 19, no. 4 (2010): 316–338.
Juliardi, Iqbal. Strategi Madrasah Membangun Citra Melalui Ekstraurikuler Di Madrasah Tsanawiyah Tanjung Berulak. Pekanbaru: UIN SUSKA RIAU, 2023.
Munir, M. “Vol. 1, No.2, April 2018.” Strategi Implementasi Manajemen Berbasis Sekolah 1, no. 2 (2018): 1–37.
Pendidikan, Manajemen Pemasaran. “Kariman , Volume 05 , Nomor 01 , Juni 2017 | 65 Kacung Wahyudi” 5 (n.d.): 65–82.
Rumina. “Revitalisasi Manajemen Sekolah Dalam Meningkatkanhubungan Terhadap Masyarakat.” Jurnal Mu’allim 2, no. 2 (2020): 214–225.
Supranto, and Ami Latifah. “Strategi Pemasaran Lembaga Pendidikan Islam.” Unisan Jurnal: Jurnal Manajemen Dan Pendidikan 2, no. 1 (2023): 404–401.
Woo, Arison, Canon Tong, and Anthony Wong. “A Study of the Determinants to School Image and Reputation in Higher Education Institutions in Hong Kong.” British Journal of Education, Society & Behavioural Science 15, no. 1 (2016): 1–18.
Yusri, Ahmand Zaki dan Diyan. “Strategi Bersaing (7).” Jurnal Ilmu Pendidikan 7, no. 2 (2020): 809–820.
YUSRIZAL, M, and R S R Ameh. “Strategi Pemasaran Jasa Pendidikan Dalam Meningkatkan Minat Masyarakat Di Sekolah Menengan Kejuruan Muhammadiyah 1 …” 1, no. 1 (2023): 1–10.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Erwin Arianto, Rikza Chamami, Saekan Muchith
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
