From Capacity Building to Optimization: Strategic Digital Marketing Maturity in Indonesian State Islamic Higher Education

Abstract

This study explores the influence of governance and maturity levels on digital marketing at State Islamic Religious Universities (PTKIN), namely UIN Sayyid Ali Rahmatullah Tulungagung and UIN Maulana Malik Ibrahim Malang. This article is based on a qualitative comparative multiple case study methodology. Data were collected through interviews and document analysis. The researcher carried out coding, interpretation within and across cases, assessment of maturity levels, and exploration using 4P analysis, SWOT analysis, and the student journey. Both universities target the same audience, emphasising Islamic identity, educational quality, affordability, networking, and technology. However, there are differences in maturity levels and stages of development. Universities in Tulungagung require improvements in the areas of relationships, information exchange, content development, training and performance evaluation; whilst UIN Maulana Malik Ibrahim Malang requires improvements in governance and analytical maturity, personalised communication, and a better portfolio of services. This article presents an assessment using a maturity model and a two-stage student journey concept known as the growth model. Overall, the researchers argue that universities need to invest in building digital marketing capabilities—which require commitment, clearly articulated values and a consistent governance structure—and to fulfil the institution’s promises through integrated academic programmes, services, analytics and the student experience.