JUNIANTO, JUNIANTO (2016) STRATEGI PEMASARAN LEMBAGA PENDIDIKAN ISLAM (Studi terhadap Strategi Pemasaran di MAN Purwokerto 1 dan MA Wathoniyah Islamiyah Kebarongan Kecamatan Kemranjen Kabupaten Banyumas). Masters thesis, IAIN PURWOKERTO.
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Abstract
Madrasah is educational institutions which grew and developed from, by, and for the community. In the era of globalization, madrasah supposedly able to adjust to the times that its presence is still needed by the community. The emergence of Islamic characterized excellent schools makes the madrasah role seemed displaced from Islamic education stage. Displaying MAN Purwokerto 1 and MA Wathoniyah Islamiyah Kebarongan still won the society trust in education services becomes important things to do. The results of this study are expected to be useful for other madrasah in the introducing of educational services to the community. This study aimed to describe the design of the marketing strategy of Islamic educational institutions in MAN Purwokerto 1 and MA Wathoniyah Islamiyah Kebarongan. This study used a qualitative approach. Data collection technique used observation, interview, and documentation. Data were analyzed using data reduction, data presentation, and data verification. This study found that, first, the design of the marketing strategy of MAN Purwokerto 1: 1) to identify and target prospective students, 2) positioning and differentiation of the marketing mix, and 3) forms of marketing activities: forming madrasah promotion team, utilizing RRI and internet media, delivery of the registration brochure, community activities, and competitions for SMP/MTs students. Secondly, the design of marketing strategies MA Wathoniyah Islamiyah Kebarongan are: 1) segmenting and targetting, 2) positioning, 3) differentiation of the marketing mix, and 4) forms of marketing activities: forming promotion madrasah team, distribution of brochures registration, use of Internet media and newspapers, Amaliyah Da'wah activities, and build the loyalty of alumni, especially alumni of MTs Islamiyah Wathoniyah Kebarongan, and empowerment IKAPMAWI. Third, the factors supporting the marketing strategy of Islamic educational institutions in MAN Purwokerto 1 include: good communication with the public and various agencies, promotion of adequate funds, the availability of multimedia and promotion funds. Whereas the inhibiting factors, among others: the limited number of means of transportation, and limited promotion of madrasah professional team. Supporting factors in MA Wathoniyah Islamiyah Kebarongan among others: fanaticism and loyalty of alumni, foundation support POMESMAWI, conducive learning location, the neutrality of the institution, and teamwork promotion. Whereas the inhibiting factors include: there are madrasah elements of passive in promotional activities, and has not had a madrasah promotion management.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Strategy, Marketing, Institute of Islamic Education |
| Subjects: | 2x7 Filsafat dan Perkembangan > 2x7.3 Pendidikan |
| Divisions: | Pascasarjana > Manajemen Pendidikan Islam |
| Depositing User: | Mrs Hanik Nurdiana Sabita |
| Date Deposited: | 07 Apr 2017 08:03 |
| Last Modified: | 07 Apr 2017 08:03 |
| URI: | http://repository.uinsaizu.ac.id/id/eprint/2391 |
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