Strategi Marketing Mix: Sebuah Upaya Mengatasi Kurangnya Pengendalian Kinerja Pemasaran Dalam Pendidikan

Abstract

Educational institutions are responsible for providing access to quality education for the community. In the era of globalization, competition among educational institutions is increasingly fierce, so controlling marketing performance is the key to maintaining their existence. However, a lack of control over educational marketing performance can hinder the achievement of these goals. This research aims to analyze educational marketing strategies at SMA IT Miftahulfalah Cikalong in overcoming the challenges of controlling marketing performance. Through observations and interviews with school principals, workers and the community, it was found that this institution uses various approaches such as distributing brochures, placing banners, direct outreach to elementary schools, as well as promotions via social media such as Facebook, WhatsApp and Instagram. However, the obstacles faced include a lack of understanding of the target market, limited resources, and a lack of regular evaluation and performance measurement. The solutions implemented include implementing a marketing mix with a focus on product development, price adjustments, location optimization and increased promotions. The results show an increase in marketing effectiveness which has a positive impact on the number of new registrants. This study recommends the development of strategic planning and marketing training for staff to support the sustainability of educational institutions' marketing performance.