Educational Services Marketing Strategy in Developing Brand Image

Abstract

Quality education is an important factor in the development of students. This study examines the marketing strategy of educational services at MI Pesantren Anak Sholeh Baitul Qur'an to build the brand image of the madrasah. The study uses a qualitative approach with a case study design to deeply understand the marketing practices applied. Data collection was carried out through in-depth interviews with various stakeholders, participatory observation in the madrasah environment, and review of related documents and archives. Data analysis follows the interactive model of Miles and Huberman which includes the process of data reduction, data presentation, and drawing conclusions. The research findings show that the madrasah develops a marketing strategy through identifying the right target market and segmentation. Implementation is carried out by applying the 7P marketing mix concept comprehensively, covering aspects of product, price, location, promotion, human resources, process, and physical evidence. This approach has a significant impact on improving the reputation and image of the madrasah in the community. This study provides empirical evidence of the effectiveness of an integrated marketing strategy in the context of Islamic education. The findings are not only relevant to the development of the madrasah studied, but can also be a reference for similar educational institutions in optimizing their marketing strategies.