Urgensi Manajemen Pemasaran dalam Meningkatkan Daya Saing Pesantren
Abstract
This research argues that pesantren need to develop educational marketing management as a strategic approach to stay relevant and in demand by the community. This research presents answers to two main problem statements: 1) What are the main elements of successful education marketing management in general? 2) How has educational marketing management been implemented by pesantren so far? The research used a literature review by tracing reading materials, both journals and books, which were relevant to the research focus. In the next step, researchers coded each text and looked for thematic relationships. The next step was data presentation. The findings show that there are four main aspects of successful educational marketing management in general, namely strategic and systematic marketing planning, conducting market identification, creating needs or desires about how educational institutions should be expected by the target market, and carrying out innovation and utilization of various marketing channels. A number of studies have reported that a number of pesantren in Indonesia have implemented these principles of education marketing management. The implications of this study show examples of marketing management that can be carried out by other pesantren, which tends to lead to more effective marketing of pesantren.
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