Advances in Social Science, Education and Humanities Research, volume 387

3rd International Conference on Education Innovation (ICEI 2019)

Marketing Strategy for Educational Services

M. Nur Rohim
Department of Education Management
Universitas Negeri Surabaya
Surabaya, Indonesia
[email protected]

Abstract—In marketing education services and increasing Marketing has an important role in a company or
customer loyalty is the school able to plan the right strategy to educational institution, because marketing is the main activity
review the market and customer needs of educational services. of the company to distribute products or services produced to
Marketing strategy is a plan of an organization made to do the hands of consumers, therefore the school is required to
marketing by introducing its organization to the public. make the right strategy in marketing products that have an
Educational services are products produced to meet customer impact on the promotion mix, one the way that can be done is
education (students) can be identified and felt but are not by doing a marketing mix and also a promotional
tangible. In conducting a marketing strategy, promotion is mix. Products, prices, distribution, and promotions are
needed, the promotion is very useful as an activity to find out
concepts from the marketing mix that can influence and
whether the Dharma Wanita 8 Junior High School Sidoarjo has
encourage consumers to use products or services offered by
done a good promotion strategy. Research uses qualitative
descriptive methods in research techniques and interviews. Based school institutions. However, with increasing competition,
on the data obtained in the form of a promotional activity companies must focus their efforts to win the sympathy of
program, the results of data from the acquisition of students over consumers by promoting.
the past four years have increased and what promotion activities The promotion mix is the best combination of strategies of
are carried out to attract the community to be able to attend the marketing variables, personal sales, sales promotion, public
Dharma Wanita 8 Junior High School in Sidoarjo. From the
relations, and other promotional tools used by companies to
results of the promotion activities it was concluded that
achieve the objectives of the sales program. With the
marketing activities in terms of the most effective promotions
were advertising, public relations, and personal alternation.
promotion carried out with the school, consumers can find out
information about the product or service offered, and
Keywords—marketing; promotion strategy consumers will determine the decision whether to continue to
send their school children to school or not [3].
I. INTRODUCTION In a school institution Marketing or promotion is
The development of science and technology requires something that must be absolutely carried out by schools,
people to make changes so they are able to keep up with the besides being shown to introduce, the marketing function in
times [1]. Education is believed to be a strategy tool to educational institutions is to form a good image of the
improve human life. Through education, humans become institution and attract a number of prospective students
intelligent, possess the ability or skill, a good attitude to life, [4]. For this reason, educational institutions are required to
so they can get along well in society. School is an educational carry out promotional strategies to maintain and increase the
institution that is engaged in education services. In addition, quantity of existing students. And the purpose of the
competition between schools is getting tougher. So, in this promotion strategy is certainly embedded in the values of trust
case the education provider is required to be creative in in the minds of every consumer who will eventually increase
exploring the uniqueness and excellence of the school so that the number of students in the institution.
it is needed and in demand by customers of educational Promotion strategy is one of the activities that are the core
services. The emergence of international standard schools and of the marketing system [5]. The promotion strategy referred
the birth of public and private schools that offer superior to here is every step taken by the school to communicate with
facilities, even at affordable costs, can add to the rise of the community in order to achieve the targets or targets set by
educational competition. The marketing activities of the school. In this case the promotion will explain the
educational services that were previously considered taboo activities of educational institutions introducing their products,
because they smell business-oriented and tend to be profit- whether through advertising, personal sales, sales promotions
oriented, have now been done openly. Because education or publications [6].
services play an important role in developing and improving
the quality of human resources [2]. Various kinds of strategies Dharma Wanita 8 Junior High School has developed in
by means of their promotional mix are done to attract students the number of new students every year. Although many other
to attend their schools, with this competition the school raises schools are competitors, the Dharma Wanita 8 Junior High
marketing strategies at school. School is still trusted by some people who faithfully invest in
education in the school. Even so, the Waru Sidoarjo Dharma

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 Advances in Social Science, Education and Humanities Research, volume 387

Wanita 8 Junior High School still needs improvement in A. Marketing Strategy Efforts
carrying out the school promotion strategy in terms of the
promotion mix [6]. In this case, the Dharma Wanita 8 Junior Strategic marketing even in public service organizations,
which will harmonize them with the market and thus become
High School Waru Sidoarjo does not have a special structured
committee to handle school marketing activities or programs more competitive [12] Marketing strategies that are carried out
by Waru Sidoarjo Dharma Wanita 8 Junior High School
so that the division of tasks and responsibilities of each job
desk in marketing schools is not well implemented. Of course, namely direct marketing that can be seen from the wider
community such as school websites , distributing brochures,
things this has led to the development of school marketing and
promotion programs that cannot be well designed. When arriving at the target market and putting up banners on the
streets so that people can directly know and get to know the
conducting preliminary observations by conducting interviews
with the school, researchers found a little archive of school Dharma Wanita 8 Junior High School.
marketing programs [8]. Brochures as school promotion B. Tools Used in Implementing Marketing Strategies
tools have not been well distributed because schools only (Marketing Mix)
distribute flyers to students to be distributed back to the
community without directly communicating to explain some One marketing strategy that is related to school marketing
of the products and services offered by the school as shown in activities is the mix mix strategy that is defined by Kotler dab
the brochure [9]. Another problem that arises is that schools do Armstrong which states that service businesses have 7
not have enough budget for the need for the implementation of elements of maketing mix (Marketing Mix-7P) among them:
marketing programs. The costs budgeted by schools are very 1. Product
minimal so that it is quite difficult for those who will run the The Dharma Wanita 8 Junior High School Sidoarjo in
marketing program and can implement it properly. Based on terms of products strives to graduate excellent students,
the problems that occur, the author is interested in conducting both in the fields of instructor, extracurricular and
a study at the educational institution with the title "Marketing
religious.
Strategy for Educational Services in the Primary School of
2. Price
Dharma Wanita 8 Waru Sidoarjo" [10].
Dharma Wanita 8 Junior High School Sidoarjo in
setting prices for each new school year a meeting is
II. METHOD held to discuss work programs and determine policies
The study was conducted at Waru Dharma Wanita 8 Junior in determining student payment budgets.
High School Sidoarjo. This study uses qualitative research 3. Place
with qualitative descriptive methods. As according to Wina Dharma Wanita 8 Waru Junior High School
Sanjaya, qualitative descriptive research is a research method Sidoarjo has a strategic location, for their public service
that aims to describe in full and in-depth about social reality vehicles or minivans that pass through this school, even
and various phenomena that occur in society that are the though the vehicle umu m but the school is not
subject of research so that it illustrates the characteristics, experiencing congestion as well as noise so that
characteristics, characteristics of the phenomenon students can learn in a conducive.
[11]. Information obtained from this study is based 4. Promotion
on sample informants regarding service marketing The promotion carried out by Dharma Wanita 8 Junior
strategies. The sample is not to represent the population, but to High School Sidoarjo is by determining target targets,
improve the relevance of the theme researched information to then going to target targets, giving brochures, using the
be accurate. internet such as websites, facebook and also from the
mouths of housewives, making scout activities,
III. RESULTS AND DISCUSSION extracurricular activities, flag team, and Junior Red
From the results of research conducted by the authors that Cross.
the existence of marketing strategy activities that have not 5. Physical evidence
been optimal, and have not been well structured. According to Physcal evidennce or physical evidence that has been
the author, from the existence of marketing strategies that given by this school is in the form of facilities and
have not been optimal are: Environmental conditions of infrastructure that support the learning process. In
Dharma Wanita 8 Junior High School Sidoarjo in increasing terms of the services that have been provided by the
the number of students in 1982-2019 the establishment of Waru Sidoarjo Dharma Wanita 8 Junior High School
Junior High School 8 Dharma Wanita for the first time Sidoarjo, among others, the attitudes of teachers and
received new students. In its development, the increase and staff are polite, friendly to the community, and love
decrease in the number of students. There are several things students and listen to suggestions from students and
that make Dharma Wanita 8 Sidaorjo Junior High School the parents so that the school is more advanced. Then the
community's choice to send their children to this school school acts to always maintain good quality.
including: First, Accredited A. Second, Active carrying out 6. People
marketing activities. Third, Having a strategic and quiet Dharma Wanita 8 Junior High School Sidoarjo in
school location from the crowd. Fourth, having infrastructure carrying out the education marketing strategy there are
facilities that support and support student activities and school
parties involved in it namely the headmaster, public
marketing.

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 Advances in Social Science, Education and Humanities Research, volume 387

relations who also serves as a teacher in the field of 4. Determining the Budget
marketing strategies, school committees, teachers, staff The budget for promotional activities is of course
staff and students. adjusted to the ability of funds owned by parties who
7. Process will carry out promotions. Usually, the promotional
The process in the context of educational services is a budget is dynamic, sometimes up or down from year
series of activities experienced by students during their to year. This is because the costs for promotion
education, such as the learning process so that it will cannot be equaled to the previous years. For the
produce the expected product / graduate (output). The implementation of promotional activities, Dharma
process is a combination of all activities, namely all the Wanita 8 Junior High School Sidoarjo allocates 35 %
success that this school has all through processes, of the school expenditure budget made annually
including marketing strategies. The success of a through the RKAS (school budget work plan), of
marketing cannot be separated from the process, the course all this is done because promotion has an
process from the beginning, from the lack of funds, the important role in increasing or increasing the number
tools used until finally the strategy in Dharma Wanita of students.
8 Junior High School Sidoarjo can work well. 5. Choosing a Communication Channel
the promotion carried out by Dharma Wanita 8 Junior
C. Promotion Strategy High School Sidoarjo uses direct and indirect
In carrying out promotions, Dharma Wanita 8 Junior communication channels. The use of this
High School Sidoarjo pays attention to the following basic communication channel is intended to streamline the
steps: communication channels between the targets.

1. Identifying Goals IV. CONCLUSION

The school analyzes and determines the goals to be From the results of this study it can be concluded that the
achieved from the implementation of the promotion promotion strategies carried out by Dharma Wanita 8 Junior
by looking at the targets that exist before the High School Sidoarjo are as follows:
promotion is carried out. Determining goals is done
tofac ilitate the process of implementing 1. The marketing strategy carried out by Dharma Wanita 8
promotions. Following are some of the target lists Junior High School has followed the steps of a marketing
of Waru Sidoarjo Dharma Wanita 8 Junior High strategy well, starting from identifying targets, determining
School near the school: Schools analyze and goals and also with the marketing mix.
determine the objectives to be achieved from the 2. Marketing strategies at Dharma Wanita 8 Junior High
implementation of the promotion by looking at the School usually use promotion strategies in their findings
targets that exist before the promotion is carried out. using promotions, while the promotions include:
Determine the objectives carried out for the a. Advertising, as for the forms of advertising such as
implementation of the promotion process. The school brochures, putting up banners or billboards,
following is a list of targets for the Waru Sidoarjo making groups in schools on Facebook social media
Middle School Dharma Wanita 8 near the school: accounts, whatsapp and also the website.
First waru Selatan Wedoro 1 Elementary School, and b. Personal Sales (Personal selling), by doing personal
Zaenudin Elementary School Second North Al- selling the school will communicate directly with the
Wahyu Elementary School, Third Kepuh Elementary target audience or target to introduce a product so
School Elementary schools I and II, Four Waru West they will then try and buy it.
Berbek Elementary School and Al Huda Elementary c. Public Relations / Publicity, in this case the Dharma
School Wanita 8 Junior High School promotes public
2. Planning relations, such as holding joint camping events,
Promotional planning carried out by Waru Sidoarjo holding an extracurricular activity competition such
Dharma Wanita 8 Junior High School as scouts and PMR, with these promotional
includes: Making a goal formula to get new students, activities the community / target will
introducing this school to the public regarding the recognize Dharma Wanita 8 Junior High
differentiation or characteristics of the Waru Sidoarjo School fostering relations good with various
Dharma Wanita 8 Junior High School compared to communities around.
other schools. 3. The media or the most effective promotional strategy tool
3. Designing messages used in promoting Dharma Wanita 8 Junior High School
In making promotional instruments, of course there is Sidoarjo is a brochure. This is because brochures are
a message to be conveyed to the people who will read considered more simple and reach many groups.
or see it, so that after they have read and seen the
promotion delivered they will be interested in what is
being promoted.

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[7] David Lei John W.Slocum Jr. Robert A.Pitts Journal of World Business
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