<![CDATA[General Background: Islamic educational institutions face competition and changing community needs, requiring planned marketing management. Specific Background: SMP Muhammadiyah 3 Kutorejo faces challenges in acquiring new students amid intense surrounding competition. Knowledge Gap: A structured approach is needed to address product, customer, and long-term relationship dimensions in school marketing. Aims: This study formulates a marketing management development strategy based on The Delta Model and identifies related challenges and opportunities. Results: Using an exploratory descriptive qualitative approach with interviews, observations, and documentation, the study identifies three pillars: Best Product, Total Customer Solution, and System Lock-In. Challenges include diverse student input and public perceptions of Muhammadiyah, while opportunities include publishing outstanding activities and providing optimal services. Novelty: The study applies The Delta Model to SMP Muhammadiyah 3 Kutorejo. Implications: The model supports planned promotion, service, program quality, customer relationships, and a sustainable educational ecosystem. Key Findings Highlights Best Product integrates Qur’anic learning, tahfidz, religious activities, and inclusive education. Total Customer Solution addresses parents’ educational needs through involvement and optimal services. System Lock-In builds long-term relationships through alumni, social media, partnerships, and word-of-mouth. Keywords : Marketing Management, Development Strategy, The Delta Model, Educational Services, Customer Relationship]]>
