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Journal : Multidisciplinary Indonesian Center Journal

ORGANIZING AND IMPLEMENTING MARKETING OF EDUCATIONAL SERVICES IN ISLAMIC EDUCATIONAL INSTITUTIONS: A COMPARATIVE STUDY OF THE LITERATURE Rahman, Zaky; Zohriah, Anis; Muin, Abdul; Uyuni, Yuyun Rohmatul
Multidisciplinary Indonesian Center Journal (MICJO) Vol. 3 No. 2 (2026): Vol. 3 No. 2 Edisi April 2026
Publisher : PT. Jurnal Center Indonesia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62567/micjo.v3i2.2325

Abstract

Although the discourse on educational marketing is theoretically established, empirical reality reveals a significant gap between strategic planning and operational execution. This failure is often rooted in weak resource organization and the inability to translate strategy into tactical action. This study aims to analyze and compare the organizational patterns and implementation of educational service marketing across institutional levels, including Madrasahs, Islamic Boarding Schools (Pesantren), and Islamic Higher Education Institutions. Using a library research method, data were collected through a systematic search of current academic literature (2015-2025) by adapting the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) selection flow to ensure data synthesis validity. Comparative analysis reveals distinct organizational model divergences: madrasahs tend to use ad-hoc committee structures, pesantrens rely on the centrality of the Kiai's charismatic leadership as the primary brand ambassador, while higher education institutions are adopting professional, permanent marketing units. Nevertheless, the convergence of success across all three entities lies in the integration of Islamic values within the 7P marketing mix and the vital role of Human Resources as the forefront of service delivery. This study implies the urgency of a managerial transformation from an incidental approach to the institutionalization of sustainable marketing functions to bridge the execution gap and build public trust.
Co-Authors Abd. Rahman Abdul Muin Abdul Mu’in Adawiah, Diah Robiatul Ade Fakih Kurniawan Adnan Adnan Agus Gunawan Ahmad Jubaedi Ahmad Qurtubi Al-Amini, Muhammad Faruq Alifiyah, Nur Alkafi, Kurnia Amarullah, Mohammad Syarifuddin Ambarwati, Puji Amil Hasan, Adzhar Ladza Anas Nasrudin Anis Fauzi, Anis Apud, Apud Asdrayany, Dessi Asiyah, Tuti asyiah, Euis Asyibli, Basri Auliya, Haya Yumna Ilmin Bachtiar, Machdum Badri, Muhammad Shofwan Mawally Nafis Bahaf, Abdul Muin Diba, Ishlah Farah Dimas Zuhri Ahmad Dito Anurogo, Dito Djabidi, Faisal Djabidi, Faizal Eman Sulaiman, Eman Faqih, Saad Al Farisi, Ahmad Nu'man Faroji, Ahmad Fauziah, Siti Syifa Fazrurrakhman Al Farisi Fika, Nurul Firados, Rijal Firdaos, Rizal Firdaus, Arif Fakih Firdaus, M. Arie Fitri, Nurdina HADI PERISTIWO, HADI Hanafi Hanafi Hayatunnisa, St. Heriansyah, M. Arie Firdaus Holid, Agus Husnul Hotimah, Husnul Ibtihal, Aqila Azharrani Idris, Ahmad Ihya, Syahidul Ilzamudin Iriyadi, Deni Iwan Kurniawan Iwan Setiawan Jabar, Jaja Abdul JUNAEDI Junaedi Junaedi Karya, Teguh Khairunnisa Khairunnisa Khairunnisa Khoriroh, Fitri Kurnia Putri, Siska Marfu, Asep Maulana, Ahmad Farhan Maulida, Ratna Siti Meliska, Meliska Mu'in, Abdul Muamala, Siti Muhammad Afif Muhtafidz, Muhammad Izza Muiz, Rizqi Nurlaili Muizzuddin, Mochamad Muqopie, Abdullah Mustantri, Rosmi Mu’in, Abdul N.B, Muh. Shofwan Mawally Nafis Badri, Muhammad Shofwan Mawally Najibah, Silmun Najmi Muhajir, Nur Muhammad Naufal Al-Rizqi , Mohammad Neneng Aminah Nengsih, Jun Nugraha, Enung Nur Alfina, Siti Naza Nuralili Muiz, Rizqi Nurazizah, Sita Nurcahya, Alsri Nurfaizin, Fikrial Nurhayati, Neng Nurkarim, Ridwan Nuroniyah, Mila Oktaviana, Fadilla Oktaviani, Yeti Pebriani, Ani Pradina, Pasha Pratiwi, Nidia Indah Prayogo, Rahmat Tri Putri, Rizky Ananda Qosim, Abu Rafiudin, Chepi Rahman, Zaky Rahman, Zaky Diaulhaq Ramadhan, Ganang Ridho Firdaus, Dede Rijal Firdaos Rohaemi, Rohaemi Rohimat, Sonny Rohman Rohman Rohmansyah, Moh Suhri Rumsanah, Rumsanah Rusdi, Mikdar Salimah Sarmain, Sarmain shihab, fajar Shobri, Shobri Sholahuddin Al Ayubi Siti Aisyah Siti Nurasiah, Siti Siti Patimah Siti Suherni, Eneng Sobihah, Hani Sri Hartati Suhada Suhada, Suhada Supardi Supardi Supardi Supian, Sopwan Suryapermana, Nana Syafuri, Syafuri Syarifudin, E. Syarifudin, Encep Syaripudin, Encep Torismayanti, Torismayanti Triyana , Septi Ulyani, Aap Siti Utami, Maharani Windu VikaSari, Asri Yuni Wahyudin, Achmad Wifqil Hikam, Muhammad Wifqil Yuyun Rohmatul Uyuni ZAINI IBRAHIM, ZAINI Zaky Dhiaulhaq Rahman