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All Journal Dinika : Academic Journal of Islamic Studies The Journal of Educational Development Dinika: Academic Journal of Islamic Studies.
Hidayatun, Hidayatun
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Religion Arts Humanities Education

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Cultural Branding as a Key in Positioning Schools: A Conceptual Model Hidayatun, Hidayatun
DINIKA : Academic Journal of Islamic Studies Vol 2, No 2 (2017): Texts in Practice
Publisher : IAIN Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22515/dinika.v2i2.635

Abstract

The increase of people’s prosperity and education creates a change in their view about education and the need towards it. Consequently, their choice of educational institutions becomes more selective. On the other hand, the competition in this field becomes more viable due to the growth of the educational institutions. The management strategy should be evaluated. This paper discusses the interfaces between culture and school, especially those that refer to the branding. The study was carried out on a premise that creating a bond between the school and community is possible by adopting the culture in a formal education environment. This effort is expected to help schools to get a certain position in the community. Therefore, this study attempts to promote a conceptual model of cultural branding in schools and to reveal the reasons why the model becomes an effective marketing strategy in this era. KeywordsBranding, School culture, Positioning, Community bond
Creating Community Bond through Cultural Branding to Maintain Community-Based Schools Hidayatun, Hidayatun; Rusdarti, Rusdarti; Haryono, Haryono; Soesilowati, Etty
The Journal of Educational Development Vol 5 No 3 (2017): October 2017
Publisher : Universitas Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15294/jed.v5i3.18126

Abstract

The increase in people’s prosperity and education level create a change on their view about education and the need for it. Consequently, they choose an education institution in a more selective consideration. Schools under Ma’arif institution in Semarang regency faced some difficulties as the impact. They had negative students growth values in the last three years before the research was conducted. In order to survive, institution's management strategy needed to be evaluated. This research examined the interface between culture and school, with specific reference to branding. The purpose of this research was to develop a cultural branding model for junior high schools under Ma’arif institution. Therefore, it includes research and development (R&D) systematic activities. This study was carried out on a premise that creating a bond between a school and its community by adopting the community’s culture in a formal education setting will help the school to gain certain positioning in their community. After a limited implementation on a Ma’arif’s school, the pilot project school underwent a significant increase in a number of new students. The analysis on the fact resulted in a conclusion that implementation of cultural increase community’s love, emotional attachment, and loyalty to the school. The study also suggested applying the model in a wider scope, at least in regency area as it is only implemented in a school as a pilot project. Applying the model in the different type of schools in wider scope will add the worthy value and benefit of the model.
Cultural Branding as a Key in Positioning Schools: A Conceptual Model Hidayatun, Hidayatun
DINIKA : Academic Journal of Islamic Studies Vol. 2 No. 2 (2017)
Publisher : Universitas Islam Negeri Raden Mas Said Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22515/dinika.v2i2.635

Abstract

The increase of people’s prosperity and education creates a change in their view about education and the need towards it. Consequently, their choice of educational institutions becomes more selective. On the other hand, the competition in this field becomes more viable due to the growth of the educational institutions. The management strategy should be evaluated. This paper discusses the interfaces between culture and school, especially those that refer to the branding. The study was carried out on a premise that creating a bond between the school and community is possible by adopting the culture in a formal education environment. This effort is expected to help schools to get a certain position in the community. Therefore, this study attempts to promote a conceptual model of cultural branding in schools and to reveal the reasons why the model becomes an effective marketing strategy in this era. KeywordsBranding, School culture, Positioning, Community bond
Co-Authors Etty Soesilowati Haryono Haryono Rusdarti -