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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 AAN ANSORI, AAN Abdul Aziz Abdulloh, Ferian Fauzi Abdussammad . Adi Sumandiyar Afif, Muhamad Agun, Pasipikus Yosua Agus Gunawan Ahmad Ashifuddin Aqham Ahmad Dimyati Ahmad Habibi Syahid, Ahmad Habibi Ahmad Qurtubi Ahmad Rifai Ahmad, Dimas Zuhri Al Faqih, Saad Alawiyah, Eva alfan nasrullah, Achmad Muzammil Alkafi, Kurnia Amalia Desy Wahyuni Ambarwati, Puji Amil Hasan, Adzhar Ladza Amin, Rahma Anis Fauzi, Anis Anwar, Matlaul Arda Arda Arma, Arma Asyibli, Basri Auliya, Haya Yumna Ilmin Azkia, Nada Fatiyyah Azzahra, Salsabila Farah Bachtiar, Machdum Cahyati, Hani Devi Wulandari Dewi Kania Cahyani Dini Fitriani Elman, Moh. Eneng Muslihah Ernita, Nevi Eva Musyrifah, Eva Fakih Firdaus, Arif Fakih, Ahlul Farisha Andi Baso, Farisha Andi Fauziah, Siti Syifa Firdaus, Arif Fakih Fitrawan K., N Fitri, Isnaeni Fitri, Nurdina Fitriani, Nining Gusni Satriawati, Gusni Habibur Rahman Hanafi Hanafi Harahap, Dessy Agustina Hayun, Rambu Af’Idatussolihah Heriansyah, M. Arie Firdaus Hilmiyati, Fitri Idris, Ahmad Idum Satia Santi Iwan Permana Suwarna Juhji, Juhji Juli, Sofie Fauziyyah Kadir Kadir Kadir Kadori, Kadori Kheryadi Kurniawati, Lia Kustiawati, Dedek Latue, Philia Latue, Theochrasia Luqmanul Hakim M. Amin Fauzie M. Lazim Mad Umar, Mad Umar Mahrus Manto, Agus Maulida, Ratna Siti Mawaddah, Maya Menap Mohammad Amin Lasaiba Mu'izzuddin, Mochammad Muamala, Siti Muawanah, Uyu Muhammad Afif Muhammad Zid Muiz, Rizqi Nurlaili Mu’izzuddin, Mochammad Nasrullah, Achmad Muzammil Alfan Neneng Aminah Neneng Fauziah Neneng Maulida Nevi Ernita Nugraha, Teguh Nujuludin, Risqon Nuralili Muiz, Rizqi Nurcahya, Alsri Nurnaesih, Nurnaesih Nuroniyah, Mila Nuryati Nuryati Nuzulul Qurnain, Nuzulul Oot Hotimah Panjaitan, Antonius Pratiwi, Arista Ambar Pratiwi, Herlina Priatna , Suherman Purnama Rika Perdana, Purnama Rika R. Kohar, R. Rahman, Habibur Rahman, Zaky Rahman, Zaky Diaulhaq Rakuasa, Heinrich Ramdani Miftah Ridho Mubarak Rita Maria Veranika Rita Maria Veranika, Rita Maria Rizki Mauliya Ulfah Rofiqi, Rofiqi Rohaemi, Rohaemi Rohimat, Sonny Rohman, Tatang Taufik Rosyid, Moh. Zaiful ROYANI, A. Sabariah Sabariah Salimah Samsu Samsu Saputra, Taufik Aris Sarmain, Sarmain Setiawan, Sabar Sismulyanto Somae, Glendy Suedah, Suedah Sugiyono . Sukarmansyah Supardi Supardi Syarifudin, Encep Tamala Yusuf, Rian Sesar Tatang Herman, Tatang Tri Ilma Septiana Tuni K., Ageltri Ulyani, AAP Ulyani, Aap Siti Utami, Maharani Windu Uyun, Yuyun Rohmatul Wahid, Kholid Wahyud, Dicky Wasehudin, Wasehudin WAZIN WAZIN, WAZIN Wirianata, Herry Yuliyanti yuliyanti Yuyun Rohmatul Uyuni Zahra, Annisa Zohriah, Anis Zulfiani Zulfiani