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Journal : International Journal Of Science, Technology

Marketing Educational Services : The Practices Of Marketing Mix in Building Brand Image Of SMK Bina Mandiri Multimedia Bogor Usman, Usman; Giyoto, Giyoto; Mulyadi, Didi
International Journal of Science, Technology & Management Vol. 4 No. 4 (2023): July 2023
Publisher : Publisher Cv. Inara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46729/ijstm.v4i4.892

Abstract

This article discusses the marketing of educational services; The application of marketing mix in building branding image at SMK Bina Mandiri Multimedia includes four main elements, namely product, price, promotion, and distribution. This research is a qualitative study where data is obtained through interviews, documentation and observation of all parties involved in this marketing process consisting of the Foundation, Principal and field marketing personnel who make visits to schools. The results showed that in terms of products, SMK Bina Mandiri Multimedia needs to present quality education programs that are relevant to the needs of the multimedia industry. This may include developing an up-to-date curriculum, upgrading facilities and equipment, and ensuring optimal teaching and learning quality. Pricing should consider the added value offered by SMK Bina Mandiri Multimedia. Fair and competitive pricing can attract prospective students and illustrate the quality of education offered by the school. Promotion should be done effectively to introduce and strengthen the brand image of SMK Bina Mandiri Multimedia. Marketing strategies such as advertising, promotional activities, and social media utilization can be used to increase visibility and attract prospective students and parents. Distribution relates to the way SMK Bina Mandiri Multimedia conveys information regarding their educational programs. This may involve cooperation with other educational institutions, participation in education fairs, or utilization of online platforms to connect with potential students. In general, the strategy carried out by SMK Bina Mandiri Multi Media has been quite successful, which can be seen from the SMK Bina Mandiri Multi Media brand which is already quite well known in this area with the number of registrations reaching more than 250 each year. However, in anticipation of increasingly fierce competition, the marketing strategy must always adjust to the changing characteristics of consumers.
Co-Authors Abdul Rozaq Achmad Wildan Suyuti Adi Nur Alfisyahri, Khoirul Afryansyah, Afryansyah Amri Adi Nur Salam Andi Arif Rifa’i Andri Nirwana AN Anif Solikhin Anita Retno Winarsih Aspiyah, Aspiyah Baidi Bustany, Zainuddin Cahyati, Jeni Nur Daliman, Daliman Danuwara, Prima Dhofir, M. Alfan Haidar Elen Inderasari Elita Ulfiana Evi Mahsunah Fachriyadi, Ahmad Naufal Fadli Abdul Aziz Fahroni, Raden Lukman Fatimah, Utami Nur Fauzi Muharom Fauzi Muharrom Firdausi, Aisyah Zahra Fitri Wulandari Fitriani Sopayati Ganal Arief Rahmawan Hanif Hanani Harun Joko Prayitno Hawa, Komariah Hepriyadi, Hepriyadi Hidayati, Fithriyah Nurul I Gusti Bagus Wiksuana Ihsan Muhadi Imam Makruf Inggit Hascaryani Islah Islah Islah Islah, Islah Joko Purnomo Khasan Ubaidillah Khoirul Adi Nur Alfisyahri Kholilul Rokhman Kusmanto, Hari Kuswahyuningsih, Kuswahyuningsih Lilik Untari Lilik Untari Lilik Untari M. Ali Baidlowi M. Z. M. Fatah M. Nurudin Mahsusi Mahsusi Maslamah Maslamah Ma’ruf, Imam Muh. Fatahillah Suparman Muhamad Rusdiyanto Muhammad Zainuddin Mulyadi, Didi Muslih Muslih Musta'in Ahmad Nadjibah Yahya Nadjibah Yahya Nur Fauzi Nur Hidayah Nurbaeti, Aprillia Panut Panut Purwoto Raden Lukman Fahroni Rigen Susanto Rohmadi, Yusuf Rustomo Rustomo Rustomo Rustomo Rustomo, Rustomo Ryan Purnomo Santosa, Rochmat Budi Sarah Rahmawati, Sarah Setiani, Febri Setyo Dwi Rahardjo Setyo Dwi Raharjo SF Luthfie Arguby Purnomo SF. Lukfianka Sanjaya Purnama Sholiha, Husna Imro’atush Siti Isnaniah Sri Haryanti Suharyanto Sulaiha Annisyaroh Suparmin Suparmin Suprapto Suprapto Susetyo Eko Banuwarlan Syaefullah, Nur Kholid Syamsiar, Syamsiar Taufiqurrahman Taufiqurrahman Teguh Budiharso Tomo, Rustomo Toto Suharto Tri Santoso Tri Santoso Usman Abu Bakar, Usman Abu Usman Usman Wafa’ Maulida Zahro Wafa’ Maulida Zahro’ Wahyuna, Azizunnisak Hidayati Weningtyas Dwi Astuti Widya, Rakhma Winarno, Endri Puji Winarsih, Anita Retno Wisnu Sri Hertinjung Yahya, Nadjibah Yusuf Abdullah Yusuf Rohmadi Yusuf Rohmadi Yusup Rohmadi Zahrotul Uyun