Optimizing Artificial Intelligence–Driven Marketing Strategies for Islamic Higher Education Within an Islamic Educational Management Perspective

Muin, Abdul
Afif, Muhamad
Hilmiyati, Fitri
Ansori, Aan
Wazin, Wazin

Jurnal Pendidikan Islam
ARTICLE IN PRESS

This study investigates the optimization of AI-based marketing strategies for Islamic higher education institutions through a robust Islamic Educational Management framework, rather than solely emphasizing marketing or managerial efficiency. The research is grounded in Islamic educational principles such as al-tadbir al-tarbawi (systematic governance rooted in educational aims), maqāṣid al-tarbiyah al-islāmiyyah (Islamic educational objectives), and ethical institutional leadership inspired by Islamic values. These principles guide how technology, particularly artificial intelligence, should be adopted responsibly to support institutional reform, strengthen educational governance, and enhance the overall mission of Islamic higher education. Using IFAS and EFAS analyses supported by a literature review and secondary data, this study identifies strategic internal and external factors influencing AI adoption. Internal strengths include the potential of AI to support value-aligned personalization, enhance administrative efficiency for educational service delivery, and improve decision-making through big-data analysis. Weaknesses include limited digital readiness and capacity gaps in technology stewardship rooted in Islamic educational ethics. Externally, opportunities such as increased demand for technology-supported Islamic education and regulatory momentum for digitalization emerge, alongside threats including competitive pressures and the need for Sharia-compliant digital governance. The findings demonstrate that AI-based marketing strategies, when integrated into an Islamic educational institutional development agenda, can contribute not only to improved competitiveness but also to strengthening Islamic educational identity, strategic governance, and mission-driven student engagement. The study concludes that aligning AI adoption with Islamic Educational Management principles enhances institutional accountability, reinforces ethical decision-making, and supports long-term transformation in Islamic higher education.