<![CDATA[This study examines the strategic management of educational marketing implemented at MAN Mempawah to enhance the institution’s competitiveness amidst digital disruption. Amidst increasing competition among educational institutions, reliance on single-channel marketing is no longer sufficient; therefore, a hybrid approach is needed. This study used a qualitative case study design. Data were collected through in-depth interviews with the madrasah principal and public relations staff, participant observation of marketing activities, and documentation of digital assets. The findings indicate that: (1) Marketing planning involves meticulous market segmentation and the development of unique value propositions through academic and non-academic excellence, such as specialized technology programs and religious curricula; (2) Implementation strategies rely on the synergy between traditional Word of Mouth (WOM) and modern Digital Branding. While WOM, driven by alumni achievements and community-based social programs (e.g., free medical treatment), builds deep trust, digital platforms such as Instagram, Facebook, and YouTube amplify this trust to a wider audience. The study concludes that the integration of “human-touch” social proof into “high-tech” digital narratives creates strong brand equity that significantly influences parental decision-making. The adaptive leadership of the madrasah principal in orchestrating these two poles is a key driver in maintaining the relevance and sustainability of madrasahs in the competitive educational landscape.]]>
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