STRATEGIC MANAGEMENT PRACTICES IN BUILDING MADRASAH BRANDING; A CASE STUDY AT MI ROUDLOTUL THOLIBIN TULUNGAGUNG

Suprihno (Sekolah Tinggi Agama Islam Muhammadiyah Tulungagung)
Agus Zaenul Fitri (Universitas Islam Negeri Sayyid Ali Rahmatullah Tulungagung)
Sulistyorini (Universitas Islam Negeri Sayyid Ali Rahmatullah Tulungagung)

Multidiciplinary Output Research for Actual and International Issue (Morfai Journal)
Vol. 6 No. 6 (2026): Multidiciplinary Output Research For Actual and International Issue

This study aims to analyze the implementation of strategic management practices in building madrasah branding at MI Roudlotul Tholibin Tulungagung. The study employed a qualitative approach with a case study design. Data were collected through interviews, observation, and documentation, and analyzed using the Miles and Huberman interactive model. The findings revealed that strengthening madrasah branding was carried out through three stages: strategic planning, strategic implementation, and strategic evaluation. Strategic planning included formulating the madrasah vision, strengthening institutional identity, and planning digital media utilization. Strategic implementation was conducted through the use of social media, publication of institutional activities, religious and academic branding, and digital educational services. Strategic evaluation was carried out through digital media monitoring, evaluation of community responses, and continuous branding strategy development. The study concludes that the implementation of strategic management has strengthened the image of the madrasah as a religious, modern, and competitive Islamic educational institution in the digital era.