ENHANCING COMPETITIVENESS THROUGH PRIVATE HIGH SCHOOL EDUCATION SERVICE MARKETING STRATEGIES IN BANDUNG (A Case Study in SMA Plus Mutahhari, SMA and SMA Darul Hikam PGII-1 Bandung)
Ine Rahayu Purnamaningsih, Udin Syaefudin Saud
SMAN 1 Cimahi
Marketing education is an attempt to communicate and promote the goals, values, products of educational institutions to meet and satisfy the needs of consumers in this case education of learners and stakeholders by providing maximum service. Given the number of schools that have sprung up as well as the increasingly fierce competition among schools to attract students, make the school should consider how an effective marketing strategy. The purpose of this study was to describe the determination of the education market segmentation, target market education, the establishment of the position of the education market, creating competitiveness schools, and educational services marketing impact in improving the competitiveness of the utu education in high school. The study was conducted with a qualitative approach with case study method, the process of data collection is done through in-depth interviews and documentation study. Sampling was done by purposive and snowball. Researcher role as a key instrument, the research subjects were the principal, assistant principal, teachers, staff and parents. The data used is information that research subjects and documents relating to the marketing of education, educational quality and competitiveness of the school. To collect the relevant data to answer the research focus, using the techniques of interview, observation and document analysis. Phase analysis of the data include: (1) data reduction, (2) encoding, (3) presentation of data, and (4) verify the data. Checking the validity of the data using an extension of participation, persistence observation and triangulation. The research findings show that the segmentation and market position in the application of the marketing mix of education did not have significant differences. Selection of the market has not fully indicated on the attributes that are formulated based on the uniqueness of the service developed school. Conception of competition between schools is not yet fully prepared based conception of competition based social marketing that aims to make the competition as a means to show the uniqueness of the service quality education and as a result of innovation nilai.Implikasinya Schools must offer a unique value proposition in the segment that was created through different ways and values. The recommendations are the decision makers in schools should optimize the support activities in order to create value that can encourage the growth of emerging market segmentation. Schools positioning itself as a partner with a competitor in a position to realize segmentation, targeting and uniquely different position and competitiveness. School formulating value creation activity begins with proper conception of competitiveness, marketing, segmentation, positioning and targeting. And conducted research with a focus on segmentation, targeting and positioning in the wider school group.
Topic: Administration and Management in Secondary School