PROMOTION MIX NAHDLATUL ULAMA UNIVERSITY OF SURABAYA TO INCREASE NEW STUDENT’S INTEREST
AbstractThe mushrooming number of PTKI (Perguruan Tinggi Keagamaan Islam - Islamic Religious Higher Education) clusters has made competition between universities even tighter, thus using promotional strategies to increase public trust. The increase in the interest of new students is an indicator of the success of the college in marketing education. This research is devoted to UNUSA as an Islamic organization-based PTKI (NU) that carries out promotional strategies to increase the interest of new students. This research uses a qualitative case study approach. The results showed that UNUSA used a promotion mix through advertising, such as; national television, personal selling, publications, and direct marketing. UNUSA's branding as PTNU (Nahdlatul Ulama' College) using a promotion mix has implications for increasing the number of new students by 21% over the last five years with a total achievement of 6,035 new students from 49% of the Nahdliyin community segment. |
Keywords
Full Text:
References
Bennett, L. A., & Khanna, S. K. (2010). A Review of Tenure and Promotion Guidelines in Higher Education: Optimistic Signs for Applied, Practicing, and Public Interest Anthropology. American Anthropologist, 112(4), 648–650. https://doi.org/https://doi.org/10.1111/j.1548-1433.2010.01287.x
Budd, R. (2017). Undergraduate orientations towards higher education in Germany and England: problematizing the notion of “student as customer.” Higher Education, 73(1), 23–37. https://doi.org/10.1007/s10734-015-9977-4
Burnes, B., Wend, P., & By, R. T. (2014). The Changing Face of English Universities: Reinventing Collegiality for the Twenty-First Century. Studies in Higher Education, 39(6), 905–926. https://doi.org/10.1080/03075079.2012.754858
Calma, A., & Dickson-Deane, C. (2020). The student as customer and quality in higher education. International Journal of Educational Management, 34(8), 1221–1235. https://doi.org/10.1108/IJEM-03-2019-0093
Carter, S., & Yeo, A. C.-M. (2017). Undergraduate perceptions of the knowledge, skills and competencies required of today’s practicing marketer. Higher Education, Skills and Work-Based Learning, 7(3), 240–260. https://doi.org/10.1108/HESWBL-12-2016-0084
Consiglio, I., De Angelis, M., & Costabile, M. (2018). The Effect of Social Density on Word of Mouth. Journal of Consumer Research, 45(3), 511–528. https://doi.org/10.1093/jcr/ucy009
Constantinides, Efthymios, Stagno, Z., & C., M. (2011). Potential of the Social Media as Instruments of Higher Education Marketing: A Segmentation Study. Journal of Marketing for Higher Education, 21(1), 7–24. https://doi.org/10.1080/08841241.2011.573593
Davari, M., Noursalehi, P., & Keramati, A. (2019). Data mining approach to professional education market segmentation: A case study. Journal of Marketing for Higher Education, 29(1), 45–66. https://doi.org/10.1080/08841241.2018.1545724
Erlangga, H. (2019). The Meaning, Benefit and Importance of Development Entrepreneurship in Higher Education. Asian Journal of Contemporary Education, 3(2), 105–110.
Galotti, K. M., Ciner, E., Altenbaumer, H. E., Geerts, H. J., Rupp, A., & Woulfe, J. (2006). Decision-Making Styles in a Real-Life Decision: Choosing a College Major. Personality and Individual Differences, 41(4), 629–639. https://doi.org/10.1016/j.paid.2006.03.003
Gravett, K., Kinchin, I. M., & Winstone, N. E. (2020). “More than customers”: conceptions of students as partners held by students, staff, and institutional leaders. Studies in Higher Education, 45(12), 2574–2587. https://doi.org/10.1080/03075079.2019.1623769
Hamzah, H., Yudiawan, A., St. Umrah, & Hasbullah, H. (2020). Islamic Economic Development in Indonesian Islamic Higher Education. International Journal of Evaluation and Research in Education, 9(1), 77–82.
Harwood, V., & Murray, N. (2019). Involving the Critical and the Cultural in Promoting Education. In V. Harwood & N. Murray (Eds.), The Promotion of Education: A Critical Cultural Social Marketing Approach (pp. 1–28). Cham: Springer International Publishing.
He, L., Murphy, L., & Luo, J. (2016). Using Social Media to Promote STEM Education: Matching College Students with Role Models. In B. Berendt, B. Bringmann, É. Fromont, G. Garriga, P. Miettinen, N. Tatti, & V. Tresp (Eds.), Machine Learning and Knowledge Discovery in Databases (pp. 79–95). https://doi.org/10.1007/978-3-319-46131-1_17
Hilmy, M. (2013). Whither Indonesia’s Islamic Moderatism? A Reexamination on The Moderate Vision of Muhammadiyah and NU. Journal Of Indonesian Islam, 7(1), 24–48. https://doi.org/10.15642/JIIS.2013.7.1.24-48
Hulleman, C. S., Thoman, D. B., Dicke, A.-L., & Harackiewicz, J. M. (2017). The Promotion and Development of Interest: The Importance of Perceived Values. In P. A. O’Keefe & J. M. Harackiewicz (Eds.), The Science of Interest (pp. 189–208). Cham: Springer International Publishing.
James-MacEachern, Melissa, & Yun, D. (2017). Exploring Factors Influencing International Students’ Decision to Choose a Higher Education Institution: A Comparison Between Chinese and Other Students. International Journal of Educational Management, 31(3), 343–363. https://doi.org/10.1108/IJEM-11-2015-0158
Kretovics, Mark A, & Eckert, E. (2019). Business Practices in Higher Education. New York: Routledge.
Laserna, M. S., & Miguel, M. C. (2018). Social Media as a Teaching Innovation Tool for the Promotion of Interest and Motivation in Higher Education. 2018 International Symposium on Computers in Education (SIIE), 1–5. https://doi.org/10.1109/SIIE.2018.8586752
Levkoe, C. Z., Friendly, A., & Daniere, A. (2020). Community Service-Learning in Graduate Planning Education. Journal of Planning Education and Research, 40(1), 92–103. https://doi.org/10.1177/0739456X18754318
Maringe, F. (2006). University Marketing: Perceptions, Practices and Prospects in the Less Developed World. Journal of Marketing for Higher Education, 15(2), 129–153. https://doi.org/10.1300/J050v15n02_06
Mazon, G., Pereira Ribeiro, J. M., Montenegro de Lima, C. R., Castro, B. C. G., & Guerra, J. B. S. O. de A. (2020). The Promotion of Sustainable Development in Higher Education Institutions: Top-down Bottom-up or Neither? International Journal of Sustainability in Higher Education, 21(7), 1429–1450. https://doi.org/10.1108/IJSHE-02-2020-0061
Miles, M. B., & Huberman, A. M. (1994). Qualitative Data Analysis: An Expanded Sourcebook. Thousand Oaks: Sage Publications.
Muskens, M., Frankenhuis, W. E., & Borghans, L. (2019). Low-Income Students in Higher Education: Undermatching Predicts Decreased Satisfaction toward the Final Stage in College. Journal of Youth and Adolescence, 48(7), 1296–1310. https://doi.org/10.1007/s10964-019-01022-1
Nilan, P. (2009). The “Spirit of Education” in Indonesian Pesantren. British Journal of Sociology of Education, 30(2), 219–232. https://doi.org/10.1080/01425690802700321
Pantano, E., Priporas, C.-V., & Migliano, G. (2019). Reshaping traditional marketing mix to include social media participation: Evidence from Italian firms. European Business Review, 31(2), 162–178. https://doi.org/10.1108/EBR-08-2017-0152
PDDikti-Pangkalan Data Pendidikan Tinggi. (2021, April).
Porter, M. E. (1997). Competitive Strategy. Measuring Business Excellence, 1(2), 12–17. https://doi.org/10.1108/eb025476
Pringle, J., & Fritz, S. (2019). The University Brand and Social Media: Using Data Analytics to Assess Brand Authenticity. Journal of Marketing for Higher Education, 29(1), 19–44. https://doi.org/10.1080/08841241.2018.1486345
Pucciarelli, F., & Kaplan, A. (2016). Competition and Strategy in Higher Education: Managing Complexity and Uncertainty. Business Horizons, 59(3), 311–320. https://doi.org/10.1016/j.bushor.2016.01.003
Raassens, N., & Haans, H. (2017). NPS and Online WOM: Investigating the Relationship Between Customers’ Promoter Scores and eWOM Behavior. Journal of Service Research, 20(3), 322–334. https://doi.org/10.1177/1094670517696965
Raya, M. K. F. (2016). Marketing Jasa di Institusi Pendidikan (Analisis Pemasaran dalam Pendidikan). Falasifa, 7(1), 21–52.
Raya, M. K. F. (2019). Pemasaran Pendidikan Islam: Studi Multi Kasus di Universitas Muhammadiyah Malang dan Universitas Nahdlatul Ulama Surabaya (PhD Thesis). Universitas Islam Negeri Maulana Malik Ibrahim.
Rosyidah, N., Matin, & Rosyidi, U. (2020). Internationalization in Higher Education: University’s Effective Promotion Strategies in Building International Trust. European Journal of Educational Research, 9(1), 351–361.
Rutter, R., Lettice, F., & Nadeau, J. (2017). Brand personality in higher education: anthropomorphized university marketing communications. Journal of Marketing for Higher Education, 27(1), 19–39. https://doi.org/10.1080/08841241.2016.1213346
Salam, M., Iskandar, A., Nurfatimah, D., Ibrahim, Abang, D. H., & Farooq, M. S. (2019). Service learning in higher education: a systematic literature review. Asia Pacific Education Review, 20(4), 573–593. https://doi.org/10.1007/s12564-019-09580-6
Sarwar, R., Zia, A., Nawaz, R., Fayoumi, A., Aljohani, N. R., & Hassan, S.-U. (2021). Webometrics: Evolution of Social Media Presence of Universities. Scientometrics, 126(2), 951–967. https://doi.org/10.1007/s11192-020-03804-y
Tahir, I. N., & Oziev, G. (2020). Al-Wasaṭiyyah (Moderation): The Path to Success (Al-Wasaṭiyyah (Bersederhana): Jalan Kejayaan). Journal of Islam in Asia (E-ISSN 2289-8077), 17(4), 301–328. https://doi.org/10.31436/jia.v17i4.770
Vásquez, C. L., Luna-Cardozo, M., Torres-Samuel, M., Bucci, N., & Silva, A. V. (2020). Website Information Architecture of Latin American Universities in the Rankings. In S. Smys, J. M. R. S. Tavares, V. E. Balas, & A. M. Iliyasu (Eds.), Computational Vision and Bio-Inspired Computing (pp. 140–147). https://doi.org/10.1007/978-3-030-37218-7_16
Veletsianos, G., Kimmons, R., Shaw, A., Pasquini, L., & Woodward, S. (2017). Selective openness, branding, broadcasting, and promotion: Twitter use in Canada’s public universities. Educational Media International, 54(1), 1–19. https://doi.org/10.1080/09523987.2017.1324363
Wahyudi, A. E. A., & Melinda, T. (2018). The Effects of Promotion Mix on Customers’ Buying Decision. Jurnal Entrepreneur Dan Entrepreneurship, 7(2), 63–70. https://doi.org/10.37715/jee.v7i2.1105
Zhao, J., & Ferran, C. (2016). Business school accreditation in the changing global marketplace: A comparative study of the agencies and their competitive strategies. Journal of International Education in Business, 9(1), 52–69. https://doi.org/10.1108/JIEB-02-2016-0001
| 10.33650/al-tanzim.v5i2.2187 |
|
Refbacks
- There are currently no refbacks.
Copyright (c) 2021 Moch. Khafidz Fuad Raya
