A Bibliometric Study of Educational Marketing Strategy
AbstractEducation marketing strategy is one of the management that schools must carry out to attract the interest of new students. This research aims to identify research developments related to the theme of educational marketing strategies. This research uses a qualitative approach with bibliometric techniques to investigate the general picture related to educational marketing strategy research. The data in this paper is taken from the Scopus database for 1981-2021, with the document type being articles. The analysis results show the dynamics of increasing and decreasing the number of educational marketing strategy studies. Bibliometric analysis in this study shows theme clusters that develop from the educational marketing strategy theme, the closeness of publication terms (co-occurrence), the most productive authors, and the publishing journals that produce the most educational marketing strategy themes. This research for Islamic education management implies that this research can be a reference for future researchers to study more on the theme of educational marketing strategies in Islamic educational institutions. |
Keywords
Full Text:
References
Adams, D. (2016, February 6). Publish or Perish on Microsoft Windows. Harzing.com Research in International Management.
Amiruddin, H., & A. Samsu. (2021). Manajemen Pemasaran Jasa Lembaga Pendidikan Islam. Yogyakarta: K-Media.
Baas, J., schotten, M., Pume, A., Cote, G., & Karimi, R. (2020). Scopus As A Curated, High-Quality Bibliometric Data Source Academic Research In Quantitative Science Studies. Quantitative Science Studies, Advance Publication, 1(1), 1-10. https://doi.org/10.1162/qss_a_00019
Camilleri, M. (2020). Higher Education Marketing Communications in The Digital Era. In Strategic marketing of Higher education in Africa (pp. 77-95). Routledge. https://doi.org/10.4324/9780429320934-7
Chan-Tien, L. (2019). The Conceptual Framework for Applying Digital Community Marketing and Marketing Practice into Educational Relationship Marketing Model of Private Technical High School in Taiwan. Proceedings of the 2019 International Conference on Modern Educational Technology – ICMET 2019, 14-19. https://doi.org/10.1145/3341042.3341050
Chen, S., Benedicktus, R., Kim, Y., & Shih E. (2018). Teaching Design Thinking in Marketing: Linking Product Design and Marketing Strategy in a Product Development Class. Journal of Marketing Education, 40(3), 176-187. https://doi.org/10.1177/0273475317753678
Chou, S. F., Horng, J. S., Liu, C. H. S., & Lin, J. Y. (2020). Identifying the Critical Factors of Customer Behavior: An Integration Perspective of Marketing Strategy and Components of Attitudes. Journal of retailing and consumer services, 55, 102113. https://doi.org/10.1016/j.jretconser.2020.102113
Ellegard, O., & Wallin, J. A. (2015). The Bibliometric Analysis of Scholarly Production: How Great is the Impact?. Scientometrics, 105(3), 1809-1831. https://doi.org/10.1007/s11192-015-1645-z
Ellison, L. & Davies, B. (1997). Strategic Marketing for Schools. London: Pitman Publishing.
Fisipol Universitas Gadjah Mada (2017). Permudah Analisis Bibliometrik dengan Menggunakan Software Histice. Yogyakarta: Universitas Gadjah Mada.
Fradito, A., Suti’ah., & Mulyadi. (2020). Strategi Pemasaran Pendidikan dalam Meningkatkan Citra Sekolah. Al-Idarah: Jurnal Kependidikan Islam, 10(1), 12-22. https://doi.org/10.24042/alidarah.v10i1.6203
Gordillo, L. D., Domínguez, B. M., Vega, C., De la Cruz, A., & Angeles, M. (2020). Educational Marketing as a Strategy for the Satisfaction of University Students. Journal of Educational Psychology-Propositos y Representaciones, 8. https://doi.org/10.20511/pyr2020.v8nSPE1.499
Hakim, L. (2020). Bibliography Analysis of Business Incubator Research in Scientific Publications Indexed by Scopus. Procuratio: Jurnal Ilmiah Manajemen, 8(2), 176-189.
Hanson, M. (1996). Educational Administration and Organizational Behavior. Boston: Allyn and Bacon.
Hiebing., & Cooper, S. W. (1997). How To Write a Succesful Marketing Plan (2nd ed). Lincolnwood: NTC Business Book.
Husamah, R. A., & Widodo, R. (2015). Pengantar Pendidikan. Malang: Universitas Muhammadiyah Malang.
Iqbal, M. (2019). Pemasaran Jasa Pendidikan dan Implementasinya Sebagai Strategi Pengembangan Pendidikan di SMP Muhammadiyah 1 Depok Sleman Yogyakarta. Manageria: Jurnal Manajemen Pendidikan Islam, 4(1), 127-146. https://doi.org/10.14421/manageria.2019.41-08
Johanna, M. (2016). Fundamentals of School Marketing. Maryland: Rowman & Littlefield.
Jones, M. J., & Harvey, M. (2019). Library 2.0: The Effectiveness of Social Media As A Marketing Tool for Libraries In educational Institutions. Journal of Librarianship and Information Science, 51(1), 3-19. https://doi.org/10.1177/0961000616668959
Kalenskaya, N. V. (2015). Marketing Strategy of Higher Education Institutions. Mediterranean Journal of Social Sciences, 6(1), 146-150. https://doi.org/10.5901/mjss.2015.v6n1s3p146
Katsikeas, C., Leonidou, L., & Zeriti, A. (2020). Revisiting International Marketing Strategy in A Digital Era: Opportunities, Challenges, And Research Directions. International Marketing Review, 37(3), 405-424. https://doi.org/10.1108/IMR-02-2019-0080
Kotler, P., & Amstrong, G. (2012). Principle of Marketing (Global Edition, 14th ed). Pearson Education.
Kotler, P., & Fox, K. F. (1995). Strategic Marketing for Educational Institutions. New Jersey: Prentice Hall.
Lim, W. M., Jee, T. W., & De Run, E. C. (2020). Strategic Brand Management for Higher Education Institutions With Graduate Degree Programs: Empirical Insights from The Higher Education Marketing Mix. Journal of Strategic Marketing, 28(3), 225-245. https://doi.org/10.1080/0965254X.2018.1496131
Liu, J., Wang, J., An, S., Wang, W., & Wang, Y. (2017). Marketing Strategy of School Professional Studies in China. School of Professional Studies, 17.
Manafe, L. A. (2023). Evaluation of Marketing Strategies for Educational Services in Increasing Public Interest. International Journal of Business and Applied Economics, 2(4), 601-612. https://doi.org/10.55927/ijbae.v2i4.5377
Oplatkan, I., & Hamsley-Brown, J. (2012). The Research on School Marketing: Current issues and future directions. UK: Emerald Group Publishing Limited. https://doi.org/10.1108/S1479-3660(2012)0000015003
Putri, S. A., Winoto, Y., & Rohanda. (2023). Pemetaan Penelitian Information Retrieval System Menggunakan VOSviewer. Information: Journal of Library and Information Science, 3(2), 93-108. https://doi.org/10.24198/inf.v3i2.46646
Riccomini, F. E., Cirani, C. B. S., Pedro, S. C., Garzaro, D. M., & Kevin, K. S. (2021). Innovation in Educational Marketing: A Study Applied to Brazilian Private Higher Education Institutions. Journal of Marketing for Higher Education, 1-21. https://doi.org/10.1080/08841241.2021.1966157
Rofiki, M., Sholeh, L., & Akbar, A. (2021). Strategi Pemasaran Jasa Pendidikan dalam Meningkatkan Daya Saing Sekolah Menengah Atas di Era New Normal. Edukatif: Jurnal Ilmu Pendidikan, 3(6), 4057-4065. https://doi.org/10.31004/edukatif.v3i6.1327
Rosenkartz, A. B., Chung, R., & Duszak, R. (2019). Uncited Research Articles in Popular United States General Radiology Journals. Academic Radiology, 26(2), 282-285. https://doi.org/10.1016/j.acra.2018.04.011
Royani, Y., & Idhani, D. (2018). Analisis bibliometrik jurnal marine research in Indonesia. Media Pustakawan, 25(4), 60-65.
Sidiq, M. (2019). Panduan Analisis Bibliomtrik Sederhana. Research Gate.
Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualittaif, dan R&D. Bandung: Alfabeta.
Tahir, A. G., Rizvi, S. A. A., Khan, M. B., & Ahmad, F. (2017). Keys of Educational Marketing. Journal of Applied Environmental and Biological Sciences, 7(1), 180-187.
Tsarakhova, L. N., & Kabanov, S. V. (2020, March). International Marketing Strategy for Educational Service. In International Scientific Conference “Far East Con” (IS FEC 2020) (pp. 1619-1625). Atlantis Press. https://doi.org/10.2991/aebmr.k.200312.221
Varadarajan, R. (2020). Customer Information Resources Advantage, Marketing Strategy and Business Performance: A Market Resources Based View. Industrial Marketing Management, 89, 89-97. https://doi.org/10.1016/j.indmarman.2020.03.003
Vrontis, D., El Namr, S., Ouwida, A., & Shams, R. (2017). The Impact of Social Media on International Student Recruitment. Journal of International Education in Business, 11(1), 79-103. https://doi.org/10.1108/JIEB-05-2017-0020
Winarko, B., & Sormin, R. (2010). Telaah Bibliometrik Komoditas Padi. Jurnal Perpustakaan Pertanian, 19(2), 66-71.
Zancajo, A. (2018). Educational Providers in the Marketplace: Schools’ Marketing Responses in Chile. International Journal of Educational Research, 88, 166-176. https://doi.org/10.1016/j.ijer.2017.10.009
| 10.33650/al-tanzim.v8i1.5733 |
|
Refbacks
- There are currently no refbacks.
Copyright (c) 2024 Safira Brillianty, Cepi Safruddin Abdul Jabar
