Enhancing Competitiveness in Vocational Education: The Role of Strategic Marketing in Schools

DOI: https://doi.org/10.33650/al-tanzim.v8i3.9255

Authors (s)


(1) * Mohammad Zainul   (Universitas Islam Kalimantan Muhammad Arsyad Al Banjari Banjarmasin)  
        Indonesia
(*) Corresponding Author

Abstract


This study aims to analyze marketing strategies to improve vocational high school competitiveness in Indonesia. This study uses a qualitative approach with a case study type. Data collection techniques are carried out through interviews, observations, and documentation. Data analysis is done through data reduction, presentation, and conclusion. The study results indicate that the school's competitive advantage lies in its special expertise in automotive technology, strong partnerships with leading companies, and modern facilities. The school's proactive approach to updating its curriculum to suit industry needs, effective branding and digital media strategies, and partnerships with industry have contributed to its success in producing employable graduates. The implications of this study suggest that vocational schools can improve their competitiveness by adopting a strategic marketing approach that focuses on building strong industry partnerships, developing relevant curricula, and utilizing digital media to promote their vocational programs.

Keywords

Marketing Strategy, Competitiveness, Competitive Advantage, Industrial Partnership



Full Text: PDF



References


Adane, A., Adege, T. M., & Lemma, S. (2021). Exploring Data Quality and Use of the Routine Health Information System in Ethiopia: A Mixed-Methods Study. BMJ Open, 11(12), e050356. https://doi.org/10.1136/bmjopen-2021-050356

Akoglu, H. E., & Özbek, O. (2022). The Effect of Brand Experiences on Brand Loyalty Through Perceived Quality and Brand Trust: A Study on Sports Consumers. Asia Pacific Journal of Marketing and Logistics, 34(10), 2130-2148. https://doi.org/10.1108/APJML-05-2021-0333

Alam, M. K. (2021). A Systematic Qualitative Case Study: Questions, Data Collection, NVivo Analysis and Saturation. Qualitative Research in Organizations and Management: An International Journal, 16(1), 1-31. https://doi.org/10.1108/QROM-09-2019-1825

Alfawaire, F., & Atan, T. (2021). The Effect of Strategic Human Resource and Knowledge Management on Sustainable Competitive Advantages at Jordanian Universities: The Mediating Role of Organizational Innovation. Sustainability, 13(15), 8445. https://doi.org/10.3390/su13158445

Ansori, A., Hefniy, H., Baharun, H., & Agus, A. H. (2023). Method of Communications Islamic Educational Institutions in Building Branding Image Symbolic Interaction Studies. Managere: Indonesian Journal of Educational Management, 5(3), 280-293. https://doi.org/10.52627/managere.v5i1.156

Beer, P., & Mulder, R. H. (2020). The Effects of Technological Developments on Work and Their Implications for Continuous Vocational Education and Training: A Systematic Review. Frontiers in Psychology, 11, 918. https://doi.org/10.3389/fpsyg.2020.00918

Calero López, I., & Rodríguez-López, B. (2020). The Relevance of Transversal Competences in Vocational Education and Training: A Bibliometric Analysis. Empirical Research in Vocational Education and Training, 12(1), 12. https://doi.org/10.1186/s40461-020-00100-0

Chuanchen, C. (2023). Cultivating Cultural Synergy: Unifying Boarding Schools, Local Wisdom, and Authentic Islamic Values for the Enhancement of Islamic Identity. Managere: Indonesian Journal of Educational Management, 5(2), 187-197. https://doi.org/10.52627/managere.v5i2.339

Diana, S. (2023). Nurturing Excellence: Leveraging Service Quality for Competitive Advantage in Islamic Boarding Schools. Journal of Educational Management Research, 2(1), 13-28. https://doi.org/10.3390/pr9040665

Furdui, A., Lupu-Dima, L., & Edelhauser, E. (2021). Implications of Entrepreneurial Intentions of Romanian Secondary Education Students, Over the Romanian Business Market Development. Processes, 9(4), 665.

Furdui, M., Toma, S. G., & Mihai, M. (2021). Strategic Marketing in Education: An Analysis of Vocational Schools in Romania. Journal of Marketing Education, 43(3), 165-177. doi: 10.1177/0273475321999829

Gilad, S. (2021). Mixing Qualitative and Quantitative Methods in Pursuit of Richer Answers to Real-World Questions. Public Performance & Management Review, 44(5), 1075-1099. https://doi.org/10.1080/15309576.2019.1694546

Hamidah, T. (2023). Transformation of Traditional Values to the Phenomenon of Santri Courtship in the Digital Era. Jurnal Islam Nusantara, 7(2), 211-222. https://doi.org/10.33852/jurnalnu.v7i2.508

Hasanah, I., & Hefniy, H. (2023). Strengthening Brand Identity: Embracing Local Wisdom Through Character Education Management. Indonesian Journal of Education and Social Studies, 2(2), 83-94. https://doi.org/10.33650/ijess.v2i2.3435

Haviland, S., & Robbins, S. (2021). Career and Technical Education as a Conduit for Skilled Technical Careers: A Targeted Research Review and Framework for Future Research. ETS Research Report Series, 2021(1), 1-42. https://doi.org/10.1002/ets2.12318

Li, J., & Pilz, M. (2023). International Transfer of Vocational Education and Training: A Literature Review. Journal of Vocational Education & Training, 75(2), 185-218. https://doi.org/10.1080/13636820.2020.1847566

Li, L. (2020). Education Supply Chain in the Era of Industry 4.0. Systems Research and Behavioral Science, 37(4), 579-592. https://doi.org/10.1002/sres.2702

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

Lokot, M. (2021). Whose Voices? Whose Knowledge? A Feminist Analysis of the Value of Key Informant Interviews. International Journal of Qualitative Methods, p. 20, 1609406920948775. https://doi.org/10.1177/1609406920948775

Lv, M., Zhang, H., Georgescu, P., Li, T., & Zhang, B. (2022). Improving Education for Innovation and Entrepreneurship in Chinese Technical Universities: A Quest for Building a Sustainable Framework. Sustainability, 14(2), 595. https://doi.org/10.3390/su14020595

Maulidah, H. F., Baharun, H., Hefniy, H., & Tohet, M. (2023). Teacher Assistance in the Development of Merdeka Curriculum Learning Devices. Communautaire: Journal of Community Service, 2(2), 98-107.

Mian, S. H. (2020). Adapting Universities for Sustainability Education in Industry 4.0: Channel of Challenges and Opportunities. Sustainability, 12(15), 6100. https://doi.org/10.3390/su12156100

Mulisa, F. (2022). When Does a Researcher Choose a Quantitative, Qualitative, or Mixed Research Approach? Interchange, 53(1), 113–131. https://doi.org/10.1007/s10780-021-09447-z

Mwita, K. (2022). Factors Influencing Data Saturation in Qualitative Studies. International Journal of Research in Business and Social Science (2147–4478), 11(4), 414–420. https://doi.org/10.20525/ijrbs.v11i4.1776

Nassaji, H. (2020). Good Qualitative Research. Language Teaching Research, 24(4), 427–431. https://doi.org/10.1177/1362168820941288

Ochieng, V. O., & Ngware, M. (2022). Whole Youth Development and Employment: Exploring the Nexus Using Qualitative Data from a Kenyan Study of Technical and Vocational Education and Training Institutions. Journal of Adult and Continuing Education, 28(2), 558-594. https://doi.org/10.1177/14779714211037357

Okolie, U. C., Nwajiuba, C. A., Binuomote, M. O., Osuji, C. U., Onajite, G. O., & Igwe, P. A. (2020). How Careers Advice and Guidance Can Facilitate Career Development in Technical, Vocational Education, and Training Graduates: The Case in Nigeria. Australian Journal of Career Development, 29(2), 97-106. https://doi.org/10.1177/1038416220916814

Pambudi, N. A., & Harjanto, B. (2020). Vocational Education in Indonesia: History, Development, Opportunities, and Challenges. Children and Youth Services Review, 115, 105092. https://doi.org/10.1016/j.childyouth.2020.105092

Priya, A. (2021). Case Study Methodology of Qualitative Research: Key Attributes and Navigating the Conundrums in Its Application. Sociological Bulletin, 70(1), 94–110. https://doi.org/10.1177/0038022920970318

Rainer, A., & Wohlin, C. (2022). Recruiting Credible Participants for Field Studies in Software Engineering Research. Information and Software Technology, 151, 107002. https://doi.org/10.1016/j.infsof.2022.107002

Rusdi, N., Suhermanto, S., & Ali, W. (2022). Internalisasi Nilai-Nilai Pendidikan Agama di Sekolah: Perspektif Manajemen Pendidikan Islam. Journal of Educational Management Research, 1(2), 82-94. https://doi.org/10.61987/jemr.v1i2.39

Silliman, M., & Virtanen, A. (2022). Integrating Strategic Marketing with Curriculum Development in Vocational Education: Impact on Student Outcomes. Journal of Vocational Education and Training, 74(2), 245-262. https://doi.org/10.1257/app.20190782

Silliman, M., & Virtanen, H. (2022). Labor Market Returns to Vocational Secondary Education. American Economic Journal: Applied Economics, 14(1), 197-224. https://doi.org/10.1257/app.20190782

Spöttl, G., & Windelband, L. (2021). The 4th Industrial Revolution–Its Impact on Vocational Skills. Journal of Education and Work, 34(1), 29-52. https://doi.org/10.1080/13639080.2020.1858230

Tasdemir, C., & Gazo, R. (2020). Integrating Sustainability into Higher Education Curriculum through a Transdisciplinary Perspective. Journal of Cleaner Production, 265, 121759. https://doi.org/10.1016/j.jclepro.2020.121759

Wijaya, M. H., & Khoir, A. (2022). Fostering Public Trust: The Transformative Leadership of School Principals. Indonesian Journal of Education and Social Studies, 1(1), 51-62. https://doi.org/10.33650/ijess.v1i1.3475

Yarrow, D. (2022). Valuing knowledge: The Political Economy of Human Capital Accounting. Review of International Political Economy, 29(1), 227-254. https://doi.org/10.1080/09692290.2020.1796751


Dimensions, PlumX, and Google Scholar Metrics

10.33650/al-tanzim.v8i3.9255


Refbacks

  • There are currently no refbacks.


Copyright (c) 2024 Mohammad Zainul

Creative Commons License
 
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Al-Tanzim : Jurnal Manajemen Pendidikan Islam
Published by Lembaga Penerbitan, Penelitian, dan Pengabdian kepada Masyarakat (LP3M) of Nurul Jadid University, Paiton, Probolinggo, East Java, Indonesia.