The Controversy of Islamic Education Marketing Management Between Tradition and Innovation
AbstractThis study examines the marketing management of Islamic education, focusing on both traditional and innovative approaches. Using a qualitative case study, data were collected through interviews, observations, and documentation, and analyzed using a three-step interactive model of thematic and content analysis: data reduction, data presentation, and conclusion drawing. Validity checks were conducted through method, source, and theory triangulation. The findings reveal that the educational marketing strategy at MAN 2 Banyuwangi successfully integrates tradition and innovation, attracting the interest of the community, prospective students, and graduate employers. The balance between tradition and innovation is effectively maintained through integrated marketing strategies. Additionally, the leaders and managers of the institution recognize the importance of developing adaptive marketing strategies and fostering collaboration among internal and external stakeholders, including religious moderation camps. This study contributes to understanding Islamic education marketing management and offers recommendations for future research and practice. Key recommendations include promoting interactive dialogue, adopting a comprehensive approach, adhering to ethical guidelines, and enhancing human resource capacity to resolve the controversy and improve the effectiveness of Islamic education marketing management.
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