Analysis of Marketing Strategy in Optimizing New Student Registration at the University of Muhammadiyah Sukabumi
DOI:
https://doi.org/10.5281/zenodo.12790822Keywords:
marketing strategy, marketing mix, promotion strategyAbstract
The purpose of this study is to identify and analyze the general marketing strategy used to attract prospective new students of the University of Muhammadiyah Sukabumi (UMMI). Data was collected through observation, document analysis, and interviews. This study uses a descriptive method with a qualitative approach and applies Miles & Huberman's qualitative analysis to process the data. The results of the study show that the use of marketing mix dimensions (products, costs, places, promotions) by UMMI in optimizing the number of new student enrollment has resulted in several alternative strategies, including efforts to improve promotional strategies such as communicating advantages through hard selling, building an image through soft selling, and expand the reach of promotion and increase credibility through cooperative relationships with government agencies and other universities. Supporting factors include human resources, the existence of a scholarship system, and financial aid to provide opportunities for prospective students from diverse financial backgrounds to gain access to higher education. Adequate facilities and infrastructure, such as modern laboratories and a complete library, while the inhibiting factor is stiff competition with other universities offering similar programs and limited marketing budgets can also develop effective and extensive marketing campaigns.
Downloads
References
Aliyyu, A. (2022). Mengenal Fenomena Disruptive Behaviour dalam Dunia Pendidikan. UPI Press.
Azzadina, I., Huda, A. N., & Sianipar, C. P. M. (2012). Understanding the Relationship between Personality Types, Marketing-mix Factors, and Purchasing Decisions. Procedia - Social and Behavioral Sciences, 65(ICIBSoS), 352–357. https://doi.org/10.1016/j.sbspro.2012.11.133
Creswell, J. W. (2023). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (6th ed.). Sage Publications Inc.
Dewsnap, B., Micevski, M., Cadogan, J. W., & Kadic-Maglajlic, S. (2020). Flexibility in marketing & sales interfacing processes. Industrial Marketing Management, 91, 285–300. https://doi.org/10.1016/j.indmarman.2020.09.005
Gotteland, D., Shock, J., & Sarin, S. (2020). Strategic orientations, marketing proactivity, and firm market performance. Industrial Marketing Management, 91, 610–620. https://doi.org/10.1016/j.indmarman.2020.03.012
Han, W., Zhou, Y., & Lu, R. (2022). Strategic orientation, business model innovation, and corporate performance—Evidence from the construction industry. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.971654
Hollebeek, L. D., & Macky, K. (2019). Digital Content Marketing’s Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications. Journal of Interactive Marketing, 45, 27–41. https://doi.org/10.1016/j.intmar.2018.07.003
Hughes, R., Dahlin, L., & Tucci, T. (2021). An Investigation of a Multiple-Measures Teaching Evaluation System and Its Relationship with Students’ College-Going Outcomes. Educational Policy, 35(1), 131–158. https://doi.org/10.1177/0895904818813302
Kotler and Keller. (2020). Marketing Management (15th ed.). Pearson Education, inc.
Kusuma Widjaja, M. E. L. (2021). Strategic Orientation and Human Resources Management in Public Sector Organizations in the Society 5.0 Era. Proceedings of the 18th International Symposium on Managemen, 18(1), 235–240.
Lane, C., Nathan, N., Reeves, P., Sutherland, R., Wolfenden, L., Shoesmith, A., & Hall, A. (2022). Economic evaluation of a multi-strategy intervention that improves school-based physical activity policy implementation. Implementation Science, 17(1). https://doi.org/10.1186/s13012-022-01215-6
Maricic, B. R., & Dordevic, A. (2014). Strategic Market Segmentation. Marketing, 21(1), 243–251.
Miles, M. B., & Huberman, A. M. (2018). Qualitative Data Analysis (4th ed.). Sage Publications.
Moleong, L. J. (2017). Metodologi Penelitian Kualitatif. Remaja Rosdakarya.
Perdana, S., Xexakis, G., Koasidis, K., Vielle, M., Nikas, A., Doukas, H., Gambhir, A., Anger-Kraavi, A., May, E., McWilliams, B., & Boitier, B. (2023). Expert perceptions of game-changing innovations towards net zero. Energy Strategy Reviews, 45. https://doi.org/10.1016/j.esr.2022.101022
Samanta, I. (2022). Examining relationship marketing and strategic branding in b2b Greek SMEs: A family business development. Innovative Marketing, 18(3), 110–120. https://doi.org/10.21511/im.18(3).2022.10
Shymko, V. (2018). Object field of organizational culture: methodological conceptualization. International Journal of Organizational Analysis, 26(4), 602–613. https://doi.org/10.1108/IJOA-03-2017-1135
Srinivasan, R., & Lohith, C. P. (2017). Strategic Marketing and Innovation for Indian MSMEs. http://www.springer.com/series/11234
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif dan R dan D. Alfabeta.
Downloads
Published
How to Cite
License
Copyright (c) 2024 Alreza Prianugraha, R Deni Muhammad Danial, Darmo H. Suwiryo
This work is licensed under a Creative Commons Attribution 4.0 International License.