MARKETING MIX STRATEGY FORMULATION AND CREATING VALUE CO-CREATION IN SCHOOL EDUCATION

Rudy Pramono; Adi Abdurahman; Juliana Juliana

doi:10.19166/imj.v1i1.5105

MARKETING MIX STRATEGY FORMULATION AND CREATING VALUE CO-CREATION IN SCHOOL EDUCATION

Rudy Pramono, Adi Abdurahman, Juliana Juliana

Abstract

This study aims to describe internal and external factors with the 7P marketing mix concept at SMA Bogor Raya, define the gap between input and output from internal and external factors in the marketing strategy of SMA Bogor Raya, evaluate the 7P services marketing mix concept applied by the marketing unit of SMA Bogor Raya. This approach to study requires extensive relevant searches, business management, and educational databases on value-based marketing and co-creation. This study uses a qualitative research approach. The type of research used in this research is a case study. Subjects in this study were vital informants with a total of 7 informants. The research field of educational marketing, value, and co-creation is still at a relative pioneer stage. Much research is still to be carried out, both from problem identification and a strategic perspective. To increase public interest in school education services, a mixed market strategy can be applied by combining 7Ps consisting of product, price, place, promotion, people, process, and physical evidence. Although there is no master plan for implementing the marketing mix at SMA Bogor Raya, the strategy has been implemented.

BAHASA INDONESIA ABSTRACT

Penelitian ini bertujuan untuk mendeskripsikan faktor internal dan eksternal dengan konsep bauran pemasaran 7P di SMA Bogor Raya, menentukan gap antara input dan output dari faktor internal dan eksternal dalam strategi pemasaran SMA Bogor Raya, mengevaluasi konsep bauran pemasaran jasa 7P yang diterapkan oleh unit pemasaran SMA Bogor Raya. Pendekatan studi ini membutuhkan pencarian relevan yang ekstensif, manajemen bisnis, dan basis data pendidikan tentang pemasaran dan kreasi bersama berbasis nilai. Penelitian ini menggunakan pendekatan penelitian kualitatif. Jenis penelitian yang digunakan dalam penelitian ini adalah studi kasus. Subjek dalam penelitian ini adalah informan vital dengan jumlah informan sebanyak 7 orang. Bidang penelitian pendidikan pemasaran, nilai, dan co-creation masih pada tahap perintis relatif. Banyak penelitian yang masih harus dilakukan, baik dari identifikasi masalah maupun perspektif strategis. Untuk meningkatkan minat masyarakat terhadap layanan pendidikan sekolah, strategi pasar campuran dapat diterapkan dengan menggabungkan 7P yang terdiri dari produk, harga, tempat, promosi, orang, proses, dan bukti fisik. Meski belum ada masterplan penerapan bauran pemasaran di SMA Bogor Raya, namun strategi sudah diterapkan.

Keywords

co-creation value; education; marketing strategy; nilai co-creation; pendidikan; strategi pemasaran

DOI: http://dx.doi.org/10.19166/imj.v1i1.5105

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