Promotion Mix of Educational Institutions: An Exploration of Islamic Religious Private Universities In Sidoarjo
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Publishing House Education and Science s.r.o.
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Abstract
Promotional activities in higher education are vital to informing and attracting prospective students to choose a university. This study aims to analyze the implementation of the PTKIS-X promotion mix, the obstacles experienced and the development of the promotion mix for promotional activities in the following year. The research method uses a descriptive qualitative approach which is analyzed using POAC (Planning, Organizing, Actualizing and Controlling) management theory. The results showed that direct marketing and digital marketing promotion strategies were very effective in attracting new students. However, constraints experienced by PTKIS-X in promotional activities include a need for more human resources and cooperation with study programs and student organizations. The alternative promotion mix that PTKIS-X can develop is a word-of-mouth promotion activity, which this year resulted in 24% of new students who answered getting information from word of mouth.
Keywords : Promotion mix, promotion strategy, direct marketing, digital marketing, POAC
Keywords
Promotion Mix, Promotion Strategy, Direct Marketing, Digital Marketing, POAC