The Role of Marketing Management in The Development of Islamic Education Services

Abstract

The main objective of this research is to analyze the role of marketing management in strengthening the development of Islamic education services, focusing on marketing strategies that integrate Islamic values as a competitive advantage. This research uses a qualitative approach with a case study method to understand the role of marketing management in the development of Islamic education. Data were obtained through in-depth interviews, participatory observation and documentation, involving the principal, marketing team, teachers, parents and students. Data analysis used an interactive approach that included collection, reduction, presentation of data, and iterative conclusion drawing. This research explores Islamic value-based marketing strategies, challenges, and community responses to understand the dynamics of Islamic education marketing holistically. The results showed that the marketing strategy of NU Al Islami Junior High School succeeded in increasing community involvement, building a positive image, and strengthening the attractiveness of the school. The utilization of social media such as Instagram and Facebook effectively introduces the school, highlights student achievements, and builds interactive communication. This success is supported by a consistent Islamic value-based digital strategy. Promotional activities such as open houses and educational seminars strengthen the community's trust and emotional bond with the school. In addition, the application of digital technology such as school apps, webinars and video streaming facilitates access to information and creates closer relationships with parents and prospective students. This integration of Islamic values with modern approaches results in a sustainable competitive advantage in building a progressive image and being responsive to the needs of the digital era.