Educational Services Marketing Strategy to Increase Competitiveness

Abstract

This study discusses the marketing strategy of educational services and analysis of increasing competitiveness at MAN 2 Grobogan. This is based on the increasingly tight competition of educational institutions, and the importance of marketing strategy planning in educational institutions. The main problem in this study is how to analyze SWOT, marketing strategy of educational services and analysis of increasing competitiveness at MAN 2 Grobogan. The research approach is a qualitative method. Data sources are the head/deputy head of the madrasah, teachers/staff/employees, and students, data collection tools are interview guidelines; data collection techniques are observation, interviews, and documentation. To determine the marketing strategy and competitiveness at MAN 2 Grobogan, the author uses the SWOT analysis method. The results of the study show that: 1) The marketing strategy of educational services applied at MAN 2 Grobogan is a promotion strategy and a product strategy. 2) The score results based on the internal-external SWOT analysis (IE matrix) obtained the final IFAS score of 0.98, while the final EFAS score was 0.33. These results indicate that the position of MAN 2 Grobogan is in quadrant 1 (one), namely Strengths-Opportunities (SO) which supports an aggressive strategy. 3) The competitiveness of MAN 2 Grobogan is seen from the implementation of a marketing strategy that meets the four indicators of increasing the competitiveness of educational institutions. The results of the analysis show that there has been an increase in competitiveness in MAN 2 Grobogan.