Educational Marketing Strategies Based On Kotler’s Theory in Enhancing School Selection Competitiveness in Digital Era

Abstract

This study aims to analyze Kotler's theory-based educational marketing strategy in increasing the competitiveness of school selection in the digital era, with a focus on Muhammadiyah 1 Besuki Integrated Elementary School. In facing the increasingly fierce competition of basic education institutions, schools are required to have marketing strategies that are not only conventional, but also adaptive to digital developments. Kotler's theory that includes seven elements of the marketing mix (7Ps): product, price, place, promotion, people, process, and physical evidence, is used as the basis for evaluating the strategies implemented. This research used a qualitative approach with data collection techniques through observation, in-depth interviews, and documentation. The results showed that Muhammadiyah 1 Besuki Integrated Elementary School has made strategic efforts through digital promotion which includes social media, making school profile video content, and online interaction with prospective guardians. The school also emphasizes the excellence of Islamic programs, character strengthening, and integrated curriculum as the main selling points. However, the limited human resources who manage digital marketing and the lack of market analysis are challenges. This study recommends digital marketing training for school promotion teams and the development of data-based strategies to be more responsive to community needs. The findings provide a practical contribution for primary schools in improving competitiveness through a targeted and sustainable marketing approach.