THE ROAD AHEAD FOR INDONESIA’S INTERNATIONAL SCHOOLS: THE EXTENDED MARKETING MIX PERSPECTIVE

Abstract

Given the growing global awareness and interest in sustainable development, the sustainability concern of education institutions is no exception. Noticing the phenomenon of decreasing number of students in the Indonesia international schools, this study explores and identifies the cutting-edge marketing strategies that may be useful to enhance student enrollment. Based on the external environmental and internal organisational analysis, particular focus was placed on the consumer perceptions to assess their perceived importance of the 39 marketing mix attributes. The findings highlighted the importance of Product and Promotion, and a set of marketing mix strategy was proposed. As education is pivotal to enhance the quality of national human resources, it appears that the findings and proposed marketing strategies offer a useful reference to both the policy makers and the education industry players to continue increasing student enrolment in the private schools, moving towards sustainable development.