Using Marketing Mix and Brand Image As Marketing Strategy for Islamic Educational Institutions

Abstract

This article discusses the effectiveness of using a combination of the marketing mix and brand image as a marketing strategy for educational services at Islamic educational institutions. The strategy is motivated by efforts to create quality and competitive Islamic educational institutions. Considering the current globalization, people as consumers of education are being very selective in choosing educational institutions for their children. Effective marketing of educational services creates conducive and stable marketing conditions and has a positive impact on all the parties involved. Applying the marketing mix and brand image as a marketing strategy for educational services is expected to increase public interest and thereby increase the number of students. Therefore, a systematic literature review was done. Based on the results from several Islamic educational institutions, it was proved that the application of marketing mix and brand image has an impact on the beliefs and interests of the community, especially the Muslim community, both with traditional and modern backgrounds as the targeted consumers of the Islamic educational services. Keywords: marketing mix, brand image, marketing strategy, education services