Formulation of Marketing Communication Strategy and its Implementation in State Senior High School 10 Malang (Leadership Academy)

Abstract

This study aims to know (1) the formulation of marketing communication strategy conducted by State Senior High School 10 Malang (Leadership Academy), (2) The implementation of marketing communication strategy conducted by State Senior High School 10 Malang (Leadership Academy), (3) the supporting factor and inhibiting factor in the marketing communication activity conducted by State Senior High School 10 Malang (Leadership Academy). The study design uses qualitative study method with descriptive approach. The study results conclude that : (1) the procedure on marketing communication strategy is selecting the intended society, Identifying the society desire, determining the marketing mix including product / service, price, location and promotion (2)the implementation of marketing communication strategy focuses on one element, namely the promotion consisting of advertising, sales promotion, relation of public and publicity, as well as personal sales, (3) the supporting factors of the implementation of marketing communication strategy are the promotion media used has vast scope; it is formed a special team of school marketing; fund availability; facility; the adequate means and infrastructure; teachers with good qualification; foreign and domestic cooperation; student's of State Senior High School 10 Malang enthusiastic (Leadership Academy) as well as also as the school marketing; parents' loyalty to school so that it creates the word of mouth marketing; unique characteristic of boarding school; scholarship and achievement; while the resisting factor is high cost of education.