Marketing Strategies of Private Islamic Schools Case Studies: Provinces in the Andaman

Abstract

This research was aimed to study 1) Current marketing strategies 2) Problems, obstacles and suggestions 3) Development of the marketing strategy for Islamic private schools in Andaman coastal provinces. This qualitative research process consists of 2 phases. The first step was to study the marketing strategy, problems, and suggestions to develop marketing strategies. The second step was the marketing strategies development for Islamic private schools in Andaman provinces. The research found as follows:1. The Islamic private schools in the Andaman provinces used marketing strategies by presenting the schools' focus to the target groups, such as the curriculum that emphasized on moral teaching based on the Islamic principles along with academic highlights which were a unique differentiation from the general schools. The Islamic private schools used various platforms to communicate to the target groups, such as using students or teachers as personal media, traditional printed media, new media related to the Internet, guidance activities to targeted schools in the villages, corporate social responsibility activities, and school events.2. The problems and obstacles of Islamic private schools in the Andaman provinces were the potential physical problems in reaching the students' needs to enter the schools. The time for school guidance activities were not consistent with the targeted school's time. Moreover, the schools got the potential problems for media coverage.3. The development of marketing strategies for Islamic private schools in the Andaman provinces could be identify by using the 4C's concept of marketing that responds to the needs of consumers. There were four strategies for marketing strategies, including consumer wants and needs, consumer's cost to satisfy, convenience to buy, and communication that connects.