ORGANIZING AND IMPLEMENTING MARKETING OF EDUCATIONAL SERVICES IN ISLAMIC EDUCATIONAL INSTITUTIONS: A COMPARATIVE STUDY OF THE LITERATURE

Zaky Rahman; Anis Zohriah; Abdul Muin; Yuyun Rohmatul Uyuni

doi:10.62567/micjo.v3i2.2325

Authors

Zaky Rahman Sultan Maulana Hasanuddin Banten State Islamic University
Anis Zohriah Sultan Maulana Hasanuddin Banten State Islamic University
Abdul Muin Sultan Maulana Hasanuddin Banten State Islamic University
Yuyun Rohmatul Uyuni Sultan Maulana Hasanuddin Banten State Islamic University

DOI:

https://doi.org/10.62567/micjo.v3i2.2325

Keywords:

Education Marketing Management, Comparative Study, Organizing, Implementation, PRISMA

Abstract

Although the discourse on educational marketing is theoretically established, empirical reality reveals a significant gap between strategic planning and operational execution. This failure is often rooted in weak resource organization and the inability to translate strategy into tactical action. This study aims to analyze and compare the organizational patterns and implementation of educational service marketing across institutional levels, including Madrasahs, Islamic Boarding Schools (Pesantren), and Islamic Higher Education Institutions. Using a library research method, data were collected through a systematic search of current academic literature (2015-2025) by adapting the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) selection flow to ensure data synthesis validity. Comparative analysis reveals distinct organizational model divergences: madrasahs tend to use ad-hoc committee structures, pesantrens rely on the centrality of the Kiai's charismatic leadership as the primary brand ambassador, while higher education institutions are adopting professional, permanent marketing units. Nevertheless, the convergence of success across all three entities lies in the integration of Islamic values within the 7P marketing mix and the vital role of Human Resources as the forefront of service delivery. This study implies the urgency of a managerial transformation from an incidental approach to the institutionalization of sustainable marketing functions to bridge the execution gap and build public trust.

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