Abstract
This study is aimed to describe the management of educational service marketing in MTs Assalaam of Sukoharjo which consists of three procedures namely planning, implementation, and evaluation. The type is categorized into a qualitative research that designed in the case study. Data collection is applied through observation, in-depth interview, and documentation. The data analysis is conducted based on explanation and interpretation on data. The results of the study show that (1) the marketing subjects of educational service in MTs Assalaam conduct the consumers’ need analysis and auditing the past actions related to the educational service marketing; (2) there are several ways in planning step namely composing the goal of marketing, determining the promotion budget plan, deciding the target of consumer, creating the message or information, deciding the communication ways, and specifying the promotion mix; (3) marketing team conducts several kinds of promotion mix in the implementation of educational service marketing namely masselling, selling promotion, publics relation, direct marketing, and word of mouth. Evaluation of the educational service marketing implementation is conducted by coordination meetings that held at once in a month and a year. Thus, management of educational service marketing in MTs Assalaam is applied well and structured, in consequence, the target can be reached.
Keywords: management, marketing mix of educational service, promotion mi
