Hasbi, Imanuddin (2016) MANAJEMEN PEMASARAN PERGURUAN TINGGI. eprint_fieldopt_thesis_type_phd thesis, Universitas Pendidikan Indonesia.
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Abstract
Permasalahan manajemen pemasaran yang dihadapi perguruan tinggi adalah memperebutkan pasar yang sangat ketat persaingannya. Penelitian ini difokuskan untuk mengkaji lebih rinci: 1. pasar; 2. bauran pemasaran yang mencakup: produk, harga, sumber daya, persaingan, strategi pemasaran; dan 3. kinerja pemasaran mencakup: kepuasan, kesetiaan, dan pertumbuhan perguruan tinggi. Tujuan penelitian ini adalah untuk mendeskripsikan state of the art manajemen pemasaran perguruan tinggi swasta. Penelitian ini menggunakan metode penelitian kualitatif dengan menggunakan instrumen pedoman wawancara, observasi, dan studi dokumentasi untuk mengungkap data.Temuan penelitian ini adalah 1. pemasaran perguruan tinggi dengannya berhasil mencapai target pasar yang ditetapkan; 2. program studi yang berkualitas yang hanya dapat mewujudkan harapan mahasiswa dan orang tua; 3. target pasar memiliki kemampuan untuk memenuhi biaya pendidikan; 4. pengembangan sumberdaya perguruan tinggi bertujuan untuk memuaskan pelanggan; 5. perguruan tinggi yang memenangkan persaingan memiliki keunggulan bersaing; 6. hanya strategi pemasaran yang tepat yang dapat memuaskan pelanggan; 7. hanya pelanggan yang setia yang ikut membujuk calon mahasiswa agar kuliah di perguruan tinggi tempatnya kuliah.;--- The problems being faced in marketing management of the universities in general are how to win tight competition in the market. The study is focused to examine matters in more details: 1. on the following understanding the market; 2. the mixed marketing that includes product, prices, resources, competition, and marketing strategies; and 3. marketing performance that includes customers’ satisfaction and loyalty and growth of higher education institutions. The purpose of the study is to describe the state of the art of essential aspects of marketing management of three private universities they are Telkom University, Unisba, and Maranatha Christian University. The study applies qualitative research method using interview guide, observation and documentation as the research instruments. The findings of the study are: 1. those universities have accomplished the expected targets despite all problems and weaknesses encounted; 2. only the quality study programs that could meet expectations of students and parents; 3. the expected targets market of the are considered of meeting the costs determined by the universities; 4. the resource development carried out by the three universities aiming at meeting the customers’ satisfaction; 5. only those universities with capacity to compete which the win competition; 6. only appropriate marketing strategies could satisfy the customers; 7. only satisfied customers which are loyal and tend to persuade potential students to register at the universities they selected.
| Item Type: | Thesis (eprint_fieldopt_thesis_type_phd) |
|---|---|
| Additional Information: | No.panggil : D ADP HAS m-2016; Pembimbing : I.Fakry, II.Djamian. |
| Uncontrolled Keywords: | Manajemen Pemasaran, Pemasaran Perguruan Tinggi, Marketing Management, The practice of marketing. The growth of higher education institution |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Sekolah Pasca Sarjana > Administrasi Pendidikan S-3 |
| Depositing User: | Mr mhsinf 2017 |
| Date Deposited: | 12 Oct 2017 03:36 |
| Last Modified: | 12 Oct 2017 03:36 |
| URI: | http://repository.upi.edu/id/eprint/26984 |
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