Digital Marketing Management Implementation in an Islamic Integrated Junior High School: A Qualitative Study
DOI:
https://doi.org/10.31958/jies.v6i2.16775Keywords:
Marketing Management, Digital Marketing, Educational PromotionAbstract
Digital marketing has become an essential strategy for strengthening educational promotion and institutional competitiveness in the increasingly competitive education sector. This study explores the implementation of digital marketing management in an Islamic Integrated Junior High School and examines the factors that facilitate and constrain its implementation. A qualitative descriptive design was employed. Participants included the principal as the key informant, supported by the vice principal for public relations, vice principal for curriculum, school operator, and teachers. Data were collected through interviews, observations, and document analysis and were analyzed using the Miles and Huberman interactive model, including data reduction, data display, and conclusion drawing. The findings indicate that digital marketing management was implemented through three main stages: planning, implementation, and evaluation. Digital platforms, particularly the school website and social media, were utilized to promote educational services and enhance public engagement. However, the effectiveness of implementation remained limited due to insufficient human resources, the absence of a dedicated digital marketing team, and limited content diversity. Supporting factors included organizational support from the school foundation, adequate technological infrastructure, stakeholder participation, principal leadership, and the readiness of several staff members to adopt digital practices. The study highlights the importance of strategic planning, dedicated human resources, and systematic management in optimizing digital marketing practices for educational institutions.
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