Abstract
Higher education in Indonesia is a national education subsystem that includes undergraduate, master's, specialist, doctoral, and diploma programs. Higher education institutions are obliged to organize education, research, and community service in accordance with their vision, mission, goals, tasks, and authority. A large number of universities has led to intense competition in getting prospective students. Therefore, universities must have a good "marketing strategy" to continue to exist in the face of competition between universities. Marketing strategies must be based on marketing objectives that consider environmental aspects (Dharmmesta, 2014). Marketing strategies took in connection with existing conditions, SWOT analysis, organization, and control at the University of Singapore Karawang based on Education Quality Standards (accredited). Efforts to monitor the implementation of marketing strategies related to the achievement of performance targets for increasing the number of applicants, including re-registration, the achievement of external and internal marketing activities.
Highlights
Higher education in Indonesia is a national education subsystem that includes undergraduate, master's, specialist, doctoral, and diploma programs
The large number of universities has led to intense competition in getting prospective students
Marketing strategies must be based on marketing objectives that consider environmental aspects
Summary
Penelitian yang dilakukan Remiasa, Marcus tentang Perencanaan Strategis Pemasaran untuk menciptakan Sustainable Competitive Advantage (Kasus pada program studi manajemen Perhotelan UK Petra Surabaya). Dalam pelaksanaanya PTS satu dengan PTS lain harus bersaing memperebutkan pembeli/mahasiswa, dalam bersaing inilah tiap-tiap perguruan tinggi punya cara-cara tersendiri untuk memenangkan persaingan pasar yang disebut dengan strategi pemasaran. Di antaranya: (1) Dua PTS sudah professional dalam manajemen pemasaran yaitu sudah punya tim tersendiri yang khusus menangani masalah pemasarannya sedang yang satu belum, (2) Strategi pemasaran meliputi, strategi pasar, strategi produk, strategi harga, strategi distribusi, strategi promosi dan strategi kepuasan pelanggan. Setyawan (2015), dalam penelitiannya mengatakan bahwa pengendalian di STIE Malangkucecwara yang didasarkan pada Standar Kualitas PT Pendidikan (terakreditasi): Manajemen Kualitas Layanan (Quality Assurance), kondisi dan reputasi perguruan tinggi, berkoordinasi dan integrasi pada tugas dan upaya pemasaran dengan unit / area operasional lainnya, dimulai dengan menciptakan sebuah rencana terpadu, seperti: kegiatan kemahasiswaan, penelitian fakultas dilakukan untuk diterbitkan secara teratur, yang meningkatkan kualitas gambar kampus kepada masyarakat. Upaya untuk memantau implementasi strategi pemasaran terkait dengan pencapaian target kinerja peningkatan jumlah pelamar, termasuk registrasi ulang, pencapaian kegiatan eksternal dan internal kegiatan pemasaran
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