Dimensi Aplikatif Pemasaran Internal Dan Implementasinya Di Madrasah Dan Pendidikan Islam

Abstract

Internal marketing is very necessary for madrasas when carrying out the marketing process of educational services in the face of increasingly tight global market competition. Several previous studies strongly recommend internal marketing to be applied in education management. However, previous research related to madrasas mostly focused on strategic management, leadership, external marketing strategies involving marketing mix, branding and others. Thus, internal marketing does not receive adequate attention.

To fill this gap, we used a structured narrative literature review approach to gain an overview of internal marketing in madrasas. The data source in this research is secondary data in the form of published journal articles, especially in the last five years. Data was collected through systematic review techniques to gain more comprehensive insight regarding the implementation of internal marketing in madrasas. Thematic analysis technique was used as a data analysis method in this research.

The research results show that the dimensions of the internal marketing implementation process in madrasas are spread across several research areas about madrasas, such as leadership, marketing strategy, marketing mix, and others. Of the seven dimensions of internal marketing implementation (strategic situation analysis, internal marketing goal setting, personnel segmentation, management involvement, internal communication, employee involvement, and internal marketing control), the initial three dimensions are still the best in the marketing literature in madrasas. Meanwhile, others have not yet been studied in depth.