Implementation of Marketing Strategy with Product and Process Approach at MTsN 3 West Aceh

Abstract

The purpose of this study is to examine how the marketing strategy of educational services used by MTsN 3 West Aceh, especially in the aspects of products and processes, and what the school's efforts are in overcoming the obstacles faced in the implementation process. The research method uses a qualitative approach, with the research subjects being the head of the madrasah, the student waka, three parents of students, and six selected students. Data collection techniques include interviews, observations, and documentation. The data analysis technique used Miles and Huberman's model, including data reduction, data presentation, and conclusions drawn. The study results show that MTsN 3 West Aceh has succeeded in increasing the interest of prospective students through product innovation (regular programs, digital classes, extracurricular activities, technology utilization) and processes (SOP-based services, human resource development, digitalization, and stakeholder collaboration). Despite facing obstacles such as limited land, funds, and technical problems, madrasas overcame them with adaptive steps. The implications of this study show that the integration of product-based and process-based marketing strategies can be an effective model for the marketing development of other educational institutions in the digital era.