Higher Education Marketing Strategy: Comparative Study of State Islamic Universities and State Universities

  • Muhammad Fadhli Institut Agama Islam Negeri Lhokseumawe, Indonesia
  • Agus Salim Salabi Institut Agama Islam Negeri Lhokseumawe, Indonesia
  • Fauzan Ahmad Siregar Institut Agama Islam Negeri Lhokseumawe, Indonesia
  • Harun Lubis Sekolah Tinggi Agama Islam Darul Arafah Deli Serdang, Indonesia
  • Tengku Muhammad Sahudra Universitas Samudera, Indonesia

Abstract

The increasing of State Islamic Universities (PTKIN) in Aceh is contradictory with the minimum interest of Acehnese to study at PTKIN. This phenomenon shows an anomaly in Acehnese religiosity level. This paper aimed to seek Higher Education (HE) marketing strategies in Aceh and to describe the reason for Acehnese low interest in PTKIN. A mixed method was used in this research; meanwhile, an explanatory sequential design was chosen to be the research design. This research was done in 3 PTKIN and 3 State Universities (PTU) in Aceh, where 60 Acehnese students were chosen as respondents. Besides quantitative data, qualitative research was done by interviewing, observing, and studying documentation to get more information. The result showed that the products (departments and accreditation) significantly affected students' interest in HE. This article suggested that PTKIN add more departments to present many choices for society as a place to study at a high education level.

References

Lukens-Bull, R.A. (2016). The Political Use of Islamic Variation in Indonesian Islamic Higher Education. Jurnal Pendidikan Islam, 2(2), 193-207. https://doi.org/10.15575/jpi.v2i2.786.
Asnawi, N., & Setyaningsih, N. D. (2020). Perceived Service Quality in Indonesian Islamic Higher Education Context. Journal of International Education in Business, 13(1), 107–130. https://doi.org/10.1108/JIEB-11-2019-0054.
Bock, D. E., Poole, S. M., & Joseph, M. (2014). Does Branding Impact Student Recruitment: A Critical Evaluation. Journal of Marketing for Higher Education, 24(1), 11–21. https://doi.org/10.1080/08841241.2014.908454.
Bradley, A., Quigley, M., & Bailey, K. (2021). How Well Are Students Engaging with the Careers Services at University? Studies in Higher Education, 46(4), 663–676. https://doi.org/10.1080/03075079.2019.1647416.
Büscher-Touwen, M., Groot, M. De, & Hal, L. Van. (2018). Mind the Gap Between Higher Education and the Labour Market for Students with a Disability in the Netherlands: A Research Agenda. Social Inclusion, 6(4), 149–157. https://doi.org/10.17645/si.v6i4.1655.
Callender, C., & Dougherty, K. J. (2018). Student Choice in Higher Education-Reducing or Reproducing Social Inequalities? Social Sciences, 7(10), 189. https://doi.org/10.3390/socsci7100189.
Chernikova, I. A., & Varonis, E. M. (2016). Designing and Delivering Online Curriculum in Higher Education: Riding the Perfect Storm. The International Journal of Information and Learning Technology, 33(3), 132–141. https://doi.org/10.1108/IJILT-09-2015-0026.
Cho, S. J., Hudley, C., Lee, S., Barry, L., & Kelly, M. (2008). Roles of Gender, Race, and SES in the College Choice Process Among First-Generation and Nonfirst-Generation Students. Journal of Diversity in Higher Education, 1(2), 95–107. https://doi.org/10.1037/1938-8926.1.2.95.
Constantinides, E., & Zinck Stagno, M. C. (2011). Potential of the Social Media as Instruments of Higher Education Marketing: A Segmentation Study. Journal of Marketing for Higher Education, 21(1), 7–24. https://doi.org/10.1080/08841241.2011.573593.
Creswell, J. W. (2015). Revisiting Mixed Methods and Advancing Scientific Practices. In S. Hesse-Biber & R. B. Johnson (Eds.), The Oxford Handbook of Multimethod and Mixed Methods Research Inquiry. Oxford University Press.
Dholakia, R. R., & Acciardo, L. A. (2014). Branding a State University: Doing it Right. Journal of Marketing for Higher Education, 24(1), 144–163. https://doi.org/10.1080/08841241.2014.916775.
Durkin, M., Howcroft, B., & Fairless, C. (2016). Product Development in Higher Education Marketing. International Journal of Educational Management, 30(3), 354–369. https://doi.org/10.1108/IJEM-11-2014-0150.
Faridi, M. R., & Ebad, R. (2018). Transformation of Higher Education Sector through Massive Open Online Courses in Saudi Arabia. Problems and Perspectives in Management, 16(2), 220–231. https://doi.org/10.21511/ppm.16(2).2018.20.
Fickling, M. J., Lancaster, C., & Neal, A. V. (2018). Social Justice in Career Services: Perspectives of University Career Center Directors. The Career Development Quarterly, 66(1), 64–76. https://doi.org/10.1002/cdq.12122.
Fomunyam, K. G. (2020). Theorizing the Itinerant Curriculum as the Pathway to Relevance in African Higher Education in the Era of the Fourth Industrial Revolution. International Journal of Education and Practice, 8(2), 248–256. https://doi.org/10.18488/journal.61.2020.82.248.256.
Gavillet, R. (2018). Experiential Learning and its Impact on College Students. Texas Education Review, 7(1), 140–149. https://doi.org/http://dx.doi.org/10.26153/tsw/21.
Ghafar, M. (2023). Kyai’s Leadership Strategy and Its Implications For Improving The Quality of Education. Nazhruna: Jurnal Pendidikan Islam, 5(3), 1388-1399. https://doi.org/10.31538/nzh.v5i3.2172
Habiburrahim, Orrell, J., & Conway, R. (2016). Integrating Graduate Attributes Into Islamic Higher Education Curricula in Aceh, Indonesia. In Publishing Higher Degree Research (pp. 145–154). SensePublishers. https://doi.org/10.1007/978-94-6300-672-9_15
Hagel, P., & Shaw, R. N. (2010). How Important is Study Mode in Student University Choice? Higher Education Quarterly, 64(2), 161–182. https://doi.org/10.1111/j.1468-2273.2009.00435.x.
Helgesen, Ø. (2008). Marketing for Higher Education: A Relationship Marketing Approach. Journal of Marketing for Higher Education, 18(1), 50–78. https://doi.org/10.1080/08841240802100188.
Hesse-Biber, S. N. (2010). Mixed Methods Research: Merging Theory With Practice. The Guilford Press.
Hossler, D., & Gallagher, K. (1987). Studying Student College Choice: A Three-Phase Model and the Implications for Policymakers. College and University, 62(3), 207–221.
Idris, N. R. A. B., Sirat, M., & Wan, C. Da. (2019). Toward Sustainable Islamic Communities in Malaysia: The Role of Islamic-Based Higher Education Institutions (IHEIs). In A. Jun & C. S. Collins (Eds.), Higher Education and Belief Systems in the Asia Pacific Region (pp. 27–40). Springer. https://doi.org/10.1007/978-981-13-6532-4_3.
Ismail, S., Abubakar, B., Matsyah, A., Thalal, M., & Yahya, H. (2021). Religious Radicalism and Islamic Universities in Aceh: Between Campus, Environment and Family. Samarah: Jurnal Hukum Keluarga dan Hukum Islam, 5(2), 1044-1068. http://dx.doi.org/10.22373/sjhk.v5i2.10958
Judson, K. M., Aurand, T. W., Gorchels, L., & Gordon, G. L. (2008). Building a University Brand from Within: University Administrators’ Perspectives of Internal Branding. Services Marketing Quarterly, 30(1), 54–68. https://doi.org/10.1080/15332960802467722.
Kadir, M. Y. A., Rivaldi, A., Farsia, L., & Bantasyam, S. (2023). The Legal Vacuum on Access to Higher Education for Refugees in Indonesia: Islamic Claim for Aceh Responsibility. Samarah: Jurnal Hukum Keluarga dan Hukum Islam, 7(1), 522-554. http://dx.doi.org/10.22373/sjhk.v7i1.15454
Kemal, I., Suryadi, S., & Rosyidi, U. (2019). Management of Lecturers Resource Development at Higher Education. International Journal of Higher Education, 8(5), 246. https://doi.org/10.5430/ijhe.v8n5p246.
Khayati, A., & Selim, M. (2019). The Status of Innovation in Saudi Universities. Cogent Education, 6(1), 1653635. https://doi.org/10.1080/2331186X.2019.1653635.
Komenda, M., Víta, M., Vaitsis, C., Schwarz, D., Pokorná, A., Zary, N., & Dušek, L. (2015). Curriculum Mapping with Academic Analytics in Medical and Healthcare Education. PLOS ONE, 10(12). https://doi.org/10.1371/journal.pone.0143748.
Kraince, R. G. (2007). Islamic Higher Education and Social Cohesion in Indonesia. Prospects, 37(3), 345–356. https://doi.org/10.1007/s11125-008-9038-1.
Kuleto, V., Ilić, M., Dumangiu, M., Ranković, M., Martins, O. M. D., Păun, D., & Mihoreanu, L. (2021). Exploring Opportunities and Challenges of Artificial Intelligence and Machine Learning in Higher Education Institutions. Sustainability, 13(18), 10424. https://doi.org/10.3390/su131810424.
Kumar, C., Singh, S. P., & Nauriyal, D. K. (2014). Correlates and Issues of Academic Course-Selection in Post-Secondary Education in India: Evidence from National Sample Survey, 2007-08. OALib, 01(03), 1–22. https://doi.org/10.4236/oalib.1100415.
Leary, M. P., & Sherlock, L. A. (2020). Service-Learning or Internship: A Mixed-Methods Evaluation of Experiential Learning Pedagogies. Education Research International, 2020, pp. 1–9. https://doi.org/10.1155/2020/1683270.
Leavy, P. (2017). Research Design: Quantitative, Qualitative, Mixed Methods, Arts-Based, and Community-Based Participatory Research Approaches. The Guilford Press.
Lim, W. M., Jee, T. W., & De Run, E. C. (2020). Strategic Brand Management for Higher Education Institutions with Graduate Degree Programs: Empirical Insights From the Higher Education Marketing Mix. Journal of Strategic Marketing, 28(3), 225–245. https://doi.org/10.1080/0965254X.2018.1496131.
Lukens-Bull, R. A. (2013). Islamic Higher Education in Indonesia: Continuity and Conflict. Palgrave Macmillan US. https://doi.org/10.1057/9781137313416.
Miles, M. B., Huberman, A. M., & Saldaña, J. (2014). Qualitative Data Analysis: A Methods Sourcebook (3rd ed.). SAGE Publications.
Muluk, S., Habiburrahim, H., Zulfikar, T., Orrell, J., & Mujiburrahman, M. (2019). Developing Generic Skills at an Islamic Higher Education Institution Curriculum in Aceh, Indonesia. Higher Education, Skills and Work-Based Learning, 9(3), 445–455. https://doi.org/10.1108/HESWBL-06-2018-0064.
Ngo, F., & Hinojosa, J. K. (2021). Supporting Undocumented Community College Students. New Directions for Community Colleges, 2021(196), 57–68. https://doi.org/10.1002/cc.20483.
Ninsiana, W., & Dacholfany, M. I. (2017). Reorientation Of Islamic Higher Education Leaders in Dealing with the Global World. Al-Ulum, 17(2), 332–351. https://doi.org/https://doi.org/10.30603/au.v17i2.254.
Oeppen Hill, J. H. (2020). Logos, Ethos, Pathos, and the Marketing of Higher Education. Journal of Marketing for Higher Education, 30(1), 87–104. https://doi.org/10.1080/08841241.2019.1683120.
Pizarro Milian, R., & Quirke, L. (2017). Alternative Pathways to Legitimacy: Promotional Practices in the Ontario for-Profit College Sector. Journal of Marketing for Higher Education, 27(1), 77–98. https://doi.org/10.1080/08841241.2016.1212450.
Rahmah, S., & Fadhli, M. (2021). Character Education in Islamic Education Institutions: A Study on the Impact of Lecturer Competence at IAIN Lhokseumawe. MIQOT: Jurnal Ilmu-Ilmu Keislaman, 45(1), 87. https://doi.org/10.30821/miqot.v45i1.771.
Ramírez-Montoya, M. S., Andrade-Vargas, L., Rivera-Rogel, D., & Portuguez-Castro, M. (2021). Trends for the Future of Education Programs for Professional Development. Sustainability, 13(13), 7244. https://doi.org/10.3390/su13137244.
Riza, F. (2021). Islam and Nationalism: The Role of the Universitas Al Washliyah in the Era of Post-Independent 1950s. Journal of Contemporary Islam and Muslim Societies, 5(1), 1. https://doi.org/10.30821/jcims.v5i1.7971.
Simon, A. (2014). Quality Assurance in University Guidance Services. British Journal of Guidance & Counselling, 42(2), 181–198. https://doi.org/10.1080/03069885.2013.869789.
Tolchah, M., & Arfan Mu’ammar, M. (2019). Islamic Education in The Globalization Era: Challenges, Opportunities, and Contribution of Islamic Education in Indonesia. Humanities & Social Sciences Reviews, 7(4), 1031–1037. https://doi.org/10.18510/hssr.2019.74141.
Tran, H. N., Phan, V. N., Doan, H. S., Tran, T. A. D., & Tran, G. N. (2020). Lecturer Professional Development Strategies in a Higher Education Institution in Ha Tinh Province at a Time of Educational Reforms. Voprosy Obrazovaniya / Educational Studies Moscow, 2, 128–151. https://doi.org/10.17323/1814-9545-2020-2-128-151.
Trinidad, J. E., & Leviste, E. N. P. (2021). Toward Greater Access and Impact: Directions for a Sociological Understanding of Philippine Higher Education. Industry and Higher Education, 35(3), 201–210. https://doi.org/10.1177/0950422220954062.
Wardoyo, C., Herdiani, A., Susilowati, N., & Harahap, M. S. (2020). Professionalism and Professionalization of Early Stage Teachers in Higher Education. Journal of Applied Research in Higher Education, 12(5), 1175–1187. https://doi.org/10.1108/JARHE-04-2019-0100.
Weldon, A., Ma, W.W.K., Ho, I.M.K., & Li, E. (2021). Online Learning During a Global Pandemic: Perceived Benefits and Issues in Higher Education. Knowledge Management & E-Learning: An International Journal, 13(2), 161–181. https://doi.org/10.34105/j.kmel.2021.13.009.
Wilkins, S. (2020). The Positioning and Competitive Strategies of Higher Education Institutions in the United Arab Emirates. International Journal of Educational Management, 34(1), 139–153. https://doi.org/10.1108/IJEM-05-2019-0168.
Žeravíková, I., Tirpáková, A., & Markechová, D. (2015). The Analysis of Professional Competencies of a Lecturer in Adult Education. SpringerPlus, 4(1), 234. https://doi.org/10.1186/s40064-015-1014-7.
Published
2023-09-30
How to Cite
FADHLI, Muhammad et al. Higher Education Marketing Strategy: Comparative Study of State Islamic Universities and State Universities. Jurnal Ilmiah Peuradeun, [S.l.], v. 11, n. 3, p. 791-810, sep. 2023. ISSN 2443-2067. Available at: <https://journal.scadindependent.org/index.php/jipeuradeun/article/view/896>. Date accessed: 18 june 2024. doi: https://doi.org/10.26811/peuradeun.v11i3.896.