Higher education marketing management towards competitive advantage of education globalization

Rusdiana, A. and Hidayat, Ara and Taufik, Ichsan (2025) Higher education marketing management towards competitive advantage of education globalization. International Journal of Innovation, Creativity and Change, 19 (1). pp. 83-99. ISSN 2201-1323

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Abstract

One of the most crucial issues in the globalization of higher education is "quality demands and the ability to compete to achieve competitive advantage". All of them are effective and efficient depending on the target market niche. This study aimed to identify and obtain an overview of the factors of Higher Education Marketing Management Towards a Competitive Advantage of Educational Globalization implemented at Kopertais Islamic Religious College Region II West Java. This study used a qualitative method of the Business School 7P Marketing Mix theory approach, used to form research procedures. The results of the study showed that: The premiums and programs/products offered were not optimal;prospectus presentation and price/cost as well as academic excellence and academics were adequate but the promotions were inadequate. This research recommends that after seeing the fact that higher education institutions offer their services to prospective students, it is necessary to consider offers based on superior value. Besides, it is also necessary to think about matters related to price, reputation, location and the study program offered because education marketing is service marketing which is very different from goods marketing. Universities should no longer be rigid in relation to their market share which is limited to fanatical consumers, but must extend to potential consumers.

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