marketing for school
DESCRIPTION
TRANSCRIPT
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Disiapkan oleh: Firsan NovaCelebes Convention Center, 29 April 2010
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Industri pendidikan telah berubah dari oligopoly market menjadi pasar persaingan sempurna (perfect market)
Strategi yang tepat diperlukan untuk bahkan hanya untuk sekedar bertahan.
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Perlukah sekolah melakukan upaya pemasaran?
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Satisfying needs profitably 60% kegagalan pemasaran sekolah
karena tidak memahami siapa target siswa yang dituju.
Tentukan dulu target siswanya baru siapkan strateginya
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Apakah yang sesungguhnya yang dijual oleh sekolah?
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Selling conceptSchoolProductsSelling/
promotingProfit through number of student
Marketing conceptMarketstudent Needintegrated
marketingProfit through student satisfaction
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Product Customer Solution Price Customer Cost Place Convenience Promotion Communication
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
2-8
Overall Cost Leadership
DifferentiationWhat to offer, how to offer & what enabler to offer
Focus
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Kualitas Fasilitas Jarak Biaya Prestise/gengsi dll
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Initiator Influencer Decider Buyer User
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Pertumbuhan penduduk dunia Bauran usia populasi Berkembangnya pasar etnis Pergeseran populasi Pergeseran dari sekolah konvensional
ke sekolah khusus
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Kualitas Fasilitas Pelayanan Harga Emotional factor Kemudahan
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The best price is understanable The best marketing channel is
community The best Public relations is your own
student The best promotion is mouth to mouth The best quality is what your student
wants they got it.
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Determining consumer needs (menentukan kebutuhan siswa)
Developing a product to meet with those needs (mendesain sekolah untuk memenuhi
kebutuhan tersebut) Delivering that product to the market
place (Menyampaikannya kepada siswa/masyarakat)
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Bencana alam Narkoba Tawuran siswa Kekerasan di sekolah Bunuh diri Banyak siswa yang tidak lulus Rumor negatif Dan lain-lain