Marketing Management in Higher Education

摘要

Marketing management problems faced by marketing higher education is getting tighter. This study is focused to examine in more detail the market, product, price, resources, competition, marketing strategies, satisfaction, loyalty, and growth of the higher education. The purpose of this study is to conduct a description, analysis, and design a management model effective marketing higher education and excel. This study uses qualitative research methods using instruments to uncover data through interviews, observation and documentation as well as using purposive sampling techniques. The findings of this study are: (1) Marketing higher education that succeed have the right target market; (2) The quality of study programs to realize the expectations of students and parents; (3) Target the right market is not sensitive to the cost of education; (4) The higher education resource development aims to satisfy the customer; (5) Higher education that winning the competition has a competitive advantage; (6) The formulation of appropriate marketing strategies to satisfy customers; (7) Higher education that satisfy customers maintain the quality of service and study programs; (8) A satisfied customer will faithfully promote word of mouth; (9) Customers are loyal to persuade potential students to go to higher education where tuition, so that growth and sustainable development of the higher education. The conclusions of this study are marketing management in higher education that excel able to determine the appropriate target market, obviously, so that customer service will satisfy customers who will be able to create loyal customers and impacting the growth of the higher education.