Campuran Pemasaran: Satu Kajian Kes di Sebuah Sekolah Rendah Agama di Selangor
Marketing Mix: A Case Study at a Religious Primary School in Selangor
DOI:
https://doi.org/10.37134/mrj.vol6.1.2017Keywords:
marketing mix, product, place, price, promotion, process, physical evidenceAbstract
Kajian ini bertujuan untuk mengkaji elemen campuran pemasaran yang diamalkan di sebuah sekolah agama di negeri Selangor. Pendekatan kualitatif menggunakan kajian kes digunakan, di mana isu pemasaran sekolah diterokai melalui perbincangan kumpulan fokus dan analisa kandungan. Perbincangan kumpulan fokus melibatkan lapan orang guru yang mengajar di sekolah ini. Hasil kajian menunjukkan kesemua elemen 7P dalam campuran pemasaran (produk, tempat, harga, promosi, manusia, proses dan bukti fizikal) diberikan perhatian yang sewajarnya. Dapatan kajian ini dapat membantu pemimpin sekolah memahami elemen-elemen campuran pemasaran yang penting kepada ibu bapa ketika memilih sekolah untuk anak-anak mereka. Memahami konsep pemasaran ini adalah penting kepada pemimpin sekolah untuk menjadikan sesebuah sekolah terus berdayasaing dalam persekitaran yang kompetitif pada hari ini.
This study aims to examine the marketing mix elements practiced at a religious school in Selangor. A qualitative approach using case studies are employed, where school marketing issues are explored through focus group discussion and content analysis. The focus group discussion involves eight teachers who teach at this school. The results show that all the 7 elements (7Ps) in marketing mix (product, place, price, promotion, people, process and physical evidence) are given due attention. The findings of this study can assist school leaders to understand the marketing mix elements that are important to parents when choosing a school for their children. Understanding the concept of marketing is vital to school leaders to remain competitive in today's competitive environment.
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