Madrasah Image Building through Educational Marketing Strategy: A Marketing 4.0 Perspective

Abstract

Competition between educational institutions in the digital space demands that madrasas systematically build their image through marketing strategies. This study aims to describe the educational marketing strategy of MTsN 1 Ponorogo based on the 5A and 4C concepts from a Marketing 4.0 perspective, and analyze how this strategy builds the madrasa's image. The study used a qualitative case study approach with an interactive model analysis of Miles, Huberman, and Saldana. The results show that at the awareness stage. The Madrasah combines print media, social media, and the Matsapo Competition. At this stage, appeal, the attraction rests on a variety of excellent programs and affordable costs. At this stage ask, information is available through brochures, banners, websites, social media, and family. At this stage, act, fans exceed capacity. At this level, advocate: recommendations circulate through families and guardians, thus forming a cycle that returns to the initial stage, aware. In the 4C analysis, co-creation appears as consultative participation in program design. In contrast, currency, communal activation, and conversation partially align with the concept: cost differentiation, access relying on existing communities, and the strongest conversations taking place face-to-face. This strategy builds image by making programs and achievements publicized and recommended, thereby shifting the Madrasah's position from second choice to first choice.