Implementation of 7P Marketing Mix as a Strategy Private School Marketing Management

Abstract

Abstrak — This research discusses the challenges and problems experienced by private schools. To face these challenges and problems, a strategy is needed as a tool to gain a competitive advantage by implementing a marketing mix strategy or 7P marketing mix. This research aims to obtain information on how to apply marketing management as a strategy to increase the number of new students in private schools in particular. The method used in this research is descriptive method. This research takes data using a qualitative approach with descriptive methods. The data collection technique uses observation, interviews and documentation. This research was conducted at SMPK 1 BPK Penabur Bandung which is located at Jln. HOS. Cokroaminoto No. 157, Pamoyanan, Bandung Kota, West Java, 40173. The results of this study obtained information about how schools conduct marketing management to increase the number of new students at SMPK 1 BPK Penabur Bandung. This research implies that if it implements marketing management by using the 7P marketing mix strategy in schools can increase the number of new students