The Impact Of 7p’s Of Marketing on The Performance of The Higher Education Institutions
Keywords:Services Marketing, Services Marketing Mix, Educational Services Marketing Mix, 7P’s Marketing Mix
It is considered that in order to increase student participation rates, the quality and relevance of education, higher education institutions need to carry out various innovations that have an impact on increasing student participation rates, it is important to communicate it to the wider community using appropriate marketing methods and strategies, so as to encourage public interest and motivation to increase their abilities through higher education. There are still many universities that experience problems in marketing educational services, such as building a good university reputation, mobilizing educational resources, developing new study programs and how to achieve customer satisfaction through marketing education services. In practice, many universities still focus on short-term marketing, using a traditional deep marketing approach, which they feel has a number of weaknesses. So, the concept of 7P's Marketing Mix is considered to be able to answer the doubts of traditional marketing, with a strategic marketing concept. This paper is a study of the concept of 7P's Marketing Mix by looking at the segmentation, targeting and market positioning factors that influence it, as well as the benefits obtained from implementing the 7P's Marketing Mix concept in developing educational services marketing strategies. The technique of collecting data and information is done by examining written sources such as scientific journals, reference books, literature, scientific essays, other reliable and relevant sources, conducting discussions through Forum Group Discussion (FGD), and In-depth interviews with the Chairperson of STIA Bandung, Deputy Chairmen, Director of APIKES Bandung, Deputy Directors, Lecturers and Academy Senates from two educational institutions, members of the Advisory Organ, Administrators and Supervisors of the Bina Administration Foundation (YBA) and the Chair of the Student Executive Board (BEM), Chairman of the Business Administration Student Association (HIMABI) and Chairman of the Public Administration Student Association (HIMAPU) STIA Bandung. Based on the discussion and observation, the 7P’s Marketing Mix has a high urgency to be implemented; Comparing traditional educational service marketing results achieved before and after the 7P’s Marketing Mix is implemented; Doubts about the concept of 7P's Marketing Mix being developed require internal human resource competencies who master the marketing of educational services; a special unit is needed at a higher education institution that handles marketing of educational services, controls information technology and requires budget availability. The approach with the concept of 7P's Marketing Mix requires support from all elements of the supervisory organs, administrators, YBA supervisors, especially the leaders of STIA Bandung and APIKES Bandung, so that great benefits can be obtained from the application of educational service marketing through the 7P's Marketing Mix approach developed. understand the main factors in marketing educational services, namely: market segmentation, target market and market positioning. Placing the Marketing Mix of Educational services into a strategic context through 7Ps (Product, Price, Place, Promotion, People, Process, Physical Evidence) which can be implemented in educational institutions, resulting in high educational service marketing performance. Thus, the results obtained with 7P's Marketing Mix are superior to traditional educational service marketing. And ensure that the knowledge, skills from the 7P's Marketing Mix that are learned can be applied so that they have a strong and significant relationship to the performance of the Higher Education Institution.