Strategi Pemasaran dan Branding dalam Perspektif Islam

Abstract

Islamic educational institutions need to reach the public and develop their institutions through marketing and branding strategies. In education, marketing is not merely a tool to attract new students but must also be based on Islamic ethical values ​​such as honesty, trustworthiness, transparency, and responsibility. This study aims to examine the concepts of marketing and branding within an educational framework and their integration in Islamic schools. This research uses a qualitative, desk study method to analyze various relevant literature on educational marketing management and Islamic values. The results show that the integration of modern marketing strategies and Islamic ethics can significantly increase public trust. Furthermore, strong institutional branding can build positive public perception, enhance competitive advantage, and support the institution's sustainability in facing global challenges.