An Exploration of ISMUBA Value-Based Marketing Management of Islamic Educational Services in Enhancing School Competitiveness

Abstract

The era of the Industrial Revolution 4.0 requires Islamic educational institutions to manage service marketing strategies effectively in order to remain competitive. This study aims to analyze the management of Islamic educational service marketing at SMA Muhammadiyah 2 Palembang using a descriptive qualitative method through interviews, observations, and documentation. The results of this study are expected to serve as a conceptual and practical reference for Islamic educational institutions in designing service marketing management strategies that are based on Islamic values, adaptive to digital developments, and oriented toward enhancing school competitiveness. In addition, this study seeks to explore the relationship between the ISMUBA curriculum and marketing strategies as a source of competitive advantage for Islamic schools, with a focus on analyzing meanings and real practices in the field.