HOW TO SELL ISLAMIC STUDIES IN HIGHER EDUCATION (INTEGRATED MARKETING COMMUNICATION OF FACULTY OF ISLAMIC STUDIES IN UNIVERSITAS ISLAM INDONESIA)

Abstract

Talk about education, which comes in mind of course the things that are academic, curriculum, exams and others. But what about the education in private university? In contrast to public universities that are relatively easier to get prospective students, private university has to issue a proper strategy to grab the attention of prospective students, because the biggest source of college revenue still comes from students. Universitas Islam Indonesia (UII) as the oldest Indonesian national university has eight faculties and international program also would have to determine measures to sell the study programs with elegant way. In this case, researcher focused on Faculty of Islamic Studies as the oldest faculty in this campus. As the old faculty with major that characterized by religion certainly has its own challenges to sell their study programs. The fierce competition of universities in Yogyakarta and Indonesia inevitably makes Faculty of Islamic Studies (FIAI) UII should conduct integrated marketing communication strategies to increase the number of applicants in each of the three study programs. This research was conducted with a qualitative descriptive method to know what kind of integrated marketing strategies that FIAI do to attract potential new registrants based on suitable market target of the study programs.