Islamic Boarding School International Program in View of Integrated Marketing Communication Syariah (Study on Darunajah Islamic Boarding School)

Abstract

. Many educational institutions have international standard programs to improve the quality of their education. In this study, the authors took the Darunajah Islamic Boarding School as the research subject. Considering this Islamic boarding school has many international standard programs. However, international labels are neither heard nor seen in their marketing activities. With the research object of sharia integrated marketing communication, it was found that this international standard program was based as a form of building the widest possible network. In the marketing mix, this emphasizes the element of physical evidence, as evidence recognition of foreign countries without having to write an international boarding school in its promotion. This is more capable of building trust than massive self-promotion. People will hear through word of mouth as evidence. So that physical evidence becomes a means of promotion through the help of outside parties/other institutions.