Stakeholder-Based Marketing Management in Increasing Student Intake

Stakeholder-based marketing management is a strategic approach to addressing institutional competition and public demand for educational quality. This qualitative multisite study analyzes the planning, implementation, and controlling of stakeholder-based marketing management in increasing student input at MIN 9 Blitar and MI Wahid Hasyim Udanawu Blitar. Data were gathered through in-depth interviews, participant observation, and documentation, then processed via data condensation, display, and conclusion drawing. The findings reveal: (1) Planning involves internal-external environmental analysis and stakeholder mapping to set segmentation, targeting, and positioning tailored to prospective parents. (2) Implementation actively engages internal and external stakeholders through promotional activities, student admission services, flagship programs, and integrated media to build long-term trust-based relationships. (3) Controlling is conducted through setting performance standards, monitoring stakeholder engagement, evaluating promotional media, and measuring parental satisfaction as a continuous feedback loop. This study yields a new theoretical model, Integrative Stakeholder-Based Educational Marketing Management, which positions stakeholders at the core of managerial processes to enhance student input and institutional sustainability.