Revitalizing Islamic Educational Institution Management Through Branding And Marketing To Enhance Islamic Boarding Schools’ Competitiveness In Payakumbuh City
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Keywords:
Management Revitalization;, Institutional Branding, Educational Marketing, Pesantren, Competitive AdvantageAbstract
Islamic Education Pesantren-based junior high schoolin Payakumbuh City is facing increasingly intense competition among educational institutions in the digital era. To sustain institutional existence and enhance competitiveness, the revitalization of management practices, particularly in branding and educational marketing, has become a strategic priority. This study employed a qualitative approach, with data collected through a literature review, observations, and limited interviews with administrators of Islamic educational institutions. The findings reveal that the implementation of branding and marketing strategies significantly improves institutional image, increases prospective students' enrollment interest, and strengthens public trust. Management revitalization was carried out through the enhancement of an integrative curriculum, the improvement of educators' competencies, the modernization of educational facilities, and the implementation of digital marketing supported by educational content. The study concludes that pesantren capable of managing their institutional identity professionally are more likely to achieve sustainable competitive advantages and strengthen their position within the contemporary educational landscape
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