Integrated Marketing Communication Strategies of Islamic Higher Education Institutions in Building Prospective Students’ Interest

Abstract

Competition among higher education institutions has encouraged universities to develop effective marketing communication strategies to strengthen institutional image and attract prospective students. Higher education institutions can no longer rely solely on academic quality and facilities but must also manage strategic communication to convey institutional values and advantages to the public. This study aims to analyze the marketing communication strategy implemented by Universitas Islam Labuhanbatu in attracting prospective students, examine the communication processes developed during student recruitment activities, and identify challenges encountered in implementing marketing communication strategies. This research employs a constructivist paradigm with a qualitative descriptive approach. Data were collected through in-depth interviews, observation, and documentation involving university leaders, student admission managers, active students, alumni/community representatives, and communication academics as triangulation informants. Data analysis was conducted through data reduction, data presentation, and conclusion drawing. The findings indicate that Universitas Islam Labuhanbatu implements marketing communication strategies through an integrated approach by combining various communication channels, including direct school visits, word-of-mouth communication, outdoor media, printed media, radio broadcasting, and digital platforms such as Instagram, Facebook, TikTok, and YouTube. Beyond promotional activities, the university strengthens relationships with the community through personal communication approaches, scholarship programs, tuition assistance, and family engagement. However, the implementation of marketing communication strategies still faces several challenges, including differences in promotional team communication skills, competition among higher education institutions, changing prospective student preferences, and the need to optimize digital communication. This study demonstrates that successful higher education marketing communication depends on the institution’s ability to integrate communication channels, develop consistent messages, and establish sustainable relationships with prospective students and society.