Developing an Adaptive Total Product Concept-Based Educational Marketing Model for Islamic Elementary Schools in Indonesia

Abstract

Educational marketing has become an increasingly important strategic function for educational institutions operating in competitive environments. However, existing studies predominantly focus on promotional strategies, institutional branding, or service quality, while limited attention has been given to developing comprehensive educational marketing models that integrate educational value creation with organizational adaptation. This study aims to develop an Adaptive Total Product Concept-Based Educational Marketing Model for Islamic elementary schools in Indonesia. A qualitative multi-case study design was employed at two Islamic elementary schools in Banyumas Regency, Indonesia. Data were collected through in-depth interviews, non-participant observations, and document analysis involving school leaders, teachers, administrative staff, school committee members, and parents. The data were analyzed using the interactive model of Miles, Huberman, and Saldaña through data condensation, data display, conclusion drawing, and cross-case analysis. The findings reveal that educational marketing is constructed through the dynamic interaction of four interconnected dimensions: generic product, expected product, augmented product, and potential product. Generic product strengthens educational quality and institutional identity; expected product enhances stakeholder trust through consistent educational services; augmented product creates institutional differentiation through value-added programs; and potential product ensures long-term sustainability through continuous innovation and organizational adaptability. Rather than functioning independently, these dimensions operate as an integrated educational management system that strengthens institutional competitiveness and stakeholder confidence. The study proposes the Adaptive Total Product Concept-Based Educational Marketing Model as its principal theoretical contribution, extending Kotler's Total Product Concept into the context of educational management. The proposed model offers both a conceptual framework for educational marketing research and practical guidance for Islamic elementary school leaders seeking to improve educational quality, institutional competitiveness, and organizational sustainability.