Innovative Marketing Strategies in Organizing Educational Events

Abstract

The development of globalization has an impact on the development of communication in the field of education. Various online activities are carried out such as educational events. The implementation of educational events requires an innovative marketing strategy to attract seminar participants. In this study, researchers conducted research on innovative marketing strategies at SMKN 3 Malang to know the innovative marketing strategies used at SMKN 3 Malang in organizing various educational events. The research method used is qualitative research with a case study approach. The data collection technique used is a triangulation technique using observation, interviews, and documentation. The research subject is the Vice Principal of Public Relations. Based on the results of the research that has been carried out, it can be concluded that in planning an educational event, public relations analyzes the target market by the theme of the activity and prepares financing details. SMKN 3 Malang's marketing strategy in implementing educational events uses the 5P components, namely product, price, place, public relations, and positioning. Various media partners also take part in supporting events held at SMKN 3 Malang.