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Kajian ini bertujuan untuk mengkaji elemen campuran pemasaran yang diamalkan di sebuah sekolah agama di negeri Selangor. Pendekatan kualitatif menggunakan kajian kes digunakan, di mana isu pemasaran sekolah diterokai melalui perbincangan kumpulan fokus dan analisa kandungan. Perbincangan kumpulan fokus melibatkan lapan orang guru yang mengajar di sekolah ini. Hasil kajian menunjukkan kesemua elemen 7P dalam campuran pemasaran (produk, tempat, harga, promosi, manusia, proses dan bukti fizikal) diberikan perhatian yang sewajarnya. Dapatan kajian ini dapat membantu pemimpin sekolah memahami elemen-elemen campuran pemasaran yang penting kepada ibu bapa ketika memilih sekolah untuk anak-anak mereka. Memahami konsep pemasaran ini adalah penting kepada pemimpin sekolah untuk menjadikan sesebuah sekolah terus berdayasaing dalam persekitaran yang kompetitif pada hari ini. |
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