IMPLEMENTATION OF PRIMARY SCHOOL MARKETING AND ENTREPRENEURSHIP MANAGEMENT

Abstract

This study focuses on the implementation of primary school marketing and entrepreneurship, which is facing many challenges in this global age.  Marketing and entrepreneurship are educational quality improvement strategies, which are the most important element of the quality and the advancement of education in an education institution.  The present study employed qualitative approach with survey methods, using observation and in-depth interview to gather accurate data.  The study was conducted in a primary school in West Java, Indonesia.  It was found that (1) the school had adequate facilities to support learning process, (2) the school employed words-of-mouth as marketing strategy, (3) the school used marketing strategy in cooperation with regional coordinator, (4) the school performed routine evaluation with school committee, (5) the school had no entrepreneurship program like that in other private schools, but it implemented entrepreneurship through the students.  Based on these findings, it was concluded that marketing and entrepreneurship needed separate strategies to yield optimum result.

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