Published date: Jun 20 2022

Journal Title: KnE Social Sciences

Issue title: The 3rd International Conference on Intellectuals’ Global Responsibility (ICIGR) 2021

Pages: 105-112

DOI: 10.18502/kss.v7i10.11213

Ahmad Ade SujatmikantoPostgraduate Student of Islamic Education Management, University of Muhammadiyah Sidoarjo, Indonesia

Eni Fariyatul Fahyunieni.fariyatul@umsida.ac.idPostgraduate Lecturer of Muhammadiyah University of Sidoarjo, Indonesia

Ida RindaningsihPostgraduate Lecturer of Muhammadiyah University of Sidoarjo, Indonesia

The COVID-19 pandemic is a health crisis currently engulfing the world and affecting – in some way – every aspect of human life. One key aspect that is significantly affected is the area of school marketing. Since the social distancing policies have prevented direct meetings between schools and prospective students, a new and effective marketing strategy is urgently needed to increase public interest. The current study was a systematic literature review on school marketing strategies adopted during the COVID-19 pandemic. All articles related to the school’s marketing strategy and published between 2016 and 2021 were obtained from Science Direct, DOAJ, and lens.org. Of them, 30 articles were selected for the review. The following strategies were determined: (i) developing excellent school programs (26%); (ii) the use of Internet media as a source of school promotion (33%); (iii) building an effective relationship between schools and parents (23%); (iv) and the use of mix marketing (18%).

Keywords: COVID-19 pandemic, marketing strategy, school

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