IMPLEMENTATION OF SERVICE BASED MARKETING MANAGEMENT AT MADRASAH AN-NIKMAH AL-ISLAMIYAH PHNOM PENH CAMBODIA

Abstract

This study examines the implementation of service-based marketing management at the An-Nikmah Al-Islamiyah Institute, an Islamic school located in Phnom Penh, Cambodia. Through training in making digital marketing media, in one of the classes. This study aims to analyze how digitalization is implemented in the educational environment. This study uses a method by conducting training in the classroom, then using interviews and discussions with teachers and students. The findings of this study reveal that the madrasa supports this training because it has a positive impact on students and teachers because they become literate about digitalization. However, during this program there were several challenges in implementing the training, one of which was due to the limited infrastructure in the madrasa. This study suggests that schools should focus on improving their facilities, expanding their curriculum, and strengthening their brand identity to attract more students and maintain their position in the market.