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B. Marketing Management of an English Course
There are three points to be discussed in this section. They include the nature of marketing management in education, the scope of marketing
management, and the importance of marketing management.
1. The Nature of Marketing Management in Education
According to Bartol and Martin 1998: 5, management is the process of achieving organizational goals by engaging in the four major functions of
planning, organizing, leading and controlling. In this section, the writer states a brief overview of the four functions based Bartol and Martin 1998: 6-7.
a. Planning is the process of setting goals and deciding how best to achieve them.
b. Organizing is the process of allocating and arranging human and nonhuman resources so that plans can be carried out successfully.
c. Leading is the process of influencing others to engage in the work behaviors necessary to reach organizational goals.
d. Controlling is the process of regulating organizational activities so that actual performance conforms to expected organizational standards and goals.
One of management is management of marketing. The broad concept of marketing in an English course displays a big explanation about the process of
distributing the products toward the students. Some experts have stated the definition about market, marketing and marketing management in order to make it
clear enough.
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Webb 2009 writes that marketing education is a program of study designed to prepare individuals for initial and continuing employment and
education in marketing, management and entrepreneurship. Another mission is to build an understanding of the wide range of social and economic responsibilities
that accompany the right to engage in marketing in a free enterprise system. Market is people with the desire and with the ability to buy a specific product
Eric, 2000: 12. Impey and Underfull 1994: 13 writes that the market is what people want and are willing to buy.
Simon and Schuster 1992: 135-136 states that marketing is a process which makes school administrators mention the words ‘children’, ‘parents’, and
‘outsider’ frequently when important decisions are being made.’ Marketing are identified as a matching process between provider and customer to find out about
customer needs and then to make appropriate provision to meet those needs. Kotler and Keller 2006: 6 states that marketing is a societal process by which
individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with products.
See 2007 states that the American Marketing Association offers the following definition: marketing is an organizational function and a set of
processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its
stakeholders. According to Hollensen 2003: 1, marketing management is about
planning, coordinating, and controlling marketing activities that are aimed at
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satisfying customer needs and desire-and receiving money from sales. Kotler and keller 2006: 6 writes that marketing management is the art and science of
choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
From the definition above, the writer concludes that marketing management is very important in education, because many schools need
marketing management to find out the customer’s demands and expectations toward the education programs. The exactly school’s products also need to be
known by the parents or the students. Marketing is needed to know the relationship between the customers and the supplier. It means that the supplier has
to find out what these needs, want, demands, and expectations are.
2. The Scope of Marketing Management
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