EVALUASI MANAJEMEN PEMASARAN JASA PENDIDIKAN NONFORMAL PUSAT KEGIATAN BELAJAR MASYARAKAT

Abstract

This study aims to evaluate the achievement of the marketing objectives of non-formal education services at the Salatiga City Community Learning Activity Center. This study uses a goal-oriented evaluation model developed by Ralph Winfred Tyler. Data collected using interviews, observation, and documentation. As a source of data is the manager, program manager, and student guardians. Data analysis uses qualitative analysis. The evaluation results show that the marketing management of educational services has been carried out by all PKBM managers with a marketing mix of 7P (product, price, place, promotion, people, process, physical evidence) but has not yet maximized in building a partnership called 1P, namely partnership building.