HIGHER EDUCATION MARKETING: MAPPING OF BUDDHIST HIGHER EDUCATION CUSTOMERS (MULTI-SITE CASE STUDY)
This study aimed to determine how the Buddhist Religious College (PTKB) mapped higher education customers. This study used a multi-site qualitative research method. The data collection technique used observation, interview, and documentation studies in this research. The research was conducted at two PTKB, namely STABN Raden Wijaya and STIAB Smaratungga. The results of the findings of this study were 1) PTKB has not carried out customer mapping systematically 2) No survey or research has been carried out related to the needs and expectations of customers 3) The use of the latest technology has not been used in mapping customers or prospective new students.
Education Marketing Management, Higher Education Customers, Mapping customers