Fenomena penggunaan promosi sebagai bagian dari strategi marketing di perguruan tinggi pada dekade terakhir ini, makin meningkat walaupun dalam tingkat permulaan, sebagaimana yang lazim digunakan dalam dunia bisnis.
Pada saat penerimaan mahasiswa baru, tiap tahun muncul iklan-iklan perguruan tinggi swasta di surat kabar, radio, brosur, dan spanduk di pinggir jalan dan kampus. Semua ini bertujuan untuk menarik perhatian calon mahasiswa. Namun sebenarnya kegiatan marketing bukan hanya itu, seperti yang dinyatakan oleh:
- Litten: “Marketing does not have to mean voluminous advertising budgets or gaudy display, as so often academicians seem to fear”
- Smith:”The aggressive,’hard sell’ style of marketing is most associated with business, and has been looked upon by educators as an approach not appropriate for higher education. Education has typically taken the ‘soft sell’ approach which follows the ‘why should we have to sell a worthwhile service’ idea”
- Silber:”In another sense, marketing ethics deal with avoiding the dubiously legitimized dishonesties of some commercial advertising and we should hope that institutions are supplied with the qualities of intelect and character as well”
Berdasarkan hal tersebut maka strategi marketing pendidikan memiliki banyak aspek yang perlu dipertimbangkan.
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