A Proposed Strategy for the Marketing Management of University Services at the Institutes of Imam Muhammad ibn Saud Islamic University in Indonesia in Light of (SWOT) Analysis

Abstract

This study aimed to develop a proposed strategy for managing the marketing of university services at Imam Muhammad ibn Saud Islamic University institutes in Indonesia by diagnosing their internal and external environments through the SWOT model. A descriptive qualitative approach was used to address the first two research questions, while expert judgment informed the third. Data were gathered via observation and semi-structured interviews with institute officials responsible for supervision and decision-making, and were analysed following Creswell’s qualitative analysis stages. Findings showed key strengths: affiliation with Saudi Arabia and the University—conferring religious prestige—historical leadership, possession of the largest Arabic-Islamic library in Southeast Asia, and highly qualified Arab teaching staff. Principal weaknesses were administrative instability, shortage of specialised personnel, and inadequate technical and physical infrastructure. External opportunities included rising demand for Arabic, Islamic studies, and Islamic economics, an extensive alumni network, and potential partnerships with local educational and media institutions. Major threats involved dual regulatory authorities, absence of Indonesian accreditation, competition, and crisis risks. A tailored strategy was formulated on the basis of these findings.