Digital Marketing Mentoring for Strengthening the Capacity of the New Student Admission Team at a Private Islamic Higher Education: Pendampingan Digital Marketing untuk Penguatan Kapasitas Tim Penerimaan Mahasiswa Baru pada Perguruan Tinggi Islam Swasta

Dikdik Firman Sidik; Santi Maria; Muhammad Akil Hi Umar; Ihsan Ihsan; Reddy Ahmad Novian; Nepi Andini

doi:10.57152/consen.v6i2.3144

Authors

Dikdik Firman Sidik Bisnis Digital, Universitas Persatuan Islam, Indonesia
Santi Maria Bisnis Digital, Universitas Persatuan Islam, Indonesia
Muhammad Akil Hi Umar Informatika, Universitas Persatuan Islam, Indonesia
Ihsan Ihsan Pendidikan Bahasa Inggris, Universitas Persatuan Islam, Indonesia
Reddy Ahmad Novian Bisnis Digital, Universitas Persatuan Islam, Indonesia
Nepi Andini Bisnis Digital, Universitas Persatuan Islam, Indonesia

DOI:

https://doi.org/10.57152/consen.v6i2.3144

Keywords:

digital marketing, admission team capacity, private Islamic higher education, community engagement, customer journey

Abstract

Competition among private universities in attracting new students is increasingly intense, while structured digital marketing strategies are not yet owned by many institutions, including Universitas Persatuan Islam (UNIPI) in Bandung. This community service activity aims to enhance the capacity of the new student admission team at UNIPI in designing, managing, and evaluating digital marketing strategies based on prospective student segmentation and customer journey. The methods employed include socialization, training, intensive mentoring, content creation practice, and evaluation through pre-test and post-test. The Asset-Based Community Development (ABCD) approach is implemented through identifying, mobilizing, and developing partner assets. The partner of this activity is 10 members of the UNIPI admission team. Evaluation results show an increase in participants' understanding from an average of 57.9% in the pre-test to 84.4% in the post-test. The Wilcoxon signed-rank test yields Z = -2.803; p = 0.005, with an effect size of r = 0.89 (large effect) and N-Gain = 0.74 (high category). The activity outputs include a digital content calendar for admission, prospective student personas, improved promotional messages based on prospective student needs, and WhatsApp follow-up templates. This activity concludes that digital marketing mentoring improves the capacity of the admission team and produces targeted strategic outputs. However, this activity does not measure the number of applicants, leads, conversion, or actual enrollment, so claims of recruitment impact are limited to the capacity and output level. A 1–3 month post-program evaluation is recommended to monitor sustainability and further impact.

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