Reviewing the Possibility of Applying Marketing Management in Local Public Sector in Bandung Regency Indonesia
Reviewing the Possibility of Applying Marketing Management in Local Public Sector in Bandung Regency Indonesia

Summary/Abstract: This study is focused to determine the perception of local agency on the application of marketing management, to analyze the possibility by using marketing management and to determine appropriate strategies in the application of marketing management in local public sector in Bandung Regency Indonesia. The method used Is exploratory with qualitative approach. The analysis method is scenario planning with some stages: Strategic Analysis; Scenario Creation; Strategy Finding; Strategy Formulation. The data is collected by conducting interview, observation, documentation and triangulation. The informants are Regent of Bandung, Regional Secretary, Head of Bappeda, Head of Office for Education and Culture, and 10 teachers. The results indicates that aspects of product, price, place, promotion, people, physical evidence and process support the application of marketing management in Office for Education and Culture of Bandung Regency, while aspect of price does not support it. From this analysis, there are four scenarios in application of marketing management in Office for Education and Culture of Bandung Regency. Considering available scenarios, strategies of applying marketing management in Office for Education and Culture of Bandung Regency are promotion to apparatus of Bandung Regency Government; encouraging public participation; government control on NGOs; career development through functional position in a functional organization; and quality improvement of local government apparatus.

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