EVALUATION OF THE MARKETING SCHOOL BOOTCAMP (MSB) PROGRAM WITH THE CIPP (CONTEXT, INPUT, PROCESS, PRODUCT) MODEL IN KUANTA INDONESIA
Penelitian ini bertujuan untuk (1) menganalisis context Program Marketing School Bootcamp (MSB) di Kuanta Indonesia; (2) menganalisis input berupa sumber daya, materi, dan fasilitator; (3) menganalisis process pelaksanaan pelatihan; serta (4) menilai product berupa hasil dan dampak program terhadap peningkatan kompetensi peserta. Penelitian ini menggunakan pendekatan kualitatif dengan metode deskriptif, serta menerapkan model evaluasi CIPP (Context, Input, Process, Product) sebagai kerangka analisis. Data dikumpulkan melalui wawancara mendalam, observasi, dan studi dokumentasi terhadap koordinator, fasilitator, tim penyelenggara, dan peserta program. Hasil penelitian menunjukkan bahwa: (1) secara context, program MSB relevan dengan kebutuhan sekolah dalam meningkatkan kemampuan edumarketing dan strategi penerimaan peserta didik baru; (2) pada aspek input, kualitas fasilitator, materi, dan media pembelajaran dinilai sangat baik serta mendukung efektivitas pelatihan; (3) pada aspek process, pelaksanaan pelatihan berjalan efisien, interaktif, dan adaptif terhadap kondisi peserta; serta (4) pada aspek product, program berhasil meningkatkan kompetensi peserta dalam penyusunan strategi pemasaran sekolah, membangun branding lembaga, dan menumbuhkan profesionalisme dalam pengelolaan humas sekolah. Dengan demikian, Program Marketing School Bootcamp (MSB) dinilai efektif, relevan, dan memberikan dampak transformatif terhadap peningkatan kapasitas sumber daya manusia di lembaga pendidikan.
This study aims to (1) analyze the context of the Marketing School Bootcamp (MSB) Program at Kuanta Indonesia; (2) examine the input aspects, including resources, materials, and facilitators; (3) analyze the process of training implementation; and (4) assess the product in terms of the outcomes and impacts of the program on participants’ competency improvement. This research employs a qualitative approach with a descriptive method and applies the CIPP (Context, Input, Process, Product) evaluation model as the analytical framework. Data were collected through in-depth interviews, observations, and documentation studies involving coordinators, facilitators, organizing teams, and program participants. The findings reveal that: (1) in terms of context, the MSB program is relevant to schools’ needs in enhancing edumarketing capabilities and student enrollment strategies; (2) regarding input, the quality of facilitators, training materials, and learning media is considered excellent and supports training effectiveness; (3) for the process aspect, the implementation of training was efficient, interactive, and adaptive to participants’ conditions; and (4) in the product dimension, the program successfully improved participants’ competencies in developing school marketing strategies, strengthening institutional branding, and fostering professionalism in school public relations management. Therefore, the Marketing School Bootcamp (MSB) Program is deemed effective, relevant, and has a transformative impact on enhancing human resource capacity within educational institutions.