MANAJEMEN DAN PELUANG PENGADAAN PROGRAM BAHASA INDONESIA BAGI PENUTUR ASING (BIPA) DI PERGURUAN TINGGI ISLAM: TANTANGAN DAN STRATEGI

Abstract

Teaching Indonesian as a Foreign Language (BIPA) at universities is an integral part of globalization and cultural interaction efforts. This study investigates the business management of Indonesian as a Foreign Language (BIPA) in Islamic universities. The main issue addressed is the effectiveness of BIPA business management in attracting international students and dealing with the challenges of running this program, particularly in Islamic universities. The purpose of this research is to evaluate the management strategies applied, identify findings and implications of BIPA business management in Islamic universities. This research uses a qualitative approach with a literature review approach as the research design. This approach utilizes information obtained from various written reference sources such as books, academic journal articles, theses, dissertations, and other publications. This approach involves in-depth analysis and synthesis of existing knowledge in the literature related to the research topic. In addition, document analysis related to marketing strategies, business plans, and BIPA program performance evaluation is also conducted. This study provides implications for the development of BIPA programs in the future. The use of effective digital marketing strategies needs to be maintained and improved to remain competitive in recruiting international students. Additionally, it is important to address budget and teacher recruitment challenges through collaboration with local educational and cultural institutions. Regular program performance evaluation and impact measurement should also be carried out to identify areas for improvement and growth opportunities for BIPA programs in Islamic universities.