Strategi Penjaminan Mutu Program Keahlian Pemasaran sebagai Upaya Peningkatan Kualitas Lulusan

Abstract

This study aims to analyze the integrated quality management strategy in the marketing expertise program at SMK Negeri 1 Malang to improve the quality of graduates. Using a qualitative method of case study type. Data were collected through observation, interviews, and documentation studies. Data were analyzed using the Miles and Huberman model. The results of the study indicate that the quality strategy includes: (1) the preparation of an adaptive block-based curriculum and synchronization with industry, although constrained by zoning policies, the elimination of National exam/education payment system, and teacher transfers; (2) teacher training (internships, upskilling-reskilling) for practical relevance; (3) the implementation of structured field work practice (surveys, MoUs, monitoring) with adaptive handling of student problems; (4) comprehensive program evaluation includes graduate absorption, soft skills, and character through tracer studies; and (5) learning innovation (industry classes, digital marketing collaboration) integrating vocational with real practice and technology. The main challenges come from the impact of zoning (heterogeneity), post-National Exam/evaluation standards, budget limitations (post- education payment system), discipline enforcement (post-prohibition of physical punishment), and teacher transfers. Overall, SMK Negeri 1 Malang implements a holistic and collaborative strategy to produce competent and adaptive graduates, but is faced with various external and internal challenges that require strategic handling.