Marketing educational services is a crucial strategy for attracting parents and ensuring school sustainability, particularly for private institutions that rely on parental trust as their primary source of revenue. However, a significant challenge faced is the increasingly fierce competition in the private education sector, where institutions must compete not only on service quality but also on attracting parents' attention and loyalty. The urgency of choosing a private school, including Aisyiyah Kindergarten in Lampung Province, lies in the services offered, such as a focus on Islamic values, holistic child development, and quality educational services that meet parents' expectations. In this situation, implementing effective marketing management is crucial to maintaining competitiveness and meeting customer needs optimally. Therefore, this study aims to describe the educational marketing management at Aisyiyah Kindergarten in Lampung Province. The research method used is a qualitative case study approach. Data sources consist of primary and secondary data. Data collection techniques include observation, interviews, and documentation. Data analysis techniques include data reduction, data displays, and conclusion drawing/verification. Data validity is checked using credibility, transferability, dependability, and confirmability. The results of the study indicate that: 1) The educational product at Aisyiyah Kindergarten in Lampung Province focuses on Islamic character formation and the holistic development of early childhood, with varying facilities and resources across schools. 2) Educational prices vary according to the quality of the facilities and programs offered, with higher fees reflecting superior service. At the same time, affordable options provide flexibility for those with limited financial resources without compromising quality. 3) Educational promotion is carried out through print and digital media, alum testimonials, and participation in educational exhibitions. 5) Human resources influence parental satisfaction, with good interactions between teachers, staff, and parents; although there is hope for improved teacher training. A comparison between Aisyiyah Kindergarten in Lampung Province and other kindergartens, such as Fransiskus Kindergarten, which has 200 students, and Insan Cemerlang Kindergarten, which has 190 students, demonstrates intense competition in the early childhood education sector. Although Aisyiyah Kindergarten excels in its Islamic values-based approach and holistic early childhood development, the number of enrolled students still presents challenges in maintaining and enhancing its competitiveness. Therefore, improving service quality, such as physical facilities, more effective promotion, and transparency in administration, are strategic steps that need to be continuously pursued.