Increasingly intense competition causes a marketing analysis that considers various aspects of marketing to be carried out to improve the competitiveness of a private university. Three marketing surveys from different respondents were conducted at STIE Ekuitas, marketing communication surveys, level of importance and student satisfaction. This research aims to measure the variables as a basis for strategic decision. Questionnaires were distributed to new students during registration for marketing communication surveys and levels of importance. The survey for student satisfaction is a student who has studied STIE Ekuitas. The results show that communication performance is quite good but needs improvement in several things. The level of importance giving results in the form of a factor that is considered important for new students and the results of the satisfaction survey indicate many factors that need to be improved to increase satisfaction