Organizations--in profit, nonprofit, and government sectors--are expected to give balanced attention to their external and internal marketing environments variables. This line of thought leads to the two major purposes for conducting this investigation. The first major purpose was to obtain understanding of marketing strategy for higher distance education institutions, such as the Open University of Indonesia (Universitas Terbuka), by undertaking marketing audit and research. The marketing audit and research could identify several variables in the institutes marketing environments (external and internal). The second major purpose of this study was to develop a strategic marketing plan for Universitas Terbukas programs, by utilizing the marketing audit and research results.Triangulation of methodology was employed in investigating the problem being studied. In this case, the data were gathered through the utilization of multiple methods such as observations, interviews, document analysis, and questionnaires. A case study was conducted on one of the Universitas Terbukas programs, the Institute for the Development of Language Teaching Programs (the Institute).