The effectiveness of marketing tools in student admission in higher education institutes in Malaysia

Abd Aziz, Mohamad Azlan (2012) The effectiveness of marketing tools in student admission in higher education institutes in Malaysia. Masters thesis, UTeM.

[img] Text
The effectiveness of marketing tools in student admission in higher education institutes in Malaysia.pdf

Download (472kB)

Abstract

In Malaysia, there are lots of Higher education's institutions (HEI) operated and this created a stiff competition among the institution to attract student's admission into their HEI. Thus, this study is to find the inter relation in between the marketing mix concept with perception of students when selecting the HEI to pursue their study. The marketing mix (Marketing Tools) strategies developed earlier by Edmund J. McCarthy in 1960 explained about the 4 elements of marketing concept (4Ps) which in this study, the idea expanded into 7 elements that are product (course offered by HEI), Price (the cost associated with study at HEI), Place (location of HEI), Promotion, Peoples (the academics and staff of HEI), Process (administration of HEI) and Physical presence (facilities of HEI). All of these marketing tools were studied in order to find the most effective elements that can attract student's enrolment in a higher education institution.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Strategic planning, Business planning, Marketing -- Management
Subjects: H Social Sciences > HF Commerce
Divisions: Library > Tesis > FPTT
Depositing User: Salleh Mohd Nor
Date Deposited: 10 Sep 2015 04:41
Last Modified: 10 Sep 2015 04:41
URI: http://eprints.utem.edu.my/id/eprint/14958
Statistic Details: View Download Statistic

Actions (login required)

View Item View Item