The implementation of Malaysian higher education strategic plan for international marketing: A focus study on west Asian students

Wan Kamal Mujani, Siti Rugayah Tibek, Maznah Ibrahim, Fadhilah Mustapha, Kamaruzaman Yusoff, Sahilah Abd. Mutalib, Tamat Sarmidi, Siti Nazirah Abidin

Research output: Contribution to journalArticle

2 Citations (Scopus)

Abstract

Universiti Kebangsaan Malaysia (UKM) Strategic Plan 2006-2010 is a revised edition of the Malaysian's National Higher Education Strategic Plan 2020. The UKM Strategic Plan is legislated as a guide to equip UKM with the realities and challenges of education in the new millennium. In the revised UKM Strategic Plan (2006-2010 Perspective), environmental analysis on local and global issues that might influence significant impacts on higher education and UKM in specific, are given special focus. In line with the strategic planning concept, specific processes which include robust revisions, and in depth analysis have been done to ensure maximum achievement and effectiveness of such strategic plan. This paper discusses the impacts achieved in the fifth thrust of UKM International Marketing Strategic Plan 2006 - 2010. Employing both quantitative and qualitative methodological approach, this paper discovers and identifies two major educational issues which are: identifying the influencing factors in higher education's demand among West Asian students and focussing on the challenges faced by public universities and West Asian students in Malaysia. In the conclusion, we suggested various international marketing strategies to activate and boost Malaysia higher education programmes effectively and to position Malaysian educational programmes strategically at a global perspective.

Original languageEnglish
Pages (from-to)402-407
Number of pages6
JournalAdvances in Natural and Applied Sciences
Volume6
Issue number3 SPECL.ISSUE 2
Publication statusPublished - Jan 2012

Fingerprint

higher education
Malaysia
Marketing
marketing
students
Education
Students
education programs
Strategic planning
marketing strategies
environmental assessment
education
planning

Keywords

  • International marketing
  • Malaysia Higher education
  • Strategic plan implementation
  • West Asian students

ASJC Scopus subject areas

  • Agricultural and Biological Sciences(all)
  • Biochemistry, Genetics and Molecular Biology(all)
  • Chemical Engineering(all)
  • Engineering(all)

Cite this

The implementation of Malaysian higher education strategic plan for international marketing : A focus study on west Asian students. / Mujani, Wan Kamal; Tibek, Siti Rugayah; Ibrahim, Maznah; Mustapha, Fadhilah; Yusoff, Kamaruzaman; Abd. Mutalib, Sahilah; Sarmidi, Tamat; Abidin, Siti Nazirah.

In: Advances in Natural and Applied Sciences, Vol. 6, No. 3 SPECL.ISSUE 2, 01.2012, p. 402-407.

Research output: Contribution to journalArticle

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