Cover Image

Level of Awareness through Marketing Promotional Efforts: A Study on Biotechnology Program among Pre-University Students in Malaysia

This thesis is an exploratory study that emphasize on the pre-university student’s awareness and through marketers’ promotional efforts about biotechnology programme. It is evident from the literature that important of marketers’ promotional efforts and awareness has been heightened. The thesis will...

Full description

Saved in:
Bibliographic Details
Main Author: Lim, Tiffeny Ai Ji
Format: Thesis
Language:English
Published: 2013
Subjects:
HD28 Management. Industrial Management
Online Access:http://eprints.intimal.edu.my/777/1/107.pdf
http://eprints.intimal.edu.my/777/
Tags: Add Tag
No Tags, Be the first to tag this record!
id my-inti-eprints.777
record_format eprints
spelling my-inti-eprints.7772017-05-11T06:36:16Z http://eprints.intimal.edu.my/777/ Level of Awareness through Marketing Promotional Efforts: A Study on Biotechnology Program among Pre-University Students in Malaysia Lim, Tiffeny Ai Ji HD28 Management. Industrial Management This thesis is an exploratory study that emphasize on the pre-university student’s awareness and through marketers’ promotional efforts about biotechnology programme. It is evident from the literature that important of marketers’ promotional efforts and awareness has been heightened. The thesis will take an outlook on the biotechnology sector, especially in biotechnology education subdivision. Consequently, the objectives of this study are to assess the pre-university students’ awareness in biotechnology programme and to identify the factors that influence the awareness. Under the umbrella of promotional efforts there are 7 factors that act as the independent variables, which are performance effect (PE), recognisability (R), communication (C), promotional management (PM), sales performance effect (SP), coast effect (CE) and lastly support effect (SE). In meantime, awareness (AW) will be the lead role as dependent variable. To achieve this objective, quantitative approach will be used with questionnaire as a tool. Smart PLS software was utilized to run reliability, validity as well as hypothesis test in order to examine relationship among constructs. The outcome of the study indicated five factors were significant out of seven, which are PE, R, C, PM, and SE. Moreover, PM was perceived to be the most significant factor that influences awareness among pre-university students about biotechnology programme. 2013 Thesis NonPeerReviewed text en http://eprints.intimal.edu.my/777/1/107.pdf Lim, Tiffeny Ai Ji (2013) Level of Awareness through Marketing Promotional Efforts: A Study on Biotechnology Program among Pre-University Students in Malaysia. Masters thesis, INTI International University.
institution INTI International University
building INTI Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider INTI International University
content_source INTI Institutional Repository
url_provider http://eprints.intimal.edu.my
language English
topic HD28 Management. Industrial Management
spellingShingle HD28 Management. Industrial Management
Lim, Tiffeny Ai Ji
Level of Awareness through Marketing Promotional Efforts: A Study on Biotechnology Program among Pre-University Students in Malaysia
description This thesis is an exploratory study that emphasize on the pre-university student’s awareness and through marketers’ promotional efforts about biotechnology programme. It is evident from the literature that important of marketers’ promotional efforts and awareness has been heightened. The thesis will take an outlook on the biotechnology sector, especially in biotechnology education subdivision. Consequently, the objectives of this study are to assess the pre-university students’ awareness in biotechnology programme and to identify the factors that influence the awareness. Under the umbrella of promotional efforts there are 7 factors that act as the independent variables, which are performance effect (PE), recognisability (R), communication (C), promotional management (PM), sales performance effect (SP), coast effect (CE) and lastly support effect (SE). In meantime, awareness (AW) will be the lead role as dependent variable. To achieve this objective, quantitative approach will be used with questionnaire as a tool. Smart PLS software was utilized to run reliability, validity as well as hypothesis test in order to examine relationship among constructs. The outcome of the study indicated five factors were significant out of seven, which are PE, R, C, PM, and SE. Moreover, PM was perceived to be the most significant factor that influences awareness among pre-university students about biotechnology programme.
format Thesis
author Lim, Tiffeny Ai Ji
author_facet Lim, Tiffeny Ai Ji
author_sort Lim, Tiffeny Ai Ji
title Level of Awareness through Marketing Promotional Efforts: A Study on Biotechnology Program among Pre-University Students in Malaysia
title_short Level of Awareness through Marketing Promotional Efforts: A Study on Biotechnology Program among Pre-University Students in Malaysia
title_full Level of Awareness through Marketing Promotional Efforts: A Study on Biotechnology Program among Pre-University Students in Malaysia
title_fullStr Level of Awareness through Marketing Promotional Efforts: A Study on Biotechnology Program among Pre-University Students in Malaysia
title_full_unstemmed Level of Awareness through Marketing Promotional Efforts: A Study on Biotechnology Program among Pre-University Students in Malaysia
title_sort level of awareness through marketing promotional efforts: a study on biotechnology program among pre-university students in malaysia
publishDate 2013
url http://eprints.intimal.edu.my/777/1/107.pdf
http://eprints.intimal.edu.my/777/
_version_ 1644541300926578688
score 13.211869

Similar Items