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Challenges of branding among public and private universities: the Malaysian context

Many studies on higher education branding are situated in developed higher education markets such as the US, the UK, and Australia. This work-in-progress paper examines the challenges of higher education branding in the context of Malaysia, a developing higher education market, and argues that pub...

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Main Authors: Shabu, Shahrul Fhaizal, Othman, Azam, Nik Abdul Rahman, Nik Suryani
Format: Conference or Workshop Item
Language:English
Published: 2015
Subjects:
L Education (General)
Online Access:http://irep.iium.edu.my/46132/1/46132.pdf
http://irep.iium.edu.my/46132/
http://www.ipislam.edu.my/index.php/research/read/108/ICERP2015-PROCEEDING
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spelling my.iium.irep.461322018-03-07T07:47:41Z http://irep.iium.edu.my/46132/ Challenges of branding among public and private universities: the Malaysian context Shabu, Shahrul Fhaizal Othman, Azam Nik Abdul Rahman, Nik Suryani L Education (General) Many studies on higher education branding are situated in developed higher education markets such as the US, the UK, and Australia. This work-in-progress paper examines the challenges of higher education branding in the context of Malaysia, a developing higher education market, and argues that public and private university face challenges that are both unique and common in developing and implementing their branding strategy. The findings presented were from on a comparative case study conducted at two (2) Malaysian universities: a government-funded, public institution; and a profit-oriented, private institution. In-depth interviews were conducted with eight (8) key staff from the corporate communication, admission, and marketing departments from the two universities. Among the challenges shared by both types of institutions include the rise of social media, assigning accountability for branding spending, and developing brand coherence throughout the institution. Comparatively, the private university had a more market-oriented perspective of branding, while the public university viewed branding as a way of establishing an identity. The challenges revealed also suggest several important implications for the development of higher education branding strategies and potential directions for future research. 2015 Conference or Workshop Item REM application/pdf en http://irep.iium.edu.my/46132/1/46132.pdf Shabu, Shahrul Fhaizal and Othman, Azam and Nik Abdul Rahman, Nik Suryani (2015) Challenges of branding among public and private universities: the Malaysian context. In: 3rd International Conference on Educational Research And Practice Professional Educators as Global Leaders (ICERP 2015), 25th-26th August 2015, The Everly, Putrajaya . http://www.ipislam.edu.my/index.php/research/read/108/ICERP2015-PROCEEDING
institution Universiti Islam Antarabangsa Malaysia
building IIUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider International Islamic University Malaysia
content_source IIUM Repository (IREP)
url_provider http://irep.iium.edu.my/
language English
topic L Education (General)
spellingShingle L Education (General)
Shabu, Shahrul Fhaizal
Othman, Azam
Nik Abdul Rahman, Nik Suryani
Challenges of branding among public and private universities: the Malaysian context
description Many studies on higher education branding are situated in developed higher education markets such as the US, the UK, and Australia. This work-in-progress paper examines the challenges of higher education branding in the context of Malaysia, a developing higher education market, and argues that public and private university face challenges that are both unique and common in developing and implementing their branding strategy. The findings presented were from on a comparative case study conducted at two (2) Malaysian universities: a government-funded, public institution; and a profit-oriented, private institution. In-depth interviews were conducted with eight (8) key staff from the corporate communication, admission, and marketing departments from the two universities. Among the challenges shared by both types of institutions include the rise of social media, assigning accountability for branding spending, and developing brand coherence throughout the institution. Comparatively, the private university had a more market-oriented perspective of branding, while the public university viewed branding as a way of establishing an identity. The challenges revealed also suggest several important implications for the development of higher education branding strategies and potential directions for future research.
format Conference or Workshop Item
author Shabu, Shahrul Fhaizal
Othman, Azam
Nik Abdul Rahman, Nik Suryani
author_facet Shabu, Shahrul Fhaizal
Othman, Azam
Nik Abdul Rahman, Nik Suryani
author_sort Shabu, Shahrul Fhaizal
title Challenges of branding among public and private universities: the Malaysian context
title_short Challenges of branding among public and private universities: the Malaysian context
title_full Challenges of branding among public and private universities: the Malaysian context
title_fullStr Challenges of branding among public and private universities: the Malaysian context
title_full_unstemmed Challenges of branding among public and private universities: the Malaysian context
title_sort challenges of branding among public and private universities: the malaysian context
publishDate 2015
url http://irep.iium.edu.my/46132/1/46132.pdf
http://irep.iium.edu.my/46132/
http://www.ipislam.edu.my/index.php/research/read/108/ICERP2015-PROCEEDING
_version_ 1643612930515664896
score 13.211869

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