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The implications of integrated marketing communication in maintaining student relationship of a Malaysian public institution of higher education

Integrated marketing communication (IMC) is a business process that improves the higher education institutions’ marketing strategy by sending clear and consistent messages throughout the institutions in every contact point. Therefore, the purpose of this study is to examine the strategic processes o...

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Main Author: Siti Aishah Chu, Abdullah
Format: Article
Language:English
Published: Penerbit UMT 2016
Subjects:
H Social Sciences (General)
Online Access:http://ir.unimas.my/id/eprint/42201/3/THE%20IMPLICATION.pdf
http://ir.unimas.my/id/eprint/42201/
https://jbsd.umt.edu.my/wp-content/uploads/sites/53/2016/09/Content_JBSD-4.2.pdf
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id my.unimas.ir.42201
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spelling my.unimas.ir.422012023-10-11T02:20:28Z http://ir.unimas.my/id/eprint/42201/ The implications of integrated marketing communication in maintaining student relationship of a Malaysian public institution of higher education Siti Aishah Chu, Abdullah H Social Sciences (General) Integrated marketing communication (IMC) is a business process that improves the higher education institutions’ marketing strategy by sending clear and consistent messages throughout the institutions in every contact point. Therefore, the purpose of this study is to examine the strategic processes of IMC in the Malaysian public institution of higher education (IHE) and its correlation with leadership in maintaining student relationship. Quantitative analysis was performed to observe the level of IMC implementation and leadership styles exhibited in the selected Malaysian IHE. The IMC four-stage framework and seven dimensions of full range leadership theory, which comprises of transformational, transactional, and laissez-faire leadership theory served as the basis of the study. The study found that the lecturers and administrative staffs of the Malaysian public university in Penang were adequately experienced in their job. They have also played their roles well by communicating with the students, and were thus respected, appreciated, and trusted by their students. Hence, they have created a strong emotional bond with the customer, and at the same time, maintained internal stakeholder relationships. Penerbit UMT 2016-09 Article PeerReviewed text en http://ir.unimas.my/id/eprint/42201/3/THE%20IMPLICATION.pdf Siti Aishah Chu, Abdullah (2016) The implications of integrated marketing communication in maintaining student relationship of a Malaysian public institution of higher education. Journal of Business and Social Development, 4 (2). pp. 1-13. ISSN 2289-2915 https://jbsd.umt.edu.my/wp-content/uploads/sites/53/2016/09/Content_JBSD-4.2.pdf
institution Universiti Malaysia Sarawak
building Centre for Academic Information Services (CAIS)
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Sarawak
content_source UNIMAS Institutional Repository
url_provider http://ir.unimas.my/
language English
topic H Social Sciences (General)
spellingShingle H Social Sciences (General)
Siti Aishah Chu, Abdullah
The implications of integrated marketing communication in maintaining student relationship of a Malaysian public institution of higher education
description Integrated marketing communication (IMC) is a business process that improves the higher education institutions’ marketing strategy by sending clear and consistent messages throughout the institutions in every contact point. Therefore, the purpose of this study is to examine the strategic processes of IMC in the Malaysian public institution of higher education (IHE) and its correlation with leadership in maintaining student relationship. Quantitative analysis was performed to observe the level of IMC implementation and leadership styles exhibited in the selected Malaysian IHE. The IMC four-stage framework and seven dimensions of full range leadership theory, which comprises of transformational, transactional, and laissez-faire leadership theory served as the basis of the study. The study found that the lecturers and administrative staffs of the Malaysian public university in Penang were adequately experienced in their job. They have also played their roles well by communicating with the students, and were thus respected, appreciated, and trusted by their students. Hence, they have created a strong emotional bond with the customer, and at the same time, maintained internal stakeholder relationships.
format Article
author Siti Aishah Chu, Abdullah
author_facet Siti Aishah Chu, Abdullah
author_sort Siti Aishah Chu, Abdullah
title The implications of integrated marketing communication in maintaining student relationship of a Malaysian public institution of higher education
title_short The implications of integrated marketing communication in maintaining student relationship of a Malaysian public institution of higher education
title_full The implications of integrated marketing communication in maintaining student relationship of a Malaysian public institution of higher education
title_fullStr The implications of integrated marketing communication in maintaining student relationship of a Malaysian public institution of higher education
title_full_unstemmed The implications of integrated marketing communication in maintaining student relationship of a Malaysian public institution of higher education
title_sort implications of integrated marketing communication in maintaining student relationship of a malaysian public institution of higher education
publisher Penerbit UMT
publishDate 2016
url http://ir.unimas.my/id/eprint/42201/3/THE%20IMPLICATION.pdf
http://ir.unimas.my/id/eprint/42201/
https://jbsd.umt.edu.my/wp-content/uploads/sites/53/2016/09/Content_JBSD-4.2.pdf
_version_ 1779443485671161856
score 13.211869

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