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Abstract
Private colleges are predicted to be presented with many opportunities as well as challenges in the coming years. Admission pressures become one of the challenges face by most of Private Colleges in Malaysia. Lacking of marketing mix strategy are claimed to contribute to this admission pressure. This study was conducted firstly, to determine the relationship between marketing success factors (Price, Place, Product, Promotion, People, Process, Physical Evidence, Partnership, Publication and Conference, Presentation and Extracurricular Program) with the marketing mix strategy of private colleges. Secondly, to determine the relationship between Marketing Mix Strategy with Private College Admission. Similarly, in this study, these 11Ps are the success factors of private college marketing mix strategy in influencing student to study in private colleges. Structural Equation Model (SEM) is conducted to estimate the effects of the main construct on its subcontracts, exogeneous and endogenous variables and its significant relationship. The result found the factors with the highest percentage of variation in contributing to Marketing Mix Strategy are Promotion, Product, Place, Price, Process, Partnership, Presentation, People, Physical Evidence, Publication and Conference and lastly Extracurricular Program. Thus, concluding that 11Ps Marketing Mix Strategy has a significant relationship with Private College Admissions. National private colleges can create a strategy based on the marketing mix strategy in competing for students. The study area is Malaysia, and it was conducted over a sample of 366 executive and marketing officers as the respondents.
Highlights
The Ministry of Higher Education Malaysia (MOHE) has an initiative known as the Higher Education Blueprint 2012-2025 to change the local nationalistic perspective to a broader look of the globalized world to improve the national higher education by cementing its position as a major player in the region and the world (Abdul, 2010)
Private college has not been conducting the study on the marketing success factor s amid the rising importance in boosting student admission growth and attracting international students to study in national private colleges
Convergent Validity requirement is achieved when AVE score for every construct and subconstruct is in the range of 0.5 to 1.00 above the acceptance level 0.5 indicating all items in a measurement model are statistically significant
Summary
The Ministry of Higher Education Malaysia (MOHE) has an initiative known as the Higher Education Blueprint 2012-2025 to change the local nationalistic perspective to a broader look of the globalized world to improve the national higher education by cementing its position as a major player in the region and the world (Abdul, 2010). Private colleges are involved in reforming better educational system to attract more students to study at private colleges in the country. Marketing plays a vital role in private college admission to attract students of different backgrounds of qualifications, interests and skills for all undergraduate programs, influencing the admission rate. The 7Ps of marketing mix elements (product, price, place, promotion, people, process, and physical evidence) are the common marketing success factors in the higher education industry (Abdul, 2010). Extended marketing mix elements (partnership, publication & conference, presentation and extracurricular program) will further extend the success. These are marketing success factors influencing the reasons why local and international students choose to attend a particular college
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