Abstract
It is believed that marketing principles can help educational organizations fulfill their social mission. This qualitative research has been conducted in view of the integration of integrated marketing communication (IMC) and industrial revolution 4.0 as an adaptive step for City University Malaysia (City-U), a private university in Malaysia, in developing an integrated marketing communication strategy. The community needs a sensitive organization that uses the media to communicate the identity and values of Malaysia’s tertiary institutions. From the viewpoint of private intuition, this study of IMC gives ideas on how to train customer-oriented employees and explains more on how IMC can be implemented in higher education institutions.
Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
