To Stay or Relocate? International School Market Research Post Pandemic

Abstract

Purpose: This study aims to investigate the viability of relocating Universiti Utara Malaysia International School (UUMIS) from its current location in Sintok to a nearby town in Jitra, Kedah in its effort of increasing student’s enrolment. Theoretical Framework: The study uses the four p’s of marketing mix and Ansoff marketing matrix in evaluating the market demand for international school in Jitra if the school were to be relocated from its current location. Design/methodology/approach: The study conducted interview sessions with UUMIS staffs, existing parents, and potential parents. Following to the input derived, a survey was formulated and distributed to the communities in Kedah and Perlis. Findings: Most existing parents and teachers are willing to send their children to UUMIS should it is relocated to Jitra with a transportation and transit service assistant. This result is supported with the survey distributed, whereby the percentage of willingness are more than half of the existing parents (60.5%). However, despite the willingness, these parents (39.6%) also found this proposal to be burdensome. As such, they suggested UUMIS to provide transportation and transit service with reasonable fees charged instead. Implication: The study has direct implication of policy for UUM and UUMIS in steering the international school development. The study also evidenced that market research prior to investments are needed not only to ascertain the demand in the new location but serving as reflective medium for an organization to improvise existing governance especially when there is an expansion/relocation plan in the pipeline. Originality/value: The study has direct implication of policy for UUM and UUMIS in steering the international school development.