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Developing Different Marketing Strategies For Undergraduate and Postgraduate Programs Professor Dr. Rose Alinda Al

Developing Different Marketing Strategies For Undergraduate and Postgraduate Programs Professor Dr. Rose Alinda Alias UTM Deputy Vice Chancellor (Academic & International ) Mohd Ariffin bin Abu Hassan Deputy Director (Marketing) . 2 nd Annual Faculty Marketing Innovation Forum

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Developing Different Marketing Strategies For Undergraduate and Postgraduate Programs Professor Dr. Rose Alinda Al

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  1. Developing Different Marketing Strategies For Undergraduate and Postgraduate Programs Professor Dr. Rose Alinda Alias UTM Deputy Vice Chancellor (Academic & International ) MohdAriffin bin Abu Hassan Deputy Director (Marketing) 2nd Annual Faculty Marketing Innovation Forum 18th of February 2014 Pan Pacific Orchard, Singapore

  2. CONTENTS

  3. Introducing universititeknologimalaysia (UTM)

  4. One University, 2 Campuses • Johor Bahru Campus (1,148 hectares) • 15 minute from JB city and Singapore Kuala Lumpur Campus (35 hectares) 5 km from KLCC

  5. UTM History 1946 1904 Treacher Technical School, KL Technical College, KL (1946) 1972 1975 Universiti Teknologi Malaysia National Institute of Technology, KL

  6. 2013 HIGHLIGHTS* (as at December 2013) 13,780 Postgraduate Students 8,640 Masters Students 5,140 PhD Students 56% Postgraduate (student population 24,742) 10,962undergraduate students 5,001 International Students

  7. future university?critical success factors 5 Entrepreneurial sciences Academia- Industry partnership 4 University research focus 3 PG Advanced studies 2 1 UG & PG program establishment

  8. new academia?

  9. UTM ACADEMIC Marketing STRATEGIC PLAN

  10. DEFINING ACADEMIC MARKETING STRATEGY • A process that can allow an academic institution to concentrate its resources on the optimal opportunities with the goals of recruiting the targeted number and desired quality of students and achieving a sustainable competitive advantage.

  11. Global UTM Plan 2012-2020 PHASE 1 PHASE 2 PHASE 3 2011-2014 Alignment to be Global University 2018-2020 Strategic Transformation & Advanced Research 2015-2017 High impact programs PRICING QUALITY RECOGNITION UNIQUENESS STRATEGY 2012-2020

  12. Global Academic Roadmap (2013-2015)

  13. The Student Life Cycle

  14. Recruitment Strategic Objectives

  15. Situation Analysis (UG)

  16. Why UG students chose UTM?(2013/2014 STUDENT SURVEY)

  17. UNDERGRADUATE

  18. Why GRADUATE-FOCUSED UNIVERSITY (PG > UG)?

  19. 2012 Postgraduate league table (ZAINI UJANG, 2013)

  20. TOP 10 ENROLMENT (BY COUNTRY) 2014

  21. International RecruitmentPOSTGRADUATE

  22. Strategic Priorities (PG) • Establish networking with ‘market intelligence’ (international agents); • Encouraging more of our own UG to remain at UTM (i.e. talk for final year students); • Incentivising of the application (discounts, scholarships and flexibility on the registration process);

  23. (International Recruitment)POSTGRADUATE

  24. (International Recruitment)(PG) – cont’d

  25. Key Success Factors for effective student recruitment throughout the Student Life-Cycle

  26. Key Success Factors for effective student recruitment throughout the Student Life-Cycle

  27. Implementation, Monitoring and Review

  28. UTM ACADEMIC MARKETING STRATEGIC PLAN Phase 1 : 2008-2013 Phase 2 : 2014-2020

  29. OUTCOME OF PHASE 1 (2008-2013) UTM FACTS AND FIGURES

  30. STRATEGY 1: Identify UTM competitors for student growth – consider domestic and international arena STRATEGY 2: Gather supporting data to ensure UTM success of marketing strategies • Where are students coming from and what are they studying? STRATEGY 3: Analyze the statistic of UTM student population (undergraduate & postgraduate)

  31. ENROLMENT ANALYSIS ACCORDING TO REGION (DEVELOPED, DEVELOPING, THIRD) (2009 – 2013) * Most students from Developing Countries

  32. PERCENTAGE OF INTERNATIONAL STUDENTS ENROLMENT BREAKDOWN BY REGION

  33. STRATEGY 4: Financial Aid? (i.e. Scholarships and/or Grants?)

  34. STRATEGY 5: What programs can UTM successfully recruit? (i.e. for international students)SWOT ANALYSIS EXTERNAL INTERNAL

  35. Developing UTM Student Marketing Plan UTM Marketing Strategies

  36. UTM ADMISSION POLICY VS

  37. UTM MARKETING ACTIVITIES VS

  38. NO OF STUDENTS GRADUATED BY UTM OVER A 41 YEAR PERIOD (1972-2013)

  39. UTM INTAKE TREND 2005-2013

  40. UTM ENROLMENT TREND 2005-2013

  41. ENROLMENT PROJECTION 2014-2020

  42. UTM ACADEMIC MARKETING STRATEGIC PLAN Phase 2 : 2014-2020

  43. UTM GLOBAL ENGAGEMENT

  44. Global Universities Partnership with Reputable Universities Programme of engagement with international markets in support of UTM agreed academic strategy • Develop a new synergy and partnership framework • Partnership on academic programs • Joint supervision • Joint research • Joint publication • Summer Programs • Double Degree • Partnership on mobility • Students exchanges • Staff exchanges • Synergy on global partnership • Partnership on industrial internship “Bring UTM to the World Bring the World to UTM”

  45. UTM International Linkages – 283 institutions

  46. Global Student Mobility in UTM 2011 – 2013 Outbound Program Inbound Program

  47. Global Strategic Partnership with MIT LINC (Learning Innovation Network Consortium) MIT-UTM on Sustainable Cities Research

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