TY  - CONF
A1  - Almadhoun, N.M.
A1  - Dominic, P.D.D.
A1  - Woon, L.F.
UR  - https://www.scopus.com/inward/record.uri?eid=2-s2.0-84857084501&doi=10.1109%2fNatPC.2011.6136267&partnerID=40&md5=d7829c9601d70854ad20cfa7c29661d8
SN  - 9781457718847
Y1  - 2011///
TI  - Social media as a promotional tool in higher education in Malaysia
ID  - scholars1638
KW  - Broadcast media; Data collection; Higher education; Higher education institutions; Malaysia; Malaysians; Marketing IS; promotion; Promotional tools; Semi structured interviews; Social communities; Social media; Television channel
KW  -  Marketing; Surveys; Sustainable development
KW  -  Education
N1  - cited By 7; Conference of 3rd National Postgraduate Conference - Energy and Sustainability: Exploring the Innovative Minds, NPC 2011 ; Conference Date: 19 September 2011 Through 20 September 2011; Conference Code:88531
N2  - Undoubtedly, marketing is an important tool to position and brand Higher Education Institutions (HEIs). Nowadays, higher education is facing big challenges, which have made a lot of HEIs interested in attracting more students. Likewise, education marketing division in the Ministry of Higher Education (MOHE) Malaysia was set up for the purpose of promoting Malaysian higher education. In recent years, with the rising importance of social media, many promotional tools like traditional print and broadcast media have faced major challenges, as many newspaper and television channels lost their audiences. Overwhelmingly, the majority of Malaysian HEIs are beginning to embrace some forms of social media for promotional purposes. This research is mainly descriptive and explanatory, and partially exploratory in nature. The collected data will be qualitative and quantitative based on survey questionnaires and semi-structured interviews on the application of social media in promoting Malaysian higher education. Beside these methods, secondary data collection from an analysis of Malaysian HEIs' online social communities will be conducted. © 2011 IEEE.
AV  - none
CY  - Perak
ER  -