Higher education and the global marketplace from Malaysian experience
Internationalisation and globalisation concepts in higher institution is now well established as a global phenomenon, especially in the major-English speaking nations such the USA, the UK, Australia, New Zealand and Canada (see Hemsley-Brown and Oplatka, 2006). Majorities of...
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| Main Authors: | , , |
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| Format: | Book Section |
| Language: | English |
| Published: |
Penerbit UTM Press
2009
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| Subjects: | |
| Online Access: | http://eprints.utm.my/14546/ http://eprints.utm.my/14546/1/RohaizatBaharun2009_HigherEducationandtheGlobalMarketplacefromMalaysian.pdf |
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| Summary: | Internationalisation and globalisation concepts in higher institution
is now well established as a global phenomenon, especially in the
major-English speaking nations such the USA, the UK, Australia,
New Zealand and Canada (see Hemsley-Brown and Oplatka, 2006).
Majorities of the higher institutions recognize that they need to market
themselves in a climate of educational international competition.
As the competition among them in the higher level and intensive
activity, they increasingly behave as business entity by adopting
more business strategies. In recent years, they have to promote the
acceleration of international linkages, brand campuses, single purpose
programs and other forms of transnational education and quality
of education for the customers. HEIs that are able to learn about
customers, competitors and regulators stand a better chance of sensing
and acting upon events and trends in the marketplace (Tippins and
Sohi, 2003). However, the task for all activities mentioned above
is not always easy to remain competitive in the eye of customers at
global environment. Other variables such as government intervention,
international law, different custom procedures, variety of languages,
foreign exchange, different costs, different behaviour and life styles
became the challenges for higher institutions to providing a quality and sustainable education program. Paramewaran and Glowacka
(1995) in their study of university image found that, higher education
institutions (HEIs) need to maintain or develop a distinct image to
create a competitive advantage in an increasingly competitive market.
In a number of countries, governments have been at pains to stress
the economic benefits resulting from higher education (Yorke, 1999).
As we know, the education market is worth hundreds of billions of
dollars in todays markets, and every week sees a new joint venture
announced by traditional or new players all over the world, as they
jockey for position in this increasingly global market. Malaysia in
the 1980’s recognized that it would be unable to educate its own 6
percent of its population through its own institutions and began to
partner with international institutions to supplement its system of
higher education (Lenn, 2000). Further more in recent years, this
move has led to the government invited foreign universities to operate
on Malaysian soil. With the move, the government made another
important decision, to turn Malaysia into an educational hub in the
region. For both public and private HEIs, they have to take more
ownership and responsibilities for the overall products and services
that they offered to the customers. Therefore, many HEIs already
adopted some form of business strategies especially in marketing for
their strategic activities in their operations. |
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