UNIKL MIMET

UNIVERSITI KUALA LUMPUR MALAYSIAN INSTITUTE OF

MARINE ENGINEERING TECHNOLOGY

FINAL ASSEMENT
MARKETING
LGB23503

PREPARED BY:

NURHIDAYAH BINTI MOHAMED 56212118163

MOHAMAD AZIZAN BIN ABDULLAH 56212219064
MASTURYNA BINTI ABDUL GHANI 56212118237

PREPARED FOR:
AZILA BINTI AYUB
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CONTENTS

1 UniKL MIMET..............................................................................................................................2
1.1 Programme Offered............................................................................................................3
1.2 UniKL MIMET Team...........................................................................................................5
2 Philip Kotler Centre.....................................................................................................................6
2.1 Implementation....................................................................................................................6
3 Marketing Plan............................................................................................................................9
4 Web Plan....................................................................................................................................11
5 Social Media Plan.....................................................................................................................11
6 Lead Generation Plan..............................................................................................................11
7 Lead Conversion Plan..............................................................................................................12

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1 UNIKL MIMET
Universiti Kuala Lumpur Business School formerly known as Universiti Kuala Lumpur
International School of Entrepreneurship (UniKL ISE) was established in 2008. The school
was established to pursue university’s vision to be the premier entrepreneurial technical
university. Its core mission is to train and mould managers and leaders who are capable of
pursuing entrepreneurial ventures across industries, within a global context. It complements
the other institutes and colleges which provide technical fields of study through its offerings
of business, finance, accounting, marketing and entrepreneurship degrees. The campus
situated at Universiti Kuala Lumpur City Campus, Jalan Sultan Ismail, and Kuala Lumpur
and its satellite building at Bangunan Yayasan Selangor, Jalan Raja Muda Abdul Aziz, Kuala
Lumpur.

Universiti Kuala Lumpur Business School focus is championing sustainable economic, social
and technological development through the development of ethical and socially responsible
entrepreneurs; and undertaking research and consultancy in the various fields business and
entrepreneurship to gain in-depth and applicable knowledge and solutions for a better world.

The primary objectives of UniKL Business School:

1. To provide a platform for the academicians, researchers, and entrepreneurs to share
ideas and discuss issues pertaining business and entrepreneurship.
2. To produce graduates of professional business qualification.
3. To provide managerial and strategic thinking skills for students to successfully compete
in the world of globalization and liberalization economy.
4. To contribute towards UniKL’s vision of becoming the premier entrepreneurial technical
university in terms of academic and research.

Unikl Business School Learning is Knowledge Put into Practice

The programmes offered are unique compared to other existing business schools. The
UniKL Business School provides the opportunity for the student to create an individualized
program and learn about every area of technology, business and entrepreneurship. They will
get the core business fundamentals to meet any challenge plus exposure to engineering
technology fields that appears in your career; additionally, the specialized skills to achieve
their vision.

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Relevant Knowledge
The student learn from experienced faculty members who bridge research, practice and
hands-on knowledge, skill and experience into classroom learning. The UniKL Business
School believe with knowledge that is founded on rigor and integrated learning across
disciplines will enable the students to cope with new challenges as they arise.

Scale and Scope

With the broad scale and scope of UniKL Business School programmes (business,
entrepreneurship and engineering technology) the students can pursue their individual
interests. Choose one from several majors, or design your own program with elective
subjects and be able to take classes in other local business schools.

Leadership Learning
UniKL Business Scool partners (foreign and local business schools) and business
community offer countless chances to develop the students’ leadership skills in practice,
from business operation, customer’s relations, corporate governance and finance that will
bring them to national, and international business practices and culture.

Innovative Curriculum
UniKL Business School learning is more than cases. Their continually innovative learning
environment features unique experiential and team-based learning methods, problem-based
learning, pioneering interdisciplinary programs, and technology-enhanced learning tools so
distinctive that the students will be proud to experience.

1.1 PROGRAMME OFFERED

Currently, Universiti Kuala Lumpur Business School offers postgraduate and
undergraduate programmes. At postgraduate levels, Universiti Kuala Lumpur Business
School offers PhD in Management, Master of Management (by research), Master of
Business Administration (with specialization) and Master of Business Administration
(Entrepreneurship). At undergraduate levels, we offer Bachelor of Accounting (Hons);
Bachelor of Business Administration (Hons) in Management and Entrepreneurship;
Bachelor of Business Administration (Hons) in Islamic Finance and Bachelor of
Business Administration (Hons) in Marketing and Retail Management.

Level Programme

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Postgraduate 1. Doctor of Philosophy in Management (by Research) - Full

Time and Part Time
2. Master of Business Administration (Entrepreneurship) - Full
Time & Part Time
3. Master of Business Administration - Full Time & Part Time
4. Master of Management (by Research) - Full Time & Part Time
Undergraduate 1. Bachelor Business Administration in International Business
2. Bachelor in Accounting (Hons.)
3. Bachelor of Business Administration (Hons.) in Islamic
Finanzbranche
4. Bachelor of Business Administration (Hons.) in Management
and Entrepreneurship
5. Bachelor of Business Administration in Marketing (Hons.)

Postgraduate studies have become increasingly attractive in the Malaysian market.

While the degrees by research (Masters and PhD) are important to maintain a certain
amount of research capacity in the university, the MBA degree has become one of the
most popular Masters degree in the Malaysian higher education industry. As more
universities start offering the degree, the differences in the quality of schools, faculty,
and course offerings become more evident. Establishing some criteria of quality is
needed to differentiate among MBA programs, especially for prospective students
trying to decide on where to apply. Most prospective students will look at the reputation
and quality of the school before enrolling in any of its courses. As such, UniKL
Business School has started collaborating with top business schools of United
Kingdom and Asia for its MBA programs, namely the Grenoble Graduate School of
Business, France, Greater Munich Area Universities (GMA) and Asian Institute of
Management (AIM), Manila. UniKL Business School is also in pre-stage collaboration
with other internationally and locally recognized universities and professional
institutions. For entrepreneurship enhancement program, UniKL Business School has
collaborated with Perbadanan Usahawan Nasional Berhad (PUNB) and Majlis Amanah
Rakyat (MARA) and other government agencies.

Postgraduate studies have become increasingly attractive to the Malaysian market.

While the degrees by research (Masters and PhD) are important to maintain a certain
amount of research capacity in the university, the MBA degree has become one of the
most popular Masters degrees in the Malaysian higher education industry. As more
universities start offering the degree, differences in the quality of schools, faculty, and

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course offerings become evident. Establishing some criteria of quality is needed to

differentiate among MBA programme, especially for prospective students trying to
decide on where to apply. Most prospective students will look at the reputation and
quality of the school before enrolling in any of its courses. As such, UniKL has started
collaborating with top European university for its MBA programmes, namely the
Grenoble Graduate School of Business, France. The collaboration is basically in the
form of faculty exchange with the possibility of having joint degree programmes in the
future. UniKL Business School is also in pre-stage collaborative effort with other
internationally recognized universities for possible future collaboration.

To meet undergraduate demand, UniKL Business School will offer few HYBRID
programs which integrate engineering technology and business and entrepreneurship
modules. Students will have opportunities to blend their engineering skills with
business and entrepreneurship acumen to make them more versatile in the demanding
current job market requirement. Undergraduate programs will start in January 2011.

1.2 UNIKL BUSINESS SCHOOL TEAM

Tan Sri Dato’ Haji Muhammad Ali Haji Hashim Adjunct Professor
Professor Dr. Sulaiman Sajilan A.M.N Dean and Professor of Entrepreneurship
Dr. Cordelia Mason Deputy Dean (Academic & Technology) and
Senior Lecturer
Professor Dato’ Dr Che Musa Che Omar Dimp, Professor of Management (Tourism)
Appm
Prof. Dr. Karl Wagner Professor of Management (Human Resource)
Professor Dr Naziruddin Abdullah Head of Department, Research & Postgraduate
Studies and Professor of Economic
Associate Professor Dr. Kamisan Gadar Head of Postgraduate, UniKL International
Business and Entrepreneurship School
Dr. Abdul Razak Abdul Hadi Head of Department (Professional Services &
Internationalization)/Senior Lecturer
Marhaini Ibrahim Head of Section Academic Quality/Lecturer
Dr Yahya Majri Senior Lecturer
Dr. Azlan Ali Head of Department, Department of
Finance/Islamic Finance/Senior Lecturer
Mohd Zawawi Bin Awang Nik Senior Lecturer
Dr Azahari Jamaludin Head of Department, Department of
Marketing/Senior Lecturer
Dr Buerhan Saiti Senior Lecturer
Syeliya Md Zaini Lecturer
Zalina Zainudin Lecturer
Mr Sidi Merican Choi Abdullah Lecturer
Mohd Hanafia Huridi Lecturer
Lili Susanti Samsurijal Head of Department, Department of
Accounting/Lecturer
Mohd Hisham Bin Hashim Lecturer

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Sharina Osman Lecturer

Dr. Rosni Binti Ab. Wahid Senior Lecturer
Mazilena Tajuddin Lecturer
Zulkarnian Bin Ahmad Lecturer
Hashim Bin Hassan Senior Lecturer
Ahmad Monir Bin Abdullah Senior Lecturer
Nik Khadijah Binti Nik Abdul Rahman Senior Lecturer
Adlin Isnin Lecturer
Arman Hj Ahmad Lecturer
Noraida Shahliza Bt Md Ghani Lecturer
Wan Muhd Nasrul Hadi Bin Wan Abdul Aziz Lecturer
Masniza Binti Supar Lecturer

2 PHILIP KOTLER CENTRE

UniKL may use the collaboration to position them as an institute of higher learning that offers
special and recognized business courses through Kotler Business Program in UniKL
Business School. The Business School may explore the possibility of establishing a Philip
Kotler Centre (PKC) through online education. This intensive involvement in online education
will be an improvement across all platforms including the teaching/learning in campus.

2.1 IMPLEMENTATION
The implementation of this online education will call on all aspects of the enterprise to adapt,
to change and to enhance. The plan for the PKC includes the following components.

1. Markets and marketing

The student population to be served will be those seeking an undergraduate degree, either
first time in college or transfer; in-state or out of state. The eligible student will meet the
same admissions standards the applicants for the resident campus must meet. Marketing
will be both informative and attractive and will use experienced marketing firms with
knowledge and expertise in the local, national, and international online education market.

2. Organizational Structure
The PKC will have a Dean who reports to the VC, and who will have assistance from a
number of associate directors and supporting staff. The Dean will have first call on
distributed assets across the campus as needed to accomplish the assigned mission.

3. Enrollment Management
The Enrollment Management (EM) team, will establish a contact center that will be a
dedicated hub of online student information. All questions of applicants regarding

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admissions, registration and financial aid will be answered on a personalized basis using all
reasonable modalities with extended hours. A central website will integrate PKC resources
and information and a distance education customer related system (CRM) will be
implemented to capture all relevant data for analysis and process improvement.

4. Curriculum and Curricular Plans

Program inclusion in the PKC curriculum will be focused on workforce needs and student
demand. The ramp-up process will begin with five programs (majors) and increase to 30 by
2030. Program content will be comparable to the resident campus and standards for
success and rigor of the major will be the same.

5. Production and Course Development

The University has five production sites, 50 production technicians and 10 years of
production experience in online learning. Faculty training is a necessary part of producing
the desired outcome, and we have established a training curriculum informed by the Quality
Matters Program that prepares faculty to achieve their teaching potential in an online
environment. The maxim “good courses start with good teachers” is a cornerstone of our
production process. Quality Assurance will be systematized so that it is an ongoing process
that provides
“many eyes” review with appropriate standards at inception and throughout delivery. Annual
course review and three-year refreshment will be standard.

6. Student Affairs
The education experience of the PKC student will not be bounded by the for-credit
curriculum. Their co-curriculum will start with an orientation module on success in the online
world, a sense of the PKC, and an introduction to becoming an active part of the institution.
This support package expands to include career resources, health and wellness, student
engagement and personal support as well as 24/7 access to a mental health counselor.
There is a proactive academic advising plan for PKC that will include personnel dedicated to
transition advising in addition to major advising. The latter will be based on an “assigned
advisor” model, which establishes a consistent proactive academic adviser who initiates and
maintains contact with the student throughout his/her academic journey.

7. Libraries
The PKC libraries have provided a dedicated Online Librarian to facilitate digital pedagogy
efforts of the faculty and to facilitate the effective support of the online student.

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8. Information Technology
PKC will provide the technology orientation needed by the online student and provide the
robust backbone necessary for efficient and effective technology assisted learning. The 24/7
helpdesk will provide on-demand technology assistance for learning and secure identity
access for assessment.

9. Tuition
Tuition limits for in-state students of no more than 75% of resident tuition will be the initial
tuition position of PKC. We are considering various incentivizations including block and
differentiated. Out-of -state tuition will look to market rates. The relevant market will have to
do with comparable brand values and program similarities.

10. Budget
The 10 year forecast based on an enrollment of approximately 24,100 in the 10th year, with
a 57/43 mix of in-state/out-of-state students will produce a RM1.4 million net margin in the
last year. The forecast would indicate a negative net margin in 4 of the early years. However,
the cumulative fund balance at the end of 10 years is expected to exceed RM4.3 million.
Major recurring costs include marketing, recruitment and retention and, delivery expenses.
The forecast indicates current-year self-supporting reached by year 7.

11. Program Evaluation

Student and program analysis will be used continuously and extensively to evaluate student
and program success. Student analysis will lead to intervention where necessary and
adaptive personalized learning where useful. Program analytics will align efficiencies with
demand and if program/course fail the need/demand test after introduction, sunsetting will be
a valid option. A lean responsive curriculum is the goal and a necessity for financial viability.

12. Research
The opportunity to work on the leading edge of educational development demands research
commitment. PKC will respond with a Research Center and research programs dedicated
both to discovery and application.

13. Public/Private Partnership

A partnership with an outside vendor will bring to the PKC deep resources and an
experiential base that will be critical in achieving excellence in all aspects immediately. The

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deliverables we are seeking include market research and assessment; marketing services,
at-risk tracking and retention support; learning design (on demand); digital content, training
and development, and joint research and development. The relationship would be built
around compensation that is revenue based and relevant key performance indicators.

3 MARKETING PLAN
In partnership with external private partners, the university will build the PKC brand as the
higher education landscape continues to evolve at an unprecedented pace. Major efforts will
be made to maximize exposure, awareness and interest in the university’s high quality fully
online programs in the state and nationally among first time in college (FTIC) students and
degree completers.

1. Primary communications objectives:

 Build timely, targeted top-of-mind awareness for PKC overall
 Differentiate PKC from both for-profit and nonprofit competitors
 Promote value of PKC same credibility as residential degree at lower cost
 Generate web traffic to acquire information
 Drive applications
 Develop relationship-marketing processes that convey individuals from prospect to
graduation

2. Trends potentially influencing marketing:

 Demand for online education is expanding due to: inability of current higher
education infrastructure to support demand; “information-age” students are
comfortable with online delivery.
 Students want options that suit their circumstances and schedules. Convenience and
speed are at the top of the list.
 Economic challenges in recent years have made residential options too expensive for
many and required them to take jobs instead of entering college.
 Online learner profiles are somewhat different from residential profiles, skewing more
toward older, female and minority. However, it is possible that a program focused on
FTIC to bachelor’s degrees might shift the profiles more closely to the residential
student.
 Retention rates for online tend to be somewhat lower for online.

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 Technological advances are making course delivery more effective and putting more
emphasis on handheld devices.
 Online competition is increasing exponentially from both for-profit and non-profit
institutions.
 Expanding future global networks should make access universal and reduce costs.

3. Target Audiences:
 First time in college (FTIC) students in Malaysia.
 Out-of-state FTIC students
 Completers and transfer students
 Parents of prospective students
 Guidance counsellors
 International students

4. Competition:
 No obvious primary competition currently for a 4-year degree online institute, but
more are anticipated in the near future.
 Secondary competition would include for-profits and smaller non-profits offering
online degree tracks.

5. Communication strategy:
 Digital, radio, other
 Media timing
 Media imperatives

4 WEB PLAN
The PKC website must be revised to reflect the rebranding and new marketing initiatives of
the company. The purpose of the website is to provide the majority of information that
potential students need to decide to enroll PKC by meeting the following objectives:

1. Proving the expertise of PKC.

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2. Displaying testimonial proof from past students and businesses of the quality of PKC
education.
3. Providing information on all upcoming scheduled classes, class requirements, and fees.
4. Providing class materials, times, locations, and details for enrolled students.

The website's enrollment page and forms will be redesigned. Also, a page describing the
customer referral program and a page focused on the business referral program will be
added.

5 SOCIAL MEDIA PLAN

In the next six months, a Facebook page for PKC will be launched to allow current students
to interact with prospective students and further promote the business school. The page will
be a forum for questions and comments from past, current, and prospective students, as well
as a discussion area based on discussion questions posed by the business school and by
users. The Facebook page will be monitored by the newly hired sales representative of the
university.

6 LEAD GENERATION PLAN

PKC generates leads from the following sources:

1. Customer referrals
2. Business referrals
3. Pay-per-click advertising on Google
4. Strategically placed promotional flyers in area businesses serving prospects for PKC

7 LEAD CONVERSION PLAN

To convert the leads generated through marketing activities into customers, the PKC
implements the following:

1. Print and e-mailed newsletter, sent every other month.

2. Improve online registration form so that it can be done in three easy steps (course
selection, scheduling, payment).

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3. Provide frequently asked questions on the website to reduce the need to answer
additional email questions.
4. Hire a sales representative to answer questions by email and phone that go beyond
information the website provides. The sales rep will be entitled to commissions based on
sales generated by his or her sales efforts.

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