Does Marketing Success Factors Influence Private College Admission? Evidence From Malaysia

Abstract

Private colleges are predicted to be presented with many opportunities as well as challenges in the coming years. Admission pressures become one of the challenges face by most of Private Colleges in Malaysia. Lacking of marketing mix strategy are claimed to contribute to this admission pressure. This study was conducted firstly, to determine the relationship between marketing success factors (Price, Place, Product, Promotion, People, Process, Physical Evidence, Partnership, Publication and Conference, Presentation and Extracurricular Program) with the marketing mix strategy of private colleges. Secondly, to determine the relationship between Marketing Mix Strategy with Private College Admission. Similarly, in this study, these 11Ps are the success factors of private college marketing mix strategy in influencing student to study in private colleges. Structural Equation Model (SEM) is conducted to estimate the effects of the main construct on its subcontracts, exogeneous and endogenous variables and its significant relationship. The result found the factors with the highest percentage of variation in contributing to Marketing Mix Strategy are Promotion, Product, Place, Price, Process, Partnership, Presentation, People, Physical Evidence, Publication and Conference and lastly Extracurricular Program. Thus, concluding that 11Ps Marketing Mix Strategy has a significant relationship with Private College Admissions. National private colleges can create a strategy based on the marketing mix strategy in competing for students. The study area is Malaysia, and it was conducted over a sample of 366 executive and marketing officers as the respondents.