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You searched Library Catalogue - Author: Parke, Frederic I.
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Call Number (WOU)
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SP CEMBA 2010 16
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Author
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Soo, Ooi Yin
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Title
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An exploratory study of why students choose Penang private higher educational institution for their studies : a decision making approach / Soo Ooi Yin
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Abstract
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The objective of this study is to ascertain the key determinants that influence students’ choice
of selecting a study program in Penang. One hundred and twenty three students who were
from students of the Foundation, Pre-U, Diploma and Degree courses participated in this
study. A two-part questionnaire comprising profile of the respondents and factors influencing
the respondents in their choice of the study program was adopted. It encompassed students’
characteristics, family influence, reference group, study program, costs and financial aids,
integrated marketing communication and location. The results indicate that costs and
financial aids availability, integrated marketing communication and study program evaluation
have the highest influence on student’s choice of study program. These findings will enable
stakeholders in private higher education industry in Penang to formulate and implement
effective marketing strategies focusing on the key determinants that influence the choice of
study program to meet challenges of the globalisation and the future. Strategically, is to be able
to maintain a sustainable competitive advantage over other education hub in South East Asia.
Key words: Students, Private Higher Educational Institutions, Decision-making Approach
viii
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2010
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Physical Description
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93 p.; 30 cm.
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Subject
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Wawasan Open University -- Dissertations
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Subject
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Education, Higher -- Penang
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Subject
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Education, Higher -- Decision making
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