TY  - JOUR
A1  - Samokhvalova, Alexandra
T1  - Branding higher education: the case of malaysian higher education promotion on the internet
T2  - Kajian Malaysia
N2  - A booming middle class, new attractive study destinations and a resulting shift in student mobility trends have recently established a new dynamic in international higher  education.  To stay competitive, countries apply marketing strategies to promote and  "sell" their higher education to international  students-cum-customers. With the growing use of the Internet to research study destinations, the role of online channels in higher education promotion is becoming increasingly important. The current study investigates the case of Malaysian higher education branding in cyberspace. By applying content analysis to the two major higher education online platforms, this study identifies the core brand values of Malaysian higher education and evaluates their coherence. The research findings demonstrate that both platforms combine nation and higher  education branding efforts to create a harmonised image of the national higher education system. Additionally, several suggestions are made concerning the optimisation of the architecture and information presentation of the websites to enhance their attractiveness for users. Finally, the  necessity of further investigation into higher education  branding for the successful implementation of internationalisation policies in Malaysia is emphasised.
KW  - Malaysia
KW  - higher education
KW  - nation branding
KW  - core brand values
KW  - online branding
Y1  - 2017
UR  - http://publikationen.ub.uni-frankfurt.de/frontdoor/index/index/docId/44505
UR  - https://nbn-resolving.org/urn:nbn:de:hebis:30:3-445053
VL  - 35
IS  - 2
SP  - 87
EP  - 104
ER  -