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Title: The Implementation of Malaysian Higher Education Strategic Plan for Internationalmarketing: A Focus Study on West Asian Students
Authors: Wan Kamal Mujani; Siti Rugayah Tibek; Maznah Hj. Ibrahim; Fadhilah Mustapha
Aff: Institute of West Asian Studies (IKRAB), Universiti Kebangsaan Malaysia, 43600 Bangi, Selangor, Malaysia
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Keywords: Strategic Plan Implementation; International Marketing; Malaysia Higher Education; West Asianstudents
Abstract:Universiti Kebangsaan Malaysia (UKM) Strategic Plan 2006-2010 is a revised edition of the Malaysianís
National Higher Education Strategic Plan 2020. The UKM Strategic Plan is legislated as a guide to equip UKM
with the realities and challenges of education in the new millennium. In the revised UKM Strategic Plan (2006-
2010 Perspective), environmental analysis on local and global issues that might influence significant impacts on
higher education and UKM in specific, are given special focus. In line with the strategic planning concept,
specific processes which include robust revisions, and in depth analysis have been done to ensure maximum
achievement and effectiveness of such strategic plan. This paper discusses the impacts achieved in the fifth
thrust of UKM International Marketing Strategic Plan 2006 Ė 2010. Employing both quantitative and qualitative
methodological approach, this paper discovers and identifies two major educational issues which are:
identifying the influencing factors in higher educationís demand among West Asian students and focussing on
the challenges faced by public universities and West Asian students in Malaysia. In the conclusion, we
suggested various international marketing strategies to activate and boost Malaysia higher education
programmes effectively and to position Malaysian educational programmes strategically at a global perspectiveadhilah