The management centre IIUM MBA programme: the effectiveness of promotional mix to create customer awareness / Mohd Farihan Mustafa Kamal

In this modern day business environment, the business world is getting more competitive and aggressive each day. Business competes with each other in order to boost sales by trying to come up with the best advertisement and promotion by using all tools available. Promotion is the basic prominent in making sure each local firm penetrate market and keep sustaining growth for existing market. However, Management Centre, IIUM which has limited resources, those promotions cannot be done in full swing by firm hence the objectives of promotions cannot be achieved or targeted. The purpose of this study is to identify the effectiveness promotional mix to create to create customer awareness.

In this research, non- probability sampling has been used with a random 50 respondents taken from walk- in to the Management Centre. Data obtained by using primary data. The finding showed that first research objective is first newspaper, second is others, third is magazines, forth is seminar / exhibition and lastly is internet. This is based on ranking which it refers to the highest frequency and percentage. The finding for second research objective is reliability of the product, second is information given, promotional quality and attractive promotional is third, fourth is product quality and lastly is verities of promotional. The findings for third research objective is magazine is the best promotion tools to increase or raise respondents' level of awareness towards the MBA programme. It refers based on the highest mean and the ranking. lastly, findings for research objective number four is is promotional activity should be ease to reach is the first.