A study on the marketing factor that influence students admission in Malaysia Institute of Integrative Media (MIIM) / Syerizal Masri Sulaiman

This research project was focused on the private institution of higher learning in Malaysia. Basically it focused in the aspect of why students choose a particular institution to further their studies. There are many reasons that attracted them to pursue their studies namely like the established of the colleges, the tuition fees, and also the location of the institution.
For this research, it is done in Malaysia Institute of Integrative Media (MIIM) where the questionnaires were distributed among students who studied at MUM. About 100 questionnaires were distributed to the students in order to determine which of the independent variables that influences them to study at MIIM. The dependent variable for this research is the marketing factors that influence student’s admission in MIIM while the chosen independent variables were established brand name, programs offered, tuition fees, and promotional programs.
The students might have their own reasons why they choose MIIM. However, based on the analysis, the majority of the students entered MIIM because of the established brand name of MIIM, the programs offered, tuition fees, and promotional programs done by MIIM. Those variables were chosen since they are the most important marketing factors as compared to other economic or commercial factors. From the findings, it is found that all the suggested variables are acceptable by majority of the respondents.
This research can give many benefits to those who involve in the educational industry, namely the MIIM itself, the students, government, other private institutions, and also those who concern about MIIM.