An experimental analysis on the corporate identity of institutes of higher learning in the malaysian east coast region vis-À-vis market conditions in empowering self-sustainability

Abstract

The liberalization of the education industry has exposed the institutes of higher learning (IHL) in Malaysia to financial challenges. Without good financial standing, public institutions will rely on government funding. Ostensibly, this contradicts with the government’s aspiration to make universities self-sufficient. With stiff competition from private institutes of higher learning, IHL need to be prepared at the forefront level. The corporate identity itself is the entrance to the world of higher learning and it is in this uniqueness, it will be able to distinguish itself from competitors. Effective corporate identity representation of the IHL is very important for the sustainability of the institution. This study employed in-depth interview with key personnel and decision makers of the IHL. The IHL in the east coast region of Malaysia has been chosen as the location for the research due to its rising prominence as an education hub especially with the establishment of East Coast Economic Region (ECER). The market conditions elements in the Corporate Identity Model developed by Melewar and Jenkins in 2002 has been used as the primary research framework. The result highlights the readiness of each IHL in the east coast region in competing with other well established IHL all over Malaysia despite the increase of financial challenges. Some of the strategies used to promote and establish their corporate identities are proven to be efficient and cost effective which could be emulated especially by new IHL.