Commenced in January 2007
Paper Count: 31172
Assessing the Corporate Identity of Malaysia Universities in the East Coast Region with the Market Conditions in Ensuring Self-Sustainability: A Study on Universiti Sultan Zainal Abidin
Abstract:The liberalisation of the education industry has exposed the institute of higher learning (IHL) in Malaysia to the financial challenges. Without good financial standing, public institution will rely on the 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. This paper examined the perception of the stakeholders at one of the public universities in the east coast region in Malaysia on the perceived reputation and how the university communicate its preparedness for self-sustainability through corporate identity. The findings indicated while the stakeholders embraced the challenges in facing the stiff competition and struggling market conditions, most of them felt the university should put more efforts in mobilising the corporate identity to its constituencies.
Digital Object Identifier (DOI): doi.org/10.5281/zenodo.1110071Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 1666
 A. Zulhamri, M. N. Shahrina and A.A. Yuhanis, "Building A Unique Online Corporate Identity", Marketing Intelligence & Planning. Vol. 31, Iss. 5. 451 – 471. 2013
 J. P. Cornelissen, S. A. Haslam and J.M.T. Balmer, “Social Identity, Organisational Identity and Corporate Identity. Towards an Integrated Understanding of Processes, Patternings and Products.” British Journal of Management. Vol. 18, S1-S16. 2007.
 N. Marwick, and C. Fill, ``Towards a framework for managing corporate identity'', European Journal of Marketing Special Edition on Corporate Identity. Vol. 31 No. 5/6. 396-409. 1997.
 I. Morison, “Breaking the monolithic mould.” International Journal of Bank Marketing, special edition on Corporate Identity in Financial Services. Vol.15, No.5. 153-62. 1997.
 C. Simões, and S. Dibb, “Corporate Identity: Defining the Construct.” Warwick Business School Research Papers. Number 350, http://www.wbs.ac.uk/.2002.
 T.C., Melewar, “Facets of Corporate Identity, Communication, and Reputation”. Routledge. 2008
 H. Osman, “Re-branding Academic Institutions with Corporate Advertising: A Genre Perspective. Discourse & Communication. Vol. 2, No.1, 57-77. 2008.
 P. Jarvis, “Universities and Corporate Universities: The Higher Learning Industry in Global Society.” London: Kogan Page. 2001.
 N. Bulotaite, “University Heritage: An Institutional Tool for Branding and Marketing.” Higher Education in Europe. Vol. XXVIII. No. 4, 449- 454. 2003
 C. Fombrun, C.V. Riel “The Reputation Landscape.” Corporate Reputation Review. Vol. 1, No. 1/2. 1996.
 M.Wolverton, “Discourse and Marketization of Higher Education in China: The Genre of Advertisements for Academic Posts. Discourse & Society. Vol. 23, No.3, 318-337. 2006.
 T.C Melewar and S. Akel, “The Role of Corporate Identity in the Higher Education Sector. Corporate Communications: An International Journal. Vol. 10, No. 1, 41-57. 2005.
 P. Argenti, “Branding B-Schools: Reputation Management for MBA Programs. Corporate Reputation Review. Vol. 3, No.2, 171-178. 2000.
 J.E Dutton and J.M. Dukerich, “Keeping an Eye on the Mirror: Image and Identity in Organisational Adaptation.” Academy of Management Journal. Vol.34, 517-54. (CrossRef), (ISI). 1991.
 T.C Melewar, K. Bassett and C. Simões, “The Role of Communication and Visual Identity in Modern Organisations. Corporate Communications: An International Journal. Vol. 11, No. 2, 138-147. 2006.
 D.L. Bunzel, “Universities Sell Their Brands.” Jounral of Product & Brand Management. Vol. 16, Iss. 2, 152-153. 2007
 T. Curtis, R. Abratt and W. Minor, “Corporate Brand Management in Higher Education: The Case of ERAU.” Journal of Product & Brand Management. Vol 18, Iss. 6, 404-413. 2009.
 S.W. Alessandri, “Modelling Corporate Identity: A Concept Explication and Theoretical Explanation", Corporate Communication: An International Journal. Vol. 6, No.4, 173-182. 2001.
 J.M.T. Balmer, "Identity Based Views of The Corporation: Insights From Corporate Identity, Organisational Identity, Social Identity, Visual Identity, Corporate Brand Identity and Corporate Image", European Journal of Marketing. Vol. 42 Iss. 9/10. 879 – 906. 2008.
 J.M.T. Balmer & E.R. Gray, “Corporate Brands: What Are They? What of Them?” European Journal of Marketing. Vol. 37, No. 7/8, 72-86. 2003.
 H.A. Suffian, R.H. Mohammed, A.M. Norhayati, “Leadership: Communicating Strategically in the 21st Century.” Procedia - Social and Behavioral Sciences. Vol. 155. 502-506. 2014.
 Treasury. “Bajet 2016.” Ministry of Finance. http://www.treasury.gov.my/pdf/bajet/ucapan/ub16.pdf . Retrieved 4 November 2016.
 T.C. Melewar and E. Jenkins, “Defining The Corporate Identity Construct.” Corporate Reputation Review. Vol. 5, No. 1. 76-90. 2002.