Open University Malaysia (OUM) : The Path Travelled (2000 – 2020) & The Way Forward (2021 – 2030) - Issues, Challenges, Opportunities

• Main Author: Lee , Angelina Bee Cheen
• Format: Thesis
• Published: 2020
• Subjects: LB1028 Research - Education; LB2300 Higher Education
• Online Access: http://library.oum.edu.my/repository/1370/1/library-document-1370.pdf; http://library.oum.edu.my/repository/1370/

Moving forward into the 3rd decade since its establishment, Open University Malaysia (OUM) was established with the core mission of knowledge globalization utilizing the open and distance learning (ODL) concept. The initiative of this research paper is to identify the issues and challenges faced by the organization in the aspect of their new media marketing methods as it continues to operate in a dynamic and borderless world of advancing digital communication technologies. Target samples of the OUM alumni, OUM new learners and the general public could only be approached through online questionnaires due to the onset of the country’s Movement Control Order (MCO) ruling during the COVID-19 pandemic, which is still in-force since 18th March 2020. The final analysis will identify the strengths and weaknesses of OUM’s current online digital marketing communication strategies, and also introduce new media improvements and opportunities that should be considered by the university to enhance their corporate communications and marketing strategies for greater brand awareness and business economics. (Abstract by author)