| Summary: | 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)
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