Sustainability in Open Distance Learning (ODL): Adoption of Market Segmentation and Advertising Strategy
The purpose of this paper is to examine the prospective learner’s perception of effective market segmentation and advertising messages for open distance learning (ODL) advertisements. A descriptive study was conducted to assess the perceptions of prospective ODL learners in Malaysia. Selfadmini...
| Main Authors: | , , , , , |
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| Format: | Article |
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2022
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| Subjects: | |
| Online Access: | https://myjms.mohe.gov.my/index.php/IJSMS/article/view/17781 |
| _version_ | 1848801687690543104 |
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| author | Mohd Nazri Mohd Noor, Azlina Abdul Aziz, Yanty Roslinda Harun, Norsiah Aminudin, Zulaikha Zakariah, Ignasius Heri Satrya Wangsa, |
| author_facet | Mohd Nazri Mohd Noor, Azlina Abdul Aziz, Yanty Roslinda Harun, Norsiah Aminudin, Zulaikha Zakariah, Ignasius Heri Satrya Wangsa, |
| author_sort | Mohd Nazri Mohd Noor, |
| building | OUM Institutional Repository |
| collection | Online Access |
| description | The purpose of this paper is to examine the prospective learner’s perception
of effective market segmentation and advertising messages for open
distance learning (ODL) advertisements. A descriptive study was conducted
to assess the perceptions of prospective ODL learners in Malaysia.
Selfadministered questionnaires were used to obtain meaningful data from 314
respondents. The study was conducted from January to March, 2021. Based
on the analysis, accessibility between the ODL institution and its market
segments was viewed by the majority of the respondents as more important
than substantiality. Furthermore, the respondents agreed that reminders
and persuasive messages are significant in attracting audience attention to
an ODL institution. The standardised path coefficients have shown that
accessibility, reminders and persuasive messages are significant predictors
of the sustainability of ODL institutions, whereas substantiality was
perceived by the respondents as being insignificant. The results from this
study will help ODL institutions be more focused when designing their advertising messages, and will deepen their understanding of market needs.
These findings have strong implications for academic ODL institutions,
particularly in the aspect of institutional sustainability based on effective
market segmentation and the right strategy of advertising messages. |
| first_indexed | 2025-11-14T21:11:25Z |
| format | Article |
| id | oai:eprints.oum.edu.my:1422 |
| institution | Open University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T21:11:25Z |
| publishDate | 2022 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | oai:eprints.oum.edu.my:14222022-08-04T07:34:56Z Sustainability in Open Distance Learning (ODL): Adoption of Market Segmentation and Advertising Strategy Mohd Nazri Mohd Noor, Azlina Abdul Aziz, Yanty Roslinda Harun, Norsiah Aminudin, Zulaikha Zakariah, Ignasius Heri Satrya Wangsa, HC Economic History and Conditions LB2300 Higher Education LC5201 Education extension. Adult education. Continuing education The purpose of this paper is to examine the prospective learner’s perception of effective market segmentation and advertising messages for open distance learning (ODL) advertisements. A descriptive study was conducted to assess the perceptions of prospective ODL learners in Malaysia. Selfadministered questionnaires were used to obtain meaningful data from 314 respondents. The study was conducted from January to March, 2021. Based on the analysis, accessibility between the ODL institution and its market segments was viewed by the majority of the respondents as more important than substantiality. Furthermore, the respondents agreed that reminders and persuasive messages are significant in attracting audience attention to an ODL institution. The standardised path coefficients have shown that accessibility, reminders and persuasive messages are significant predictors of the sustainability of ODL institutions, whereas substantiality was perceived by the respondents as being insignificant. The results from this study will help ODL institutions be more focused when designing their advertising messages, and will deepen their understanding of market needs. These findings have strong implications for academic ODL institutions, particularly in the aspect of institutional sustainability based on effective market segmentation and the right strategy of advertising messages. 2022 Article PeerReviewed https://myjms.mohe.gov.my/index.php/IJSMS/article/view/17781 Mohd Nazri Mohd Noor, and Azlina Abdul Aziz, and Yanty Roslinda Harun, and Norsiah Aminudin, and Zulaikha Zakariah, and Ignasius Heri Satrya Wangsa, (2022) Sustainability in Open Distance Learning (ODL): Adoption of Market Segmentation and Advertising Strategy. International Journal of Service Management and Sustainability , 7 (1). pp. 87-106. https://library.oum.edu.my/repository/1422/ |
| spellingShingle | HC Economic History and Conditions LB2300 Higher Education LC5201 Education extension. Adult education. Continuing education Mohd Nazri Mohd Noor, Azlina Abdul Aziz, Yanty Roslinda Harun, Norsiah Aminudin, Zulaikha Zakariah, Ignasius Heri Satrya Wangsa, Sustainability in Open Distance Learning (ODL): Adoption of Market Segmentation and Advertising Strategy |
| title | Sustainability in Open Distance Learning (ODL): Adoption of Market Segmentation and Advertising Strategy |
| title_full | Sustainability in Open Distance Learning (ODL): Adoption of Market Segmentation and Advertising Strategy |
| title_fullStr | Sustainability in Open Distance Learning (ODL): Adoption of Market Segmentation and Advertising Strategy |
| title_full_unstemmed | Sustainability in Open Distance Learning (ODL): Adoption of Market Segmentation and Advertising Strategy |
| title_short | Sustainability in Open Distance Learning (ODL): Adoption of Market Segmentation and Advertising Strategy |
| title_sort | sustainability in open distance learning (odl): adoption of market segmentation and advertising strategy |
| topic | HC Economic History and Conditions LB2300 Higher Education LC5201 Education extension. Adult education. Continuing education |
| url | https://myjms.mohe.gov.my/index.php/IJSMS/article/view/17781 https://myjms.mohe.gov.my/index.php/IJSMS/article/view/17781 |