Sustainability in Open Distance Learning (ODL) Education: Canvassing the Right Market Segmentation and Effective Advertising Strategy

• Main Authors: Mohd Nazri Mohd Noor, Norsiah Aminudin, Azlina Abdul Aziz, Yanty Roslinda Harun, Zulaikha Zakariah
• Format: Conference or Workshop Item
• Published: 2021
• Subjects: HD28 Management. Industrial Management; LC5201 Education extension. Adult education. Continuing education; LC5800 Distance education
• Online Access: http://library.oum.edu.my/repository/1414/1/library-document-1414.pdf; http://library.oum.edu.my/repository/1414/
• Institution: Open University Malaysia

This paper addresses the perceptions that lead prospective learners’ to favour the right market segmentation and effective advertising messages in Open Distance Learning (ODL) advertisements. A descriptive study was conducted among the prospective ODL learners in Malaysia between January to March...