Sustainability in Open Distance Learning (ODL): Adoption of Market Segmentation and Advertising Strategy

• Main Authors: Mohd Nazri Mohd Noor, Azlina Abdul Aziz, Yanty Roslinda Harun, Norsiah Aminudin, Zulaikha Zakariah, Ignasius Heri Satrya Wangsa
• Format: Article
• Published: 2022
• Subjects: HC Economic History and Conditions; LB2300 Higher Education; LC5201 Education extension. Adult education. Continuing education
• Online Access: https://myjms.mohe.gov.my/index.php/IJSMS/article/view/17781; http://library.oum.edu.my/repository/1422/
• Institution: Open University Malaysia

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...