INTRODUCTION

Todays education is seen as oppurtunities that it opens up for everyone. These day branding is reaching newer frontier and the latest in this increasing tribe of marketable categories is education across all categories such as primary, secondary, vocational and higher levels. As the economic status of the people of the country has improved, people are not hesitant to spend larger share on quality education. Nowadays more people sees education as a priority. Sabah Skills & Technology Centre (SSTC) is Sabah's very own skills development centre, and the result of close cooperation between the Sabah government and the industry. Established in November 1999, it is set-up as a non-profit society in which the government - State and Federal will provide the funding and infrastructure whereas the industry provides the support and leadership. SSTC aims to provide training and educational programs to enhance the skills level of Sabah's workforce. The areas of training are such as technical skill, ICT Skills, Management, Manufacturing and Safety and Health.

SSTC was established to meet the following objectives :

Short term :

a) b)

Meet the training needs of member companies by organizing customized coursed Continuosly upgrade the skill level of workforce in line with technological progress

c)

Establish a mechanism to coordinate and utilise resource from industry and Institution

Long term :

a) b)

Promote technical and vocational courses Position the centre as a leading training institution

. There are many market forces that are trying to shape the educational environment. the educational market has become more complex and dynamic. 2011).the competition between educational institutions is increasing and will keep increasing as long as the number of student falls due to a decrease in the number of pupils enrolled in primary and secondary education (Ioan. SSTC’s existance do really contribute to the society and the industries. To maximize its beneficial impact SSTC has done various strategies asides from achieving its goal.By providing fully sponsored training known as Industrial Skills Enhancement Programme (INSEP) and Workforce Transformation Technical Programme (WTTP) and targeting unemployed graduate and spm leavers. SSTC also provide plenty improvement programme for organization and individual that wish to improve their skills in order to meet the industry requirement. In the recent years. Aside from INSEP and WTTP.

Given their wants and resources. as the first step in the marketing process. Marketing should not be be understood in old sense of making a sale but it should be understood in the new sense of satisfying customer needs. Marketing is a social and managerial process by which individuals and organization obtain what they need and want through creating and exchanging value with others. These needs were not created by marketers as this are all part of the human makeup. There are five core customer and marketplace concepts which are : a) Needs. the company must fully understand consumers and the marketplace in which its operates. A company must go to great length to learn about and . safety and education. When backed by buying power.LITERATURE REVIEW Marketing is managing profitable customer relationship. wants and demands b) Market offerings c) Value and satisfaction d) Exchange and relationship e) Markets The most basic concept underlying a marketing is that of human needs. wants become demands. So. clothing. Hence we can also define marketing as the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return Many peole think of marketing only as selling and advertising. However selling and advertising are oly the tip of the marketing iceberg. peoples demand product with benefits that add up to the most value and satisfaction. The two-fold goal of marketing is to attract new customers by promising superior value and to keep and grow current customers by delivering satisfaction. Wants are shaped by one’s society and are described in terms of object that will satisfy needs. Marketing is all about creating value for customers. warmth. They include basic physical needs for food. Wants are the form of human needs take as they are shaped by culture and individual personality.

1. new information can be gathered and the decision can be improved (Ivy. Consumers needs and wants are fulfilled through market offerings. 2. countrys such as Australia. In term of investment.5 and 2. education is the second largest export market after agriculture and the second largest domestic industry after health care (Abeless. In United states of America (USA). Studies have shown that. 2008). invest respectively. In Malaysia. Many training institution nowadays are looking for new ways to improve their market presence and to increase the satisfaction of the partners. Even though at this point many learning institution are not fully market oriented. electrical appliances. including the direct rise of extra-national income. furniture and clothing but it also include services and education. 1. There are five alternative concepts under which organizations design and carry out their marketing strategies which are : a) The production cencept b) The product concept c) The selling concept d) The marketing concept e) The social marketing concept Learning institution such as SSTC is obvious importance in supporting national economic objectives every country in the world and for the development of the indigineous labor forces. A philosophy should guide these marketing strategies and wieght that should be given to the interest of the customers. USA and Korea. 1. the changing environment and the increasing pressure from social groups and the public will force the educational institution to develop ways to address the challenges of their market (Ioan. Marketing can be one of the solutions. organization and society also should need to be take into consideration as these interest conflict. 2007). 2011). wants and demands. They must conduct consumer research and analyze mountain of consumer data. Market offerings are not limited to physical product such as groceries.5.7 per cent of theiw GDP on higher education (Cornuel. by using a marketing approach. Marketing management do wants to design that will build profitable relationshipt with target consumers.understand their customers needs. besides government funded Higher Learning Institution . Canada. 2001).

These means whilst providing their services. c) To stem the flow of higher education students offshore in order to reduce the outflow of malaysian currency. Some of these HEI’S are listed in the Bursa Kuala Lumpur as their role are understandbly enterprenuerial in nature. HEI’s have a particular responsibility of providing leadership and direction. for Malaysia perspective. b) To export higher education. Many educators are approaching marketing with cautious for it carries the image of being primarily a tools for profit making enterprise and has been considered to be synonymous with selling and promotion. Other scholar in the marketing field have emphasized the importance of an institution being responsive to meet the market demand and customer satisfaction (Doyle 1976). there are four National goals which need to be realized in restructuring the learning or training programme provided by an institution : a) To produce the necessary human resource for the country.(HEI) there are a quite number of HEI’s from subsidiaries of major conglomerate and SSTC can be classify one of them. a company should recognize that marketing also entails educating and motivating prospects latent needs. . d) To enroll 40 per cent of student age cohort in higher education by the year 2020 in order to realize the aim to make malaysia an industrialized country. The top administrators have treated marketing as mereley tool for generating income and student recruitment (Conway et al. According to Tan (2002). when considering the market demand. However. 1994).

In the marketing literature. Efficiency and effectiveness may not converge over time due to inherent trade offs between them. There are three major approaches to study and measure marketing effectiveness which are structure. decreasing resource allocation to marketing actions such as cutting advertising expenditures and reducing the size of a sale force will improve short run marketing efficiency but it affects marketing effectivesness in the long term in term of reducing brand awareness and eroding brand positioning (Morgan et al. For example. 2011). Marketing effectiveness compares performance outcome with goals.s achievement of its bussiness goal (Ambler et al. 2001). marketing effectiveness is described as the extent to which marketing action contribute to a firm. whereas marketing efficiency concerns marketing output in relation to resource allocation. culture assess if the company’s culture reveals shared values. organisational learning in its marketing environement. In this research there is a need in distinguishing some concept relevant to performance measurement such as efficiency and effectiveness. culture and learning organization (Abas et al. and absorptive capacity for. .METHODOLOGY The study will focus on measuring the marketing effectiveness of SSTC. beliefs and corporate commitment to the marketing concept. Structure stresses a customer based strategy. Learning organisations on the other hand examines management receptivity to. The measurement of efficiency can be complicated because of the indirect and lagged effects of marketing actions as input in addition to its diversity (Stewart 2009). 2002).

OBJECTIVE The objective of this research are a) Identifying the marketing methodology of SSTC b) Identifying the goal of SSTC c) Measuring the marketing effectiveness os SSTC d) Planning a suitable marketing strategy in order for SSTC to achive its goal HYPOTHESIS The marketing strategy of SSTC is effective enough to achieve its goal .

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