Marketing Plan

Table of Content
ii
TITLE PAGE

1. Executive summary
2. Current marketing situation
2.1. Marketing description
2.2. Product review
2.3. Competitive review
2.4. Channels and logistics review
3. Strengths, Weaknesses, Opportunities, and Threat Analysis
(SWOT)
4. Objective and Issues
5. Marketing Strategy
5.1. Positioning
5.2. Product Strategy
5.3. Pricing Strategy
5.4. Distribution Strategy
5.5. Marketing Communications strategy
5.6. Marketing Research
5.7. Marketing Organization
6. Action Programs
7. Financial Planning
8. Controls

1
2-3
4
5-7
8-9
10
11-13

14
15
16-17
17-23
24
25
26
27
28
29-30
31-32
33
ATW 241_Principle of Marketing Page 1

1. Executive Summary
Limkokwing University is a well known creativities and innovation design school. In
the recent year, Limkokwing University had created many fields of different courses to all the
segment of the targeting group. Since the courses that provided in Limkokwing University
are almost same with the competitors, we are introducing a new course to differentiate the
courses from the education competitors. The course that we are going to introduce is Double
Major Degree in Bachelor of Business Administration and Arts in Design (4+0 Australia
Degree).
The course will be carried out within 4 years and 6 months duration and it includes a
6 month internship. The goal of creating the new course is to provide students with both
business and art skill. In this new era, the employers are looking for more talents employees
to contribute in their company. With the both business and art skill, students can choose
either business field or art field or both related field. This will give a great opportunity for the
students in finding a good job in their future.
We are setting up a marketing objective which is aiming for 250 local students and 50
international students will be taking the new course. The 250 local students will mainly come
from STPM students and a few from foundation and diploma holder in relevant field. For
international students, we are accepting the students who fulfil the Malaysian Qualification
Agencys (MQA) List of Overseas Qualifications & its equivalency with Malaysian
Education System (PDF). The contribution to financial objective will be achieved an
estimated sale of RM 28,057,500 for the whole course excluding the registration fees,
accommodation fees and etc.


2. Current Marketing Situation
According to the source from Ministry of Higher Education (MOHE), tertiary
students enrolment in Malaysia rose steadily from year 2005 to year 2010. In year 2010, a
total of 1,134,134 students were enrolled in the tertiary education institutions in Malaysia.
The number of student enrolment in IPTS shows a rising trend throughout the year from
2005 to 2010. This trend shows the growth in enrolment at private institutions. The number
of student enrolment in IPTS (541,629) is higher than IPTA (462,780) in year 2010. It shows
that the education sector in IPTS is well poised for growth and remains as a critical driver for
Malaysias transformation into a high-income nation due to its impact on productivity and
human capital development.

Table 1: The Number of Enrolments of Students in Tertiary Education
Institutions in Malaysia (2001-2010)

Source from Ministry of Higher Education (MOHE):
http://www.mohe.gov.my/web_statistik/indikator_pengajian_tinggi_2009-2010.pdf

From the source in MOHE, international students enrolment in IPTS has risen at a
CAGR of 16% from year 2002 to year 2007. In 2010, private institutions have a 72% market
share for international students with the majority from People Republic of China.

Figure 1: The Number of International Students Enrolment in Malaysia Higher
Education

According to MOHE, there are over 20 public institutions, 49 private institutions, 27
polytechnics and 59 community colleges across Malaysia in 2010. Competition is therefore
more intense and the demand in education sector is rising from year to year. There are more
colleges entering the education sector with offering wide range of courses in different study
level and study field for the students. To gain the market share in this competitive market,
Limkokwing must carefully target specific segments with offering good courses that demand
from the students.

http://jpt.mohe.gov.my/PENGUMUMAN/18.3.10%20Way%20forward%20-VC.pdf

2.1 Market Description
Limkokwings market mainly consists of students from local and international
students who want to pursue their studies in tertiary institutions. Local students consist of
SPM and STPM leavers, foundation, diploma and postgraduate students. Furthermore, the
working people who want to build their skills, expand their knowledge and get the
certification to get promoted in their career can take the short courses provided in
Limkokwing. Language courses are also provided in Limkokwing for those who want to
improve their languages as well. Teacher training is also available in the language course and
Limkokwing English Centre runs development workshops to equip teachers with a solid
foundation in the latest English teaching methodology and innovative techniques. Students
can choose among the courses provided in Limkokwing based on their interests and the
careers they wish to take up in the future.
Limkokwing University of Creative Technology stands out by their highly creative
content that utilizes futuristic graphics, distinctive advertising layouts and the iconization of
its brand ambassador and spokesperson Tan Sri Professor Emeritus Lim Kok Wing but also
their offensive attitudes, competitive toughness and a determination to win. Limkokwing
University of Creative Technology employs person marketing and brand endorsement ideas
using the high profile personality of its owner Tan Sri Professor Emeritus Lim Kok Wing as
the medium to promote and brand the institution.
Malaysia has made its move towards a knowledge-based society and economy its
primary target and the success will be due to the contributions of Malaysian talents and
knowledge workers. Members of knowledge society have attained a higher average standard
of education in comparison to other societies. Organizations regardless private, government
and civil society are transformed into intelligent organizations
In this 21st century, skills represent a persons assets. The skills which you have
define the boundaries you operate in. The more skills you learn and the more developed you
are in those skills, the greater your capacity to perform. This means better results. Lets say
you are a budding graphic designer. To bring your creative visions to life, you need to be well
versed in your image editing software, such as Photoshop. Else, you will be forever stuck
with lots of envisioned ideas but no way of translating them into digital artwork.


2.2 Product Review
To differentiate with other colleges in Malaysia, the courses offering in Limkokwing
University are based on three main and significant concepts stated as below. These concepts
help to create a special customer value for Limkokwing University.
1. The Global University and Experience
Limkokwing University is triggering a global change in education. It is advocating the
replacement of old system with ones that adequately prepare young people to face new
challenges in marketplace to the world. Limkokwing Universitys formula is based on the
philosophy of merging the best of East and West while incorporating the values of industry
concept has been winning recognition from the worlds leading nations.
2. Conception of Limkokwing University- Creativity and Innovation
As we know, Limkokwing Universitys conception is focusing on creativity and
innovation. Limkokwings focus is from inception creative technology. Creativity is
primarily invention that is invention by design and analysis. It is about coming up with
solutions when faced with problems. The University is different with other institutions in
Malaysia because students in Limkokwing are expected to think outside the box. They are
encouraged to be competitive all the time. As a result, the students are able to apply the
knowledge and skills they have gained to be examined at competitions, exhibitions and other
events.
3. Concept of Indusity (Industry + University)
Limkokwing University is well-known for its strong industry links. The revolutionary
concept of Indusity is a word coined from joining the words industry and university or
industry within the university. Through this concept, students are given the chance to work on
real industry projects and working with the industry. The University is linked to the Malaysia
Design Innovation Centre (MDI), the Universitys training arm and a vital bridge to the
industry. The University is able to work with industry in unparalleled ways in products or
service innovation through the collaboration. This unique collaboration with industry has
been extended to government. The intention is to build national competitiveness and the
countrys global reputation through innovative design and effective branding.


A. Courses in Limkokwing University
Students can pursue their studies in different level; Foundation Courses, Diploma
Courses, Degree Courses, Postgraduate Courses. There are six main faculties in Limkokwing
for Foundation Courses, Diploma Courses and Degree Courses:
1. Faculty of Architecture & The Built Environment
2. Faculty of Business Management & Globalization
3. Faculty of Communication, Media & Broadcasting
4. Faculty of Design Innovation
5. Faculty of Information & Communication Technology
6. Faculty of Multimedia Creativity
The most popular courses in Limkokwing University:
Foundation in Design
Bachelor in Architecture
Bachelor of Arts (Hons) in Creative Multimedia
Bachelor of Arts (Hons) in Animation
Diploma in Interior Design
After pursuing their Bachelor Degree, students can continue pursuing their studies in
postgraduate courses offering in Limkokwing University. Postgraduate courses include
Doctor, Master, MBA, MA, MSc from different field of study.
Other than this, Limkokwing University is offering the short courses in the heart of Kuala
Lumpur, Limkokwing Professional Development Centre. These are specializations that can
build skills, expand knowledge and provide the certification that need to move up in career.
There is opportunity for current workers in marketplace to explore their new skills that may
be of interest to them so they can consider taking up a new career pathway.
The short courses are categorized in different series:
1. Architectural Design 5. Management
2. Communications 6. multimedia
3. Creative Production 7. Programming
4. Design

Limkokwing University also provides language courses for the students and teachers to
enhance their language. Language courses have two programmes; International House
Programme and Limkokwing English Centre Programmes.
English Language is under International House Programme at International House.
International House is one of the best language teaching organizations with over 124 schools
in 38 countries. International House Malaysia is part of the International House World
Organization which is based in London, United Kingdom. International House has become
part of the Limkokwing Education Group since 1998 to offer its services to Limkokwing
students.
Under Limkokwing English Centre Programmes have:
1. Mandarin
2. Teacher Training
3. Business English
4. Business English, IELTS, TOEFL and TOEIC Exam
5. English Short Courses
6. English for Academic Purposes

Source:
http://www.limkokwing.net/malaysia/courses_foundation/
http://www.limkokwing.net/malaysia/courses_diploma/
http://www.limkokwing.net/malaysia/courses_degree/
http://www.limkokwing.net/malaysia/courses_short/
http://www.limkokwing.net/malaysia/courses_language/
http://www.limkokwing.net/malaysia/courses_postgraduate/
http://www.limkokwing.net/malaysia/highlights/career_enhancement_short_courses/
http://www.limkokwing.net/university/conceptions/

2.3 Competitive Review
Competitor Course Information about the Institution and Course Duration Tuition Fee
University of
Malaya (UM)
Bachelor of Business
Administration
(BBA)
One of the public universities in Malaysia.
Malaysia's oldest university
Under the Faculty of Business and Accountancy.
Provide a deep understanding of theories, with unique
real-world problems beyond the boundaries of textbook
theories.
Through a combination of lectures, case studies, written
assignments, group projects, presentations and class
discussions, each student is exposed to knowledge and
experiences necessary to understand, analyse and evaluate
actual problems for better solutions.
3 and half years
(7 semesters)

RM 17,916.50
(Local students)

RM 27638.40
(Foreign students)

Taylors
University
Bachelor of Business
(Hons) Business
Administration

Degree awarded by Taylor's University and the University
of the West of England (UWE).
Under Taylors Business School.
The integrative nature and overall emphasis in the
programme is on active participation and interaction
between students and academics.
Through this three-year dual award programme, besides
the knowledge in the specific discipline, the students will
also develop soft skills in key business areas

3 years
(6 semesters)
RM 64308
(Foreign and local
students)

Source:
http://www.um.edu.my/
http://www.taylors.edu.my/en/university/
http://www.kdu.edu.my/
http://www.segi.edu.my/
http://sunway.edu.my/university/index.php
SEGI
University
College
BA (Hons) Business
Administration (3+0)
A foundation for students interest to seek further
accreditation in the specific areas of business.
Develop skills to manage own performance and others
and put together the knowledge in future career.
Degree awarded by University of Abertay Dundee, UK
Collaboration with University of Abertay Dundee, UK.
Under School of Business and Accounting
3 Years
(6 semester)
RM 39500
(Foreign and local
students)
Sunway
University
Bsc (Hons) In
Business Management

Under Sunway University Business School
Provide students with a broad-based knowledge and
cutting-edge skills
Liberal arts and science subjects are incorporated into the
programme to provide students with a comprehensive
business education.

3 Years
(6 semester)
RM 68700
(Foreign and
local students)
KDU
University
College

Keele 3+0 B.A (Hons)
in Business
Management (Double
Major)
Degree awarded By Keele University, UK
Dual degree which gives students the option to combine
business management with finance, human resource
management or marketing
With a curriculum that incorporates unmatched business
knowledge, as well as hands-on experience and
connections with industry leaders.
3 Years
(6 semester)
RM 52000
(Foreign and local
students)

2.4 Channels and Logistics Review
Limkokwing University Colleges courses are introduced through some channels to the students
in local or foreign countries. Some of the most important channels are as follows:
Network. Networks such as Twitter, Facebook, Limkokwing official portal and so on are
used to introduce the courses that are available in Limkokwing University College.
Education Fair. By introducing courses in education fair, we are able to attract more
targeted groups to pursue their studies in Limkokwing University College.
Brochure. Through brochure, public are able to know more about the courses that are
available besides deepen their recognition towards the university college.
Road Show. The purpose of road show is to introduce the courses that are available and
part and parcel about Limkokwing University College.


3. Strengths, Weakness, Opportunities, and Threat Analysis
A. Strengths
i. Focus on creativity and innovation
Limkokwing is different with other institutions. Students are expected to think outside the
box and they are encouraged to be competitive. They always apply the knowledge and skills
they have learned to be tested at competitions, exhibitions and other events.
ii. Award-Winning, Globally-Recognized Education
The Universitys innovative ways have been recognized by the worlds leading nations,
resulting in the accumulation of numerous awards.
iii. Indusity Concept (collaboration between industry and university)
Limkokwing University is famous for its strong industry links. The revolutionary concept
of Indusity is a word coined from joining the words industry and university or industry within
the university. Students are given the chance to work on project commissioned by the
industry partners of Limkokwing that have worlds best brands. Limkokwing University has
been able to achieve what others can only dream about.

iv. International Accreditation
The university's fresh approach to global education has brought global attention to the
quality of Malaysian education. Limkokwing University has been establishing campuses
across the globe. It also brings the newest development and broadens the horizons of
education globally. Limkokwing has received accreditation and recognition globally for its
innovative programmes.

v. The Global Experience
The Global Experience programme is based on the Universitys unique philosophy of
merging the best of East and West. It gives the students chances to spend a semester or two
in a number of choice campuses located worldwide. Student will have the chane to experience
the uniqueness of different cultures and traditions. It helps to develop a broader and more
sophisticated view of the world.

vi. International Consortium
Limkokwing University associate with the best of the best such as working with an
International Consortium of Partner Universities selected from among the best in their
respective fields around the world. It can ensure its programmes and curriculums are of
international standing and internationally recognized.

B. Weakness
i. High tuition fee
Limkokwing University has higher tuition fees than other private colleges in Malaysia.
Therefore, we will address this issue with offering more scholarships for the students who
have outstanding results.

C. Opportunity
i. Human Capital as a Key Asset
The Malaysian Government recognizes the importance of education as a critical asset of
the nation. Education becomes a basic qualification for a job-seeker. People today are hope to
pursuing higher education for intellectual enrichment and increase their job opportunity and
be competitive all the time.

ii. Lack of Capacity in Public University.
School leavers who wish to pursue their studies in public universities had to complete
either Form Six to sit for the Malaysian Higher School Certificate (STPM) or complete 12-
month matriculation programme. While there is no quota system to enter Form Six, under the
matriculation system only 10% of the places are open to non-Bumiputera students. Therefore,
the quota of entering public universities is limited.

iii. Growth in Enrolment at Private Institutions Outpaced Public Institutions.
From year 2002 to year 2010, the enrolment of students in private institutions has
outpaced public institutions. The Compound Annual Growth Rate of private institutions is 7%
more than 5.6% in public institutions. In 2010, private tertiary institutions enjoyed a 48%
share while only 41% in public institutions and 11% in polytechnics, community colleges and
KTAR respectively of student enrolments.

iv. Malaysia ranks as the 11th largest exporter of education globally
Malaysia is currently the 11th largest exporter of education globally because the use of
English as the medium of instruction. Furthermore, lower costs compared to Singapore and
extensive tie-ups for twinning or credit transfer programmes which allow a cheaper entry into
other universities.


v. Increasing demand on worker who are job-ready and armed with different skills
We live in a time when technology gets upgraded every six months and some
breakthroughs change the way industry works. In this rapidly changing world, most of the
employers today wish to find a worker is armed with different skills and has basic knowledge
in business skill. Furthermore, employers are more prefer fresh graduate who has more
experiences in training while on campus.

D. Threats
i. Adverse change in regulatory and government policy.
Education sector is regulated by government bodies; any adverse change in regulatory and
government policies such as accreditation requirements and international student intake
requirements would affect the companys performance moving forward. Furthermore, the
issue about elimination of PTPTN loan by the Government might impact the students to
obtain the loans to pursue their studies in college.

ii. Increased Competition among the Institutions in Malaysia
According to MOHE, in 2010, there are over 20 public institutions, 49 private institutions,
27 polytechnics and 59 community colleges across Malaysia. We found that there are more
colleges entering the education sector with offering wide range of courses in different study
level and study field for the students. The colleges provide different kind of programmes
which are more specific and focus on the job field.

iii. Affordable Tuition Fees in Public University
Local university such as Universiti Sains Malaysia, Universiti Malaya, Universiti Utara
Malaysia, etc provide more lower tuition fees for the students than private colleges. For the
students who come from lower income family mostly will not consider pursuing their studies
in colleges.

Source:
http://www.limkokwing.net/university/conceptions/
http://www.limkokwing.net/university/awards/
http://www.limkokwing.net/university/accreditation/
http://www.limkokwing.net/university/consortium/


4. Objective and Issues
Objective
To measure the progress and plan corrective action to make sure that we are on the right
track, we have defined the following objectives. First of all, we will estimate the number of
students that are taking the new course throughout the 3 semesters which are February, May and
September. We are aiming that 250 local students and 50 international students will be taking the
new course.
After that, we will collect the data of actual numbers of students that are taking the new
course. With the collected data, we will start to evaluate the result. If we are not able to meet up
the requirements, implementations will be taken for the following three semesters.
Issues
In relation to the launching of new course, our major issue is the ability to attract students
due to the high amount of tuition fees and the living expenses. The new course which is a double
major degree in business administration and art in design requires a higher tuition fee compare to
other courses available in Limkokwing University College. Besides that, Limkokwing University
College is located in one of the most advanced city in Malaysia which is Cyberjaya. Due to this
factor, the living expense of a student is higher compare to the other places.
To cope with this major issue, we are investing heavily in the quality of the course. This
programme is professional and academically structured to produce graduates who are good at
both business field and arts field instead of one. Students are given the opportunity to work on
projects under collaboration between the University and the industry. Besides that, this course is
in collaboration with Limkokwing Executive Leadership College where students are able to
collaborate with some of the worlds best successful brands. Lastly, Students are engaged in the
creation of new brands.
Besides the quality of the course, we are also providing scholarship aids to the qualified
students. Students who are excellent in the results or come from lower income families are
eligible to apply for the scholarships. By providing scholarships, we are able to help students to
realise their dreams to pursue their courses in Limkokwing University College.


5. Marketing Strategy
Limkokwing University Colleges marketing strategy is based on a positioning of product
differentiation. Our main target is divided into two parts which are local students and
international students. For the local students, we are mainly targeting on the STPM students
because number of students who are graduating from the STPM category are keep on increasing
from year to year. Besides that, we are also targeting at the local students who pass their
foundation in design or business or any students with a recognized diploma in the relevant field.
International students who fulfil the Malaysian Qualification Agencys (MQA) List of
Overseas Qualifications & its equivalency with Malaysian Education System (PDF) are
welcomed to our new course.Foreign students are an important element in the enrolment of
private universities. From year 2003 to 2010, the foreign student population rose at a 42% CAGR
(compound annual growth rate). According to the statistic, 72% of foreign students are in private
institutions. These are the reasons why we are targeting international students besides the local
students.


5.1 Positioning
Using product differentiation, we are positioning this new programme as:
1. The first combination of two major degrees in different study field that is Bachelor of
Business Administration and Bachelor of Arts in Design among the college in Malaysia.
This is a chance for the students who wish to pursue two major degrees in business and
arts. Students will have more job opportunities after they graduate from this programme
because they have two different skills and certificates. Since business skill is essential for
every marketplace now so the art students who pursue in Business Administration too will
have more advantage compare to other students.
Innovative approaches to education syllabus and delivery, and real-world experience
ensure our graduates have the key skills and confidence to take on new challenges in the fast-
changing global marketplace. Our programmes are designed to enable student gain the
competitive edge in both.
2. An exclusive affordable and flexible pathway to earn a prestigious Australia
qualification.
Students are given chances to study in Malaysia but graduate with an Australia Degree.
This programme is flexible to conduct part of studies at Curtin University of Technology,
Perth in Australia or any of Limkokwing university campuses in 3 continents. Australian
education providers have an outstanding reputation for teaching, learning and innovative
research. Curtin University of Creative Technology, one of Australias leading universities,
offers wide ranges of undergraduate and postgraduate courses. Students pursuing this 4+0
Degree programme will receive the same lectures and assignments as their counterparts at
Curtin University of Technology pursuing the same degrees in the Australia.
Curtin graduates are job-ready and armed with skills that can enable them to make a real
and positive impact in a rapidly changing world. Sharing the same philosophy in industry-led
education, Limkokwing University has forged this strategic collaboration with Curtin
University to bring the benefits of an Australian education closer home to those who seek a
less costly route without compromising on the quality.


3. Innovative programme from a leading international university.
The Limkokwing University of Creative Technology within which the Limkokwing
Executive Leadership is conducted is an outstanding international tertiary institution with a
track record for creating the most successful graduates. The campus is nerve centre of many
exciting events that range from brand-building, creating new franchises to strategic
collaborations that result in new business.
4. Working with the Worlds best brand.
The University in ensuring programme is industry-relevant and collaborates with some of
the worlds most successful brands in projects that involve students. Nestle, LOreal, Shu
Uemura, Lancome, Panasonic, Sony Ericsson, HP, Microsoft, AMD, etc, are among the
international brands while local brands include Kuala Lumpur International Airport, Bonia,
Proton, Telekom and so on.


5.2 Product Strategy

Double Major Degree
In Bachelor of Business Administration and Arts in Design
(4+0 Australia Degree)

A. Course Summary:
This new programme is essential for todays challenging workforce environment. Go beyond
reading, writing, and arithmetic, Art-making develops keen perception; process and systems
thinking; and awareness of appropriateness of tools, technology, and skills for achieving desired
results. All these skills are essential for active participation in our nations economy. In this new
era, students who have art skills also need to have some basic knowledge in business field
because both fields are related to each field. This programme let the students to study in Malaysia
but graduates with an Australia Degree.
This programme is professional and academically structured to produce graduates for the
industry who are able to conceptualise and execute creative innovative design solutions and also
develop knowledge in analysis of business problems, formulation and implementation of business
strategies and understanding of its function on skills and knowledge, operations, and business
strategies. Developing students become a problem-solver, skilled in analysis and critical thinking
is the main products of this programme.
Students are given the opportunity to work on projects commissioned by the industry. The
collaboration between the University and the industry enables students to participate in projects
working with industry professionals to output work that is used by industry to promote their
products and services. Students can work in the workplace either in Business field or Art field
after they graduate from this programme.
B. About this Course:
1. Faculty : Faculty of Business and Art
This programme is under the new faculty in Limkokwing that is Faculty of Business and
Art. Since this is a new programme so it is in charged under the whole new faculty.
2. Study Level : Bachelor's Australia Degree Level


3. Duration : 4 years 6 months
The duration of the course is 4 years 6 months that is 9 semesters. First two years will
study the first degree in Bachelor of Business Administration and next two years will
continue the degree in Bachelor of Arts in Design. The last semesters will be the internship

4. Programme : 4+0 Australia Degrees with Curtin University Programme
This course is in partnership with Curtin University of Technology, one of the most
comprehensive universities in Australia. While the entire degree programme is carried out at
Limkokwing University, the students have the freedom to travel to Australia to do part of
their studies at Curtin University of Technology. They are automatically a student of that
university when they enrol for this programme. In fact they can leave for the Perth at any part
of their studies, pending, of course, approval by the Australian authorities to allow them into
the country. Students pursuing this 4+0 Degree programme will receive the same lectures and
assignments as their counterparts at Curtin University of Technology pursuing the same
degrees in the Australia.
They also have the option to travel to any of the Limkokwing campuses worldwide to
conduct their research. The campuses are based in London, Beijing, Phnom Penh, Jakarta,
Gaborone and Maseru. These cities may have some cultural, creative, design, business or
historical aspect important for their studies.

1st & 2nd
Year
First year and second year are pursuing the first degree in Bachelor of
Business Administration.
3rd Year
Third year's first and second semester are pursuing the second degree in
Bachelor of Arts in design.
The students study more on the core courses in these two semester.
4th Year
The students will be given the option to choose their major course in
Bachelor of Arts in design in fourth year's first semester.
Last
Semester
The ninth semester is the internship, students are given the chance to work
in any industry partners that collaborating with Limkokwing.

5. In Collaboration with Limkokwing Executive Leadership College
This course is in collaboration with Limkokwing Executive Leadership College.
Limkokwing Executive Leadership College has attracted attention from some of the worlds
top business college. The Limkokwing University of Creative Technology within which the
Limkokwing Executive Leadership programmes are conducted is an outstanding international
tertiary institution with a track record for creating the most successful graduates. The
University in ensuring programmes are industry relevant and collaborates with some of the
worlds best successful brands in project that involve students among the international brands
and local brands.
Students are engaged in the creation of new brands. There are businesses that provide
avenues for students to practise their skills and perhaps venture into franchise agreements to
open these outlets elsewhere in the country or overseas. Students are given chance to study
under stimulating creative environment on campus and the environment for students to go
beyond the ordinary.
6. Programme Structure:
First and second year students are pursuing the first degree in Bachelor of Business
Administration and next two years will continue pursuing the degree in Bachelor of Arts in
Design. The students are studying about the core courses in Bachelor of Arts in Design during
third year. Then, they are given an option to choose their major in Graphic Design Major,
Advertising Major or Multimedia Major in forth year. During the last semester, students are
given the chance to work projects commissioned by the industry that collaborating with
Limkokwing. Below are the programme structures for 8 semesters
Year 1
Semester 1 Semester 2
Introduction to Management Human Resource Management
Financial Accounting Fundamentals Principles of Marketing
Business Statistics Business Law
Organizational Behavior Operations Management
Business Skill Fundamental of Entrepreneurship
Economics Financial Management

Year 2
Business Planning Global Human Resource Management
Management Information System Creativity and Innovation in Business
Service Operation Management Investment Analysis
Research Methods Project Management for Business
Malaysian Taxation Strategic Management
Business Ethnics Managerial Accounting
Year 3
Communication Studies Typography Studies
Photographic Studies Sociology & Design
Design History Marketing 100
Computer Graphics Design Research
Design Studies Illustration
Bahasa Kebangsaan A / B

* Not applicable for international
students

Select One:
a. Graphic Design 291
b. Creative Advertising Design
Theory 291
c. Internet Design Introduction 291


Year 4 (Semester 7)
Graphic Design Major Advertising Major Multimedia Major
Typography Application
Creative Advertising
Design Copywriting &
Art Direction Workshop
292
Animation & Motions
Graphics
Consumer Behaviour
Design Process 292
Typography Application
Design In Context Consumer Behaviour Consumer Behaviour
Graphic Design 292 Design in Context Design in Context
Graphic Design 391
Design Practice 391
Multimedia Design Intro
391
Design Management 391 Design Management 391 Design Management 391

Year 4 (Semester 8)
Graphic Design Major Advertising Major Multimedia Major
Graphic Design 392
Creative Advertising Design
Practice 392
Multimedia Project 391
Design Reflective Practice
392

Design Reflective Practice
392
Design Reflective
Practice 392
Visual Communication
Practice 392

Creative Advertising Design
Studio 392
Multimedia Project 392
Multimedia Design
Introduction

Multimedia Design
Introduction
Multimedia Design
Introduction
Select One: Select One: Select One:
Introduction to Animation Introduction to Animation
Introduction to
Animation
Introduction to Internet Introduction to Internet Introduction to Internet
Multimedia Design
Introduction

Multimedia Design
Introduction
Multimedia Design
Introduction


7. Venue:
This programme is available in Cyberjaya, Malaysia. However, the students have the
freedom to travel to the Australia to do part of their studies at Curtin University of
Technology.
8. Entry Requirement

a. Local Student
Pass STPM; OR
Either Pass Foundation in Design or Pass Foundation in Business Administration; OR
Any other equivalent qualifications recognized by the Malaysian Government Students
with a recognised Diploma in the relevant field will be given credit exemptions based on
past results and portfolio review (where applicable).

b. International Students
For non-Malaysian citizens, they can refer to the Malaysian Qualification Agencys
(MQA) List of Overseas Qualifications & its equivalency with Malaysian Education
System (PDF) to see if they qualify for this course.

9. Intakes
Intakes for this new course are February, May and September.


5.3 Pricing Strategy
The price of the new course is categorized into two parts which are local students and
international students. For local students, the price of the whole course is RM86850 and
RM126900 for the international students.
Besides the tuition fee for the course, students need to pay for the miscellaneous fees such
as registration fees, facilities fees and securities fees. The tuition fee is paid per semester while
the miscellaneous fees are belonged to non-recurring fees where students only have to pay once.
The prices for the miscellaneous fees are same for local students and international students.
Registration fees cost a student RM500, RM1000 for the usage of facilities and RM300 for the
securities fee.
Last but not least, students are given a choice about the accommodation. The
accommodation fee is RM500 per semester if the student is staying in the hostel provided by
Limkokwing University College.


5.4 Distrubution Strategy
For the new course, we will increase the channel partners besides the former methods to
make sure everyone is aware of it. For the first time, we are organizing high school visits to give
a brief about the history, achievements and campus life about Limkokwing University. Through
these activities, we can boost up the confidence of public to choose our university. Besides that,
we will use multimedia campaign and open day method to promote new course and attract new
customers. We will start a multimedia campaign including electronic media and printable media
to enhance the campaign. Advertisement about the new course will be published in top selling
printable media magazines and newspapers. We will collaborate with our industry partner, New
Straits Times to distribute the flyer in their newspapers.
Besides that, electronic media such as television, radio and internet will start to broadcast
advertisement about the new course in Limkokwing University. To deepen the memory of
consumers, we will use voices from our students and radio broadcaster. Limkokwing University
open day will be held every weekend starting from May till the end of June. During the open day,
we will greatly promote the new course. We will cooperate with the students from the February
intake. The students can provide some opinions about the course, campus life and part and parcel
of Limkokwing University.


5.5 Marketing Communications Strategy

Due to the increasing number of public universities and colleges in Malaysia, we have to
figure out some ways to attract new customers besides retain old customers. Strategies have to be
implemented to increase the number of students to pursue their studies in Limkokwing University
College.
For all the intakes which are February, May and September, The first 50 students who
register the new course are free from the registration fees. A mystery gift of art design software
and a top selling business magazine will be given to the first 30 students who register.


5.6 Marketing Research

By doing marketing research, we are able to identify the special features of our products.
Besides that, we are also able to maximize the students satisfaction and minimize students
dissatisfaction. Through the survey, we can measure students attitudes towards the competitors
courses. The marketing research is carried out from the first intake which is February until the
third intake, September. We will carry out survey method to measure the students satisfaction.
First survey is applied to all the students who are taking the new course to find out their
feedbacks towards the course. Second survey is targeted to the students who are going to graduate
from high school and diploma courses soon. The main purpose of the second survey is to
determine the possibility of students who will choose this new course over the others.


5.7 Marketing Organization

A company has to design a marketing organization in order to carry out marketing
strategies and plans. Limkokwing University has its own marketing organization to achieve the
goals and missions.
Lim Kok Wing, the founder of Limkokwing University is the Chief Executive Officer of
the marketing organization. Jane Hall, the Chief Marketing Officer heads up the entire marketing
operation and represents marketing on the Limkokwing University Colleges top management
team.
Under the marketing operation, different marketing activities are headed by a functional
specialist- a sales manager, a marketing research manager, a promotion manager, a customer
service manager and a new product manager. Under this department, all the staffs are working in
a team to maximize the satisfaction and minimize the dissatisfaction of the customer.

Lim Kok Wing
Chief Executive
Officer (CEO)
Mark Ng, Chief
Marketing Officer
(CMO)
Amuthan Rajah,
Sales Manager
Winnie Chew,
Marketing
Research Manager
Norliza Yusof,
Promotion
Manager
Michelle Wong,
Customer Service
Manager
Mohd Falihin,
New Product
Manager
Victor Hew, Chief
Operating Officer
(COO)
Muhammad Amri,
Chief Financial
Officer (CFO)

6. Action Programs
The new double major degree course, bachelor of business administration and arts in design
(4+0) will be introduced in Limkokwing University starting from January 2013. The following
are the summaries of the action programs we will use during the year 2013 to achieve our stated
objectives.
January. Starting from January 1, we will introduce this new course through the
networks such as Twitter, Facebook, and Limkokwing. The purpose of using network is
due to the increasing numbers of people regardless Malaysia or other countries in network
today. Registrations are open starting from this month till end of February for those who
are interested and first 50students who register are free from the registration fee which
cost a student RM500. A mystery gift of art design software and a top selling business
magazine will be given to the first 30 students who register.

February. After a month of promotion through networking, we will start to promote our
new course in the education fair besides networking. The purpose of promoting new
course in education day is due to the highly appearance of our target groups. During the
fair, our staffs will explain the outlines and advantages of the course and campus life to
the person who interested. In this fair, staffs from promotion and customer service
department will work in team to improve the efficiency. Besides that, brochures will be
distributed to our targets, students and parents during the fair.

March. Registrations for the February intake are closed starting from March 1. In March,
we will concentrate more in road shows and high school visits. The purpose of doing
these is to introduce Limkokwing University to public so this university can be highly
recognizable by public. By having road shows and high school visits, we can give a brief
about the history, achievements and campus life about Limkokwing University. Through
these activities, we can boost up the confidence of public to choose our university instead
of other competitors.

April. In April, we are using the previously adopted method such as networking,
education fair and road shows to attract new customers. The procedures of the methods
are almost the same but we will do them in a broader way. We will extend the durations
and increase the number of staffs for the road shows and education fair.

May. Starting from May 1, our registrations for the second intake which is June are open.
The registrations are open from starting of May till the end of June. The first 50 students
who register are free from the registration fees. A mystery gift of art design software and
a top selling business magazine will be given to the first 30 students who register. The
methods that we applied from January till May are continuously adopted. In May, we are
using two new methods, multimedia campaign and open day method to promote new
course and attract new customers. We will start a multimedia campaign including
electronic media and printable media to enhance the campaign. Advertisement about the
new course will be published in top selling printable media magazine and newspaper. We
will collaborate with our industry partner, New Straits Times to distribute the flyer in their
newspapers. Besides that, electronic media such as television, radio and internet will start
to broadcast advertisement about the new course in Limkokwing University. To deepen
the memory of consumers, we will use voices from celebrity and radio broadcaster.
Limkokwing University open day will be held every weekend starting from May till the
end of June.

June. The university open day is continuously as usual. During the open day, we will
greatly promote the new course by using two booths. We will cooperate with the students
from the February intake. The students can provide some opinions about the course,
campus life and part and parcel of Limkokwing University. Opinions from the February
intake students can be used as a guide to the parents and students.

July to August. The promotion methods to attract new students are the same as usual
such as advertisement, brochure, network and so on.

September. This is the last intake for this double major degree course in year 2013.

October. Ups and downs occur during the implementation of the action programs. We
must evaluate the results of the action programs and take corrective actions to ensure the
smoothness of action programs.


7. Financial Planning
Hereby is the statistic in enrolment of different types of students to private universities, IPTS
in 2010. This statistic is used as the blueprint for us to predict the number of students from
different categories to choose in pursuing our new double major degree course.
a. Targeting of Students Enrolment from different categories in Year 2013
Types of Students Statistics Year 2010 Estimation Year 2013 Percentage (%)
International 87000 50 0.057
STPM 49961 150 0.300
Diploma 216788 50 0.023
Foundation 83711 50 0.058
Total: 437460 300 0.438

Total number of students who chose to go private universities in 2010 was 437460. Based on
the statistics, we estimate that 0.438% of the overall students which are 300 students will choose
to pursue the new course that offered by Limkokwing University in year 2013.
b. Targeting Student Enrolment in year 2013 to 2015
Year 2013 2014
Intake February May September February May September
Local Students 65 120 65 70 140 70
International Students 15 20 15 18 35 17
Total from Each Intake 80 140 80 88 175 87
Overall (Units) 300 350

2015 2016 2017
February May September February May September February May September
70 160 80 80 175 85 90 190 90
25 40 25 30 50 30 35 60 35
95 200 105 110 225 115 125 250 125
400 450 500

http://www.mohe.gov.my/web_statistik/indikator_pengajian_tinggi_2009-2010.pdf

a. Estimation of Profit Statement in Year 2013 to 2017
Year 2013 2014 2015 2016 2017
Sales Units ( Students) 300 350 400 450 500
a) Local Students 250 280 310 340 370
b) International
Students
50 70 90 110 130
Sales ($'000) 28057.5 33201 38344.5 43488 48631.5

Cost Product($ '000) 11223 13280 15338 17395 19453
% to sales 40 40 40 40 40

Margin ($ '000) 16834.5 19921 23006.5 26093 29178.5
% to sales 60 60 60 60 60

Advertisement
($ '000)
2805.75 3320.1 3834.45 4348.8 4863.15
% of sales 10 10 10 10 10

Promotion ($ '000) 2805.75 3320.1 3834.45 4348.8 4863.15
% of sales 10 10 10 10 10

Total of
Advertisement and
Promotion($ '000)
5611.5 6641 7668.9 8697.6 9726.3
% of sales 20 20 20 20 20

Profit ($ '000) 11223 13280 15337.6 17395.4 19452.2
% of sales 40 40 40 40 40

Overall, we can see an upward trend of students who will pursue the new major double
degree course from year 2013 to 2017. The estimation of students who will pursue the new
course is increasing 50 per year. From that, the profit we can earn from this new course is
increasing from year 2013 onwards.

8. Controls
We are planning tight control measures to closely monitor the satisfactions of students
toward the new course. By doing this, we are able to react quickly and take actions when any
problems that might occur. Early warning signals such as quitting the new course or changing the
new course to other subjects will be monitored. By doing this, we are able to find out the
problems that occur in the new course so that implementations can be done for the new intake.

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