title: Sustainability in Open Distance Learning (ODL): Adoption of Market Segmentation and Advertising Strategy
creator: Mohd Nazri Mohd Noor, 
creator: Azlina Abdul Aziz, 
creator: Yanty Roslinda Harun, 
creator: Norsiah Aminudin, 
creator: Zulaikha Zakariah, 
creator: Ignasius Heri Satrya Wangsa, 
subject: HC Economic History and Conditions
subject: LB2300 Higher Education
subject: LC5201 Education extension. Adult education. Continuing education
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.
date: 2022
type: Article
type: PeerReviewed
relation: https://myjms.mohe.gov.my/index.php/IJSMS/article/view/17781
identifier:   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.      
relation: https://library.oum.edu.my/repository/1422/