Integrated Marketing Communication Practices as the Predictors on University Reputation of Malaysian Private Higher Education Institutions

Integrated marketing communication (IMC) has piqued the fascination of both management and marketing specialists since its inception. Thus, it is worthwhile to investigate it in the context of private higher education institutions (PHEIs) as PHEIs operate like business entities and need students (customers) to support their survivability. The goal of this research is to examine the impact of IMC practices on the reputation of PHEIs. The research method used for this study is quantitative and guided by a stimulus-response (S-R) model. 331 valid data was collected and the findings revealed that word-of-mouth, online marketing, advertising, and public relations were the predictors of the university's reputation, however, the university website, university brand logo, sales promotion, and direct marketing were not the predictors. The study contributed to the management of PHEIs to structure and utilize their IMC strategies to disseminate persuasive messages to influence the customers (students) and gain a competitive advantage. The conclusion, implications, and future research avenues were also discussed.