University-of-Tomorrow business model: the case of International Islamic University Malaysia (IIUM) digital transformation

This paper presents a conceptual University-of-Tomorrow (UoT) business model for the International Islamic University Malaysia (IIUM), focused on harnessing and integrating digital capabilities and ecosystems, platforms and applications to address key challenges, pains, gains, and job-to-do of current IIUM (Current Organization - CO). The model is designed to meet the evolving needs and expectations of various customer segments (CS) including students local and international, continuous and adult learners, underprivileged and war-torn students, communities global and local, government, and industries, while sustaining institutional relevance in a digital and post-pandemic era. Using the Design Thinking (DT) methodology, the study incorporates a literature review and stakeholder interviews/surveys to understand current challenges and issues. It then constructs the CO’s business model, followed by the development of an initial IIUM UoT business model, using the Business Model Canvas (BMC) and Value Proposition Canvas (VPC) framework, and supported with the Environmental Map (EM). After validating the initial UoT business model through further stakeholder interviews, the validated IIUM UoT business model is established. Universities need to transform and must adapt to drive skills-led economic and ethically led transformation as emphasized by global shifts in higher education and the evolving digital economy. The validated IIUM UoT business model is then compared to IIUM CO business model, and other global best universities benchmarked using the Strategy Canvas - to highlight the key differentiation and value propositions of IIUM UoT. Key findings contribute a practical, stakeholderaligned UoT model with integrated digital solutions, offering strategic options for IIUM and other institutional decision-makers. Future work will involve designing a detailed Digital Implementation Strategy Plan (DISP) to drive the full transition to the UoT.