GROUP MD’s MESSAGE

Dear colleagues,

SEGi Education Group is at a threshold of transforming from being just a good organisation
to a great one.

As we celebrate our achievements in the past, we must be mindful that we must

continue to build success upon success.

SEGi’s transformation into a high-performing organisation cannot be a flash in the

pan. A solid brand-name can only be realised through the culmination of the right
strategies and a lot of hard work and contribution from each and every one of us in
the short and long terms.

The transformation programme at SEGi is a result of the collective input from our
people from all departments and levels. Its success is dependent on the involvement,
engagement and buy-in from its people. I invite you to jump aboard as we make SEGi
stronger and more vibrant in the coming years.

Dato’ Sri Clement Hii

GROUP CEO’S MESSAGE
I would like to take this opportunity to sincerely thank all of you who have supported the
organisation in so many ways and so consistently in the past years.

As we savour our successes, it is important that we put in place a tangible programme that will
propel our transformation to a new level of excellence.

As we push for new and innovative ways of doing things, it is important to be guided by clear
milestones, driven by an engaged and motivated people.

Our next milestone is the achievement of RM65million profit for 2011, attainment of top-rank of 6
for SETARA which will pave the way for our upgrade to full university status. To measure the
strength of the SEGi brand, we’ll strive to gain more than 10,000 fans from across the world within
six short months.

This programme is not driven by one or two top people, or even the management, but is a
culmination of the collective efforts of the people of SEGi at different levels from different
campuses and departments.

I would like to thank the task force leaders, members and everyone who attended and contributed
to the transformation programme. At least, we are able to reap the fruits of our labour put in during
the various lab sessions and meetings we had over the past few months.

It made us understand that success stories are not castles in the air but are the product of
concerted efforts, sweat and tears, which make it all the more meaningful.

Lee Kok Cheng

HEW MOI LAN’S MESSAGE
We are at a starting point in the continued development and strengthening of the SEGi brand name. The stakes are high and
we do not have the luxury of time on our side.

I laud the efforts of the Transformation team and the secretariat for breaking down silos that hamper our journey ahead. We
can no longer work in isolation, and the Transformation programme today is testament that synergy can be harnessed when
we cut through departments and levels.

We may have won a few battles but the war is far from over.

It is best to cast aside our petty squabbles and focus our energy on the battle out there. By growing SEGi, everyone in this
organisation stands to benefit, regardless of which department of level you work in.

In the past few months, we identified close to 50 leaders from various campuses and they were, and solicited input from
everyone of them

The result was the identification of 4 SEGi attributes of quality, passion, vibrant and caring. The challenge is how to let
these attributes shine through.

We are confident that the roadmap forward, when properly executed by our best people, will ultimately lead to increased
student numbers, improvement in the quality of our offerings, enhance vibrancy of SEGi as a place to work and study, all
of them essential ingredients to achieving a Setara Rating of 6, thereby guaranteeing our passage to become a
full-fledged University.

The detailed results from our lab sessions are published and made available for everyone in the organisation.

It is not cast in stone. It is a living document and will I am sure that the team at SEGi will be able to step up to the plate
despite the aggressive targets we have set for ourselves. We will now march ahead with renewed spirits shouting our
battle-cry, “Delivering Happiness!”

Hew Moi Lan

How the transformation programme was born
50 selected SEGi leaders contributed their views through a series
of workshops & lab sessions. We want input from various
stakeholders from across the campuses, departments and levels.
Programme Governance
SEGi’s Brand Attributes
SEGi’s intention to be the “Institution of Choice” was identified
and five strategic outcomes were isolated to fulfil this intention

Brand Attributes
Quality Vibrant Passionate Caring

Strategic
Strat g Outcomes
Highly Holistic
Academic Best Place to Global Brand
Sought-After Student
Strength Work Recognition
Graduates Experience

Brand Strategies
How SEGi plans to get there

Brand Initiatives
Implementable, actionable elements to get
there
SEGi’s Strategic Outcomes
These strategic outcomes imply the fulfilment of several of
SEGi’s ambitions
Highly Sought- • Produce highly employable graduates, attracting headhunters before graduation
After • Produce award-winners and captains of industry
Graduates • Produce graduates suited for post-graduate research, R&D

Holistic • Enrich students by instilling a culture of lifelong independent learning

• Create a rich and diverse student/campus life
Student • Ensure students feel a sense of “ SEGi pride” and school spirit
Experience • Create students that are self-sufficient and exposed to the outside world

• Create and disperse quality courses/programmes

Academic
• Have excellent teaching and learning methods
Strength • Increase eminence of research and development programmes

• Attract and retain notable and award-winning academics

Best Place to
• Cultivate a ‘sense of belonging’, a ‘family culture’, creating happy and satisfied faculty
Work and staff, which ensures brand loyalty and a culture of high achievement

• Become known as the “Ivy League of Malaysia”

Global Brand
• Become globally known and accepted
Recognition • To have a brand name that is “the talk of the town” and is instantly recognisable
Imagine... Highly Sought-After Graduates

• Produce highly employable graduates, attracting headhunters before graduation

• Produce award-winners and captains of industry
• Produce graduates suited for post-graduate research, R&D
Graduate employability is the primary motivator for students
obtaining a university degree and significantly affects rankings
However, many local graduates remain unemployed
due to a lack of employability skills
A career services centre has been highly used in developing
soft skills and increasing student employment
Initiatives for Highly Sought After Graduates
Real-world classrooms
in 2011

Get a job before graduation

in 2011
Initiatives for Highly Sought After Graduates
Scholarship from top-notch
Highly Sought- Holistic Student Academic Best Place to Global Brand companies in June 2011.
After Graduates Experience Strength Work Recognition

1a. Increase 1b. Foster close

1c. Increase
graduates’ industry
student profile
employability skills partnership

See previous
1a.1 Career services

Winner of 3 major national or

state level competition in 2011.
Purpose: To provide students with various opportunities to increase their employability and skills.
1b.1 Industry- academic Description: To identify and form close alliances with selected industry players for internship, job
collaboration placements and research opportunities.
Focus areas:
• Maintain and increase links with VCPs (partnerships, adjunct lecturers, guest lectures, workshops,
research projects)
• Set up informational sessions
Initiatives for Highly Sought After Graduates
Money and support for potential
Highly Sought- Holistic Student Academic Best Place to Global Brand champions in April 2011.
After Graduates Experience Strength Work Recognition

1a. Increase 1b. Foster close

1c. Increase
graduates’ industry
student profile
employability skills partnership

Purpose: To expose students to external stimuli, and to increase the visibility of the SEGi brand.
1c.1 Reputation building Description: To increase participation in industry events as well as partnering with industry for the hosting
events of such events.
Focus areas: 10 mobile clinic visits by
• Exhibitions June 2011.
• Forums
• Competitions
• Conferences

Purpose: To inculcate values and increase activities relating to community service

1c.2 Social responsibility Description: To encourage active involvement of students and staff in volunteer and social services
activities.
Focus areas:
• Mobile clinics and free healthcare centres
• Disaster relief activities
• NGO partnerships & assistance
• Campus Community outreach programmes
• Awareness campaigns
Imagine... Holistic Student Experience
• Enrich students by instilling a culture of lifelong independent learning
• Create a rich and diverse student/campus life
• Ensure students feel a sense of “SEGi pride” and school spirit
• Create student that are self-sufficient and exposed to the outside world
Students in Malaysian HEIs are discontent due to insufficient
student support and limited social interactions
Besides enhanced employability, students expectations of university experience extend to their learning, lifestyle and social network.

What do you consider the best aspects of university life?

Meeting new friends 59.0%
Improving my career prospects 59.0%
Learning more about my chosen subject 48.0%
Stretching myself intellectually 45.0%
Gaining independence/greater freedom 44.0%
Mixing with different types of people 44.0%
Meeting people with similar interest to me 38.0%
Change in lifestyle 36.0%
Source : TNS Consumer: The Student Experience Report

The problem in Malaysian HEIs is that students’ university experiences fall short of their expectations. Students highlight a deficiency in
fundamental services expected to be present in a reputable institution of higher education in the areas of student support se rvices and social
interaction within Malaysian HEIs.

Student Support
• Not knowing of any specific programs to support students with diverse
needs and disabilities in order to help them develop to their fullest potential.
• Confronted with complicated bureaucracy in almost anything they do
Malaysian university students’
concerns about their
university experience Social
• Considerable racial polarisation
• Very limited opportunities, in particular at the undergraduate level, to
interact with international students at home or in a host country through
student exchange programs
Source The World Bank: Malaysia and the Knowledge Economy (2007)
International students are further encumbered by additional
support and social problems

The international student population has increased significantly in Number of foreign students in PHEIs in Malaysia (2002 -
recent years. However, the support systems to assist these students 2008)1
have not kept pace, resulting in increased incidence and severity of 60,000
social and support problems faced by international students. 50,679
50,000
Student Support
Problems faced by international

40,000 36,449
• Difficulty adjusting to Malaysian curriculum 33,903 33,604
• Difficulty adjusting to Malaysian English 30,000 25,258 25,939
students in Malaysia2

22,827
• Lack of discipline
• Ignorance or disregard towards university 20,000
regulations
10,000

0
Social
• Problems amongst themselves 2002 2003 2004 2005 2006 2007 2008
Eg: Inherited ethnic conflicts and wars
• Difficulty adapting to Malaysian lifestyle Despite the increasing numbers of international students, there is a
• Malaysians perceived to be unfriendly lack of interaction between international and local students in HEIs.
• Pregnancy amongst students The onus to establishing local-international interactions falls onto the
institution.
Some observations gleaned from student interviews are as
The problem of a round peg and a square hole…
follows3:
Intercultural interactions • International students have the desire to establish

≠
greater levels of contact with local students
• Local and International students perceive it as the
Presence and responsibility of educational institutions to increase
and enhance inter-cultural interactions
volume of
international Studies have highlighted that the presence of international
students students, even in large numbers, is insufficient in itself to
promote inter-cultural interactions, develop inter-cultural
friendships and international understanding …hence,
”(s)ituations must be structured to strategically foster
these processes” 3.

Source : 1) MoHE 2) National Higher Education Research Institute 3) Pandian, A. IJAPS, Vol 4, No. 1, May 2008
These deficiencies can be addressed by establishing an
effective student support services based on best practices

In general, student support covers non academic aspects of the MIT

university experience such as health services and counselling.
However, some universities provide additional outside-the- S3 (Student Support Services)
classroom to students in the form of peer tutoring and help for • Aims to promote the academic success and holistic experience of
Mathematics and English. Student lead activities also fall under students, especially undergraduates
the umbrella of student support. • Streamlines the help-seeking process by being an easy and central
place to ask for help
• Acts as a hub of resources, referrals, and information across the
MIT community.

Financial/ Imperial

Examples of support provided by

funding
advice The Advice Center covers areas such as:
• Academic issues Appeals and complaints

other institutions
Immigration (for • Accommodation Deposits, small claims court, repairs, etc.
Health & • Money Advice Help with looking for extra areas of funding, advice
international
Wellbeing on budgeting etc
students)
Typical forms • Employment rights Break entitlement, minimum wage, bullying
and harassment at work
of student
• Consumer Rights Taking products back, internet buying, etc
support
• International Student Issues Homesickness, fees etc.
across • Legal Help with any legal situations that students face themselves
universities • Personal safety, sexual health, alcohol and drug issues.
Religious/ Academic
Pastoral care support University of Essex

Student Student Support offers confidential advice and information on:

Union, • Funding and Money Sources of financial support, information and
advice on other sources of income, money management and debt
clubs and • Health and Wellbeing Medical care, counselling, drugs and
societies alcohol issues, exam anxiety, harassment and bullying etc.
• International students Immigration information and guidance,
living and working in the UK
• Disability, Dyslexia and Mental Health Coordinates provision of
information and support for students with disabilities
Initiatives for Holistic Student Experience
Student lounge built by
Highly Sought- Holistic Student Academic Best Place to Global Brand October 2011.
After Graduates Experience Strength Work Recognition

2a. Strengthen 2b. Facilitate social 2c. Improve quality

student affairs networking of infrastructure

Purpose: To increase the quality of support services provided to students and increase student
2a.1 Student affairs interaction on campus
transformation Description: To transform the student affairs office into an entity more able to meet student needs.
Focus areas: Futsal court by May 2011.
• Plan on- and off-campus activities (with student union leaders)
• Recruitment of qualified counselors
• Counseling services
• Cross cultural events
• International exchange
• Induction / orientation programmes
• Pastoral care
• Service-oriented approach with students

Purpose: To ensure students are able to obtain additional academic assistance outside the classroom.
2a.2 Academic support Description: To provide academic related help to students outside the classroom
Focus areas:
• Tutor-tutee programme
• Writing centre 5 happening events in 2011.
• Course customisation
• Self directed learning
Initiatives for Holistic Student Experience
International university visits
Highly Sought- Holistic Student Academic Best Place to Global Brand by students in 2011.
After Graduates Experience Strength Work Recognition

2a. Strengthen 2b. Facilitate social 2c. Improve quality

student affairs networking of infrastructure

See previous
2a.1 Student affairs
transformation
4.0 point linkert scale
evaluation by May 2011.
Purpose: To encourage growth of student-initiated and student-led unions, clubs and societies.
2b.1 Student union and Description: To facilitate student initiated and student lead union, clubs and societies.
societies Focus areas:
• Appointment of dedicated advisors
• Clear guidelines for setting up and administration of clubs and societies

Purpose: To strengthen SEGi’s alumni network and relations.

2b.2 Alumni office Description: To launch a platform to engage and network with alumni and handle all alumni-related
affairs.
Focus areas:
• Alumni networking events
• Alumni tracking procedures
Establish SEGi Alumni office
• Identifying existing high profile alumni by May 2011.
• Reconnecting alumni to SEGi
Initiatives for Holistic Student Experience
Student residence ICT Adoption
Highly Sought- Holistic Student Academic Best Place to Global Brand by May 2011.
After Graduates Experience Strength Work Recognition

2a. Strengthen 2b. Facilitate social 2c. Improve quality

student affairs networking of infrastructure

Purpose: To ensure a comfortable and safe environment for all students living in campus
2c.1 Accommodation accommodation.
Description: To ensure that all student living facilities are maintained and adequate
Focus areas: New lifestyle café & eateries
• Rooms by 2011.
• Common areas
• Transport

Purpose: To maintain a conducive teaching and learning environment for all students and staff.
2c.2 Facilities Description: To ensure all facilities are maintained and adequate.
Focus areas:
• Labs
• Lecture halls
• Sports facilities

Smart classrooms with

smartboards by 2011.
Imagine... Academic Strength
• Create and disperse quality courses/programmes
• Have excellent teaching and learning methods
• Increase eminence of research and development programmes
Fostering academic strength requires ensuring its faculty,
students, learning & teaching and research are top
Answering student concerns and fulfilling student
expectations is key to ensuring first-class teaching & learning

In order to turn talents, skills and knowledge into academic strength, the HEI experience must be able to nurture and encour age student
development. The most important facet of the HEI experience is the teaching, thus, the conduct of the university teacher is paramount to
ensuring a good HEI experience. As the student is the ‘customer’ in education, this means addressing their concerns as well as fulfilling their
expectations regarding university teachers.

Malaysian students’ concerns about teaching and learning in their university experience
• Teaching approaches mostly didactic
• No evidence that student ratings of teaching have any meaning or consequences
• Not believing that academic programs foster skills that are required in the workplace
• Feeling that professors do not express themselves freely and inferring that they also cannot discuss their ideas openly and h onestly
• Very limited opportunities to participate in research activities, conferences, and scholarly gatherings as undergraduates
Source The World Bank: Malaysia and the Knowledge Economy (2007)

Students’ top 10 expectations of their university teachers

Change from
Rank Teaching and learning expectations
first to final year The top 10 expectations of students
towards their university professors
1 Be expert in the subject matter/content area being taught = shows that students particularly value
2 Grades assessment fairly and according to set criteria communication and delivery skills.

3 Show enthusiasm for the subject matter being : Increase in expectations from first to final
4 Keeps learners interested year
: Increase in expectations from first to
5 Provide quality and timely feedback final year
6 Be able to link theory to workplace practice = : No change in expectations
7 Support learners where necessary
Between the transition from the first to
8 Be friendly and approachable final year, students’ expectations shift
from placing importance on basic
9 Be an efficient communicator (both verbal and non-verbal) delivery skills towards mentorship and
applicability in the workplace.
10 Structure the learning process
Source: B. Pithers, T. Holland, 2006
Research strength, faculty strength and student strength must
also be tackled to create academic strength
Initiatives for Academic Strength
Lectures via podcast in 2011.
Highly Sought- Holistic Student Academic Best Place to Global Brand
After Graduates Experience Strength Work Recognition

3a. Teaching & 3b. Strengthening 3d. Increase

3c. Increase
Learning lecturer/faculty recruitment of ‘star’
emphasis on R&D
transformation profile students

Purpose: To ensure faculty and staff are adequately trained prior to course commencement
3a.1 Structured Description: To establish a formal orientation and induction process
orientation and induction Focus areas:
• Orientation curriculum
• Staff mentor-mentee system

Purpose: To ensure faculty are meeting student expectations

3a.2 Student evaluation Description: To create a platform where students can review and provide constructive feedback on
lecturers
Focus areas:
• Development of evaluation platform
• Review and centralisation of current evaluation methods

Purpose: To diversify the learning experience for SEGi students.

3a.3 Learning Description: To introduce new and innovative methods of teaching
transformation Focus areas:
• Alternatives to lecture approach
• Active instead of passive learning
• Hands-on/experiential learning
Initiatives for Academic Strength

Highly Sought- Holistic Student Academic Best Place to Global Brand

After Graduates Experience Strength Work Recognition

3a. Teaching & 3b. Strengthening 3d. Increase

3c. Increase
Learning lecturer/faculty recruitment of ‘star’
emphasis on R&D
transformation profile students

Purpose: To provide resource sharing for all SEGi students and staff
3a.4 Alternative Description: To launch an internet-based portal allowing the online sharing of resources
channels of delivery Focus areas:
• Intranet (cross-department and lecturer to student)
• Knowledge exchange
Initiatives for Academic Strength
Distinguished lecture
Highly Sought- Holistic Student Academic Best Place to Global Brand series 2011
After Graduates Experience Strength Work Recognition

3a. Teaching & 3b. Strengthening 3d. Increase

3c. Increase
Learning lecturer/faculty recruitment of ‘star’
emphasis on R&D
transformation profile students

Purpose: : To strengthen SEGi’s academic reputation and expose students and staff to varying academic
3b.1 Distinguished and industry viewpoints.
lecture series Description: To invite local and global adjunct lecturers from academia and industry.
Focus areas:
• Selecting and inviting adjunct lecturers
• Defining their scope of responsibilities
• Promotion and organisation of lecture series

Purpose: To enhance SEGi’s faculty profile.

3b.2 Talent sourcing Description: To recruit high profile academicians and industry practitioners for senior positions.
Focus areas:
• Determining positions to be filled
• Identifying and attracting candidates for these positions
Initiatives for Academic Strength
Launch RIMC research centre
Highly Sought- Holistic Student Academic Best Place to Global Brand in April 2011
After Graduates Experience Strength Work Recognition

3a. Teaching & 3b. Strengthening 3d. Increase

3c. Increase
Learning lecturer/faculty recruitment of ‘star’
emphasis on R&D
transformation profile students

Purpose: To ensure research pursuit is not hampered by administrative and funding problems
3c.1 R&D support office Description: To establish a centre for research administration and to provide assistance to faculty
pursuing R&D
Focus areas:
• Identify funding sources
• Administration and legal
• Manage projects
• Efficient timetable scheduling and class allocation
• Maintain and upgrade R&D facilities
• Centres of excellence in 6 faculties (to be identified)

Purpose: To tap into industry resources for R&D

3c.2 R&D networking Description: To cooperate and network with industry for grants, patents and research
Focus areas:
• Foster relationships with relevant industry players
• Source potential partnership opportunities
• Relationship manager
Initiatives for Academic Strength
More than 100 scholars
Highly Sought- Holistic Student Academic Best Place to Global Brand for 2011.
After Graduates Experience Strength Work Recognition

3a. Teaching & 3b. Strengthening 3d. Increase

3c. Increase
Learning lecturer/faculty recruitment of ‘star’
emphasis on R&D
transformation profile students

Purpose: To incentivise ‘young talent’ to enroll in SEGi

3d.1 Merit-based Description: To provide merit –based scholarships for secondary-school leavers and pre-university
scholarships graduates
Focus areas:
• Clear expectations for scholars Scholarship from top-notch
companies in June 2011.
• Applicant selection and interview process

Purpose: To identify and attract high achievers from secondary-school and pre-university graduates to
3d.2 Young achievers SEGi.
programme Description: To host competitions, forums etc at the secondary- and primary-school level
Focus areas:
• Competitions
• Forums
• Conferences

Purpose: To make SEGi a destination for scholars.

3d.3 Partners in Description: To cooperate and collaborate with reputable scholarship providers
scholarship Focus areas:
• JPA
• Petronas
• MARA
Imagine... Best Place to Work
• Attract and retain notable and award-winning academics
• Cultivate a ‘sense of belonging’, a ‘family culture’, creating happy and satisfied faculty
and staff, which ensures brand loyalty and a culture of high achievement
To create the ‘best place to work’, ‘hygiene’ factors must be
solved and ‘motivation’ factors used to incentivize performance
Within academia, tenure & promotion and pay play a
significant role in determining workplace satisfaction

The distribution of all strengths and weaknesses amongst the 20 universities in The Scientist’s Best Places to Work in Academia 2010
show that tenure and promotion is a significant strength amongst the top ranking institutions
Tenure & Promotion
Teaching & Mentoring
Research Resources
Weakness Strength
Peers
Pay
Management & Policies
Job satisfaction
Infrastructure & Environment Source: The Scientist

The frequency of corresponding strengths and weaknesses pairings highlights what typically relates to job satisfaction for ac ademics.
Crosstab of
Job Satisfaction

Crosstab of strengths
Management &

Teaching &
Resources

weaknesses pairings

Promotion
Mentoring

Management
Research

Tenure &
pairings for Universities

Satisfaction

Teaching &
Policies

Resources

Promotion
Mentoring
& Policies

Research

Tenure &
Peers

for Universities
Pay

Peers
Pay
Job
Infrastructure & Environment 2 0 1 2 1 0 0 Infrastructure & Environment 1 0 2 2 2 0 0
Job Satisfaction xx 1 0 0 0 1 3 Job Satisfaction xx 0 3 2 0 0 2
Management & Policies 0 0 0 0 0 0 1 Management & Policies 0 0 1 0 0 1 0
Pay 3 1 0 0 0 0 0 Pay 3 1 0 1 0 0 1
Peers 1 0 0 0 0 1 3 Peers 1 0 0 0 1 0 1
Research Resources 0 0 0 1 xx 0 1 Research Resources 0 0 0 1 xx 0 0
Teaching & Mentoring 0 0 0 0 0 1 Teaching & Mentoring 0 0 0 0 0 0

Job Satisfaction has the highest pairing frequency with Tenure and Weakness in Job Satisfaction is most highly associated with
Promotion, suggesting that academics place high importance on this weakness in Pay, which indicates job dissatisfaction can be linked
aspect over the others. primarily to dissatisfaction with pay amongst academics:
Credibility, respect, fairness, pride and camaraderie form the
foundations for job satisfaction
Initiatives for Best Place to Work
Inspire staff lounge by March
2011.

At least 4 staff parties

by 2011.

Facebook open to all staff*

in 2011.

* provided that you add the CEO, COO & VC :P

Initiatives for Best Place to Work
Inspire staff lounge by March
2011.

At least 4 staff parties

by 2011.

Facebook open to all staff*

in 2011.

* provided that you add the CEO, COO & VC :P

Initiatives for Best Place to Work
Staff to have a SAY in
Highly Sought- Holistic Student Academic Best Place to Global Brand satisfactory survey in 2011.
After Graduates Experience Strength Work Recognition

4b. Invest in
4a. Reward for 4c. Enhance work
professional
performance environment
development

Purpose: To enrich staff professional development through external exposure opportunities.

4b.1 Staff mobility and Description: To create a mechanism to support staff exchange with partners.
exchange Focus areas:
• Partner sourcing Movie days for staff in 2011.
• Logistical and administrative support

4b.2 Structured Purpose: To systematically manage the development of SEGi staff.

development Description: To create a structured framework for internal training based on competency models.
programme Focus areas:
• Training requirements identification
• Training schedules

Purpose: To provide staff seeking further academic education (PhDs, MBAs) the necessary support.
4b.3 Personal academic Description: To support staff wishing to obtain further academic education, such as PhDs, MBAs.
development support Focus areas:
• Sabbaticals and flexible hours
• Funding and bonding agreements
• Logistical and administrative support
Initiatives for Best Place to Work
Maintenance helpline by
Highly Sought- Holistic Student Academic Best Place to Global Brand April 2011.
After Graduates Experience Strength Work Recognition

4b. Invest in
4a. Reward for 4c. Enhance work
professional
performance environment
development

Purpose: To create a SEGi culture and to inspire brand loyalty.

4c.1 Values system Description: To inculcate the SEGi values in employees.
Focus areas:
• Dissemination and reinforcement of values Online staff directory by
• SEGi employee culture April 2011.

Purpose: To foster a tight-knit community.

4c.2 Social activities Description: To organise informal social activities for employees.
Focus areas:
• Election and operation of event committees
• Identification of funding sources
• Activities (family days, annual dinners)

Purpose: To create a conducive workplace environment.

4c.3 Workplace Description: To improve workplace facilities and conditions based on employee requests and feedback
and oversee their maintenance.
Focus areas:
Delivering hapiness & core
• Staff lounge values workshop in 2011.
• Pantries
Initiatives for Best Place to Work
Staff townhouse talks in 2011.
Highly Sought- Holistic Student Academic Best Place to Global Brand
After Graduates Experience Strength Work Recognition

4b. Invest in
4a. Reward for 4c. Enhance work
professional
performance environment
development

Purpose: To improve employee engagement with management.

4c.4 Management Description: To create a regular and informative top-down communication system.
Communication Focus areas:
• Regular communiqués from management (CEO, COO etc) Go casual T-shirt day in 2011.
• Timely updates on new developments
• Townhouse meetings
• Breakfast talks
Imagine... Global Brand Recognition
• Become known as the “Ivy League of Malaysia”
• Become globally known and accepted
• To have a brand name that is “the talk of the town” and is instantly recognisable
Brand recognition and league table positions are major
determinants in HEI selection

While teaching quality is still the top determinant for university choice, the brand awareness and reputation of a university and of the course is a
very important criteria. This is especially true for Asian and African students, who form the majority of SEGi’s student population.

% saying the following are ‘very important’ in choosing a university or college to apply to (by global region)
The quality of teaching
The reputation of the course
The reputation of the university/college
The teaching methods
The position of the course in league tables
The position of the university/college in league tables
The 'A' level or equivalent grades or points demanded
Attractiveness of location
The proximity of the university/college to home
Nightlife
European African Asian
0% 10% 20% 30% 40% 50% 60% 70% 80%
Source: The Future Leaders Survey 07/08

SEGi has brand recognition in the marketplace due to its previous aggressive marketing campaign, but it needs to build on it to fo rm a more
attractive value proposition to potential students.

Levels of brand recognition

Where SEGi was (1990) Where SEGi is Where SEGi wants to be

Brand Non- Brand Brand Brand

Brand Rejection
recognition Recognition Preference Loyalty
Negative association No association in the Customer has heard of When given a choice, Customers believe the
with brand customer’s mind the brand, but has not the customer will brand is the BEST, and
formed a positive or choose the brand will forgive minor
negative association transgressions
A HEI’s brand is formed primarily through personal experience
and media, both online and traditional

Prospective students form their opinion of a HEI’s brand when they As the previous chart shows, when Malaysians perform higher
perform higher education planning. This is accomplished through education planning, no information source is the primary source or
many different channels. even an particularly ‘strong influencer’. Thus, to form brand recognition
in local students, SEGi needs ensure it has brand presence across
Malaysian student’s perceived importance of information many different platforms.
sources influencing choice of private colleges
However, the information source profile for international students is
1. Internal Information more polarised.
Past Information
Sources of information for foreign students
Personal experiences

2. External Information: Personal Sources

Internet 69.57%
Family
Friends
Friends/Parents/Relatives 50.58%
Colleagues
Relatives
Education Fair 30.07%
3. External Information: Independent sources
Consumer Associations Recruitment Agencies 23.04%
MOHE/MQA

4. External Information: Commercial sources Embassy 19.70%

Advertisement
Course counselors Newspaper/Magazine 18.90%
Brochures, leaflets, exhibitions
Community programmes 0% 50% 100%
Source: Governance of Institutions in Internationalisation, Higher Education Malaysia
5. External Information: Experiential sources
Attend trial lessons International students are more likely to receive information about a
Personal inspection Malaysian university online. This is most likely due to geographic
limitations. However, this means that SEGi would need to strongly
Weak influencer Strong influencer increase its online presence if it wishes to attract more international
Source: Asian University Journal of Education, June 2007 students.
Online marketing is a powerful tool if delivered effectively and
social media can be instrumental in building brand awareness
It is no longer enough in the hypercompetitive online market to simply have a web presence. Instead, in order to stand out, t here are several best
practices that need to be followed.
The Power of Google Dedicated Team
With approximately 80% of all searches being conducted via The main reason why most companies’ online marketing is
Google, it is critical to primarily focus SEO (search engine ineffective is because of a lack of time and dedication to manage
optimisation) effort on this search engine the online media

Keyword Selection Team Experience

Keywords are relevant to your business and Companies overlook the need for experienced
also fairly easy to rank for online marketers
Content is King Lead Nurturing
Prospects are more likely to buy from you if Keys to
Follow up calls to actions with a ‘thank
you are a thought leader, so establishing Effective Online you’ email and a lead nurturing campaign
yourself as one by creating extraordinarily Marketing further entices leads
helpful content

Generosity is also King Tracking Progress

Customers are attracted by generosity, i.e. giving Tracking data is easily available to identify progress
away free information and content of marketing

Social Media Patience & Tenacity

The top three social media venues: Twitter, Facebook, and It’s a long term strategy rewarding those who approach it with
LinkedIn attract millions of users a day patience and tenacity

Investment trend on social media in

The top 2 reasons for using social media are increasing brand reputation and generating
word of mouth marketing the next 12 months (%):
• Channels: Online social networks (e.g. Facebook), microblogs (e.g. Twitter) and blogs are
rated as the most used tools for social media
• Facebook: More than 500 million active users Increase
36
• Twitter: 26.6 million users projected in 2010 57 Decrease
• Obstacles: Companies who undertake social media campaign, do not deploy sufficient Maintain
resources to manage their marketing and media campaign 7
 49% of companies state their difficulty in finding time for social media management
Source: Effective Marketing Online by Inbound Market Link, Deloitte analysis
Traditional media channels have a wide audience as they are
still highly used by Malaysians

Traditional print media is still highly used by Malaysians, with over Dailies accessed by Malaysians 15+ in the past 1 day (%)
50% still reading daily newspapers and listening to the radio, and over
75% watching free-to-air television everyday. The Star
New Straits Times
Traditional media channels accessed by Malaysians 15+ (%) The Malay Mail
0% 50% 100% The Sun
Berita Harian
Dailies(accessed
(accessed past 1 day) Utusan Malaysia
Dailies past 1 day)
Harian Metro
Any dailies Kosmo
English dailies Sin Chew Daily
Nanyang Siang Pau
BM dailies China Press
Chinese dailies Kwong Wah Yit Poh
Guang Ming Daily
Tamil dailies Oriental Daily News
Monthlies
Monthlies (accessed
(accessed past…
past 1 month) Tamil Nesan
Malaysia Nanban
English monthlies
BM monthlies 0% 10% 20%
Synovate Media Atlas Nielsen Media Index
Chinese monthlies
Source: Synovate Media Atlas Q2 2009, Nielsen Media Index Q2 2009
Any monthlies
TV (accessed
TV (accessed last 1 day)
past 1 day)
However, the newspaper industry is fairly fragmented, with no
newspaper having a market share greater than 20%. Thus, it may be
Any Free-To-Air TV more effective to focus on reputation-building over ad space.
Any Pay TV Reach
Radio
Radio (accessed
(accessed past last 1 day)
1 day) Ad purchase Single media source max 20%
Any radio
Reputation Single
ing
ngle media source
sour ~ 15%
Reported in
Cinema/Cineplex
Cinema/Cineplex (past week)
(accessed past 1 week) building Single
ing
nglemultiple
media source
sour ~ 10%
Any cinema/cineplex e.g. rankings, Single
ing media source
ngle media sour ~ 5%
sponsorships sources
Synovate Media Atlas Nielsen Media Index Single
ingle media source
sour etc.
Source: Synovate Media Atlast Q2 2009, Nielsen Media Index Q2 2009 high %
Achieving external validation through league tables is a highly
effective method to achieve many of SEGi’s aims
University league tables and ranking systems can be highly beneficial in the recruitment of students, the recruitment of facu lty as well as for
establishing partnerships with other academic institutions and industry leaders. Thus, achieving a ranking of 5 or 6 in the S ETARA ratings would
be extremely helpful to fulfilling many of SEGi’s strategic outcomes and brand strategies.

University league tables and ranking systems have impacted…

% of respondents agree

Institutional reputation
Examples
Marketing/publicity Institutional reputation “widespread recognition”

Recruitment of students Marketing/publicity “saying top 10 makes matters easier”

Recruitment of students “good students come to us”
Academic partnerships
“more interest from other institutions”
International collaboration Academic partnerships “easier to present the institution to
partners and funders”
Staff morale International collaboration “better known than otherwise would be”
Benefactors/sponsorship “poor results lead to reflection and
Programme development
curriculum review”
Programme development
Staff morale “increased pride”
Industry partnership “more financial support”
Benefactors/sponsorships
“we are a more attractive prospect”
Recruitment of faculty
Industry partnerships “better known”
Research development Recruitment of faculty “success breeds success”
Research income Research development “attract attention and funding”
“we can argue more strongly for the
Investment Investment legislators and donors to fund our
Other projects”

Helped Hindered
0% 20% 40% 60% 80% 100%
Source: E. Hazelkorn, OECD 2007
Initiatives for Global Brand Recognition

Highly Sought- Holistic Student Academic Best Place to Global Brand

After Graduates Experience Strength Work Recognition

5c. Visibility on
5a. Secure high
5b. Media presence global education
profile partnerships
platforms

Purpose: To leverage off the prestige of elite institutions.

5a.1 Elite entity Description: To establish more partnerships with more elite entities (both academic institutions and
partnerships industry heavy-hitters).
Focus areas:
• Links with industry titans for R&D, internships, job positions
• Academic partnerships with other highly respected higher education institutes

Purpose: : To further elevate the standing of SEGI and its programmes through prestigious accreditations
5a.2 External Description: To obtain additional recognition of quality from external bodies (ranking, ratings and awards)
accreditation Focus areas:
• Educational accreditation (MQA, MOHE, prestigious university)
• Industry accreditation (ACCA, ICAEW, IEM)
Initiatives for Global Brand Recognition

Highly Sought- Holistic Student Academic Best Place to Global Brand

After Graduates Experience Strength Work Recognition

5c. Visibility on
5a. Secure high
5b. Media presence global education
profile partnerships
platforms

Purpose: To become a media darling and to be tapped for opinion pieces.

5b.1 Media intimacy Description: To foster stronger links with media organisations.
Focus areas:
• Thought leadership
• Opinion pieces

Purpose: To increase SEGi’s media channels, and to engage potential and current students while
5b.2 Social media exploiting Gen Y’s familiarity with social media platforms
adoption Description: To begin using social media platforms such as Twitter and Facebook, and to establish a
SEGi blog.
Focus areas:
• SEGi blog (content, update cycles)
• Facebook
• Twitter
Initiatives for Global Brand Recognition
Online staff directory by
April 2011.
Highly Sought- Holistic Student Academic Best Place to Global Brand
After Graduates Experience Strength Work Recognition

5c. Visibility on
5a. Secure high
5b. Media presence global education
profile partnerships
platforms

Purpose: To ensure that the marketing department is kept abreast of achievements for effective
5b.3 Internal media promotion.
channelling Description: To formalise a system for individual departments to broadcast their achievements and
success to marketing and communications.
Focus areas:
• Feedback system to marketing team
• Incentives and rewards for feedback
• Dialogue
Initiatives for Global Brand Recognition
SEGi international conference
Highly Sought- Holistic Student Academic Best Place to Global Brand in 2011.
After Graduates Experience Strength Work Recognition

5c. Visibility on
5a. Secure high
5b. Media presence global education
profile partnerships
platforms

Purpose: To ensure high visibility of the SEGi brand in industry.

5c.1 Fairs & trade Description: To increase SEGi participation in both educational fairs as well as industry trade shows.
shows Focus areas:
• Identification of appropriate events SEGi in all major local &
• Materials and promotional premiums international fairs in 2011.
• Leverage on partnerships for industry events
• Scouting for partnerships

Purpose: To keep the SEGi brand in the public eye.

5c.2 Public events Description: To participate in and sponsor more public events such as forums, conferences,
competitions.
Focus areas:
• Identification of appropriate events for participation and sponsorships
• Materials, prizes and promotional premiums