The influence of digital communication technology on university branding: an understanding of open and distance learning (ODL) from students’ perspectives
Open and distance learning (ODL) refers to flexible educational opportunities regarding access and various knowledge acquisition methods. In the era of digital communication technologies, ODL offers flexible, self-directed learning techniques and comprehensive and engaging learning content. Most stu...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
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Penerbit Universiti Kebangsaan Malaysia
2024
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| Online Access: | http://psasir.upm.edu.my/id/eprint/111499/1/Sharipudin_MJComm2024%20ODL.pdf |
| _version_ | 1825939984170876928 |
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| author | Sharipudin, Mohamad-Noor Salehhuddin Rejab, Mawarny Md Tugiman, Nursafwah Indiyati, Diyah Andriani, Astri Dwi |
| author_facet | Sharipudin, Mohamad-Noor Salehhuddin Rejab, Mawarny Md Tugiman, Nursafwah Indiyati, Diyah Andriani, Astri Dwi |
| author_sort | Sharipudin, Mohamad-Noor Salehhuddin |
| collection | UPM |
| description | Open and distance learning (ODL) refers to flexible educational opportunities regarding access and various knowledge acquisition methods. In the era of digital communication technologies, ODL offers flexible, self-directed learning techniques and comprehensive and engaging learning content. Most students at the Professional and Continuing Education (PACE) Universiti Utara Malaysia are working adults, meaning students would have to balance their employment and studies. It is a competitive industry, with each institution endeavouring to provide exceptional services to its stakeholders. The objectives of our study are 1) to understand students’ perceptions of PACE, particularly in ODL, and 2) to explore the motivation for students’ value co-creation, particularly in ODL. This study employed a qualitative method approach, namely, focus group discussions. The informants were current students from various learning centres (e.g., UUM Sintok, KL, JB, etc.). Our findings discovered four main themes for the perception of ODL students: communication engagement, service-dominant mindset, student experience, and knowledge sharing. Meanwhile, the motivation for students’ value co-creation in ODL is mainly because of attitude, active participants, facilities, satisfaction, brand loyalty and brand image. Our study provides some insights into value co-creation and how to position PACE's reputation in the minds of its stakeholders. As such, our findings were significant for PACE to communicate its corporate branding, and students may be more inclined to study at the university. Keywords: Open and Distance Learning (ODL), digital communication technology, university branding, distant learning students, Malaysia. |
| first_indexed | 2024-09-25T03:44:11Z |
| format | Article |
| id | upm.eprints-111499 |
| institution | Universiti Putra Malaysia |
| language | English |
| last_indexed | 2024-09-25T03:44:11Z |
| publishDate | 2024 |
| publisher | Penerbit Universiti Kebangsaan Malaysia |
| record_format | dspace |
| spelling | upm.eprints-1114992024-08-08T04:54:47Z http://psasir.upm.edu.my/id/eprint/111499/ The influence of digital communication technology on university branding: an understanding of open and distance learning (ODL) from students’ perspectives Sharipudin, Mohamad-Noor Salehhuddin Rejab, Mawarny Md Tugiman, Nursafwah Indiyati, Diyah Andriani, Astri Dwi Open and distance learning (ODL) refers to flexible educational opportunities regarding access and various knowledge acquisition methods. In the era of digital communication technologies, ODL offers flexible, self-directed learning techniques and comprehensive and engaging learning content. Most students at the Professional and Continuing Education (PACE) Universiti Utara Malaysia are working adults, meaning students would have to balance their employment and studies. It is a competitive industry, with each institution endeavouring to provide exceptional services to its stakeholders. The objectives of our study are 1) to understand students’ perceptions of PACE, particularly in ODL, and 2) to explore the motivation for students’ value co-creation, particularly in ODL. This study employed a qualitative method approach, namely, focus group discussions. The informants were current students from various learning centres (e.g., UUM Sintok, KL, JB, etc.). Our findings discovered four main themes for the perception of ODL students: communication engagement, service-dominant mindset, student experience, and knowledge sharing. Meanwhile, the motivation for students’ value co-creation in ODL is mainly because of attitude, active participants, facilities, satisfaction, brand loyalty and brand image. Our study provides some insights into value co-creation and how to position PACE's reputation in the minds of its stakeholders. As such, our findings were significant for PACE to communicate its corporate branding, and students may be more inclined to study at the university. Keywords: Open and Distance Learning (ODL), digital communication technology, university branding, distant learning students, Malaysia. Penerbit Universiti Kebangsaan Malaysia 2024 Article PeerReviewed text en http://psasir.upm.edu.my/id/eprint/111499/1/Sharipudin_MJComm2024%20ODL.pdf Sharipudin, Mohamad-Noor Salehhuddin and Rejab, Mawarny Md and Tugiman, Nursafwah and Indiyati, Diyah and Andriani, Astri Dwi (2024) The influence of digital communication technology on university branding: an understanding of open and distance learning (ODL) from students’ perspectives. Jurnal Komunikasi: Malaysian Journal of Communication, 40 (1). pp. 408-428. ISSN 2289-1528 https://ejournal.ukm.my/mjc/article/view/70338 10.17576/jkmjc-2024-4001-23 |
| spellingShingle | Sharipudin, Mohamad-Noor Salehhuddin Rejab, Mawarny Md Tugiman, Nursafwah Indiyati, Diyah Andriani, Astri Dwi The influence of digital communication technology on university branding: an understanding of open and distance learning (ODL) from students’ perspectives |
| title | The influence of digital communication technology on university branding: an understanding of open and distance learning (ODL) from students’ perspectives |
| title_full | The influence of digital communication technology on university branding: an understanding of open and distance learning (ODL) from students’ perspectives |
| title_fullStr | The influence of digital communication technology on university branding: an understanding of open and distance learning (ODL) from students’ perspectives |
| title_full_unstemmed | The influence of digital communication technology on university branding: an understanding of open and distance learning (ODL) from students’ perspectives |
| title_short | The influence of digital communication technology on university branding: an understanding of open and distance learning (ODL) from students’ perspectives |
| title_sort | influence of digital communication technology on university branding an understanding of open and distance learning odl from students perspectives |
| url | http://psasir.upm.edu.my/id/eprint/111499/1/Sharipudin_MJComm2024%20ODL.pdf |
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