It is believed that marketing principles can help educational organizations fulfill their social mission. This qualitative research has been conducted in view of the integration of integrated marketing communication (IMC) and industrial revolution 4.0 as an adaptive step for City University Malaysia (City-U), a private university in Malaysia, in developing an integrated marketing communication strategy. The community needs a sensitive organization that uses the media to communicate the identity and values of Malaysia’s tertiary institutions. From the viewpoint of private intuition, this study of IMC gives ideas on how to train customer-oriented employees and explains more on how IMC can be implemented in higher education institutions.
Abdul Lasi, M. bin. (2021). Online Distance Learning Perception and Readiness During Covid-19 Outbreak: A Research Review. International Journal of Academic Research in Progressive Education and Development, 10(1). https://doi.org/10.6007/ijarped/v10-i1/8593
Abdul Lasi, M. Bin, & Rahim, R. Bin. (2021). Factor Influencing Integrated Marketing Communication towards SME’s Business Performance in Malaysia. International Journal of Academic Research in Business and Social Sciences, 11(1). https://doi.org/10.6007/ijarbss/v11-i1/7842
Arumugam, M. A. P., Lasi, A., Nisa, K., & Halabi, M. (2021). Determination Factors of Online Marketing and Integrated Marketing Communication Effectiveness on the Organization Marketing Strategies. 32(3).
Bala, M., & Verma, D. M. (2018). A Critical Review of Digital Marketing Paper Type: -Review and Viewpoint. International Journal of Management, 8(10), 321–339.
Binter, U. (2019). Influence of Online Marketing Strategies on the Sales Success of B2B Companies. May, 96.
Daviet, R., Nave, G., & Wind, J. (2022). Genetic Data: Potential Uses and Misuses in Marketing. Journal of Marketing, 86(1), 7–26. https://doi.org/10.1177/0022242920980767
Backhaus, H. S. K., & Nadarajah, D. (2019). Investigating the relationship between industry 4.0 and productivity: A conceptual framework for Malaysian manufacturing firms. Procedia Computer Science, 161, 696–706.
https://doi.org/10.1016/j.procs.2019.11.173
Ibrahim, A. Z. M., & Yahaya, J. H. (2018). Information Security Factors in the Implementation of Industrial Control System into Cloud Environment. Advanced Science Letters, 24(7), 5239–5242. https://doi.org/10.1166/asl.2018.11710
Joghee, S. (2021). Internet of Things-assisted E-marketing and distribution framework. Soft Computing, 25(18), 12291–12303. https://doi.org/10.1007/s00500-021-05920-0
Khoa, B. T. (2021). The Impact of Chatbots on the Relationship between Integrated Marketing Communication and Online Purchasing Behavior in The Frontier Market. Journal The Messenger, 13(1), 19. https://doi.org/10.1007/s00500-021-05920-0
Man, K. M. M., & Yang, L. R. (2021). The Future Prospect of Digital Marketing in the Malaysian Context. International Business Research, 15(1), 72.
https://doi.org/10.5539/ibr.v15n1p72
Kotler, P., & Keller, K. L. (2020). Marketing Management (15e ed.). Pearson.
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing Management (16e ed.). Pearson.
Krafft, M., Arden, C. M., & Verhoef, P. C. (2017). Permission Marketing and Privacy Concerns — Why Do Customers (Not) Grant Permissions? Journal of Interactive Marketing, 39, 39–54. https://doi.org/10.1016/j.intmar.2017.03.001
Krafft, M., Sajtos, L., & Haenlein, M. (2020). Challenges and Opportunities for Marketing Scholars in Times of the Fourth Industrial Revolution. Journal of Interactive Marketing, 51, 1–8. https://doi.org/10.1016/j.intmar.2020.06.001
Lasi, M. A. (2020). The Impact of Marketing Mix Elements on Brand Loyalty towards Speech Therapy in Health Science Industry Malaysia. American Journal of Industrial and Business Management. https://doi.org/10.4236/ajibm.2020.109100
Low, S., Ullah, F., Shirowzhan, S., Sepasgozar, S. M. E., & Lin Lee, C. (2020). Smart Digital Marketing Capabilities for Sustainable Property Development: A Case of Malaysia. Sustainability, 12(13), 5402. https://doi.org/10.3390/su12135402
Pluta-Olearnik, M. (2018). Integrated marketing communication — concepts, practice, new challenges. Marketing of Scientific and Research Organizations, 28(2), 121–138. https://doi.org/10.14611/minib.28.06.2018.12
Namin, A., Hamilton, M. L., & Rohm, A. J. (2020). Impact of message design on banner advertising involvement and effectiveness: An empirical investigation. Journal of Marketing Communications, 26(2), 115–129.
https://doi.org/10.1080/13527266.2017.1393767
Nisa, K., Halabi, M., Lasi, M. A., & Ming, C. W. (2022). Malaysian Trend of Online Shopping During Pandemic Covid-19: Literature Review. 4(1).
Rehman, S. Ul., Gulzar, R., & Aslam, W. (2022). Developing the Integrated Marketing Communication (IMC) through social media (SM): The Modern Marketing Communication Approach. SAGE Open, 12(2), 215824402210999.
https://doi.org/10.1177/21582440221099936
Schindler, P. S. (2022). Business Research Methods (14the ed.). Mc Graw Hill. Tafesse, W., & Kitchen, P. J. (2017). IMC – an integrative review. International Journal of Advertising, 36(2), 210–226. https://doi.org/10.1080/02650487.2015.1114168
Wijermans, N., Schill, C., Lindahl, T., & Schluter, M. (2022). Combining approaches: Looking behind the scenes of integrating multiple types of evidence from controlled behavioural experiments through agent-based modelling. International Journal of Social Research Methodology, 25(4), 569–581.
https://doi.org/10.1080/13645579.2022.2050120
Luo, X., Tong, S., Fang, Z., & Qu, Z. (2019). Machines versus Humans: The Impact of AI Chatbot Disclosure on Customer Purchases Xueming Luo, Siliang Tong, Zheng Fang, and Zhe Qu June 2019 Forthcoming. Marketing Science, June 1–30.
Zhang, J., Oh, Y. J., Lange, P., Yu, Z., & Fukuoka, Y. (2020). Artificial intelligence chatbot behavior change model for designing artificial intelligence chatbots to promote physical activity and a healthy diet: Viewpoint. Journal of Medical Internet Research, 22(9). https://doi.org/10.2196/22845
