Promotion is the main strategy for almost all Higher Education Institute (HEIs), especially Private Higher Education Institutes (PHEIs), to raise the name of the HEI and attract students to apply for studies. According to the current uncertain situation, such as the spread of the Covid-19 Pandemic in 2020 and endemic conditions, an effective promotional medium is absolutely important. Therefore, the purpose of this study is to evaluate the efficiency of all promotional initiatives conducted by the Universiti Islam Antarabangsa Sultan Abdul Halim Mu’adzam Shah (UniSHAMS) Marketing, Industrial Network and Community Division (BPJIK) during the year before, during, and after Covid-19. This study used a quantitative methodology that involved a descriptive analysis of the BPJIK data. Additionally, this study identified issues and recommendations for improvement through an interview session with two respondents who represented BPJIK and Academic Management Center (PPA). The study's findings revealed a substantial gap between the quantity of applicants, the offer, and admission. The disparity can be attributed to the absence of well-defined guidelines within UniSHAMS pertaining to the allocation of responsibilities among its Kulliyyahs, Centres, and Divisions (KPB). It is recommended that UniSHAMS establish a well-defined and documented standard operating procedure (SOP) and reinstate the Jawatankuasa Induk Promosi as a platform for deliberating and coordinating promotional activities.
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