Enhancing Awareness Of Higher Education Opportunities In Malaysia Among Kerala High School Leavers Through Emgs Educational Promotion Campaigns

Abstract

International student mobility is highly competitive, with countries actively seeking to attract students to their higher education institutions. This study appraises the effectiveness of Education Malaysia Global Services (EMGS) marketing campaigns in promoting Malaysia as a higher education destination for high school graduates in Kerala, India. A mixed-method approach was adopted to capture a comprehensive dataset of questionnaire surveys and qualitative in-depth interviews with the students’ representatives. To gain primary research data, these two combinations of questionnaires and interviews with prospective students are supported by secondary data from academic journals, literature reviews, business reports and policy documents especially from the ministry of higher education. The research focused on students’ perceptions and key decision-making factors. Results show that while Malaysia offers benefits such as affordable education, a multicultural environment, and English-medium programs, its marketing efforts may not fully match Kerala students' expectations. Furthermore, at the end of this research, it is revealed that social media content engagement, mouth to mouth of peer recommendations, employability prospects after completing the studies and international recognition to the higher education institution strongly influence students’ choices. As a result, this study recommends that EMGS strengthen targeted, localized marketing strategies to effectively improve the visibility, rate of engagement, and reputation status among Kerala students. Developing digital content which is culturally relevant especially to Kerala high school leavers and managing concerns about career opportunities and global recognition will further support Malaysia’s position as a preferred higher education destination.