期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2019
卷号：9
期号：1
页码：1418-1426
DOI：10.6007/IJARBSS/v9-i1/5896
语种：English
出版社：Human Resource Management Academic Research Society
摘要：Agile marketing is an iterative approach towards marketing strategy planning and implementation using frameworks like Scrum, Kanban and other Agile methodologies. This study aims to understand how agile can be adopted as a marketing strategy in higher education industry especially in Private Higher Education Institutions (PHEIs). This is because private higher education industry is fast becoming a very competitive business. Therefore, agile marketing is important in order to make sure PHEIs use effective marketing strategy for sustainable customer relationships and sales over a longer period of time. In addition, with great competition in higher education industry, universities are challenged in their branding campaigns to recruit the best and brightest students, staff, and sustain their reputation. The literature shows that agile can be an effective tool in marketing strategies. However, research on the impact of agile marketing on brand equity is still in its infancy. Hence, this study will look into how agile marketing plays important roles in enhancing the brand equity in PHEIs. This study reviews various literatures to propose a conceptual framework for agile marketing. Overall findings are expected to serve as a basis for universities to foster agile marketing in enhancing its brand and reputation.
