Role of technopreneurs in developing innovation of smart marketing

Abd Halim, Nurliyana (2025) Role of technopreneurs in developing innovation of smart marketing. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The positive perception of educational institutions is examined in this study in relation to marketing tactics, technological use, inclusive education policy, and industrial sector engagement. Using the SmartPLS methodology and statistical analysis, the results show that the institution's reputation in the educational field is greatly impacted by responsive marketing tactics, efficient use of technology, inclusive policies, and collaborations with the industry sector. This study revealed that the use of technology plays a critical role in creating a positive institutional image (T-statistics: 11.735), and that market-responsive marketing techniques have a considerable impact on the positive institutional image (T-statistics: 13.197). The institution's image is further enhanced by inclusive education policies and industry sector partnership (Inclusive Education Policy - Positive Image, T-statistics: 5.928; partnership with Industry Sector - Positive Image, T-statistics: 8.834). The findings of the study validate the significance of employing sophisticated technology and adaptive marketing tactics to cultivate a favourable public perception of educational establishments. Institutions of higher learning can fulfil stakeholder expectations for the services they deliver by fortifying these variables. This study makes a substantial contribution to our understanding of the variables affecting educational institutions' reputations and offers tactical advice for enhancing their image in a way that is more appropriate and positive.

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