Market Intelligence Report Malaysia - University Tourism

8/17/2019 Market Intelligence Report Malaysia - University Tourism

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Malaysia’s University Sector: Tourism

International Market Intelligence Report

The Research Base

Evidence. Intelligence. Training.


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Contents

1. Executive Summary 2

2. The Tourism Sector 3

2.1 Sector Overview 3

2.2 Size of Sector & Forecasts

43. The Education Sector 4

3.1 Student data 5

3.2 Qualifications 6

3.3 Accreditation 6

3.4 Sample Degree Programmes 7

4. Key Stakeholders 8

5. Competitor Analysis 9

5.1 International Collaborations with Local Providers 9

5.2 International providers with local campuses

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6. Recommendations 12

6.1 Opportunities 12

6.2 Barriers & Threats 13

6.3 Recommendations 13

Appendix A: List of Universities 14

1. Executive SummaryThe tourism sector in Malaysia is significant, with recent emphasis on the development of the luxury tourism market,sports-related tourism and health tourism. Employment in the sector is on the increase, with a 13% average rise intravel agency employment in particular. In terms of education, the student market is dominated by undergraduatedegrees and diplomas, in which 60% of students are enrolled. Tourism degrees are offered by three different types oftertiary institutions: fully local institutions, local institutions with international institution partners, and international

institutions with local campuses. Of the international institutions with local campuses, three of the four are Australianand the fourth is from the UK. It is worth noting that, in the cases of institutions with local partnerships, qualityconcerns have become a recent issue, with the University of Wales dissolving a partnership with a local institution forthis reason.

Recommendations have been developed after considering the current market trends and the nature of competitors inthe education market. It is recommended that the client should:

• Focus on developing a partnership with a reputable tertiary institution in Malaysia that offers a similar degreeprogramme in tourism.

• Offer a dual degree, incorporating modules used in the UK degree; sports tourism, business management andcustomer service are likely to be the most attractive.

• Review lessons learned in the experience of establishing degree programmes in Singapore, and use staff based inSingapore to investigate further the potential partner institution in Malaysia.

• Develop strong links with UK-based industry and professional organisations to enhance the prestige of theprogramme and attract potential students.

Hypothetical cl ient scenario: An English university wished to develop a Bachelor of Tourism Management qualification in Malaysia, but was unsure of the market saturation or the correct pitch.They were also interested in offering a Masters level

qualification if there were the need. They were unsure as to whether they would like to partner with a local organisation tooffer the qualification, or consider opening a local campus in the future. Their already developed Bachelor of InternationalTourist Management degree focused on business management, service sector management, sport tourism and brandmanagement. They had no presence in Malaysia, but had a campus in Singapore.


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• Consider the option of also importing diploma programmes, in the subject area, in order to maximise the potentialof retaining students for undergraduate degrees and to take advantage of student growth in that area.

• Engage with key policy stakeholders where possible to ensure that the profile of the institution is high in Malaysia.

2. The Tourism Sector2.1 Sector Overview

Tourism in Malaysia makes a significant contribution to the country’s socio-economic development1 and, sincelaunching its campaign, ‘Malaysia, Truly Asia’ in 1999, the industry has thrived2. As a destination, Malaysia offers a rangeof attractions, including shopping, spas, food and beaches. It combines the latest technology, skyscrapers, and shoppingmalls with more traditional street markets and areas of outstanding natural beauty3 .

Malaysia was recently ranked the ninth most visited country in the world, the second most popular shoppingdestination and the tenth friendliest country in the world4. Tourism numbers in 2011 reached 24.7 million, an increaseof 100,000 on the previous year’s total5 and tourists spent over RM58 billion6 (GBP11.9 billion). Visitor numbers arepredicted to reach 36 million by 20207. Singapore provides the highest numbers of tourists to Malaysia, with over 13million visiting in 2011 alone. The most significant growth in tourist numbers between 2010 and 2011 came from NewZealand, which saw a 23% increase; Russia, Iran and South Africa also showed significant increases in numbers. Themost significant decline in visitor numbers was from the Philippines, which had 26% fewer tourists to Malaysia in 2011,and also from Laos, the Netherlands and Indonesia8.

Domestic tourism in Malaysia is driven largely by festivals, seasons and large events, such as school holidays. In 2011,over 50% of Malaysians over the age of 15 travelled domestically9. The number of domestic tourists and their totalexpenditure increased significantly from 2010 to 2011, with an extra 22% in expenditure and 18% in the numbers oftourists10.

Government incentives to promote tourism include the Tourism Infrastructure Fund, which offers mortgage assistanceto people wishing to establish tourism businesses. Loans of between RM5 million (GBP1 million) and RM50 million(GBP10.2 million) are granted, with priority given to entrepreneurs establishing integrated tourism facilities, thefacilitation of tourist transport infrastructure and themed accommodation11.

Agro-tourism (developed by the Agriculture and Agro-Based Industry Ministry) and Sport Tourism (promoted by theYouth and Sports Ministry) are also key areas of focus for the Malaysian Government12. To reach the target of 36million tourists per year by 2020, Malaysia is also focusing on the higher end of the tourism market, with the recentlaunch of a range of products aimed at attracting luxury tourism, including resorts, ‘indulgent experiences’ and islandtrips13. Health tourism is also being promoted by the Ministry of Health and a significant number of Malaysian hospitals

participate in attracting health tourists14. Combining treatment with a tropical holiday, patients can access expertise inoncology, cardiology, infertility treatment and reconstructive surgery. Private hospitals are accredited in line withinternational standards15.

Other forms of tourism in Malaysia are growing in popularity. These include a ‘Homestay Programme’, whereby touristsstay with families in order to experience the real culture and lifestyle of citizens 16, and ‘Let’s Meet and Green inMalaysia’ (also more formally known as the Malaysia Business Tourism Green Program). This latter programmesupports the country’s commitment to reduce carbon emissions by 40% by 2020 and sees delegates of businesstourism conventions offered the opportunity to donate US$10 to a tree planting programme17.

1 http://corporate.tourism.gov.my/aboutus.asp

2 http://www.theedgemalaysia.com/sports/198886-successful-nation-branding.html3 http://www.visit-malaysia.com4 http://www.asiaone.com/News/AsiaOne%2BNews/Malaysia/Story/A1Story20121030-380430.html5 http://corporate.tourism.gov.my/research.asp?page=facts_figures6 Ibid.7 http://news.asiaone.com/News/AsiaOne%2BNews/Malaysia/Story/A1Story20120422-341231.html8 http://corporate.tourism.gov.my/images/research/pdf/2011/TouristArrivals_JanDec_2011.pdf 9 http://www.statistics.gov.my/portal/images/stories/files/LatestReleases/findings/SUMMARY_FINDINGS_DTS2011.pdf10 Ibid.11 http://www.motour.gov.my/en/ministrys-programme/funds-incentives/tourism-infrastructure-fund.html12 http://www.motour.gov.my/en/ministrys-programme/tourism-programme/sport-tourism.html13 http://www.etravelblackboardasia.com/article/87362/malaysia-eyes-high-end-travellers14

http://www.mhtc.org.my/en/mission-vision-background.aspx15 http://www.medicaltourism.com.my/en/index.aspx16 http://www.motour.gov.my/en/faqs/144-program-homestay-malaysia.html17 http://corporate.tourism.gov.my/mediacentre.asp?page=news_desk&news_id=491&subpage=archive

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http://corporate.tourism.gov.my/mediacentre.asp?page=news_desk&news_id=491&subpage=archivehttp://www.motour.gov.my/en/faqs/144-program-homestay-malaysia.htmlhttp://www.motour.gov.my/en/ministrys-programme/funds-incentives/tourism-infrastructure-fund.htmlhttp://www.statistics.gov.my/portal/images/stories/files/LatestReleases/findings/SUMMARY_FINDINGS_DTS2011.pdfhttp://www.statistics.gov.my/portal/images/stories/files/LatestReleases/findings/SUMMARY_FINDINGS_DTS2011.pdfhttp://www.statistics.gov.my/portal/images/stories/files/LatestReleases/findings/SUMMARY_FINDINGS_DTS2011.pdfhttp://corporate.tourism.gov.my/images/research/pdf/2011/TouristArrivals_JanDec_2011.pdfhttp://news.asiaone.com/News/AsiaOne%2BNews/Malaysia/Story/A1Story20120422-341231.htmlhttp://news.asiaone.com/News/AsiaOne%2BNews/Malaysia/Story/A1Story20120422-341231.htmlhttp://news.asiaone.com/News/AsiaOne%2BNews/Malaysia/Story/A1Story20120422-341231.htmlhttp://corporate.tourism.gov.my/research.asp?page=facts_figureshttp://corporate.tourism.gov.my/research.asp?page=facts_figureshttp://corporate.tourism.gov.my/research.asp?page=facts_figureshttp://www.asiaone.com/News/AsiaOne%2BNews/Malaysia/Story/A1Story20121030-380430.htmlhttp://www.asiaone.com/News/AsiaOne%2BNews/Malaysia/Story/A1Story20121030-380430.htmlhttp://www.asiaone.com/News/AsiaOne%2BNews/Malaysia/Story/A1Story20121030-380430.htmlhttp://www.asiaone.com/News/AsiaOne%2BNews/Malaysia/Story/A1Story20121030-380430.htmlhttp://www.asiaone.com/News/AsiaOne%2BNews/Malaysia/Story/A1Story20121030-380430.htmlhttp://www.visit-malaysia.com/http://www.theedgemalaysia.com/sports/198886-successful-nation-branding.htmlhttp://corporate.tourism.gov.my/aboutus.asphttp://corporate.tourism.gov.my/mediacentre.asp?page=news_desk&news_id=491&subpage=archivehttp://corporate.tourism.gov.my/mediacentre.asp?page=news_desk&news_id=491&subpage=archivehttp://www.motour.gov.my/en/faqs/144-program-homestay-malaysia.htmlhttp://www.motour.gov.my/en/faqs/144-program-homestay-malaysia.htmlhttp://www.medicaltourism.com.my/en/index.aspxhttp://www.medicaltourism.com.my/en/index.aspxhttp://www.mhtc.org.my/en/mission-vision-background.aspxhttp://www.mhtc.org.my/en/mission-vision-background.aspxhttp://www.etravelblackboardasia.com/article/87362/malaysia-eyes-high-end-travellershttp://www.etravelblackboardasia.com/article/87362/malaysia-eyes-high-end-travellershttp://www.motour.gov.my/en/ministrys-programme/tourism-programme/sport-tourism.htmlhttp://www.motour.gov.my/en/ministrys-programme/tourism-programme/sport-tourism.htmlhttp://www.motour.gov.my/en/ministrys-programme/funds-incentives/tourism-infrastructure-fund.htmlhttp://www.motour.gov.my/en/ministrys-programme/funds-incentives/tourism-infrastructure-fund.htmlhttp://www.statistics.gov.my/portal/images/stories/files/LatestReleases/findings/SUMMARY_FINDINGS_DTS2011.pdfhttp://www.statistics.gov.my/portal/images/stories/files/LatestReleases/findings/SUMMARY_FINDINGS_DTS2011.pdfhttp://corporate.tourism.gov.my/images/research/pdf/2011/TouristArrivals_JanDec_2011.pdfhttp://corporate.tourism.gov.my/images/research/pdf/2011/TouristArrivals_JanDec_2011.pdfhttp://news.asiaone.com/News/AsiaOne%2BNews/Malaysia/Story/A1Story20120422-341231.htmlhttp://news.asiaone.com/News/AsiaOne%2BNews/Malaysia/Story/A1Story20120422-341231.htmlhttp://corporate.tourism.gov.my/research.asp?page=facts_figureshttp://corporate.tourism.gov.my/research.asp?page=facts_figureshttp://www.asiaone.com/News/AsiaOne%2BNews/Malaysia/Story/A1Story20121030-380430.htmlhttp://www.asiaone.com/News/AsiaOne%2BNews/Malaysia/Story/A1Story20121030-380430.htmlhttp://www.visit-malaysia.com/http://www.visit-malaysia.com/http://www.theedgemalaysia.com/sports/198886-successful-nation-branding.htmlhttp://www.theedgemalaysia.com/sports/198886-successful-nation-branding.htmlhttp://corporate.tourism.gov.my/aboutus.asphttp://corporate.tourism.gov.my/aboutus.asp


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2.2 Size of Sector & Forecasts2.2.1 Tourism Employment Data

The most recent government employment figures place the size of the sector at 1,770,800 in 201018. Using data forthe preceding five years to estimate annual change and therefore apply forecasts, we calculate that the current sectorsize (2012) is 1,923,193, and that by 2017 it will have grown to 2,421,106.

2.2.2 Segmented Data & Forecasts19

Sub-Sector 2007 2012 2017 Annual Change

Travel agencies 27,600 48,357 88,924 13.0%

Passenger transport services 130,900 135,623 123,498 -1.9%

Culture, sports & recreation 60,600 99,691 138,920 6.9%

Accommodation services 139,700 206,786 295,787 7.4%

Other tourism industries 185,900 263,850 340,716 5.2%

Retail trade 444,900 408,225 382,712 -1.3%

Food & beverage services 579,000 760,661 1,050,549 6.7%

3. The Education SectorMalaysia has set a goal of attracting 200,000 international students by 2020 20. Progress towards this goal has stalledrecently, however, and the Ministry of Higher Education is revising its target from 150,000 by 2015 to 100,00021. The

shortfall in student numbers may be due to the proximity of Singapore, a major competitor, and the market dominanceof Australia in the Asia-Pacific market22. There were 86,000 international students in Malaysia in 2010 alone23. Ofthese, 25,000 were from the Middle East, 13,000 from Africa, 10,000 from China and 10,000 from Indonesia, and 6,000each from India, Bangladesh and Pakistan24.

18 http://www.statistics.gov.my/portal/index.php?option=com_content&view=article&id=1415&Itemid=111&lang=en19 2007 data was taken from source; 2012 and 2017 data was taken by applying average annual change to projections (using datatables from http://www.statistics.gov.my/portal/index.php?option=com_content&view=article&id=1415&Itemid=111&lang=en).20 http://www.nytimes.com/2011/10/03/world/asia/malaysia-tries-to-rein-in-private-education-institutions.html? _r=0&adxnnl=1&pagewanted=all&adxnnlx=1350990188-CiTNQ/wzYyG+DdsiAWVDGQ

21 http://thepienews.com/analysis/how-is-malaysia-doing-as-an-international-education-hub/2/22 http://thepienews.com/analysis/how-is-malaysia-doing-as-an-international-education-hub/2/23 http://thepienews.com/analysis/how-is-malaysia-doing-as-an-international-education-hub/24 http://thepienews.com/analysis/how-is-malaysia-doing-as-an-international-education-hub/

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The current National Higher Education Strategic Plan (NHESP) is focused on making Malaysia ‘an international hub ofexcellence for higher education’ 25. It has seven key strands, including:

• Increasing access and equity• Improving the quality of teaching and learning• Enhancing research and innovation• Empowering the Institutions of Higher Education (IHE)• Intensifying Internationalisation

• Lifelong Learning• Reinforcing delivery systems of the Ministry of Higher Education (MOHE)

Key objectives and measures within the NHESP include raising the rate of tertiary qualifications to 33% of thepopulation; raising the number of international students to 10% of the student population; and introducing therecognition of Lifelong Learning through the Malaysian Qualifications Framework (MQF)26. According to the Ministryof Higher Education in 2011, the quality of private providers in higher education is a major concern. A record numberof fines were issued to private higher education institutions in that year: 47 in the first quarter alone. Fines were issuedfor infractions such as misleading or false advertising of courses, unaccredited qualifications being offered, and theviolation of registration regulations27. In 1996, the Government legislated to permit the establishment of private highereducation universities in Malaysia. Prior to this legislation, local providers were forced to award qualifications inconjunction with international providers, rather than being able to award their own qualifications.

The sector has grown significantly, with 26 private universities now offering qualifications at all higher levels;additionally, there are 23 private ‘university colleges’ offering bachelor degrees only, five local branches of internationaluniversities, and over 400 private colleges offering diploma and certificate level qualifications 28. Private institutionsnow cater for the majority of students, with nearly 54% of total student numbers29.

3.1 Student dataThere were 26,501 students enrolled on tourism and hospitality courses at Malaysian higher education institutions in2010 (7,982 in public institutions and 15,388 at private institutions), up from 22,543 in 200930. These break down as31:

• PhD: 0.1%• Masters: 1.5%• Bachelors: 30.1%• Advanced Diplomas: 0.1%• Diplomas: 64.8%• Certificates: 3.4%

Extrapolating from the 2009/2010 change, we calculate that there are currently 36,624 tourism and hospitality studentsat Malaysian higher education institutions (2012) and that there will be 82,227 by 2017.

25 http://www.mohe.gov.my/portal/en/info/psptn.html26 Ibid.27 http://www.nytimes.com/2011/10/03/world/asia/malaysia-tries-to-rein-in-private-education-institutions.html? _r=0&adxnnl=1&pagewanted=all&adxnnlx=1350990188-CiTNQ/wzYyG+DdsiAWVDGQ

28 Ibid.29 Ibid.30 Calculated from http://www.mohe.gov.my/web_statistik/perangkaan_2010.pdf.31 Ibid.

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http://www.mohe.gov.my/web_statistik/perangkaan_2010.pdfhttp://www.mohe.gov.my/web_statistik/perangkaan_2010.pdfhttp://www.mohe.gov.my/web_statistik/perangkaan_2010.pdfhttp://www.mohe.gov.my/web_statistik/perangkaan_2010.pdfhttp://www.mohe.gov.my/web_statistik/perangkaan_2010.pdfhttp://www.nytimes.com/2011/10/03/world/asia/malaysia-tries-to-rein-in-private-education-institutions.html?_r=0&adxnnl=1&pagewanted=all&adxnnlx=1350990188-CiTNQ/wzYyG+DdsiAWVDGQhttp://www.nytimes.com/2011/10/03/world/asia/malaysia-tries-to-rein-in-private-education-institutions.html?_r=0&adxnnl=1&pagewanted=all&adxnnlx=1350990188-CiTNQ/wzYyG+DdsiAWVDGQhttp://www.nytimes.com/2011/10/03/world/asia/malaysia-tries-to-rein-in-private-education-institutions.html?_r=0&adxnnl=1&pagewanted=all&adxnnlx=1350990188-CiTNQ/wzYyG+DdsiAWVDGQhttp://www.mohe.gov.my/portal/en/info/psptn.htmlhttp://www.mohe.gov.my/web_statistik/perangkaan_2010.pdfhttp://www.mohe.gov.my/web_statistik/perangkaan_2010.pdfhttp://www.nytimes.com/2011/10/03/world/asia/malaysia-tries-to-rein-in-private-education-institutions.html?_r=0&adxnnl=1&pagewanted=all&adxnnlx=1350990188-CiTNQ/wzYyG+DdsiAWVDGQhttp://www.nytimes.com/2011/10/03/world/asia/malaysia-tries-to-rein-in-private-education-institutions.html?_r=0&adxnnl=1&pagewanted=all&adxnnlx=1350990188-CiTNQ/wzYyG+DdsiAWVDGQhttp://www.nytimes.com/2011/10/03/world/asia/malaysia-tries-to-rein-in-private-education-institutions.html?_r=0&adxnnl=1&pagewanted=all&adxnnlx=1350990188-CiTNQ/wzYyG+DdsiAWVDGQhttp://www.nytimes.com/2011/10/03/world/asia/malaysia-tries-to-rein-in-private-education-institutions.html?_r=0&adxnnl=1&pagewanted=all&adxnnlx=1350990188-CiTNQ/wzYyG+DdsiAWVDGQhttp://www.mohe.gov.my/portal/en/info/psptn.htmlhttp://www.mohe.gov.my/portal/en/info/psptn.html


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3.2 QualificationsThe Malaysian Qualifications Framework (MQF), implemented in 2005, is the unified system of qualifications offerednationally by all educational and training institutes, including colleges, universities, vocational institutions, professionalorganisations and other higher educational institutions in both the public and the private sectors. It also includesworkplace training and lifelong learning experiences. The Malaysian Qualifications Framework has eight levels in threesectors: the Skills sector, the Vocational and Technical sector, and the Academic sector. The levels are32:

• Levels 1 - 3: Skills Certificates (awarded by Skills sectors), Academic, Vocational and Technical Certificates• Levels 4 - 5: Diplomas and Advanced Diplomas• Level 6: Bachelor’s Degree• Level 7: Master’s Degree• Level 8: Doctoral Degree

Three additional qualifications exist to facilitate lifelong learning. These are the Advanced Diploma (Level 5), theGraduate Certificate and Graduate Diploma (Level 6), and the Postgraduate Certificate and Postgraduate Diploma(Level 7)33. The Malaysian Qualifications Framework is benchmarked against other qualifications frameworksinternationally, including the European Qualifications Framework. As in the UK, the European QualificationsFramework and many other frameworks, qualifications are based upon units; 40 hours of student learning timeconstitutes one unit34. Unlike many other countries, Malaysian universities award a high proportion of sub-degreeprogrammes. Most universities offer Diplomas in addition to Bachelor and Master level courses.

3.3 AccreditationThe Malaysian Qualifications Agency provides quality assurance in a two-stage process: initial provisional accreditation,which helps higher education providers to reach the prescribed standard; and formal accreditation, which recognisesthat degrees offered by the institution meet standards. Higher education institutions can also apply to become self-accrediting institutions; such institutions are required to have strong quality management processed and to have passedan institutional audit35.

Accredited degrees are listed on the Malaysian Qualifications Register, which is a searchable online resource. Studentsof accredited degree programmes are eligible to apply for funding from agencies such as the National Higher EducationFund (PTPTN) and can also be considered for employment in the public sector36. Bachelor degrees offered inconjunction with local institutions, such as the Bachelor of Arts (International Hotel and Tourism Management) offeredby KDU University College and IMI University Centre, Switzerland, are listed on the Malaysian Qualifications Register.Foreign universities with local campuses are also largely listed on Register as having accredited programmes; theseinclude Monash University, Curtin University and Swinburne University (Australia) and the University of Nottingham

(UK)37

.Institutions applying for provisional accreditation of learning programmes need to submit copies of the relevantapplication document (MQA-01), together with proof of establishment of the institution. The MQA-01 form asks forinstitution details, together with programme details which include the name of the qualification, level, credit value, fieldof study, medium of instruction, mode and method, duration, minimum entry requirements, estimated intake/graduationdates together with anticipated enrolment, expected areas of graduates’ employment, details of the awarding body,details of similar programmes already approved, and the location of the programme38. Fees for provisional accreditationare RM7,500 (GBP1,535) for Degree, Masters and Doctorate programmes39

Institutions applying for full accreditation need to supply copies of the application document (MQA-02)40, which asksfor similar information to that requested in MQA-01, together with proof of establishment, a copy of an approval letterto conduct the programme from the Ministry of Education or other relevant authority, a copy of the certificate ofprovisional accreditation (if applicable), a list of students by semester for the course of study, and the academiccalendar for the course of study. Fees for full accreditation are RM10,00041(GBP 2,050) for Degree, Masters andDoctorate programmes42.

32 http://www.mqa.gov.my33 http://www.mqa.gov.my/portal2012/dokumen/MALAYSIAN%20QUALIFICATIONS%20FRAMEWORK_2011.pdf 34 Ibid.35 http://www.mqa.gov.my36 http://www.mqa.gov.my/MQR/english/ePeneranganPA.cfm37 http://www.mqa.gov.my/MQR/english/eakrbyipts.cfm38 http://www.mqa.gov.my/borang/coppa/MQA-01.pdf

39 http://www.mqa.gov.my/borang/permohonan_fi/Borang%20A%20-%20Provisional%20260910.doc 40 http://www.mqa.gov.my/borang/coppa/MQA-02.pdf 41 The fee goes up to RM 25,000 (GBP5,125) for medical programmes.42 http://www.mqa.gov.my/borang/permohonan_fi/Borang%20B%20-%20Akreditasi%20260910.doc

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http://www.mqa.gov.my/borang/permohonan_fi/Borang%20B%20-%20Akreditasi%20260910.dochttp://www.mqa.gov.my/borang/coppa/MQA-02.pdfhttp://www.mqa.gov.my/borang/permohonan_fi/Borang%20A%20-%20Provisional%20260910.dochttp://www.mqa.gov.my/borang/coppa/MQA-01.pdfhttp://www.mqa.gov.my/MQR/english/eakrbyipts.cfmhttp://www.mqa.gov.my/http://www.mqa.gov.my/portal2012/dokumen/MALAYSIAN%20QUALIFICATIONS%20FRAMEWORK_2011.pdfhttp://www.mqa.gov.my/borang/permohonan_fi/Borang%20B%20-%20Akreditasi%20260910.dochttp://www.mqa.gov.my/borang/permohonan_fi/Borang%20B%20-%20Akreditasi%20260910.dochttp://www.mqa.gov.my/borang/coppa/MQA-02.pdfhttp://www.mqa.gov.my/borang/coppa/MQA-02.pdfhttp://www.mqa.gov.my/borang/permohonan_fi/Borang%20A%20-%20Provisional%20260910.dochttp://www.mqa.gov.my/borang/permohonan_fi/Borang%20A%20-%20Provisional%20260910.dochttp://www.mqa.gov.my/borang/coppa/MQA-01.pdfhttp://www.mqa.gov.my/borang/coppa/MQA-01.pdfhttp://www.mqa.gov.my/MQR/english/eakrbyipts.cfmhttp://www.mqa.gov.my/MQR/english/eakrbyipts.cfmhttp://www.mqa.gov.my/MQR/english/ePeneranganPA.cfmhttp://www.mqa.gov.my/MQR/english/ePeneranganPA.cfmhttp://www.mqa.gov.my/http://www.mqa.gov.my/http://www.mqa.gov.my/portal2012/dokumen/MALAYSIAN%20QUALIFICATIONS%20FRAMEWORK_2011.pdfhttp://www.mqa.gov.my/portal2012/dokumen/MALAYSIAN%20QUALIFICATIONS%20FRAMEWORK_2011.pdf


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An additional RM100 (GBP20) fee is applicable to have each programme listed on the MQR and have an accreditationcertificate produced43.

3.4 Sample Degree ProgrammesThe Ministry of Tourism offers and certificates short courses in different aspects of tourism. The Eco-Host Malaysiacourse, for example, is aimed at educating tourist operators about the impact of tourism on the environment and thenecessity of eco-tourism; it costs RM10044 (GBP20). The Mesra Malaysia one-day course is certificated by the Ministryof Tourism and focuses on developing a high standard of customer service45. The Level 3 Tourist Guide Basic Course is

run by the Institut Latihan Pelancongan and certificated by the Ministry of Tourism; it lasts between four and sixmonths and costs up to RM5,00046 (GBP1,025). Sample courses by other tertiary institutions are as follows.

Course Providers Structure Notes

Bachelor of Arts(Honours)Business &Hospitality

Management

• Nilai UniversityCollege

• 3 year degree.• Entry routes include A levels and Diplomas.• Modules are at three levels: Basic,

Intermediate and Advanced.

• Modules include: Managerial Accounting,Research Methods, Revenue and ProfitMaking for Hospitality and Tourism.

• Includes practicalsessions at the NilaiSprings Resort Hotel/Golf and CountryClub.

• Also providescertification from theMalaysian Food andBeverage ExecutiveAssociation (MFBEA).

• Nilai also offers aDiploma in TourismManagement.

Bachelor inTourism

Management

• Kuala LumpurMetropolitanUniversityCollege

• 3 year degree.• Entry routes include A levels and Diplomas.• Modules include: Islamic and Moral

Studies, Business English, ContemporaryIssues of the Tourism Industry.

• Also offers aspecialised BSc inHotel & RestaurantManagement andHotel & ConventionManagement.

IMI Bachelor ofArts (3+0) in International

Hotel & TourismManagement

• KDU UniversityCollege

• 3 year degree.• Offered at two campuses (Penang and

Damansara Jaya).• Year 1 focuses on Personal Development

Planning and includes language and culturestudies (namely English, French andGerman). Also includes food and beveragestudies, accommodation operations andfront office management.

• Year 2 covers back office functions,including human resources, financial andfacilities management. Also includesresearch methods, tourism attractionmanagement as well as conference andexhibition management.

• Year 3 focuses on international tourismdevelopment, events operations andincludes an industrial placement.

• Malaysian studies,Bahasa Malaysia A andIslamic studies arecompulsory subjectswithin the course.

43 http://www.mqa.gov.my44 http://www.motour.gov.my/en/ministrys-programme/courses/eco-host-malaysia.html45 http://www.motour.gov.my/en/ministrys-programme/courses/mesra-malaysia.html46 http://www.motour.gov.my/en/ministrys-programme/courses/basic-tourist-guide-course-level-3.html

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http://www.motour.gov.my/en/ministrys-programme/courses/basic-tourist-guide-course-level-3.htmlhttp://www.motour.gov.my/en/ministrys-programme/courses/mesra-malaysia.htmlhttp://www.motour.gov.my/en/ministrys-programme/courses/mesra-malaysia.htmlhttp://www.motour.gov.my/en/ministrys-programme/courses/mesra-malaysia.htmlhttp://www.mqa.gov.my/http://www.motour.gov.my/en/ministrys-programme/courses/basic-tourist-guide-course-level-3.htmlhttp://www.motour.gov.my/en/ministrys-programme/courses/mesra-malaysia.htmlhttp://www.motour.gov.my/en/ministrys-programme/courses/basic-tourist-guide-course-level-3.htmlhttp://www.motour.gov.my/en/ministrys-programme/courses/mesra-malaysia.htmlhttp://www.motour.gov.my/en/ministrys-programme/courses/eco-host-malaysia.htmlhttp://www.mqa.gov.my/http://www.motour.gov.my/en/ministrys-programme/courses/mesra-malaysia.htmlhttp://www.motour.gov.my/en/ministrys-programme/courses/eco-host-malaysia.htmlhttp://www.mqa.gov.my/http://www.motour.gov.my/en/ministrys-programme/courses/basic-tourist-guide-course-level-3.htmlhttp://www.motour.gov.my/en/ministrys-programme/courses/basic-tourist-guide-course-level-3.htmlhttp://www.motour.gov.my/en/ministrys-programme/courses/eco-host-malaysia.htmlhttp://www.mqa.gov.my/http://www.mqa.gov.my/http://www.motour.gov.my/en/ministrys-programme/courses/basic-tourist-guide-course-level-3.htmlhttp://www.motour.gov.my/en/ministrys-programme/courses/mesra-malaysia.htmlhttp://www.motour.gov.my/en/ministrys-programme/courses/eco-host-malaysia.htmlhttp://www.mqa.gov.my/http://www.motour.gov.my/en/ministrys-programme/courses/eco-host-malaysia.htmlhttp://www.mqa.gov.my/http://www.motour.gov.my/en/ministrys-programme/courses/basic-tourist-guide-course-level-3.htmlhttp://www.motour.gov.my/en/ministrys-programme/courses/basic-tourist-guide-course-level-3.htmlhttp://www.motour.gov.my/en/ministrys-programme/courses/mesra-malaysia.htmlhttp://www.motour.gov.my/en/ministrys-programme/courses/mesra-malaysia.htmlhttp://www.motour.gov.my/en/ministrys-programme/courses/eco-host-malaysia.htmlhttp://www.motour.gov.my/en/ministrys-programme/courses/eco-host-malaysia.htmlhttp://www.mqa.gov.my/http://www.mqa.gov.my/http://www.kdu.edu.my/hospitality-tourism-ba-hotel-tourism-managementhttp://www.kdu.edu.my/hospitality-tourism-ba-hotel-tourism-managementhttp://www.kdu.edu.my/hospitality-tourism-ba-hotel-tourism-managementhttp://www.kdu.edu.my/hospitality-tourism-ba-hotel-tourism-managementhttp://www.kdu.edu.my/hospitality-tourism-ba-hotel-tourism-managementhttp://www.kdu.edu.my/hospitality-tourism-ba-hotel-tourism-managementhttp://www.kdu.edu.my/hospitality-tourism-ba-hotel-tourism-managementhttp://www.kdu.edu.my/hospitality-tourism-ba-hotel-tourism-managementhttp://www.kdu.edu.my/hospitality-tourism-ba-hotel-tourism-managementhttp://www.kdu.edu.my/hospitality-tourism-ba-hotel-tourism-managementhttp://www.klmu.edu.my/FacultiesPrograms/HospitalityTourismTM.phphttp://www.klmu.edu.my/FacultiesPrograms/HospitalityTourismTM.phphttp://www.klmu.edu.my/FacultiesPrograms/HospitalityTourismTM.phphttp://www.klmu.edu.my/FacultiesPrograms/HospitalityTourismTM.phphttp://www.klmu.edu.my/FacultiesPrograms/HospitalityTourismTM.phphttp://www.klmu.edu.my/FacultiesPrograms/HospitalityTourismTM.phphttp://www.nilai.edu.my/programmes/ba-hons-business-and-hospitality-managementhttp://www.nilai.edu.my/programmes/ba-hons-business-and-hospitality-managementhttp://www.nilai.edu.my/programmes/ba-hons-business-and-hospitality-managementhttp://www.nilai.edu.my/programmes/ba-hons-business-and-hospitality-managementhttp://www.nilai.edu.my/programmes/ba-hons-business-and-hospitality-managementhttp://www.nilai.edu.my/programmes/ba-hons-business-and-hospitality-managementhttp://www.nilai.edu.my/programmes/ba-hons-business-and-hospitality-managementhttp://www.nilai.edu.my/programmes/ba-hons-business-and-hospitality-managementhttp://www.nilai.edu.my/programmes/ba-hons-business-and-hospitality-managementhttp://www.nilai.edu.my/programmes/ba-hons-business-and-hospitality-management


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Name Type About

Ministry of Human Resources GovernmentDepartment

Responsible for developing a workforce that responds to thechanging labour environment, increasing economic growth andcreating greater job opportunities. Encourages good industrialrelations and upholds social justice in the workplace. Responsiblefor health and safety of workforce and skill and knowledgedevelopment. It also supervises training courses through a number

of regional industrial training institutes.Ministry of Education Government

DepartmentAims to produce ‘loyal, united, happy, well-mannered individuals withfaith, knowledge and vision’ . Seeks to prepare Malaysia’s humanresource for its development needs and to provide educationopportunities to all Malaysians.

Ministry of Tourism GovernmentDepartment

Aims to make Malaysia’s tourism industry the country’s mainsource of income. Formulates and implements national tourismpolicy.

Malaysia IndustrialDevelopment Authority

GovernmentAgency

Regulates industrial sector, including hotels, restaurants and leisure.

Malaysian Association of PrivateColleges and Universities

MembershipOrganisation

Recognised by Government, its membership includes major privatecolleges and universities in Malaysia. Seeks to promote higher

education industry, enhance quality of courses, and works withGovernment to solve any problems arising within the industry.

Department of SkillsDevelopment (Formerly theNational Vocational TrainingCouncil)

Departmentwithin Ministryof HumanResources

Assesses national training requirements. Develops, approves andrevises the National Occupational Skills Standards (NOSS).Implements the National Training Certification Programmes.Promotes skills training systems. Assists and enhances skillsproficiency of individuals. Researches programmes related to skillstraining.

Malaysian Qualifications Agency GovernmentAgency

Covers public and private sector institutions including branchcampuses and franchised programmes. Formulates policies andstandards and quality control. Sets, monitors, reviews andoversees courses and qualification standards. Determines the levelof achievement required for courses (awards, certificates, diplomasand degrees). Advises Minister. (Combines former roles of theNational Accreditation Board (LAN) and the Ministry ofEducation’s Quality Assurance Division.)

Pembangunan Sumber ManusiaBerhad (PSMB) – formerly theHuman ResourcesDevelopment Fund

Part of Ministryof HumanResources

Operates on the basis of a levy/grant system. Employers who havepaid the levy qualify for training from the fund or for subsidisedtraining costs for their employees.

Pacific Asia Travel Association(PATA)

TradeAssociation

Membership body which seeks to promote sustainable industrygrowth. Provides ‘leadership and counsel ’ to over 80 tourismbodies, almost 50 airlines, airports and cruise lines as well as anumber of travel companies. Provides industry intelligence andprovides a networking forum for its members. 41 active chapters

(including in the UK).Tourism Malaysia Government

Agency (nowunder theMinistry ofCulture, Artsand Tourism)

Formally known as the Malaysian Tourism Promotion Board(MTPB), Tourism Malaysia seeks to promote Malaysia as an‘outstanding tourism destination’ and increase tourist numbers andduration of stay, as thus resulting revenues and employmentopportunities.

5. Competitor Analysis5.1 International Collaborations with Local ProvidersMany international institutions tend to offer dual degrees in conjunction with a local provider; Stamford College, incontrast, offers a single degree that is awarded by the University of Ballarat (Australia). Bachelor level degrees alsotend to have clear pathways for higher study at the same institutions, and offer students the option of undertaking part

of their studies at the international institution. Modules tend to focus on tourism-specific management studies, withmodules focusing on key skills areas such as financial management, marketing and strategy.

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http://www.moe.gov.my/http://www.mohr.gov.my/http://www.tourism.gov.my/http://www.tourism.gov.my/http://www.pata.org/http://www.pata.org/http://www.hrdf.com.my/http://www.hrdf.com.my/http://www.hrdf.com.my/http://www.hrdf.com.my/http://www.mqa.gov.my/http://www.mqa.gov.my/http://www.dsd.gov.my/http://www.dsd.gov.my/http://www.dsd.gov.my/http://www.dsd.gov.my/http://www.dsd.gov.my/http://www.dsd.gov.my/http://www.dsd.gov.my/http://www.dsd.gov.my/http://www.mapcu.com.my/http://www.mapcu.com.my/http://www.mapcu.com.my/http://www.mapcu.com.my/http://www.mida.gov.my/env3/http://www.mida.gov.my/env3/http://www.mida.gov.my/env3/http://www.mida.gov.my/env3/http://www.motour.gov.my/en.htmlhttp://www.motour.gov.my/en.htmlhttp://www.moe.gov.my/http://www.moe.gov.my/http://www.mohr.gov.my/http://www.mohr.gov.my/


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Surprisingly, there is not a strong emphasis on the value of the international institution, or of the value of the jointdegree/international award for the student. There is also little explanation of the benefits in terms of employment orinternational opportunities that the student will enjoy as a result of choosing these degrees, rather than attending thelocal campuses of international institutions. The below table highlights sample degrees that are offered by localinstitutions in partnership with international institutions.

Course LocalProvider

Partner Structure Notes

Bachelor ofArts

(Honours)Tourism

Management

Asia PacificUniversityofTechnology&Innovation

StaffordshireUniversity(UK)

• Dual degree award lasting 3 years.• Level 1 focuses on introduction to

business and service managementprinciples.

• Level 2 focuses on GeneralManagement and specific modules onaspects of the Tourism industry.

• Level 3 focuses on marketing andstrategy, and sector specific subjectssuch as Conference Management.

• Fees for the degreeare RM58,500(GBP11,990) + £570(payable toStaffordshireUniversity)

Bachelor ofBusiness

(HospitalityManagement)

(Honours)

HELPUniversityCollege

University ofQueensland/GriffithUniversity

• Includes hotel, restaurant, theme parkand resort management.

• Course covers international hoteloperations management, technologicalapplications and both large- and small-scale services management.

• Modules include financial accountingand management, micro- andmacroeconomics, law, marketing,communications, and humanresources.

• Third year includes an industryplacement (internship).

• Additional compulsory seminarsprovide students with skills in conflict

resolution, negotiation, interpersonaldynamics and team building.

•Students can transfercredits to theUniversity ofQueensland, GriffithUniversity.

• The university iscurrently working oncredit transfers withLiverpool John MooresUniversity, theUniversity ofSunderland, Universityof Derby and TeessideUniversity.

Bachelor ofInternational

TourismManagement

(Hons) (Travel& RecreationManagement)

Taylor’sUniversity

University ofToulouse

• 3 year degree.• Students are assessed through tests,

assignments and examinationsthroughout the programme.

• The course includes a 12 weekinternship in Year 2 and a 16 weekinternship in Year 3.

• Subjects range from geography,Malaysian studies, French, history, artand culture to accounting, marketing,law, and airline ticketing.

• Students can continueto work towards aMasters inInternationalHospitalityManagement or aMaster of Science(Tourism) and then onto a Doctor ofPhilosophy (Hospitalityand Tourism).

Bachelor ofHospitality

(Management)

StamfordCollege

University ofBallarat

• 3 year degree.• Students are assessed through written

reports, assignments, group projects,case studies, oral presentations andformal exams.

• A hospitality workplace project orinternship are required at the end ofthe programme.

• Combines vocationaland academic learning.

• Graduates canprogress further viathe University ofBallarat’s MBAprogramme or an MScin TechnologyManagement at theUniversity of EastLondon.

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http://www.stamford.edu.my/courses/page/?bachelorhospmgthttp://www.stamford.edu.my/courses/page/?bachelorhospmgthttp://www.stamford.edu.my/courses/page/?bachelorhospmgthttp://www.stamford.edu.my/courses/page/?bachelorhospmgthttp://www.stamford.edu.my/courses/page/?bachelorhospmgthttp://www.stamford.edu.my/courses/page/?bachelorhospmgthttp://www.stamford.edu.my/courses/page/?bachelorhospmgthttp://www.stamford.edu.my/courses/page/?bachelorhospmgthttp://www.taylors.edu.my/en/university/schools/tcht/programmes/bachelor_of_international_tourism_Management_hon_travel_recreation_management/overviewhttp://www.taylors.edu.my/en/university/schools/tcht/programmes/bachelor_of_international_tourism_Management_hon_travel_recreation_management/overviewhttp://www.taylors.edu.my/en/university/schools/tcht/programmes/bachelor_of_international_tourism_Management_hon_travel_recreation_management/overviewhttp://www.taylors.edu.my/en/university/schools/tcht/programmes/bachelor_of_international_tourism_Management_hon_travel_recreation_management/overviewhttp://www.taylors.edu.my/en/university/schools/tcht/programmes/bachelor_of_international_tourism_Management_hon_travel_recreation_management/overviewhttp://www.taylors.edu.my/en/university/schools/tcht/programmes/bachelor_of_international_tourism_Management_hon_travel_recreation_management/overviewhttp://www.taylors.edu.my/en/university/schools/tcht/programmes/bachelor_of_international_tourism_Management_hon_travel_recreation_management/overviewhttp://www.taylors.edu.my/en/university/schools/tcht/programmes/bachelor_of_international_tourism_Management_hon_travel_recreation_management/overviewhttp://www.taylors.edu.my/en/university/schools/tcht/programmes/bachelor_of_international_tourism_Management_hon_travel_recreation_management/overviewhttp://www.taylors.edu.my/en/university/schools/tcht/programmes/bachelor_of_international_tourism_Management_hon_travel_recreation_management/overviewhttp://www.taylors.edu.my/en/university/schools/tcht/programmes/bachelor_of_international_tourism_Management_hon_travel_recreation_management/overviewhttp://www.taylors.edu.my/en/university/schools/tcht/programmes/bachelor_of_international_tourism_Management_hon_travel_recreation_management/overviewhttp://www.taylors.edu.my/en/university/schools/tcht/programmes/bachelor_of_international_tourism_Management_hon_travel_recreation_management/overviewhttp://www.taylors.edu.my/en/university/schools/tcht/programmes/bachelor_of_international_tourism_Management_hon_travel_recreation_management/overviewhttp://www.help.edu.my/faculty-of-business-economics-accounting/school-of-hospitality-and-tourism/item/8-bachelor-of-business-hospitality-management-hons.htmlhttp://www.help.edu.my/faculty-of-business-economics-accounting/school-of-hospitality-and-tourism/item/8-bachelor-of-business-hospitality-management-hons.htmlhttp://www.help.edu.my/faculty-of-business-economics-accounting/school-of-hospitality-and-tourism/item/8-bachelor-of-business-hospitality-management-hons.htmlhttp://www.help.edu.my/faculty-of-business-economics-accounting/school-of-hospitality-and-tourism/item/8-bachelor-of-business-hospitality-management-hons.htmlhttp://www.help.edu.my/faculty-of-business-economics-accounting/school-of-hospitality-and-tourism/item/8-bachelor-of-business-hospitality-management-hons.htmlhttp://www.help.edu.my/faculty-of-business-economics-accounting/school-of-hospitality-and-tourism/item/8-bachelor-of-business-hospitality-management-hons.htmlhttp://www.help.edu.my/faculty-of-business-economics-accounting/school-of-hospitality-and-tourism/item/8-bachelor-of-business-hospitality-management-hons.htmlhttp://www.help.edu.my/faculty-of-business-economics-accounting/school-of-hospitality-and-tourism/item/8-bachelor-of-business-hospitality-management-hons.htmlhttp://www.help.edu.my/faculty-of-business-economics-accounting/school-of-hospitality-and-tourism/item/8-bachelor-of-business-hospitality-management-hons.htmlhttp://www.help.edu.my/faculty-of-business-economics-accounting/school-of-hospitality-and-tourism/item/8-bachelor-of-business-hospitality-management-hons.htmlhttp://www.ucti.edu.my/degree_tourismmanagement.htmhttp://www.ucti.edu.my/degree_tourismmanagement.htmhttp://www.ucti.edu.my/degree_tourismmanagement.htmhttp://www.ucti.edu.my/degree_tourismmanagement.htmhttp://www.ucti.edu.my/degree_tourismmanagement.htmhttp://www.ucti.edu.my/degree_tourismmanagement.htmhttp://www.ucti.edu.my/degree_tourismmanagement.htmhttp://www.ucti.edu.my/degree_tourismmanagement.htmhttp://www.ucti.edu.my/degree_tourismmanagement.htmhttp://www.ucti.edu.my/degree_tourismmanagement.htm


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Course LocalProvider

Partner Structure Notes

BSc (Hons)International

Tourism andHospitality

Management

SEGiUniversity

University of Sunderland

• 3 year degree.• Year 1 covers English and Pengajian

Malaysia, as well as tourism specificmanagement, marketing and HR.

• Year 2 includes research methods andpersonal development planning, as wellas more specific cultural tourism,festivals and events, event managementand a final module in English.

• Year 3 has a more international focusand includes an industrial placement.

• Course is ‘uniquelyprogrammed ’ to meetemployerrequirements.

• Graduates seek towork in tourismcompanies in Malaysia,the UK and elsewhereor in local or nationalgovernment inMalaysia.

IMI MBA inInternationalHospitality

Management

KDUUniversityCollege

ManchesterMetropolitanUniversity

• 12 months full time (or 16-24 monthspart time).

• Core focus of course is on strategicmanagement.

• Subjects include events management,project appraisal, research, strategicinternational marketing managementand Asia Pacific business cultures.

• Students may choose to spend time inSwitzerland for part of their course.

• All courses are in English.• Admission requirements are an

honours degree in Hotel or TourismManagement or an IMI Postgraduatediploma. (There is some flexibility,however.)

• IMI University Centreis a private Swiss hotelschool, providingqualifications withoutthe need to studyabroad.

•Graduates receive twodegrees: from IMI andMMU.

• Course targetsstudents with existingexperience orqualifications inhospitalitymanagement seekingto develop into middleor senior managers.

5.2 International providers with local campusesInternational institutions with established local campuses are primarily from Victoria, Australia; this is a result of the

education expansion strategy of the state government. They include:• Curtin University, Sarawak Malaysia (Australia)• Monash University Sunway Campus Malaysia (Australia)• Swinburne University of Technology (Australia)• The University of Nottingham Malaysia Campus (United Kingdom)

The University of Wales also offered degrees through three local colleges, but these partnerships are under review(with one suspended) after investigations by QAA began in 201047.

Institution Departments Notes Fees

CurtinUniversity

• FoundationStudies

• Business• Media, Culture,

Communication

• Science andEngineering

• Postgraduate

• First offshore campus of Curtin Universitywas in Malaysia.

• Established in 1999; purpose built campus

completed in 2002.• Aim to become one of top 20 Asianuniversities by 2020.

• Identical courses to those offered inAustralia.

• Accreditation from professional bodies iscited as a major benefit for students.

• Students can transfer between Australianand Malaysian campuses as unit structure isidentical.

• Fees for undergraduateprogrammes range fromRM17,528 (GBP3,590)

(Bachelor of Commerce/Business Administration) toRM24,256 (GBP4,970)(Bachelor of Engineering -Chemical/Manufacturing)per annum for local students

• International students payapproximately RM5,000(GBP1,025) more.

47 http://www.wales.ac.uk/en/NewsandEvents/News/General/UniversityofWalessuspendsrelationswithMalaysiancollegependinginquiry.aspx

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http://www.wales.ac.uk/en/NewsandEvents/News/General/UniversityofWalessuspendsrelationswithMalaysiancollegependinginquiry.aspxhttp://www.wales.ac.uk/en/NewsandEvents/News/General/UniversityofWalessuspendsrelationswithMalaysiancollegependinginquiry.aspxhttp://www.wales.ac.uk/en/NewsandEvents/News/General/UniversityofWalessuspendsrelationswithMalaysiancollegependinginquiry.aspxhttp://www.wales.ac.uk/en/NewsandEvents/News/General/UniversityofWalessuspendsrelationswithMalaysiancollegependinginquiry.aspxhttp://www.wales.ac.uk/en/NewsandEvents/News/General/UniversityofWalessuspendsrelationswithMalaysiancollegependinginquiry.aspxhttp://www.wales.ac.uk/en/NewsandEvents/News/General/UniversityofWalessuspendsrelationswithMalaysiancollegependinginquiry.aspxhttp://www.wales.ac.uk/en/NewsandEvents/News/General/UniversityofWalessuspendsrelationswithMalaysiancollegependinginquiry.aspxhttp://www.wales.ac.uk/en/NewsandEvents/News/General/UniversityofWalessuspendsrelationswithMalaysiancollegependinginquiry.aspxhttp://www.wales.ac.uk/en/NewsandEvents/News/General/UniversityofWalessuspendsrelationswithMalaysiancollegependinginquiry.aspxhttp://htca.kdu.edu.my/mba_hospitality.htmlhttp://htca.kdu.edu.my/mba_hospitality.htmlhttp://www.wales.ac.uk/en/NewsandEvents/News/General/UniversityofWalessuspendsrelationswithMalaysiancollegependinginquiry.aspxhttp://www.wales.ac.uk/en/NewsandEvents/News/General/UniversityofWalessuspendsrelationswithMalaysiancollegependinginquiry.aspxhttp://www.wales.ac.uk/en/NewsandEvents/News/General/UniversityofWalessuspendsrelationswithMalaysiancollegependinginquiry.aspxhttp://www.wales.ac.uk/en/NewsandEvents/News/General/UniversityofWalessuspendsrelationswithMalaysiancollegependinginquiry.aspxhttp://www.wales.ac.uk/en/NewsandEvents/News/General/UniversityofWalessuspendsrelationswithMalaysiancollegependinginquiry.aspxhttp://www.wales.ac.uk/en/NewsandEvents/News/General/UniversityofWalessuspendsrelationswithMalaysiancollegependinginquiry.aspxhttp://www.wales.ac.uk/en/NewsandEvents/News/General/UniversityofWalessuspendsrelationswithMalaysiancollegependinginquiry.aspxhttp://www.wales.ac.uk/en/NewsandEvents/News/General/UniversityofWalessuspendsrelationswithMalaysiancollegependinginquiry.aspxhttp://www.wales.ac.uk/en/NewsandEvents/News/General/UniversityofWalessuspendsrelationswithMalaysiancollegependinginquiry.aspxhttp://www.curtin.edu.my/http://www.curtin.edu.my/http://www.curtin.edu.my/http://www.curtin.edu.my/http://htca.kdu.edu.my/mba_hospitality.htmlhttp://htca.kdu.edu.my/mba_hospitality.htmlhttp://htca.kdu.edu.my/mba_hospitality.htmlhttp://htca.kdu.edu.my/mba_hospitality.htmlhttp://htca.kdu.edu.my/mba_hospitality.htmlhttp://htca.kdu.edu.my/mba_hospitality.htmlhttp://htca.kdu.edu.my/mba_hospitality.htmlhttp://htca.kdu.edu.my/mba_hospitality.htmlhttp://www.segi.edu.my/programme/bsc-hons-international-tourism-and-hospitality-managementhttp://www.segi.edu.my/programme/bsc-hons-international-tourism-and-hospitality-managementhttp://www.segi.edu.my/programme/bsc-hons-international-tourism-and-hospitality-managementhttp://www.segi.edu.my/programme/bsc-hons-international-tourism-and-hospitality-managementhttp://www.segi.edu.my/programme/bsc-hons-international-tourism-and-hospitality-managementhttp://www.segi.edu.my/programme/bsc-hons-international-tourism-and-hospitality-managementhttp://www.segi.edu.my/programme/bsc-hons-international-tourism-and-hospitality-managementhttp://www.segi.edu.my/programme/bsc-hons-international-tourism-and-hospitality-managementhttp://www.segi.edu.my/programme/bsc-hons-international-tourism-and-hospitality-managementhttp://www.segi.edu.my/programme/bsc-hons-international-tourism-and-hospitality-management


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Institution Departments Notes Fees

MonashUniversity

• Arts and SocialSciences

• Business• Engineering• Information

Technology• Medicine/HealthSciences

• Science

• Monash was invited by the Malaysiangovernment to open a campus in 1998;established partnership with the localSunway Group.

• Currently has 5,100 students and 500 staff.• Strong emphasis on student life on campus.

• Fees for undergraduateprogrammes range fromRM31,000 (GBP6,355)(Bachelor of Arts) toRM45,000 (GBP9,220)(Bachelor of Pharmacy) per

annum for local students• International students pay

approximately RM4,000(GBP820) more.

SwinburneUniversity

• Business andDesign

• Engineering,Computing andScience

• Language and

Communication

• A branch of Melbourne’s SwinburneUniversity of Technology.

• Opened in 2000; now has 4,000 students.• Offers option for students to transfer to

Melbourne to complete studies.

• One of only 18 universities to be awardeda Tier 5 in excellence by the MQA.

• Awards scholarships in conjunction withindustry partners.

• Identical units as offered in Australia;degree is also awarded by Australian maincampus.

• Course fees are difficult tolocate on the website.

• Fees per annum range fromRM53,400 (GBP10,945)(Bachelor of Commerce) toRM93,200 (GBP19,100)(Bachelor of Engineering)for local students.

• International students canpay up to RM15,000(GBP3075) more.

University ofNottingham

• FoundationStudies

• GraduateSchool

• Arts/SocialSciences

• Engineering• Science

• Also has a campus in China.• First international campus of a British

university in Malaysia; opened in 2000.

• Offers a specialist Teacher Training centre.• Heavy focus on research, with 13 Research

Priority Groups, including BusinessInnovation and Green Technologies.

• Fees for undergraduateprogrammes range fromRM33,000 (GBP6,760)(Bachelor of Arts) toRM40,240 (GBP8,245)(Bachelor of Science) forlocal students.

• International students payapproximately RM4,000

(GBP820) more.6. Recommendations486.1 Opportunities

• While there are a range of local/international partnerships offering dual degrees, there is not a strong emphasis onoutlining the benefits for students.

• By offering a joint degree with a local university/college, the statutory requirements are less onerous, and it ispossible to test the strength of the market without committing significant funds.

• There is significant market emphasis on growth in the diplomas market; it may be worth considering opening upthe partnership offer to encompass qualifications at a diploma level, to encourage progression into anundergraduate degree.

• The emphasis on internationalisation in the NHESP is likely to benefit UK institutions wishing to operate inMalaysia; focusing on industry connections, particularly in the UK, is also likely to yield significant benefits. Liaisonwith relevant government departments may help to build relationships.

• Focusing on tourism management in the high end/luxury market and sports tourism would play to the currentmarket in Malaysia; using UK industry and retailers in these areas would also lend prestige to the degreeprogramme.

• The emphasis of the client’s current programme on business management, service sector management and sportstourism are very positive in light of the current market needs in Malaysia; it may also be worth considering modulesspecifically addressing customer service skills.

• The fact that the institution already offers degree programmes in Singapore is positive; further investigation(including the actual identification of a likely partner) can be done on the ground in Singapore by regional officers,and lessons learned from the experience in Singapore can be applied in Malaysia.

48 Please note that these recommendations were developed for this particular client and are not reflective of any recommendationsthat would be tailored to the specific needs of any other client.

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http://www.swinburne.edu.my/http://www.monash.edu.my/advancement/about/index.htmlhttp://www.nottingham.edu.my/index.aspxhttp://www.nottingham.edu.my/index.aspxhttp://www.nottingham.edu.my/index.aspxhttp://www.nottingham.edu.my/index.aspxhttp://www.swinburne.edu.my/http://www.swinburne.edu.my/http://www.swinburne.edu.my/http://www.swinburne.edu.my/http://www.monash.edu.my/advancement/about/index.htmlhttp://www.monash.edu.my/advancement/about/index.htmlhttp://www.monash.edu.my/advancement/about/index.htmlhttp://www.monash.edu.my/advancement/about/index.html


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6.2 Barriers & Threats

• The cost of establishing a local campus is likely to be significant and would warrant the offer of a significantproportion of the institution’s UK range of degree programmes to make it financially viable. It is unlikely to beworthwhile until the experience of establishing a single programme in Malaysia is explored.

• The reliability/quality assurance of local providers, as in the case of the University of Wales, is a potential issue. Itwould be imperative to build a real partnership with the local institution in order to minimise risk.

• If the intention is to offer local students the possibility of studying in the UK, it is vital to ensure that the visarequirements are correct.

6.3 RecommendationsIt is recommended that the client should:

• Focus on developing a partnership with a reputable tertiary institution in Malaysia that offers a similar degreeprogramme in tourism.

• Offer a dual degree, incorporating modules used in the UK degree; sports tourism, business management andcustomer service are likely to be the most attractive.

• Review lessons learned in the experience of establishing degree programmes in Singapore, and use staff based inSingapore to investigate further the potential partner institution in Malaysia.

• Develop strong links with UK-based industry and professional organisations to enhance the prestige of theprogramme and attract potential students.

• Consider the option of also importing diploma programmes, in the subject area, in order to maximise the potentialof retaining students for undergraduate degrees and to take advantage of student growth in that area.

• Engage with key policy stakeholders where possible to ensure that the profile of the institution is high in Malaysia.

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Appendix A: List of UniversitiesLocal Universities and University Colleges

The lists below incorporate universities whose programmes have been recognised by the Public Service Department(JPA), professional bodies or other related bodies.

List of Private Universities

• AIMST University• Al-Madinah International University• Asia e University• Binary University of Management and

Entrepreneurship

• Curtin University, Sarawak Malaysia• HELP University• International Centre for Education in Islamic Finance• International Medical University• INTI International University• Limkokwing University of Creative Technology• Malaysia University of Science and Technology• Management and Science University• Monash University Sunway Campus Malaysia• Multimedia University• Open University Malaysia• Quest International University Perak • Sunway University• Swinburne University of Technology (Sarawak

Campus)

• Taylor’s University• The University of Nottingham Malaysia Campus• UCSI University• Universiti Kuala Lumpur• Universiti Selangor• Universiti Teknologi PETRONAS• Universiti Tenaga Nasional

• Universiti Tun Abdul Razak • Universiti Tunku Abdul Rahman• Wawasan Open University

List of Public Universities

• International Islamic University Malaysia• Universiti Kebangsaan Malaysia• Universiti Malaysia• Universiti Pendidikan Sultan Idris• Universiti Pertahanan Nasional Malaysia• Universiti Putra Malaysia• Universiti Sains Islam Malaysia• Universiti Sains Malaysia• Universiti Sultan Zainal Abidin

• Universiti Teknikal Malaysia Melaka• Universiti Teknologi Malaysia• Universiti Teknologi MARA• Universiti Tun Hussein Onn Malaysia• Universiti Utara Malayssia• University of Malaya

List of University Colleges

• Allianze University College of Medical Sciences• Asia Pacific University College of Technology and

Innovation

• BERJAYA University College of Hospitality• City University College of Science and Technology• Cyberjaya University College of Medical Sciences

• INSANIAH University College• International Islamic University College• International University College of Technology

Twintech

• KDU University College

• Kolej Universiti Antarabangsa Kejururawatan danSains Keslhatan KPJ• Kuala Lumpur Infrastructure University College• Kuala Lumpur Metropolitan University College• Lincoln University College• Linton University College• MAHSA University College• Masterskill University College of Health Sciences• Nilai University College• SEGi University College• Twintech International University College of

Technology

• University College of Islam Melaka• University College Shahputra


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Market Intelligence Report Malaysia - University Tourism

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