Accelerating participation of student entrepreneur through product strategy implemented by Entrepreneurship Centre in UTM / Nor Anizah Othman and Zetty Raihan Mohd Yassin

Entrepreneurship has been one of the main agenda highlighted by the Malaysian Ministry of Higher Education in producing entrepreneur graduates. To champion this agenda, Universiti Teknologi Malaysia (UTM) has established the UTM Centre for Student Innovation & Technology Entrepreneurship (UTM XC...

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Main Authors:	Othman, Nor Anizah, Mohd Yassin, Zetty Raihan
Format:	Thesis
Language:	English
Published:	2018
Subjects:	New business enterprises
Online Access:	https://ir.uitm.edu.my/id/eprint/54946/1/54946.pdf
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id	my-uitm-ir.54946
record_format	uketd_dc
spelling	my-uitm-ir.549462022-01-25T03:58:49Z Accelerating participation of student entrepreneur through product strategy implemented by Entrepreneurship Centre in UTM / Nor Anizah Othman and Zetty Raihan Mohd Yassin 2018-07 Othman, Nor Anizah Mohd Yassin, Zetty Raihan New business enterprises Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling Entrepreneurship has been one of the main agenda highlighted by the Malaysian Ministry of Higher Education in producing entrepreneur graduates. To champion this agenda, Universiti Teknologi Malaysia (UTM) has established the UTM Centre for Student Innovation & Technology Entrepreneurship (UTM XCITE). Although UTM XCITE has proven its excellence and improved the number of student participation through their initiatives since 2013 until 2017, it has yet to reach the total population of the undergraduate's students in UTM. Only 6.4% out of 11,000 total number of undergraduate students were reached and in terms of start-ups formation, the number is still insufficient. The purpose of this study is to assess the internal and external factors that impinge UTM XCITE as well to measure the relationship between the product strategy elements and customer's satisfaction in order to gain an understanding on the importance of each factor towards meeting UTM XCITE customer satisfaction. A survey was conducted upon 200 undergraduate students in UTM and the results showed that the course content, speaker background, facilities and secretariat as well as benefits are the significant elements in customer satisfaction. The other factor which is the type of program was proven to be not significantly affecting the customer satisfaction level. Interviews with the managements of UTM XCITE were also carried out and the respondent's comments were used to fully understand the environment UTM XCITE's operated in. Therefore, recommended strategies to UTM XCITE were discussed including the priority towards the improvement and personalization of product strategy together with pursuing market penetration strategy. 2018-07 Thesis https://ir.uitm.edu.my/id/eprint/54946/ https://ir.uitm.edu.my/id/eprint/54946/1/54946.pdf text en public masters Universiti Teknologi Mara Cawangan Johor Arshad Ayub Graduate Business School T.K. Muthu Koya Thangal, Dr Thahira Bibi
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
advisor	T.K. Muthu Koya Thangal, Dr Thahira Bibi
topic	New business enterprises New business enterprises
spellingShingle	New business enterprises New business enterprises Othman, Nor Anizah Mohd Yassin, Zetty Raihan Accelerating participation of student entrepreneur through product strategy implemented by Entrepreneurship Centre in UTM / Nor Anizah Othman and Zetty Raihan Mohd Yassin
description	Entrepreneurship has been one of the main agenda highlighted by the Malaysian Ministry of Higher Education in producing entrepreneur graduates. To champion this agenda, Universiti Teknologi Malaysia (UTM) has established the UTM Centre for Student Innovation & Technology Entrepreneurship (UTM XCITE). Although UTM XCITE has proven its excellence and improved the number of student participation through their initiatives since 2013 until 2017, it has yet to reach the total population of the undergraduate's students in UTM. Only 6.4% out of 11,000 total number of undergraduate students were reached and in terms of start-ups formation, the number is still insufficient. The purpose of this study is to assess the internal and external factors that impinge UTM XCITE as well to measure the relationship between the product strategy elements and customer's satisfaction in order to gain an understanding on the importance of each factor towards meeting UTM XCITE customer satisfaction. A survey was conducted upon 200 undergraduate students in UTM and the results showed that the course content, speaker background, facilities and secretariat as well as benefits are the significant elements in customer satisfaction. The other factor which is the type of program was proven to be not significantly affecting the customer satisfaction level. Interviews with the managements of UTM XCITE were also carried out and the respondent's comments were used to fully understand the environment UTM XCITE's operated in. Therefore, recommended strategies to UTM XCITE were discussed including the priority towards the improvement and personalization of product strategy together with pursuing market penetration strategy.
format	Thesis
qualification_level	Master's degree
author	Othman, Nor Anizah Mohd Yassin, Zetty Raihan
author_facet	Othman, Nor Anizah Mohd Yassin, Zetty Raihan
author_sort	Othman, Nor Anizah
title	Accelerating participation of student entrepreneur through product strategy implemented by Entrepreneurship Centre in UTM / Nor Anizah Othman and Zetty Raihan Mohd Yassin
title_short	Accelerating participation of student entrepreneur through product strategy implemented by Entrepreneurship Centre in UTM / Nor Anizah Othman and Zetty Raihan Mohd Yassin
title_full	Accelerating participation of student entrepreneur through product strategy implemented by Entrepreneurship Centre in UTM / Nor Anizah Othman and Zetty Raihan Mohd Yassin
title_fullStr	Accelerating participation of student entrepreneur through product strategy implemented by Entrepreneurship Centre in UTM / Nor Anizah Othman and Zetty Raihan Mohd Yassin
title_full_unstemmed	Accelerating participation of student entrepreneur through product strategy implemented by Entrepreneurship Centre in UTM / Nor Anizah Othman and Zetty Raihan Mohd Yassin
title_sort	accelerating participation of student entrepreneur through product strategy implemented by entrepreneurship centre in utm / nor anizah othman and zetty raihan mohd yassin
granting_institution	Universiti Teknologi Mara Cawangan Johor
granting_department	Arshad Ayub Graduate Business School
publishDate	2018
url	https://ir.uitm.edu.my/id/eprint/54946/1/54946.pdf
_version_	1783734897800642560

Accelerating participation of student entrepreneur through product strategy implemented by Entrepreneurship Centre in UTM / Nor Anizah Othman and Zetty Raihan Mohd Yassin

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