A Conceptual Framework for Developing Student Recruitment Agents Management System using the Balanced Scorecard

  • Keling Stevenson Boniface Anchech Senior Lecturer, School of Business (Marketing), Curtin University of Technology
  • Anbalagan Krishnan Lecturer, School of Business (Accounting), Curtin University of Technology

Abstract

The objective of this paper is to provide a conceptual framework for the development of a student recruitment agent management system for private universities and colleges in Malaysia. There is a need for such system especially in a maturing (competitive) international education market life cycle as competition intensifies. The availability of such system could provide private universities and colleges with the opportunity to develop competitive advantage through the control of the marketing channel of the international education market. This system is developed based on the balanced scorecard methodology proposed by Kaplan and Norton in the 1990s. The paper, first, analyses the nature of competition in the international education market, the role of the recruitment agents in the industry, the behaviour of the international students, and the behaviour of the recruitment agents. Next, it discusses the principal-agent theory and power theory to explain the behaviour of the agents. Apart from that, the management control theory will be used in conjunction with balanced scorecard to outline conceptual framework for the development of the student recruitment agent management system. It is hoped that this conceptual framework can be applied and tested empirically in future research. Keywords: Student Recruitment Management System, Balanced Scorecard, Performance Management and International Education.

Author Biographies

Keling Stevenson Boniface Anchech, Senior Lecturer, School of Business (Marketing), Curtin University of Technology
Senior Lecturer, School of Business (Marketing), Curtin University of Technology
Anbalagan Krishnan, Lecturer, School of Business (Accounting), Curtin University of Technology
Lecturer for Accounting School of Business, Curtin University of Technology
Published
2008-06-24
How to Cite
Anchech, K. S. B., & Krishnan, A. (2008). A Conceptual Framework for Developing Student Recruitment Agents Management System using the Balanced Scorecard. Contemporary Management Research, 4(2). https://doi.org/10.7903/cmr.75
Section
Technology and Innovation Management