Government-owned education agency looks for fresh start in revamp

EMGS goals include rebranding Malaysia as a leading education destination. (Facebook pic)

PETALING JAYA: A government-owned education company is seeking to rebrand itself in an effort to position itself as a premier agency promoting Malaysia as a leading education destination.

Education Malaysia Global Services (EMGS) said it is shifting towards evidence-based policymaking that focuses on collaboration, effectiveness, quality, and long-term partnerships, in line with the vision of Education Minister Maszlee Malik.

This follows a review by the education ministry last year, which resulted in a push for more new talents from both the public and private sectors in the EMGS management team and board of directors.

In a statement, EMGS said it is already implementing a new business model that will be more inclusive of all stakeholders.

Its goals include rebranding Malaysia as a leading education destination, embarking on a more diverse marketing strategy to approach emerging markets, and unveiling a new digital marketing plan by the second quarter of the year.

Noting that agents still account for about 50% of international student intake from emerging markets, it said it would also work on strengthening relationships and collaboration with education agents and other third parties.

“As part of our push to increase transparency and accountability, we are in the midst of reviewing and renegotiating past agreements, with a view to reduce costs, increase returns, and deliver better value to all relevant stakeholders,” EMGS said.

“We also look forward to offering MUET to international students abroad, not only as a competitive education product, but also as a means to facilitate the enrolment process and internationalisation of Malaysian education.”

EMGS is responsible for the management and processing of applications for student passes to institutions of higher education in Malaysia.

It also leads the global promotion of education in Malaysia.

There are presently over 132,000 international students from more than 120 countries worldwide at Malaysian higher education institutions.