UTM is implementing the Blue Ocean Strategy (BOS) framework in all its ventures and undertaking in pursuit of differentiating itself from other higher learning institutions in the country and to remain relevant in the challenging and competitive global environment. The approach is not to out-perform the competition in the existing industry, but to create new market space or a blue ocean, thereby making the competition irrelevant and reduce risks.
To enable UTM to propel further, three elements have been created and will be developed as UTM Brand at the global level, namely, New Academia, Academic Environment with Tropical Setting and Job Creation.