Integrated Marketing Communication Strategies Affecting Decision to Study in Undergraduate Level of Private Universities in Bangkok Metropolis

Abstract

The purpose of this study was to study personal factors, integrated marketing communication factor, and decision making to further the study in undergraduate program of private universities in Bangkok Metropolis of high school students. Because strategies, challenges, and technologies have been prioritized and played a role and radically changed the way of marketing. This is very important for educational institutions that are recovering from the crisis. And marketing in today's era must provide an experience that is consistent with the needs of the target audience. Therefore, new strategies in marketing to recruit students Will be able to attract the attention of high school students. and affect the decision to study at the bachelor's degree level. The student realized the need to modify the marketing strategy. Therefore, he is interested in studying integrated marketing communication strategies such as advertising, public relations through various media. Publications, personal media, special events including direct marketing through online channels using social media today and personal factors related to behavior will affect the decision to enter a bachelor's degree.