Creation of a Short-Term Training Course in Online Marketing with The Theory of Marketing Mix (4Ps Marketing Mix) to Enhance The Knowledge and Understanding of New Entrepreneurs in Bangkok
Keywords:
Short-term training course, Online marketing, 4Ps theory, New entrepreneurs, Skill developmentAbstract
The objectives of this research were (1) to develop a short-term training course on online marketing using the Marketing Mix theory (4Ps) to enhance knowledge and understanding for new entrepreneurs in the Bangkok area, and (2) to evaluate the satisfaction of participants with the training course in terms of its effectiveness in improving the knowledge and understanding of online marketing for new entrepreneurs in Bangkok. The study involved 25 participants, all of whom were new entrepreneurs based in the Bangkok area. The findings of the study revealed that, after the training, participants demonstrated a significant improvement in their knowledge and understanding of online marketing. The average score from the pre-test was 7.20 (SD=1.658), which increased to 9.88 (SD=0.440) after the training. This indicates a clear development in knowledge, understanding, and the ability to apply the 4Ps theory of online marketing. An evaluation of participants' satisfaction in various areas showed the highest levels of satisfaction across all dimensions, including Input, Process, Output, and Outcome. Notably, the participants were particularly satisfied with the clarity of the course content, the expertise of the instructors, and their ability to apply the knowledge in practical online marketing activities. The results also showed that the majority of participants had a bachelor's degree and 1-5 years of work experience, reflecting the diverse backgrounds of the learners. This diversity indicates that the training course enabled participants to effectively apply the knowledge gained to enhance their businesses. Based on these findings, it can be concluded that the developed training course is of high quality and effectively enhances knowledge, understanding, and skills in online marketing for new entrepreneurs.
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