Marketing Ecosystem Model for Foreign Students in Thai Higher Education Institutions Toward Transitional Period
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Abstract
This article has two objectives: To present research findings on the current situations and problems on marketing for international students of Thai higher education institutions towards transitional period, and good practices of marketing ecosystem for international students of Thai higher education institutions towards transitional period. This research is based on 8 aspects of marketing mix theory derived from studying related documents and research which includes Program, Price, Place, Promotion, Prestige, People, Premium and Productivity by using mixed methods research. In quantitative research,aquestionnaire was used to inquire the current conditions and problems with 222 undergraduate international students from 6 higher education institutions. The sample was selected by simple random sampling. For a qualitative research, a group of 6 purposively selected key informants using the criteria of being university administrators or people responsible for marketing.
The research results found that the current conditions and problems in all 8 aspects of marketing from the perspective of service users were mostly at a low level of problems, with only 3 issues in marketing promotion aspect having problems at a moderate level which include the attractiveness of the university website, easiness of using university website, and attractiveness & usefulness of university social medias. Another 2 issues regarding premium aspect are attractiveness of university clubs and the quality of accommodation service by university. The findings on current conditions, problems, and good practices of the marketing ecosystem obtained from key informants' interviews cover all 8 aspects, which will be descriptively rewritten to form the overall image of marketing ecosystem model for international students of Thai higher education institutions towards transitional period.
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