Integrated Marketing Communication and Branding of DPU Aviation Academy, Dhurakij Pundit University after Covid-19

Abstract

Abstract

This present study investigates the factors affecting integrated marketing communication and brand awareness among aviation training institutes. This includes the examination of integrated marketing communication and brand development of DPU Aviation Academy, Dhurakij Pundit University (DAA), after the Covid-19 situation. The data collection was conducted by an in-depth interview with the two executives of DAA, and one executive from Thai Inter Flying Company Limited.

The results found that the aviation business is susceptible to the current situation, specifically the widespread of the COVID-19. It subsequently caused seven factors affecting marketing communication comprising of: 1) Global Economy and Society 2) Health Measure Factors 3) Budget Policy Factors 4) Consumer Behavior Factors 5) Technological Factors 6) Financial Factors 7) Mental Health Factors. These factors are interrelated and have a significant correlation to the COVID-19 epidemic.

Concerning the integrated marketing communication and brand development approach after the Covid-19 situation, the findings indicated that DAA use offline and online communication tools. The offline communication tool is personal selling; the aviation courses require the credibility of teaching supervisors and aviation international standards. In addition, a relatively high cost of registration fee makes students need detailed information before making decisions. Therefore, personal selling can build confidence and interact with students by answering questions more effectively. Furthermore, word-of-mouth strategies were also used, and students may introduce the academy to those they know due to the satisfaction and good services offered by the academy. This positively leads to the establishment of brand awareness at individual and organizational levels.

Besides, a mix of online tools has been utilized to reach the target audience at a large scale with more coverage. The chosen online communication channels include websites, Facebook, and other popular channels such as YouTube, Instagram, Twitter, and TikTok. The decision to choose a particular platform for communication depends on the behavior and preference of the target audience. Even a variety of communication channels has been appropriately selected, the primary aim to achieve the goal of integrated marketing communication goal is a mutual direction of communication.