The Model of Marketing Strategy Affects to the Effectiveness of Private Higher Education in Bangkok
Article Sidebar
Main Article Content
Abstract
The objective of this research was found out the marketing model of private higher education in Bangkok. The method of research was used quantitative research and qualitative study. The population was 8 private higher educations in Bangkok. The samples for this study were 420 persons of first-year from Bangkok University, Bangkok Thonburi University, Kasem Bundit University, Dhurakij Pundit University, Rattana Bundit University, Siam University, University of the Thai Chamber of Commerce and Assumption University. The research instruments were check list form and semi-structured interview that had been tested the validity and reliability. Descriptive statistics and inferential statistics were such as percentage, mean, standard deviation, and content.
The marketing model of private higher education in Bangkok was contained two factors. First factor was marketing mix of private higher education. The marketing mix included 4 elements that were feature of lecturer, channel awareness, physical, price and process of service. This factor was shown the 28.978% of fluctuation. Second factor was effectiveness marketing of private higher education. The effectiveness included 7 factors that were satisfaction of student, increasing of student, motivation, recognition, attitude, image and promotion of marketing. That was shown the 38.604% of fluctuation.
Article Details
Article Screening Policy
- All research and academic articles to be published must be considered and screened by three peer reviews in the relevant field / article.
- All articles, texts, illustrations and tables published in the journal are the personal opinions of the authors. Editors don't always have to agree. And no responsibility whatsoever is the sole responsibility of the author.
- The articles to be published must never be published. Where did you first publish? And not in the consideration of other journals If the audit found that there has been a duplicate publication It is the sole responsibility of the author.
- Any article that the reader sees as being plagiarized or impersonated without reference. Or mislead the work of the author Please let the journal editor know it will be your greatest blessing.
References
Isranews. (2012). “State-Private Student” Day after day. Retrieved October 1, 2015. from https://www.isranews.org/
Jarus, Suwanvala. (2008). Independence of Thai Universities. Bangkok: Chulalongkorn University.
Kamchai, Jongkaphan. (2003), Universities in the state designated plus or minus with Thai higher education. Bangkok: The Book of Love.
Kotler, Philip and Gary Armstrong. (1996). Principles of Marketing (8th ed). Prentice-Hall, Inc.
Kotler, Philip. (2000). Marketing Management (The Millennium edition).Upper Saddle River, NJ: Person Prentiec Hall.
Ministry of University Affairs. (2001). Reported by the Bureau of Private University Affairs. Bangkok: Ministry of University.
Niyut, Krungwong. (2000), Master of Business Administration Program Development in Thailand. Doctor of Philosophy Program in Higher Education, Chulalongkorn University.
Office of the Higher Education Commission. (2008). Annual Report of Office of the Higher Education Commission. Bangkok: Sahamit Printing and folding Leasing.
Panisa Lanchanon. (2005). Marketing Principles. Bangkok: Tummasan Printing.
Penchan, Sungkaew. (2010). Marketing Strategy Development for Lower Northern Rajabhat Universities Case Study Phetchabun Rajabhat University: Phetchabun Rajabhat University.
Schiffman, L. G., & Kanuk, L. L. (2007). Consumer Behavior (9th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
Siriwan, Serirat et al. (1998). Research of business. Bangkok: The diamond of the business world.
Somran Booncharoen. (2004). Development of marketing strategies for private higher education institutions. Doctor of Philosophy, Chulalongkorn University.
Sribunnak, Nob. (1997), Development Administration of Private Higher Education Institutions Doctor of Public Administration, National Institute of Development Administration.
Verber, N. W. (1995). A study of a doctoral program in higher education as a field of study using a strategic planning model. Atlanta, GA: Georgia State University.
Wasna, Boonyapitak. (2013). Development of quality management strategies for education according to educational quality criteria. To perform excellence for higher education institutions that offer courses in Thai music and dance. Songkhla: dissertation Prince of Songkla University Pattani Campus.