| dc.description.abstract | The objective of the research is study about the marketing strategy of the universities to result in the decision to study universities in Thailand. I study in marketing strategy in product, price, place, promotion or 4Ps strategy which they are used by the universities for persuasion the higher secondary school students choose to study in the universities. Moreover, I study in the factor of influence for the decision to study in universities of the first year students in an academic year 2558 of the universities under a bureau of university, consultant teachers, president of the universities. This is the six processes of the research ;
1. Study the data for making a scope of the research.
2. Design a questionnaire.
3. Limited the people and the sample group to collect the data for a research.
4. Collect the data from the sample group and analysis.
5. Summarize the research.
6. Make a marketing strategy and consider a strategy that will be used.
The result of the marketing strategy of the universities to result in the decision to study in the universities in Thailand can divide the analysis for 6 sections are ;
1. Analysis the data for important of the people who relate to make a marketing strategy of the universities. The result is the president, the vice president of academic, a dean of faculty and director are important to move with the wind. The least of responsibility in making a marketing strategy is department of academic.
2. Analyses the opinion of students for the factors that have influence to the students who decide to study in the universities by 4Ps strategy are product, price, place and promotion. The result is the most important of product are the reputation of the founder, professors, the image of the university, equipments, the several of field, quantities of students in the bachelor’s degree. The
place strategy, the factor the result in the place strategy is convenience and comfort to journey. The result in promotion strategy is the scholarship and paying by the installments a credit. The price strategy has result of the cost of credit and the cost of maintenance.
3. Comparative analysis for the opinion has high level of the important factor between the central university and the section university. The result is the same opinion in marketing strategy.
4. Analysis in every strategy by relation and organize in to the groups. I meet that the product strategy can divide in two parts are: the first group are the policy and the achievement, the second group are image and reputation. The price strategy cannot divide for a group. The promotion strategy can divide in two groups are advertisement to acknowledge and price promotion.
5. Analysis the data for an hypothesis test that the different of marketing strategy of the universities that have a result in decision to study in the universities have the different marketing strategy of the universities. The result is product strategy is the most important, place strategy, promotion strategy and price strategy to move with the wind.
Proposal : The competition of the education in universities are improved in every section although education management, curriculum, academic, tuition fee of universities that they can make it move forward to the ideal. The marketing strategy of education business likes a rat race. For the successfully of universities in the part of education management, curriculum, academic, professors, application and select the students in the private school collect the fees of the education and besides promotion the well-known of the university by using 4Ps are;
Product:
1. universities must use the foreign language in the classes, cooperation to aboard universities, moreover, the universities must have the social service and emphasize in the quality of the pass students.
2. Increase the ability of professors.
3. Emphasize in quality of the students in Bachelor, master and doctor degree.
Price: universities must have the reasonable price for their students and universities. The benefits for the universities are important. The reasonable tuition make the students can study in the university. And the students have social responsibility that universities have the education.
Place: universities should be easy to go and modern, hi-tech library and relax. universities should have be easy to apply.
Promotion: universities must have a progressive public relation in the newspaper, magazine, radio, television and advertisement that make the student have to study in university. | en_US |
