The Influence of Marketing Mix in the 6.0 Era on the Success of Educational Institution Branding

Abstract

This research aimed to 1) study the level of Marketing Mix 6.0 in educational institution branding, 2) examine the level of success in educational institution branding, 3) investigate the relationship between Marketing Mix 6.0 and success in educational institution branding, and 4) analyze the influence of Marketing Mix 6.0 on educational institution branding success. Data was collected through purposive sampling from 70 participants, including administrators, teachers, staff, and parent representatives at a medium-sized secondary school in Bangkok. The research instrument was a questionnaire, and the statistical analyses employed were mean, standard deviation, Pearson's correlation coefficient, and multiple regression analysis.

The findings revealed that both the Marketing Mix 6.0 and educational institution branding success were at high levels overall. All Marketing Mix dimensions showed significant correlations with educational institution branding success. Factors that positively influenced branding success were People, Physical Evidence, and Product, while Process, Price, and Place had negative influences. These findings can be applied by educational institutions to formulate appropriate school strategies according to their specific contexts.