THE DEVELOPMENT OF MARKETING COMMUNICATION MODEL OF PUBLIC HIGHER EDUCATION INSTITUTIONS IN THE EASTERN REGION

Abstract

This research aimed to study the variables affecting marketing communication tools of public higher education institutions in the eastern region as follows: (1) to study the causal factors, (2) to study their influence, and (3) to develop marketing communication model for public tertiary education institutions in the eastern region.  It is a specific research. The target groups used in the research are the 2nd year undergraduate students and above from 6 institutions, totaling 600 people. The statistics used in this research were descriptive statistics, relationship statistics between variables, and analysis of structural equation modeling. The research results were found that corporate image factor, competitive factors, and media exposure factor directly influence on the marketing communications of public higher education institutions in the eastern region.  In addition, the marketing communication of public higher education institutions in the eastern region directly influence on organizational values ​​and admission decisions. In summary, executives, lecturers, and concerned persons must create a positive image for the organization, build a reputation for education, and use appropriate, up-to-date marketing communications tools to be able to reach a large audience.