Increasing Marketing Capabilities of Programs at Phranakhon Rajamangala University of Technology to be Consistent with Trend of National Development

Abstract

The purpose of this survey research was to study the increasing marketing capabilities of programs at Phranakhon Rajamangala University of Technology to be consistent with national development. The sample group used in this research consisted of 400 students who graduated in the academic year of 2017. An in-depth interview with four institute administrators showed that creating a potential curriculum by collaborating with the private sectors and the leading universities, both local and international would encourage programs to be credible and could develop the programs to meet the needs of the labor market to produce quality that would be important for the country's development. The results of this survey research were found that the product or the curriculum management was very important and influenced on decision making to continue education in higher level in order to apply knowledge to the actual work. In addition to standardized curriculum management, the reputation of the institute's founder, lecturers, institutional image, teaching equipment and the variety of subjects taught were considered, followed by the strategy on the location of the institutions, the strategy of marketing promotion including education funding, and the installment payment available for the tuition fees while pricing strategies influencing on decision-making to continue education was at the lowest level.