Marketing Strategies Influencing Decision Making for Private University in Bangkok

Abstract

The aim of this research was to investigate the marketing strategies employed by
private universities in Thailand that influence students' decision to enroll in the Faculty of
Education of private universities located in Bangkok. This study employed a mixed research
design and collected data using questionnaires and structured interviews. The sample size
included 400 students and 6 administrators from private universities, selected through simple
random sampling with proportional allocation. The data collected through the questionnaire
was analyzed using descriptive statistics such as percentages, means, and standard deviations.
Additionally, t-tests, F-tests, and Song Pearson simple correlation coefficients were used for
comparisons.
The findings revealed that the marketing strategy related to undergraduate course
management or product marketing is of paramount importance. Moreover, it is seen as a
means of encouraging graduates to pursue a master's degree and apply their knowledge to
real-world work. Along with standardized course management, graduates also consider the
reputation of the university's founder, the quality of professors, the image of the institution,
the teaching tools, and the variety of disciplines available. Conversely, less significant
marketing strategies include location strategy, promotional activities such as grants and
installments for tuition, and pricing strategies. The latter has the least influence on the
decision-making process for undergraduate and graduate studies.