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Research Bangkokcollege

  1. 1. SCHOOL MARKETING RESEARCH DPUIC BANGKOKTHAILAND By Garvin Boonsonghttp://www.linkedin.com/in/garvinboonsong(626) 607-4349, garvingaryboonsong@gmail.comA Independent Study Submitted in Partial Fulfillment of the Requirement for theDegree of Master in Integrated Marketing Communication, DPU InternationalCollege Dhurakij Pundit University Year 20127
  2. 2. FACTORS INFLUENCING STUDENT DECISION MAKING TO STUDY INDPUICGarvin BoonsongDr. Leela TiangsoongnernMasters in Integrated Marketing CommunicationAcademic Year 2012 ABSTRACTDPUIC is an international business program that is competing in an increasinglycompetitive Thailand educational market place. To survive in the Thailandeducational market place, DPUIC must not only compete with other schools to recruitand get more students to attend their students but also increase the satisfaction of thecurrent customers which are students. The objective of this study is listed as follows: 1. To identify the influence of student demographic profiles on their decision making to study at DPUIC 2. To identify the influences of Integrated Marketing Communication tools on student decision making to study at DPUIC 3. To identify the influences of schools satisfaction on their decision making to study at DPUIC8
  3. 3. ACKNOWLEDGMENTI want to thank Dr. Leela Tiangsoongnern, the faculty and staff of DPUIC and allmy family, friends who provided the support to help me finish this independent study.9
  4. 4. TABLE OF CONTENTSAbstractAcknowledgementsList of TablesList of FiguresCHAPTER 1: INTRODUCTIONTrends in the global economyAttracting new studentsMarketing researchDoing research to understand the different profiles of customer portfolioFactors influencing decision making of studentsResearch problemObjectives of the studyHypothesis of the studyConceptual framework of the studyScopes and the limitation of the studyStudy variablesSignificance of the studyCHAPTER #2: LITERATURE REVIEWMarketingRelationship marketing and enrollment managementMarketing mixImage10
  5. 5. Marketing researchCustomer portfolio and customer satisfactionConsumer behaviorSearch process and how do students choose schoolFactors in choosing college and Criteria in choosing schoolsCHAPTER 3: RESEARCH METHODOLOGYPopulation and sampleMarketing research frameworkMarketing mixData collection methodPart #1: personal informationPart #2: imc toolsPart #3: customer satisfactionPart #4: decision makingData analysisTesting the different criteria and factors that prospect used to come to school and thedifferent levels of influenceCHAPTER 4Part 1. Personal informationPart 2: IMC toolsPart 3: Customer satisfactionPart 4: Decision makingPart 5:Analysis using chi-square test11
  6. 6. CHAPTER 5Population and sampleData collection toolsIntroduction to chapter 5.data collection methodsDiscussion of part 1 of research: demographicsIntroduction to discussion of IMC toolsIMC toolsMarketing mixDiscussing results of information sourceDiscussion on of level of marketing mixOverview of consumer behaviorFactors in choosing college and criteria in choosing schoolsDecision makingBelow are the following reasons why students came to DPUICBelow is level of importance in terms of importance of factors influencing people tocome to DpuicDiscussion on satisfactionSatisfaction of DpuicOther schools that students would goCorrelations based on chi-squareOther suggestion12
  7. 7. CHAPTER 1: INTRODUCTIONBACKGROUND OF STUDYDhurakij Pundit University International College (DPUIC) is an international Englishbusiness private education program in Thailand. Unlike public universities DPUICdoesn’t receive funding from the government. Therefore in order to stay afloatDPUIC must keep on recruiting new studentsLike all public and private university faces a lot of competition in both Thailand andoverseas. DPUIC is not only competing for prospective students that might stay inThailand for international program but overseas prospective.Due to the fact there is greater and greater competition, DPUIC need to find more andmore way to attract new students as well keep current and existing customerssatisfied.The business of higher education has become more and more competitive. There is anincreased competition higher education university to recruited highly-motivated,academically accomplished students. (Bunzel, 2007, pg 152) Many more traditional,independent, and private universities are offering MBA programs forcing theseprograms to distinguish and differentiate themselves from the competition the fromother programs (Ivy, 2008, p. 288)According to Bunzel “With the Internet and email, today’s high school students areinundated with information from hundreds of colleges and universities” (Bunzel,2007, p. 152)13
  8. 8. In order to survive, Religious-afflicted, private, four year colleges are depending ontuition revenue due to the increasing higher costs as well decrease governmentsupport. Attracting and retaining existing students is becoming more important toReligious-afflicted, private, four year colleges because they often lack sizableendowment, don’t have direct support from government, as compete less than 1% ofpotential college student market (Schee, 2009, p. 1)In order to survive, Religious-afflicted, private, four year colleges are depending ontuition revenue due to the increasing higher costs as well decrease governmentsupport. Attracting and retaining existing students is becoming more important toReligious-afflicted, private, four year colleges because they often lack sizableendowment, don’t have direct support from government, as compete less than 1% ofpotential college student market (Schee, 2009, pg. 1)Just like oversees higher education market, Thailand education has experimentincrease competition, affects of world depression, as well decrease enrollment. Thisis forcing Thai universities to change recruitment strategies as well as think of havingsound recruitment marketing strategies, differentiate themselves both domesticallyand internationally from the competition, and address quality development assurance(James 2011)Trends in the global economyAttracting New Students14
  9. 9. Schools like DPUIC need to develop and use an integrated marketing plan as well asenrollment plan. The integrated marketing plan and enrollment plan will direct and coordinateall school marketing effort.The integrated marketing plan and student enrollment plan will be composed of marketingmix such as advertising, public Relations, Sales promotion, road show, direct marketing,Word of mouth, Sponsorship, scholarship, . Webpages, Facebook, Twitter, Blog to achieveseveral objectives 1. Build brand awareness 2. Communicate the features and benefits of the school and each benefit 3. Communicate their value proposition 4. Communicate why should students come to this school 5. Get to know people with a specific need to know and trust them 6. Communicate the way they are different from other schoolsThis will lead to new prospects and new studentsMARKETING RESEARCHOne of the things that all schools must do to compete an increasing competitive highereducation marketing environment is research. Doing research will help schooladministrators and people in charge of marketing to answer many questions about thatpertains to their schools.By constantly doing research, people in schools can make better decisions in thingssuch as customer satisfaction, product development, areas of improvement,15
  10. 10. communication messages, marketing mix to use. Doing research will be basis ofsound strategies to attract, recruit and retain existing students.Like all business the university customer portfolio consist of many existing customersegments. To be successful in retaining and attracting students like the one in thecustomer portfolio, schools must conduct research for each of the customer segmentsbecause often the needs, desires, the people who influence them, what they want toachieve and how to reach them are different from other in the customer portfolio.Some of the research that schools can might conduct for each of the customer segmentincludes research to understand characteristics of customers, competitor analysis,satisfaction, and brand insight research. Other type of research that schools might doinclude whether schools deliver on brand promise, the people that influence to goschool, why they choose to go university, what they are looking for the schoolOne of the types of research that schools must do is to truly understand their currentstudent portfolio and the differentDoing research to understand the different profiles of customer portfolioSchools and all organizations have different people they want to influence. For eachof the people that schools want to influence, schools might want to collect researchand insight by doing things such as analyze customer database, conduct survey,conduct focus groups, read what they read, read blogs,The Information collected through formal and informal research can be used to createa portfolio for each of the buyer personas which might compose of 1. demographics, psychographics, technographics, psychographics and Value and Lifestyles (VALS)16
  11. 11. 2. their goals and aspirations, their fear, how do they see the world, their problems, why they go to university,The more organizations can know about the groups of people they want to influence,the better they can write marketing materials in terms of social media, printadvertising, brochures, post card, website.By taking the time and effort to truly understand buyer personas, organization willhave a chance to empathize your buyer personas, eliminate the agony the guessing ofwhat to say to where and how you communicate with your buyer personas.Universities must also must focus on positioning their school by effectivelydifferentiating their school and different programs from direct and indirectcompetitor.Factors Influencing Decision Making of StudentsUniversities can use many IMC tools to get people to come to their schools.Advertising mix that universities can use get people to come to school include Print,Radio, TV, Billboard, Catalog, Brochure, Flyer. The Public Relations that school canuse include Trade Show, Sponsorship, Newspaper,Magazine/Journal article. TheOnline tools that schools can use to website, blog, Twitter, Facebook. The other socialnetworks that schools can use include Personal Selling, Front line Staff, Professors,Sales Promotion, Scholarship.To get people to come to their schools, schools must find ways to distinguish schoolsfrom other schools such through criteria such as class availability, type of classes,class times and location, the quality of their curriculum, their prices, their teachers,the reputation our school what their alumni have achieved, the quality of people.17
  12. 12. To deal with competition schools not only must attract new students but must focuson meeting and exceeding the need their customers. This is important becausecustomers are the most important group of people in any organization includingschools, and university. Without getting new students and keeping current existingstudents satisfied, much university might not be financially viable.To attract new students and get increase customer satisfaction, schools must take acustomer orientation or customer centric approach their business by understanding,meeting and exceeding the needs of their customers. This is important for severalreasons.If student’s needs or expectations of the DPUIC are not satisfied, customers will notonly come back to school or attend class, they will tell lots of people not to come butwill tell lots of people not to come.If student’s needs or expectations of the DPUIC are satisfied, customers will not onlycome back to school or attend class, they will tell lots of people to come but will telllots of people not to come.If DPUIC fails to deliver a value, students will not only stop going to DPUIC but tellother people not to go our school.RESEARCH PROBLEMDPUIC is an international business program that is competing in an increasinglycompetitive Thailand educational market place. To survive in the Thailandeducational market place, DPUIC must not only compete with other schools to recruit18
  13. 13. and get more students to attend their students but also increase the satisfaction of thecurrent customers which are students.This study propose the following research question:What are the factors influencingthe decision making DPUIC studentsOBJECTIVES OF THE STUDYThe objective of this study is listed as follows: 4. To identify the influence of student demographic profiles on their decision making to study at DPUIC 5. To identify the influences of Integrated Marketing Communication tools on student decision making to study at DPUIC 6. To identify the influences of schools satisfaction on their decision making to study at DPUICHYPOTHESIS OF THE STUDYH1: Students from different demographics profiles are likely to perform differentmaking when choosing to study at DPUICH2: There is an influence of Integrated Marketing Communication tools on studentdecision making to study at DPUICH3: There is an influence of student’s satisfaction on student decision making tostudy at DPUIC19
  14. 14. CONCEPTUAL FRAMEWORK OF THE STUDYIndependent Variables Dependent Variables Decision Making to Study at Demographic DPUIC Variables (H1) IMC Tools (H2) Customer Satisfaction (H3)SCOPES AND THE LIMITATION OF THE STUDY • This study is limited by the fact that it didn’t get all the undergraduate and graduate students at DPUIC. • This research is more skewed to DPUIC undergraduate because there are more DPUIC undergraduate students than master and doctoral students • Due to the small scale of this study, this study might not be generalizable to all DPUIC customer base.20
  15. 15. • This research wasn’t based on doing focus groups and interviews, instead it was based on assumptions and things we wanted to find out • The results of this research can be only applied to DPUIC and not generalized to other Thailand university. • Depending on the questions and statistics and information we wanted, we could have written questions in different forms and use different wording.STUDY VARIABLESThe study explores the relationship between two type of variables . Thedemographics variables include1. Independent variables consist of1.1 Gender, age, class level, major at DPUIC, Country, place where they are living, work type, occupation, income1.2 IMC Tools • Information sources to apply to DPUIC • Rating IMC tools on their influence to come to DPUIC1.3 Customer Satisfaction • Level of agreement Professors and Staff at DPUIC Teaching Organization University Environment University Facilities2. Dependent Variable is• Level of Satisfaction Qualities of DPUIC Service of Staff Teaching Organization School Environment3. Decision Making of Students o Reasons why they come to DPUIC o Who influenced them to come to DPUIC21
  16. 16. o Factors they would consider when making a university choice o Level of importance of people that influenced them to come to DPUIC o Would they come to DPUIC o Which universities would they comeSIGNIFICANCE OF THE STUDYThis research is important because Thailand educational market is becoming moreand more competitive. This means that DPUIC will continue to face more challengesin recruiting more students.Schools need to prove their worth to families in cost benefit analysis due to economicdownturn, the rise of tuition costs,The economic pressures will force many Thai universities and all university moretargeted, more optimized in their marketing efforts to get return on investment ontheir marketing dollarsUniversities must demonstrate their value by addressing quality of education, thepossible jobs they can get the costIn the USA, there is high rate of unemployment, as well a lot of people having highdebt loads. This is making students and families focus on the practicality of earning acollege. Students are not only expected to finish college years, but expect to beemployable in four yearsStudents might want outcome based, they are thinking return on time, money, andthey expect universities to demonstrate they will get from out comeFamilies want proof of the outcome, they want practical value of their educationaloffering22
  17. 17. Cost of schools is important but also about valueLater on Thai students will evaluate the cost of the college in return what they can getfrom their degree in the job market. They might look at less expensive educationThis research is intended to help DPUIC management deal with the competitiveenvironment by providing insights and information to develop, implement, andimprove present and future DPUIC marketing plans by focusing on annualrecruitment target, increase student satisfaction.This research is intended to help DPUIC with the following items • Provide alternative marketing communication strategies to recruit new students • Provide alternative strategies to better satisfy current students and prospectives • Nature relationships with current students • Provide components of different customer profiles at DPUIC23
  18. 18. CHAPTER #2: LITERATURE REVIEWMarketingTo deal with competition, a lot of universities are already doing marketing.Marketing is becoming more and important. Many authors point to different ways atlooking at marketing.Marketing according to the American Marketing Association is “a set of proceduresand organizational functions to create, communicate and transmit to customers” (Tai,2007, p. 192) According to Schiffman, one of the things that marketing does isdifferentiate products by stressing the attribute that will fulfill needs better thancompetition (Schiffman, 1999, p. 141).Higher education marketing is not a new phenomenon, institution have tried to helpstudents to make informed decisions for what schools that should go to help toincrease enquire about their programs, increase school applications and increaseenrollment through use of the various aspects of marketing mix such as product,price, place and promotion for (Ivy, 2008, p. 289)24
  19. 19. School marketing according to Wu can be defined as “the process whereby schoolmembers analyze school environments, education business, and target customers, andmake a right marketing plan and strategies to enhance the school image, build itsbrand, strengthen its efficiency, and then meet its educational goals” (Tai, 2007, p.192).Lay describes college marketing as “College student marketing describes theorganized efforts to advance a college’s mission and goals through targetedcommunications and the recruitment, selection, and retention of students whosecapabilities will contribute to their own development and that of others” (Schee, 2009,p.2 )Very few higher education institutions have mastered integrated marketing approach(Schee, 2009, p.2) A longitudinal study of marketing indicate that there is not aconsistent, coordinated effort among colleges to implement a comprehensivemarketing plan. (Schee, 2009, p. 2)Due to trends mention marketing is become more and more important. “Highereducation institutions today are facing a conflation of challenges that can be overcomethrough more effective marketing. Increased competition for students, deep tuitiondiscounting, demographic pressures that put many traditional markets at risk, a highlycharged and incredibly nervous philanthropic environment— all have a huge impacton the institution’s bottom line. Across the board, institutions have realized the truthof an old aphorism: Smart marketing doesn’t cost money, it makes money.” (Lipman,2010, p. 2)25
  20. 20. Relationship marketing and Enrollment ManagementAlong with marketing schools, two concepts that are important to deal withcompetition include strategic enrollment management and relationship marketing.Relationship marketing is a market orientation (MO) customer orientated approachfocus on customers’ needs, desires, and circumstances (Brown 293) Schools areusing relationship marketing (RM) approach in devising and implementing amarketing plan and strategy in schools (and other educational organizations) (Brown,2007, p. 292)Market orientation is positively correlated with innovation; business profitability;increased sales; high perceptions of service quality – excellence; employees’ highlevels of satisfaction and commitment; customers’ satisfaction, and brand loyalty.”(Brown, 2007, p. 295)Strategic Enrollment can be defined as “a comprehensive process designed to help aninstitution achieve and maintain the optimum recruitment, retention, and graduationrates of students, where ‘optimum’ is defined within the academic context of theinstitution”(Schee. 2009. p 3).The three areas that enrollment management focus on are 1) Recruiting, 2) Admissionand 3) retention. Enrollment management involves tracking and interacting withstudents from the point of their initial contact with the institution until theirgraduation or departure from the institution as well as attracts and retains students(Schee, 2009, p. 2)The people that are involved in enrollment management are enrollment managementofficers. The different aspect of enrollment officer job include26
  21. 21. 1. Student marketing and recruitment 2. pricing and financial aid 3. academic and career advising 4. academic assistance programs 5. institutional research, orientation, 6. retention programs, 7. student services.(Schee, 2009, p. 3)Marketing MixThe use of marketing mix is important way for universities to achieve their goals. Themarketing mix, “controllable marketing tools that an institution uses to produce theresponse it wants from its various target markets. It consists of everything that theuniversity can do to influence the demand for the services that it offers.” (Ivy, 2008,p. 289-290)Different authors propose their understanding of what university marketing mix is.Ivy proposes that business school have 7P marketing mix including Premiums,Promotion, Program, Prospectus, Price, People, Prominence (Ivy, 2008, p. 294). Taiproposes other definition of marketing mix.The different components of a university marketing mix include 1. Product: For MBA program, the student is the customer, and the product is the MBA degree is the product (Ivy, 2008, p. 289).27
  22. 22. 2. The price charged for a degree or tuition fee is the price part for the 7P marketing mix of Business school. Price that MBA programs affects not only revenue but also affect student quality (Iv, 2008, p. 289). 3. Promotion are tool such as advertising, public, public relations and sale promotional efforts are tools that colleges use to provide people who might be interested to come to university (Ivy, 2008, p. 290). 4. The people in the MBA marketing mix include all the people that prospective and current students interact including professors, administrative staff adds support staff. At a graduate level, the perception that prospective have of the staff of university can affect the choice of schools they go t (Ivy, 2008, p. 290). 5. Premium is things that schools can add value to the program in the eyes of people who might go the program (Iv 292). Prominence is the name of the university or the reputation of school(Ivy, 2008, p. 292).Ivy talks about different aspect of marketing mix for MBA program. According toIvy,Product for MBA programs is the degree, and student’s customers, design of thedegree are important. This means “curriculum must be appropriately developed andadapted to meet the needs of the students” (Ivy, 2008, p. 289). The price in an MBAmarketing mix is tuition fees. Tuition fees affects many things including revenuederived from getting students, perception of quality. Promotion is tools such asadvertising, publicity, public relations and sales28
  23. 23. Promotional effort, open days, higher education exhibitions, conventions, direct mail.These tools are used to provide the market what the tools and information has to offer.In the university marketing mix, people include all the staff of the university such asacademic, administrative and support staff. Although is undecided whether staff playsimportant role in getting undergraduate students, perception of teaching staff canimportant role in getting student to come to a university (Ivy, 2008, p. 289).IMAGEAccording to Paramewaran and Glowacka, it is important for university to developand maintain a unique or distinctive image due to the increase competitivemarketplace (Russell, 2005, p. 66)Developing and maintain a unique or distinctive image is important to the marketingof school, because images even those limited and inaccurate image can influence thechance of going to the school and recommending the schools to others (Russell, 2005,p. 66)In terms of image, according to an article by Marilyn Russell, “An institution actualquality is seen by Gavin as often being “less important than its prestige or reputationfor quality, because is the university perceived excellence which in fact, guided thedecisions of prospective students and scholars considering offers. He suggests that themain focus of attention should be on the customers perceived service quality in orderto assist in differentiation.” (Russell, 2005, p. 66)The six elements of the school image are:29
  24. 24. 1. The quality of teachers: professional knowledge, the level of further education and the teaching attitudes of teachers 2. The quality of students: student attitudes about studying and personality 3. Physical facilities: the physical facilities in schools such as equipment and signs 4. The atmosphere of schools: how the overall morale is in a school 5. The environment of schools: the physical setting in and around schools 6. The accomplishments of the schools: the entire performance of schools such as effiency of admistration, the percentage of students entering advanced level ad finding jobs, the achievements of special skill of attending contexts, and alumni accomplishments(Tai, 2007, p. 194)Marketing ResearchAs Lipman Hearne’s COO and director of the firm’s research practice, Donna Van DeWater who has conducted hundreds of quantitative and qualitative research studieswith our higher education clients,“I’m struck by the fact that what works for one institution doesn’t necessarily workfor another. Of course there are variabilities between types and sizes of institutions,but there are also significant differences within groups. Every institution has tocalibrate its marketing and communications to their market’s needs, the relativestrength of their brand, and the bottom-line needs of the institution. So while it’s30
  25. 25. important to compare yourself to other institutions, you still have to know your owninstitution and audiences very well.“Marketing is very complex. It’s not just what’s on a website, in an ad, or what yourcampus looks like. It’s all the interactions you have with people, at every touch pointalong the way throughout the constituent lifecycle. It’s hard to determine exactly whatbrought in that student or that donor. That’s where research comes in: You have tofind out when and how people learned about an institution, what softened them up,and what motivated them to take action. There needs to be tracking and follow up.Sometimes institutions are afraid to ask these questions because they don’t want to getbad news. But having the metrics helps an institution understand where it” (Litman,2010, p. 17)CUSTOMER PORTFOLIO AND CUSTOMER SATISFACTIONCustomers are important to many business including schools. All the customers orstudents in the university consist of customer portfolio which is the collection ofmutually exclusive customer groups that compromise a business entire customerbase” (Buttle, 2008, p. 125)Doing research for each of the segments of customer’s portfolio is important because“customers not only have different needs, preferences and expectations, but alsodifferent revenue and cost profiles, and therefore should be managed in differentways” (Buttle, 2008. p 125)31
  26. 26. In Western Australia, there are three segments that is composed of universitymarketing portfolio” international students (offshore and onshore), mature agestudents, and high school leavers.Each segment considers different factors when making their choice of program anduniversity. For example, mature age students, who generally work full time and studypart time, are likely to consider the availability of evening classes a high priority,whereas students have entered university straight from high school, which tends towork part time, are likely to consider job prospects as more important. (Soutar, 2002,p. 40)CONSUMER BEHAVIORSearch process and how do students choose schoolHoffman states that “marketing managers need to understand the thought process usedby consumers during the three stages of the consumer decision process: the pre-purchase choice among alternatives, the consumer reaction during consumption, thepost purchase evaluation of satisfaction” (Hoffman, 2006, p. 82)At this point, there is not enough research or insufficient research about understandinghow prospective students/ and applications choice making (Maringe, 2006, p. 466)Hoffman talks about the concept of choosing. When consumers decide to buy or getsomething, prospective customers start collecting information about the differentalternatives to products they want to based options they have in their mind by pastexperience, convince, and knowledge. ( Hoffman, 2006, p. 85)32
  27. 27. After using internal and external sources to gather information about alternatives tothe products and service they are looking in purchasing they will evaluate thealternatives through such techniques as a gut level feeling, or a systematic evaluationtechnique to evaluate the model such as multi-attribute model. (Hoffman, 2006, p.85-87)In terms when deciding what university go to and what major to study, students andparents go through five phases include pre-search, search behavior, application stage,choice decision, registration (Maringe, 2005, p. 468)These five stages involve different actions. Students start thinking about their futureand where to study and start to recall or think about where to study during the pre-search stage. During the search behavior, prospects and parents make a list ofpotential place to study and then use various tools to get information about potentialplaces to study. After the search phase, prospects go through 3 phases, the application,the choice and registration phase. (Maringe, 2005, p. 468)Factors in choosing college and Criteria in Choosing schoolsResearch has shown that there are factors that influence whether a prospective comesto a university.Librare three very important factors that positively influence whether a person comesto a university include national academic reputation, the quality of educational majorsavailable and the prestige of the university. The other factors that positively influencewhether a person comes to a university include students decision are quality offacilities, variety of majors, degree of academic competition, social climate of the33
  28. 28. campus, quality of faculty, quality of social life, and the distance the college is fromhome.The factors that negatively decide whether a student comes to a university include theamount of financial aid, percentage of costs covered by financial aid, the enrollmentdeposit, access to faculty, speed in communication and the total costs.(Libare, 2006, p.102)There are a number of factors that students look at when choosing where to studyincluding The type of course that they want to do; The academic reputation of theinstitution; The campus atmosphere; The quality of the teaching staff; The type ofuniversity. There are personal factors that people might use to choose universityincluding Distance from home; what their family thinks about each university; TheUniversity their friends wish to attend (Soutar, 2002, p. 40)According to Zuker, the Vice President and Dean of Student at University of Dallas,high schools use seven factors in choosing what a college to attend including the sizeof the school, the academic environment, the social environment, the majors, theextracurricular activities and cost(Libare, 2006, p. 102)According to Ivy, the top 7 factors (from most important to least important in terms ofinfluence to come to university ) of university mix of the eyes of MBA students thatpositively affected whether they attend a university are Programme, Prominence ,Price, Prospectus , People, Promotion, Premium .(Ivy, 2008, p 296)34
  29. 29. Some examples of the criteria that students use to make choices for university includeprogramme, price, promotion, people, and prominence and place (Maringe, 2005, p.475)Another study by Marriage shows the top the top 7 factors (from most important toleast important in terms of influence to come to university ) of university mix areProgram , Price (, Place; Prominence ; Promotion , Prospectus, People (Maringe,2005, p. 475)Mazzarol in a study that examined the factors choice of study destination, using asample of students in Australia. found the most important factors in student choice tostudy in a particular institution was the reorganization of their qualifications by futureemployers, this f followed by intuition reputation for quality, its willingness torecognize previous qualifications and the staff eruption for quality and expertise.(Soutar, 2006, p. 41)The most significant reasons for a student choice of an education institution in theNetherlands include the quality of education offered, career opportunities, the schoolreputation, opportunity for traineeships, faculty qualification, academic standards(Soutar, 2006, p. 41)The most important factors of business undergraduate to determine their reasons forchoosing to enroll at a particular university include factors such as future jobprospects, obtaining qualification that were valued by employers, being able to usemodern facilities, the standard of teaching and the international recognition of theuniversity program (Soutar, 2006, p. 41)35
  30. 30. A conjoint analysis of 259 final year high school students from a various governmentand non government high school students in Western Australia prefer schools to auniversity that • Has course they really want • Has a strong academic reputation • Has good teaching quality • Provides good job prospects at the end of their course • Has a great campus atmosphere • Has a technology bias • Is close to home • Is favored by their family • Enables articulation or transfer between TAFT and the university • Has friends are going to attend (Soutar, 2002, p. 44)When students must make a decision to attend college, they tend to consult family,friends, peers, teachers, counselors, college recruits for assistance (Libare, 2006, p.101)Most recently, Hu and Hossler found that students were most influenced by familyinput and finance related factors”. (Libare, 2006, p 102)”36
  31. 31. 37
  32. 32. CHAPTER 3: RESEARCH METHODOLOGYPOPULATION AND SAMPLEThe population for this indepedent study is all the DPUIC undergradate and graduateand PHD students. This study used a quantitative to collect the data.MARKETING RESEARCH FRAMEWORKThe major focus of this research is the study and analysis of DPUIC customer orstudent base.Customers are important to many business including schools. All the customers orstudents in the university consist of customer portfolio which is the collection ofmutually exclusive customer groups that compromise a business entire customerbase” (Buttle, 125)Doing research for each of the segments of customer’s portfolio is important because“customers not only have different needs, preferences and expectations, but alsodifferent revenue and cost profiles, and therefore should be managed in differentways” (Buttle, 125)In Western Australia, there are three segments that is composed of universitymarketing portfolio” international students (offshore and onshore), mature agestudents, and high school leavers.Each segment considers different factors when making their choice of program anduniversity. For example, mature age students, who generally work full time and studypart time, are likely to consider the availability of evening classes a high priority,38
  33. 33. whereas students have entered university straight from high school, which tend towork part time, are likely to consider job prospects as more important. (Soutar 40)The other areas that is important for this research 1. DPUIC marketing Mix 2. DPUIC Stated and unstated Brand Promise 3. Factors and Criteria that are important to decision making for DPUIC marketing mixMarketing MixAs part of the research, I’m testing what previous research says are the components ofthe marketing mix including DPUIC Premiums, Promotion, Program, Prospectus,Price, People, ProminenceAs part of the research, I’m testing the different aspects of DPUIC product whichinclude Professors and Staff at DPUIC, Teaching Organization, and Universityenvironment. This information will be used to figure out which areas needsimprovement, because research has shown customer satisfaction is really important.In terms of university product, A conjoint analysis of 259 final year high schoolstudents from a various government and non government high school students inWestern Australia prefer schools to a university that • Has course they really want39
  34. 34. • Has a strong academic reputation • Has good teaching quality • Provides good job prospects at the end of their course • Has a great campus atmosphere • Has a technology bias • Is close to home • Is favored by their family • Enables articulation or transfer between TAFT and the university • Has friends are going to attend (Soutar 44)40
  35. 35. DATA COLLECTION METHODThe questionare will have four sections including sections dealing with 1. Demographic 2. IMC tools 3. Customer Satisfation 4. Decision MakingThe questionare will be collected at DPUIC during the weekday as well as during theweekend with the help of DPUIC and staffPart #1: Personal InformationPart #2: IMC ToolsGender, age, class level, major at DPUIC, country of orgin, whether they work, theytype of job they do, the occupation they do, the monthly income they doWhere they get information to apply to DPUIC, the levels of influence of differentIMC tools on their decision to come to DPUIC (advertising, Public Relationship,Online, Personal information)Part #3: Customer SatisfactionLevel of satisfication on different aspects of DPUIC product including, Professors andStaff at DPUIC, Teaching Organization, University Facilities,Part #4: Decision MakingReasons why they come to DPUIC, Who influenced them to come to DPUIC, thefactors they considered in making a choice to come to DPUIC, whether they wouldcome to DPUIC are notData AnalysisThis study used two types of data analysis techniques Descriptive statistics such as percentage, mean, frequency, standard deviation to describe the variable Inferential statistics which are Chi Square and X2 tests41
  36. 36. Testing the different criteria and factors that prospect used to come to schooland the different levels of influenceResearch has shown some factors of the university marketing mix that positive affectwhether they attend university include Programme , Prominence, Price, Prospectus ,People, Promotion , Premium.According to research, the other factors that positively influence whether a personcomes to a university include students decision are quality of facilities, variety ofmajors, degree of academic competition, social climate of the campus, quality offaculty, quality of social life, and the distance the college is from home.The factors that negatively decide whether a student comes to a university include theamount of financial aid, percentage of costs covered by financial aid, the enrollmentdeposit, access to faculty, speed in communication and the total costs.Mazzarol in a study that examined the factors choice of study destination, using asample of students in Australia. found the most important factors in student choice tostudy in a particular institution was the reorganization of their qualifications by futureemployers, this f followed by intuition reputation for quality, its willingness torecognize previous qualifications and the staff eruption for quality and expertise(Soutar, 2002, p.41).The most significant reasons for a student choice of an education institution in theNetherlands include the quality of education offered, career opportunities, the schoolreputation, opportunity for traineeships, faculty qualification, academic standards(Soutar, 2002, p.41).42
  37. 37. The most important factors of business undergraduate to determine their reasons forchoosing to enroll at a particular university include factors such as future jobprospects, obtaining qualification that were valued by employers, being able to usemodern facilities, the standard of teaching and the international recognition of theuniversity program (Soutar, 2002, p.41).In terms of influence, when students must make a decision to attend college, they tendto consult family, friends, peers, teachers, counselors, college recruits for assistance .43
  38. 38. CHAPTER 4PART 1. PERSONAL INFORMATIONGENDER47 people respondent to this question. Out of the people that responded, 51 % weremale and 49% were Female.AGE49 people responded to this question. The mean age is 25, the median age is 22, theminimum age is 16, and the maximum age is 47.CLASS LEVEL49 people respondent to this question. Out of the people that responded, 70%undergraduate, 20% are master degree, 10% are doctorate.MAJOR FOR UNDEGRADAUTE34 people responded to this question. Out of the people that responded, 65% are fromEnglish for Business Communications, 30%, 5 percent are from InternationalBusiness.MAJOR FOR MASTERS DEGREE7 people respondent to this question. Out of the people that responded, 72% are fromIntegrated and marketing communications, 14% are Business Administration withConcentration of IMC, 14% are from Strategy and IntelligenceMAJOR FOR CLASS DOCTORATEThere were 6 people that indicated they were doctorate students. Out of the peoplethat responded, 83% are DBA, 17% out of Strategy and Intelligence.CLASS MAJORS FOR TOTAL SURVEY46 % are Undergraduate for Business Comm, 21% are Undegrad Hospitality, 11% areMaster IMC, 11% are Doctorate Business Admiration DBA, 4 % are UndergradInternational Business, 2 percent are Master Business Informatics, 2 percent areMaster BA with IMC, 2 percent are Master Business Intelligence, 2 percent areDoctorate IntelligenceWHERE ARE YOU FROM44
  39. 39. 49 people responded to this question. 67% are from Thailand, 12 % are from China,8% are from Sweden, 4% are from Cameron, 2% are Belgium’s, 2% are fromGermany, 2% are from USA, 2 % are from CambodiaWHERE ARE YOU LIVING49 people responded to this question. All are living in Thailand. 75.5% are living inBangkok,20 % are living in Nontaburi, 2 % are living in Chantuburi, 2 % are living Songkla,2% are living in Trat, 2% are living in Yala.WORK50 people responded to the section answering whether work. Out of the people thatresponded, 66% don’t work, 18% work part time, and 16% work full time..TYPE OF WORK15 people responded to type of work. Out of the people that respondent, 33% arePrivate Employees, 27% are other, 20 % are Private Business, 20% are GovernmentOCCUPATION15 people responded the question concerning to occupation. Out of the people thatresponded, 26% are Education, 26% are in Management, 13% are in sports, 13% arein IT, 6.6% are in Science, 6.6% are in Politics, 6.6% are in MarketingINCOME17 people responded. Out of the people that responded, 47% are less than 15,000,17% make between 15,000 to 25,000, 11.76% make it 25,001 to 35,000, 11.76%make it more than 55,000, 5.8% make 35,0001 to 45,000, 5.8% make more than55,000+PART 2: IMC TOOLSINFORMATION SOURCEThe 5 most common sources that people get for DPUIC include friends (35.3%), web(13.7%), parents (11.8%), Exhibition (11.8%), former students (9.8%), Brochure45
  40. 40. (7.8%), Current students (5.9%), Print (5.9%), Members of industry (5.9 % ), Boss(2%), Newspaper (2%)Level of importance Print49 people responded to this question concerning the level of influence of Print oncoming to DPUIC. 30.6% says Print is important, 20.4% says Print is very important,28.5 % says Print neither important nor or important. 14.28 % is moderatelyimportant, 6.12 % is not important atLevel of importance Radio49 people responded to this question concerning the level of influence of Radio oncoming to DPUIC. 30.6% says Radio not important, 24.5 percent says Radio is notimportant tall, 25.5% says Radio is neither important nor or important, 10% saysRadio is important, 10% says Radio is very important in decision to come to DPUICLevel of importance TV49 people responded to this question concerning the level of influence of TV oncoming to DPUIC. 32.65% says TV is very important, 24.45 % is very important,16.32 % says TV is not important, 14.2% says TV is not important all, 12.22% saysTV Neither important or importantLevel of importance Catalog49 people responded the level of influence of Catalog on coming to DPUIC, 39% sayscatalog neither important or not important, Important 22%) says Catalog is important,Not important (16%), Not important at all (14%), Very important (8%)Level of importance Brochure49 people responded the level of influence of Brochure on coming to DPUIC. (12%)says Brochure is Not important at all, (8%) says Brochure is Not important, (24.48%)says Brochure is neither important or not important, (45%) says Brochure isImportant, (10%) says Brochure is Very importantLevel of importance Flyer49 people responded the level of influence of Flyer on coming to DPUIC. (39%) saysflyer is neither important nor not important, 28.57% says Flyer is important, 16.32%says Flyer Not important at all, 12.24% says Flyer is not important, 4.08% says Flyeris Very importantLevel of importance Tradeshow46
  41. 41. 49 people responded the level of influence of Trade Show on coming to DPUIC.30.61% says Trade Show is Important, 24.48% says Trade Show is Very important,20.40% says Trade Show is Neither important or not important, 14.28% says TradeShow is Not important, 10.20% says Trade Show is Not important at allLevel of importance Sponsor49 people responded the level of influence of Show on coming to DPUIC. 35% saysSponsor is Important, 24.48% says Sponsor is neither important or nor important,18.36% says Sponsor is Very important, 12.24% says Sponsor is Not important atall, 10.20% says Sponsor is Not importantLevel of importance Newspaper49 people responded the level of influence of Newspaper on coming to DPUIC. 45%says Newspaper is Important, 20% says Newspaper is Neither important nor notimportant, 12% says Newspaper is Not important, 12% says Newspaper is Veryimportant, 10% says Newspaper is Not important at allLevel of importance Magazine49 people responded the level of influence of magazine are coming to DPUIC, 44.5%says Magazine is Important, 20.4% says Magazine is Neither important nor notimportant, 16.32% says Magazine is Very important, 10.20% says Magazine is Notimportant at all, 8.16% says Magazine is Not importantLevel of Importance Website49 people responded the level of influence of website are coming to DPUIC, 47%says website is Very important, 29% says website is Important, 12% says website isNeither important nor not important, 6% says website is Not important at all, 6%says website is Not importantLevel of Importance Blog49 people responded the level of influence Blog in coming to DPUIC. 35% says blogis Important, 24% % says blog is Very important, 16% % says blog is neitherimportant nor than important, 12% % says blog is Not important at all, 12% % saysblog is Not important47
  42. 42. Level of importance Twitter49 people responded the level of influence Twitter in coming to DPUIC. 28.57% saysTwitter is neither important nor not important, 26.5% says Twitter is Important,16.32% says Twitter is Not important at all, 16.32% says Twitter is Very important,12.24% says Twitter is Not importantLevel of importance Facebook49 people responded the level of influence of Facebook in coming to DPUIC. 30.61%says Facebook is Important, 29% says Facebook is Very important, 20.40% saysFacebook is neither important nor not important, 12.24% says Facebook is Notimportant, 8.16 % says Facebook is Not important at allLevel of importance: other social network45 responded to the level of social network in coming to DPUIC. 33% says othersocial network Is Neither important nor not important, 27% says other socialnetwork Is Important, 16% says other social network Is Very important, 13.3% saysother social network Is Not important, 11.11% says other social network Is Notimportant at allLevel of Importance Front line Staff49 people responded to the level of influence of Front Line Staff in coming toDPUIC. 47% says Front Line Staff is Important, 22% says Front Line Staff is Veryimportant, 12.24% says Front Line Staff is Not important at all, 12.24% says FrontLine Staff is Neither important nor not important, 6.12% says Front Line Staff is NotimportantLevel of Importance Administrator49 people responded the question of the level of Administrator in coming to DPUIC.45% says Administrator is Important, 22.44% says Administrator is Very important,20.40% says Administrator is neither important nor not important, 12.24% saysAdministrator is Not important at allLevel of Importance Professors49 people responded to the question of the level of influence of Professors in comingto DPUIC.43% says professors is Very important, 35% says professors is Important,10.20% says professors is Neither important nor not important, 8% says professors isNot important at all, 4% says professors is Not important48
  43. 43. Level of Scholarship50 people responded to the question of the level of influence on Scholarships incoming to DPUIC. 42% says scholarship is Very important, 34% says scholarship isImportant, 10% says scholarship is neither important nor not important, 8% saysscholarship is Not important at allPART 3: CUSTOMER SATISFACTIONProfessor and Staff at DPUICAgree or disagree: Professor Knowledge50 people responded to this question. • 38% Agree with DPUIC professors are knowledgeable about their subjects • 32% Strong agree with DPUIC professors are knowledgeable about their subjects • 20% neither agree or disagree DPUIC professors are knowledgeable about their subjects • 6% Disagree with DPUIC professors are knowledgeable about their subjects • 4% strongly disagree with DPUIC professors are knowledgeable about their subjectsAgree or disagree: Professor up to date50 people responded to this question. • 46% agree with DPUIC professors are update to the latest knowledge • 32% Strong agree with DPUIC professors are update to the latest knowledge • 18% neither agree nor disagree with DPUIC professors are update to the latest knowledge • 2% strongly disagree with DPUIC professors are update to the latest knowledge49
  44. 44. • 2% disagree with DPUIC professors are update to the latest knowledgeAgree or disagree: Professor Care for student50 people responded to this question. • 44% agree with DPUIC professors care for students as individuals • 26% Strong agree with DPUIC professors care for students as individuals • 24% neither agree nor disagree DPUIC professors care for students as individuals • 4% strongly disagree with DPUIC professors care for students as individuals • 2% disagree with DPUIC professors care for students as individualsAgree or disagree: Staff Helpful • 50 people responded to this question. • 42% Strong agree with DPUIC staff is extremely helpful and nice • 34% Agree with DPUIC staff is extremely helpful and nice • 14% neither agree or disagree DPUIC staff is extremely helpful and nice • 8% Disagree with DPUIC staff is extremely helpful and nice • 2% strongly disagree with DPUIC staff is extremely helpful and niceTEACHING ORGANIZATIONAgree or disagree: Class Size50 people responded to this question. • 36% Strong agree with DPUIC class size allows me to learn optimally • 32% Agree with DPUIC class size allows me to learn optimally50
  45. 45. • 22% neither agree or disagree DPUIC class size allows me to learn optimally • 6% Disagree with DPUIC class size allows me to learn optimally • 4% strongly disagree with DPUIC class size allows me to learn optimallyAgree or disagree: Class meets my needs50 people responded to this question • 38% Agree with DPUIC has classes that meet my schedule • 28% strongly agree with DPUIC has classes that meets my schedule • 24% neither agree or disagree DPUIC has classes that meets my schedule • 6% strongly disagree with DPUIC has classes that meets my schedule • 4% Disagree with DPUIC has classes that meet my scheduleAgree or disagree: DPUICExtra50 people responded to this question • 32% Agree with DPUIC has extra circular activities interaction that supplement learning • 26% Neither agree or disagree with DPUIC has extra circular activities interaction that supplement learning • 26% strongly agree with DPUIC has extra circular activities interaction that supplement learning • 14% Disagree with DPUIC has extra circular activities interaction that supplement learning • 2% strongly disagree with DPUIC has extra circular activities interaction that supplement learning51
  46. 46. Agree or disagree: DPUICExposure50 people responded to this question • 30% neither agree or disagree DPUIC provides students with exposure to meet people with real world business people and academic • 28% Agree with DPUIC provides students with exposure to meet people with real world business people and academic • 28% Strong agree with DPUIC provides students with exposure to meet people with real world business people and academic • 8% Disagree with DPUIC provides students with exposure to meet people with real world business people and academic • 6% strongly disagree with DPUIC provides students with exposure to meet people with real world business people and academicAgree or disagree: DPUICexpos48 responded to this question • 40% neither agree or disagree DPUIC has books, magazines and other resources that supplement my learning • 35% Agree with DPUIC has books, magazines and other resources that supplement my learning • 21% Strong agree with DPUIC has books, magazines and other resources that supplement my learning • 4% disagree with DPUIC has books, magazines and other resources that supplement my learningAgree or disagree: DPUICBooks49 people responded to this question. • 2% strongly disagree with DPUIC has activities interaction that supplement my learning • 12% Disagree with has activities interaction that supplement my learning52
  47. 47. • 22% neither agree or disagree has activities interaction that supplement my learning • 45% Agree with has activities interaction that supplement my learning • 18% Strong agree with Agree with has activities interaction that supplement my learningAgree_Diagree DPUIC modernclass49 people responded to this question. • 16% strongly disagree with DPUIC has modern classrooms with adequate class room technologies • 8% disagree with DPUIC has modern classrooms with adequate class room technologies • 24 % neither agree or disagree DPUIC has modern classrooms with adequate class room technologies • 44% strongly agree with DPUIC has modern classrooms with adequate class room technologiesLevel of Satisfaction Quality of Professors49 people responded to this question • 45% are satisfied with quality of Professors at DPUIC • 35% are Strongly Satisfied with quality of Professors at DPUIC • 12% are neither satisfied nor dissatisfied with quality of Professors at DPUIC • 4% are strongly dissatisfied with quality of Professors at DPUIC • 4% are dissatisfied with quality of Professors at DPUICLevel of Satisfaction: Service Staff50 responded to this question • 47% are satisfied with Service Staff53
  48. 48. • 33% are Strongly Satisfied with Service Staff • 14% are neither satisfied nor dissatisfied with Service Staff • 4% are strongly dissatisfied with Service Staff • 4% are dissatisfied with Service StaffLevel of Satsification:Teachininorg50 responded to this question • 54% are Satisfied with teaching organization • 22% are neither satisfied nor dissatisfied with teaching organization • 18% are Strongly Satisfied with teaching organization • 4% are strongly dissatisfied with teaching organization • 4% are dissatisfied with teaching organizationLevel of Satsification: School environment50 responded to this question • 36% are satisfied with school environment • 32% are Strongly Satisfied with school environment • 24% are neither satisfied nor dissatisfied with school environment • 6% are dissatisfied with school environment • 2% are strongly dissatisfied with school environmentLevel of Satsification: Schoolfacilities • 50 responded to this question • 46% are satisfied with school facilities • 22% are Strongly Satisfied with school facilities • 18% are neither satisfied nor dissatisfied with school facilities54
  49. 49. • 8% are dissatisfied with school facilities • 6% are strongly dissatisfied with school facilitiesPART 4: DECISION MAKINGReasons why they comeAdvance Career:49 responded to this question. 45% came to advance their career.Start a business:49 people responded this question. Out of the people that responded. 22% said yesabout coming to DPUIC to start a businessChange Career:50 people responded to this question. Out of the people that responded, 24% said yesabout coming to DPUIC to change a careerPersonal Enrich:50 people responded to this question.56 % came to DPUIC for personal enrichment.Start First career: 50 people responded to this question.12% came to start a career.Make more money: 50 people responded to this question.38% came to make money at DPUICRequired employment: 49 responded to this question.78% reason to come to DPUIC for required employmentKeep up to date: 50 responded to this question30% did come to keep up to date with career55
  50. 50. LEVELS OF INFLUENCE OF DIFFERENT PEOPLEOut of the people that responded, the people who influenced other (45.1%), Friends(31.4%), Parents (19.6%), Former College (15.7%), Current College (5.9%)LEVEL OF IMPORTANCE OF DIFFERENT FACTORS:Close to home50 people responded to the question of level of importance of close to home inchoosing university. 32% says being close to home is important; 24% says being closeto home is neither important nor important, 20% says being close to home is notimportant at all, 18% says being close to home is very important; 6% says being closeto home not importantTuition Cost50 people responded to the question of the level of importance of Tuition close inchoosing university. 38% says Tuition cost is important, 26% says Tuition cost is Notimportant nor important, 14% says Tuition cost is very important,12% says Tuitioncost is Not important at all , 10% says Tuition cost is Not important ,Level of importance: Reputation of institution50 people responded to this question of the level of importance of reputation ofinstitution in choosing a university. 6% says reputation of institution is not importantat all, 14% says reputation of institution is not important, 30% says reputation ofinstitution is not important nor important, 30% says reputation of institution isImportant, 20% says reputation of institution is Very important,Level of importance: Reputation of Professors48 responded to this question of the level of importance of reputation of professors inchoosing a university. 33% says reputation of professors is very important, 31% saysreputation of professors is important, 19% says reputation of professors is Notimportant nor important, 10% says reputation of professors is not important at all,6% says reputation of professors is not importantLevel of importance: Size of university49 people responded to this question of the level of importance of the size of theuniversity in choosing a university. 41% says Size of University is Not important nor56
  51. 51. important, 31% says Size of University is important, 17% says Size of University isnot important, 13% says Size of University is not important at all, 2% says Size ofUniversity is very importantLevel of importance: Class Size50 people responded to this question of the level of importance of class size inchoosing a university. 47% says class size is important, 21% says class size is notimportant nor important, 19% says class size is very important, 10.41% says class sizeis not important at all, 6.25% says class size is not importantLevel of importance: Influence of Parents50 people responded to this question on the level of importance of parents in comingto DPUIC.28% says Parents is not important at all, 29% says Parents is Important,17% says Parents is Not important nor important, 17% says Parents is Veryimportant, 12% says Parents is Not importantLevel of importance: Friends50 people responded to this question on the level of importance of Friends in comingto DPUIC, 26% says Friends is Not important at all, 27% says Friends is Important,23% says Friends is Not important neither not important, 15% says Friends is Notimportant, 13% says Friends is Very importantLevel of importance: Current College49 people responded to this question on the level of importance of current collegestudents coming to DPUIC. 26% says current college students is Important, 23%says current college students is Not important at all, 23% says current college studentsis Not important nor important, 21% says current college students is Not important,8% says current college students is Very importantLevel of importance: Influence Former College50 people responded to this question on the level of importance of former collegestudents coming to DPUIC. 26% say former students is Not important at all, 25% sayformer students is Not important nor important, 23% say former students isImportant,17% say former students is Not important, 13% say former students isVery importantLevel of importance: Boss57
  52. 52. 48 responded to this question on the level of importance of boss coming to DPUIC.46% says boss is Not important at all, 21% says boss is Not important nor important,13% says boss is Not important, 13% says boss is Important, 6% says boss is VeryimportantGo to DPUIC32 people respondent. Out of the people that responded, 84% said yes they would goto DPUIC. 16% they said no that they don’t go to DPUICBelow is the table showing what schools that the people would go toSchool Name FrequencyThammsat 21Chula 19Mahidol 17Assumption University 15Stamford 8Ramkaheang 7Rangit 7Dusit Thani 6Sasin 4Weber State 4Bangkok University 3Asian University 2Siam University 2Western University 2Thailand Chamber 2Nida 2Sripatum 158
  53. 53. Abroad 1Asian Institute 1Go Abroad 1Silpakorn 1The other, who influenced,The other people who influenced them to come to DPUIC, themselves (5 response),Program (2 response), Partner (1 response), Administrator (1 response), ChineseTeacher (1 response), Uncle (1 response)ANALYSIS USING CHI-SQUARE TESTThe original intent of the study is to test whether there is a relationship between 1. Demographic variables (H1) and Decision Making to Study at DPUIC 2. IMC tools (H2) and Decision Making to Study at DPUIC 3. Customer Satisfaction (H3) and Decision Making to Study at DPUICI wanted to test the relationship based the relationship between Significant and alphavalue of .005If Significant value or P value > alpha, I would accept H0 meaning there is norelationship between the two variablesIf Significant value or P value < alpha, I would accept H0 meaning there is arelationship between the two variablesDemographic variables (H1) and Decision Making to Study at DPUICThere is a correlation between class level and making moneyP value Df.012 2There is a correlation between class level and keep up to date59
  54. 54. P value Df040 2There is a correlation between gender and first careerP value Df.20 1There is a correlation between gender and size universityP value Df.024 4There is a correlation between gender and level influence BossP value Df.044 4There is a correlation between age and required employmentP value Df.003 38There is a correlation between graduate and required employmentP value Df.046 3There is a correlation between graduate and influence current collegeP value Df60
  55. 55. .046 3There is a correlation between graduate and Asian universityP value Df.046 3There is a correlation between graduate and Thamasat universityP value Df.046 3There is a correlation between doctorate and Dusit TaniP value Df.014 3There is a correlation between doctorate and Thailand ChamberP value Df.014 1There is a correlation between work and Influence of ParentsP value Df.031 2There is a correlation between type of work and influence parentsP value Df61
  56. 56. .003 4There is a correlation between occupation and start first careerP value Df.025 7There is a correlation between occupation and influence of parentsP value Df.025 7There is a correlation between occupation and tuition costsP value Df.043 28There is a correlation between occupation and tuition costsP value Df.045 28There is a correlation between occupation and Weber stateP value Df.020 6There is a correlation between income and influence of boss62
  57. 57. P value Df.015 20There is a correlation between income and Thailand ChamberP value Df.004 5IMC tools (H2) and Decision Making to Study at DPUICThere is a correlation between infoparents and influence parentsP value Df.002 1There is a correlation between infoparents and ChulaP value Df.025 1There is a correlation between infoparents and Kasem BunditP value Df.012 1There is a correlation between infoparents and Dusit ThaniP value Df.033 263
  58. 58. There is a correlation between infoparents and MahidolP value Df.033 2There is a correlation between infoparents and RamkamheangP value Df.28 2There is a correlation between infoparents and RamkamheangP value Df.031 2There is a correlation between infoparents and Sasin GraduateP value Df.031 2There is a correlation between infoparents and Siam UniversityP value Df.038 2There is a correlation between infoparents and SripatumP value Df.012 2There is a correlation between infoparents and Stamford Internation U64
  59. 59. P value Df.043 2There is a correlation between infoparents and ThammsatP value Df.017 2There is a correlation between infoparents and WebstateP value Df.031 2There is a correlation between infoparents and Western UniversityP value Df.012 2There is a correlation between infoparents and Thailand ChamberP value Df.038 2There is a correlation between infoparents and OtherP value Df.019 2There is a correlation between info friends and advance careerP value Df65
  60. 60. .000 4There is a correlation between info friends and start a businessP value Df.000 4There is a correlation between info friends and influence friendsP value Df.001 2There is a correlation between info friends and SripatumP value Df.000 4There is a correlation between info Current student and advanced careerP value Df.000 4There is a correlation between info Current student and start a businessP value Df.000 4There is a correlation between info Current student and influence Current CollegeP value Df66
  61. 61. .000 2There is a correlation between info Current student and Asian UniversityP value Df.039 2There is a correlation between info Current student and SripatumP value Df.000 4There is a correlation between info former student and advance careerP value Df.000 4There is a correlation between info former student and start a buisnessP value Df.000 4There is a correlation between info former student and influence former collegeP value Df.000 2There is a correlation between info former student and Go to DPUIC67
  62. 62. P value Df.006 2There is a correlation between info former student and ChulaP value Df.028 4There is a correlation between info former student and Kasem BunditP value Df.015 2There is a correlation between info former student and MahidolP value Df.020 2There is a correlation between info former student and RangsitP value Df.004 4There is a correlation between info former student and SripatumP value Df.000 4There is a correlation between inform Exhib and advance CareerP value Df68
  63. 63. .000 4There is a correlation between inform Exhib and start a businessP value Df.000 4There is a correlation between inform Exhib and SripatumP value Df.000 4There is a correlation between infowebsite and advance careerP value Df.010 2There is a correlation between infowebsite and start a businessP value Df.042 2There is a correlation between infowebsite and change a careerP value Df.034 2There is a correlation between info boss and advance careerP value Df69
  64. 64. .000 4There is a correlation between info boss and start a buisnessP value Df.000 4There is a correlation between infoBoss and Influence Former CollegeP value Df.047 2There is a correlation between infoBoss and SripatumP value Df.000 4There is a correlation between Brochure and advance careerP value Df.000 4There is a correlation between Brochure and start a buisnessP value Df.000 4There is a correlation between Brochure and required employmentP value Df70
  65. 65. .016 4There is a correlation between Brochure and SripatumP value Df.000 4There is a correlation between print and advance careerP value Df.000 4There is a correlation between print and start a businessP value Df.000 4There is a correlation between print and tuition costP value Df.024 8There is a correlation between infoprint and SripatumP value Df.000 .05There is a correlation between radio and advance careerP value Df71
  66. 66. .000 4There is a correlation between info prints and advance careerP value Df.000 4There is a correlation between info-print and start a businessP value Df.000 4There is a correlation between info-print and required employmentP value Df.003 4There is a correlation between infoprint and tuition costP value Df.024 8There is a correlation between infoprint and SripatumP value Df.000 472
  67. 67. There is a correlation between info radio and start a businessP value Df.000 .05There is a correlation between info radio and asian universityP value Df.046 1There is a correlation between info radio and Kasem BunditP value Df.023 1There is a correlation between inforfacebook and Asian UniversityP value Df.046 1There is a correlation between inforfacebook and Kasem bunditP value Df.023 1There is a correlation between info newspaper and kasem bunditP value Df.046 2There is a correlation between infomemberind and Kasem BunditP value Df73
  68. 68. .046 274
  69. 69. CHAPTER 5POPULATION AND SAMPLEThe population for this independent study is DPUIC undergraduate (UG) students andpostgraduate students (PG: Masters and Doctoral). This study used a questionnaire tocollect the dataThe sample of this study is the undergraduate and graduate students (masters anddoctorate) student at DPUIC. A total of 50 surveys were collected. 49 out of the 50students indicated their class level. Out of the 49 people that indicated their classlevel, a total of 34 undergraduate, 10 Master degrees, and 5 Doctorate was collectedData Collection ToolsThe questionnaire was used to collect data. It consisted of 4 parts as follows: 5. Demographic 6. IMC tools 7. Customer Satisfaction 8. Decision MakingData collection was conducted at DPUIC during the weekday for UG level as well asduring the weekend for PG level with the help of DPUIC staff e.g. distributing thequestionnaire in the class roomPart 1: Personal Information comprised questions about gender, age, class level,major at DPUIC, country of origin, whether they work, they type of job they do, theoccupation they do, the monthly income they doPart 2: IMC Tools comprised questions about which tools / media they receivedinformation to apply to DPUIC; the IMC tools that students have considered whenmaking decision to study at DPUIC (advertising, Public Relationship, Online,Personal information)Part 3: Customer Satisfaction comprised questions about level of satisfaction ondifferent aspects of DPUIC product including, professors, staff, teaching organization,and university Facilities,Part 4: Decision Making comprised questions about reasons why they come toDPUIC, who influenced them to come to DPUIC, the factors they considered inmaking a decision to come to DPUIC, whether they would come to DPUIC or not.75
  70. 70. Data collection was conducted at DPUIC during the weekday for UG level as well asduring the weekend for PG level with the help of DPUIC’s professors (Mr. DominicBone and Mr. David Common) e.g. distributing the questionnaire in the class room.A total of 50 surveys were collected. 49 out of the 50 students indicated their classlevel. Out of the 49 people that indicated their class level, a total of 34 undergraduate,10 Master degrees, and 5 Doctorate was collectedIntroduction to Chapter 5The purpose of collecting this research is not to collect research for research sake, itsdone to help DPUIC recruit, keep students, professors, build the brand and increasethe reputation of DPUIC of an excellent academic institution.This is more and more important because DPUIC is not only competing forprospective students that might stay in Thailand for international program butoverseas prospective.Since DPUIC is a private institution, DPUIC needs constantly find ways to recruitnew students, retain new students, improve the different aspect of brand, develop win-win relationships with business. Constantly collecting surveys such as this one as wellformal and informal research can provide insights and information to helpOne of the major purpose of conducting this survey is to analyze the current DPUICmarketing portfolio which consist of undergraduate, master, and PhD.The better that DPUIC understands their current customer base the better chanceDPUIC has to76
  71. 71. empathize with their customer base. This will help create more persuasive marketingmaterial to help DPUIC achieve its major goals. eliminate the agony the guessing ofwhat to say to where and how you communicate with your buyer personas.Analyzing current base is important because like all business the university customerportfolio consist of many existing customer segments. To be successful in retainingand attracting students like the one in the customer portfolio, schools must conductresearch for each of the customer segments because often the needs, desires, thepeople who influence them, what they want to achieve and how to reach them aredifferent from other in the customer portfolio.DATA COLLECTION METHODSDISCUSSION OF PART 1 of Research: DemographicsAs expected we have more data that turned out to be undegradate students thangraduate student. This is expected we have more undergraduate than graduate studentBased on what collected, about 50% of people that is surveyed was male and 50% ofsurveyed was female. The sample showed that DPUIC students varies among agesfrom 16 to 47. My assumption proved true that most of the people that will fill outsurvey is undergraduate.I expected that the location that students would come from would be from Thailandand China, that proved true. 67% are from Thailand, 12 % are from China. Myassumption proved true that most students would either live in Bangkok (75.5%) orNontaburi (20%).77
  72. 72. In terms of work, 66% of the students surveyed don’t work. It can be assumed why ahigh percentage don’t work is that most of the students are undergraduate andundergraduates in Thailand don’t work.There wasn’t any real difference between the type of occupations, , 33% are PrivateEmployees, 27% are other, 20 % are Private Business, 20% are GovernmentIntroduction to DISCUSSION OF IMC TOOLSIMC toolsMost Academic institutions have integrated marketing plan and student enrollment plancomposed of marketing mix such as advertising, public Relations, Sales promotion, roadshow, direct marketing, Word of mouth, Sponsorship, scholarship, . Webpages, Facebook,Twitter, Blog to achieve several objectives 7. Build brand awareness 8. Communicate the features and benefits of the school and each benefit 9. Communicate their value proposition 10. Communicate why should students come to this school 11. Get to know people with a specific need to know and trust them 12. Communicate the way they are different from other schools 13. Get new students 14. Get new prospectsTo be successful, schools such as DPUIC needs to improve the use of IMC mix as well lookas new tools and tactics to achieve objective tools.78
  73. 73. Academic institution must understand which IMC tool mix appeals and used for eachthe major segments of the customer portfolio which for this study is undergraduate,graduate, PHD.79
  74. 74. Marketing MixAccording to research The different components of a university marketing mixinclude Product: For MBA program, the student is the customer, and the product isthe MBA degree is the product, The price charged for a degree or tuition fee,promotion, people such as professors, administrative staff adds support staff. At agraduate level, the perception that prospective have of the staff of university canaffect the choice of school, premium.Discussing results of Information SourceThe top 5 information Source that people used to get information for DPUIC includefriends (35.3%), web (13.7%), parents (11.8%), Exhibition (11.8%), former students(9.8%). This means that that DPUIC should focus marketing efforts on include friends, web , parents, Exhibition, former students through thing such as having open housewhere prospective students can meet with parents of alumni, and current students,creating marketing material to deal with parents, improve and enhance DPUICwebsite.Discussion on of level of marketing mixBelow % of Level of importance of different marketing mix that is important +very importance Media mix % Professors 78% Website 76% Level of Scholarship 76% Front line Staff 69% Administrator 67.44% Magazine 60.73% Facebook 60% TV 60.1 Blog 59% Newspaper 57% Trade Show 55.09%80
  75. 75. Brochure 55% Sponsor 53.06% Print 51.04 Other social network 43% Twitter 43% Flyer 32.65% Catalog 38 % agree + % disagreeStatement strongly agree +strongly agreeDPUIC professors are knowledge about their topics 68% 10%DPUIC professors are update to the latest knowledge 78% 4%DPUIC professors care for students as individuals 70% 6%DPUIC staff is extremely helpful and nice 78% 10%DPUIC class size allows me to learn optimally 68% 10%DPUIC has classes that meet my schedule 66% 10%DPUIC has extra circular activities interaction that supplement learning 58% 16% 81
  76. 76. DPUIC provides students with exposure to meet people with real world business people andacademic 56% 14%DPUIC has books, magazines and other resources that supplement my learning 56% 4%DPUIC has activities interaction that supplement my learning 63% 14%DPUIC has modern classrooms with adequate class room technologies 44% 28% % agree + % disagreeStatement strongly agree +strongly agreeDPUIC professors are knowledge about their topics 68% 10%DPUIC professors are update to the latest knowledge 78% 4%DPUIC professors care for students as individuals 70% 6%DPUIC staff is extremely helpful and nice 78% 10%DPUIC class size allows me to learn optimally 68% 10%DPUIC has classes that meet my schedule 66% 10%DPUIC has extra circular activities interaction that supplement learning 58% 16%DPUIC provides students with exposure to meet people with real world business people andacademic 56% 14%DPUIC has books, magazines and other resources that supplement my learning 56% 4%DPUIC has activities interaction that supplement my learning 63% 14%DPUIC has modern classrooms with adequate class room technologies 44% 28% This means that the marketing DPUIC should focus on several things. In terms of professor I would recommend that DPUIC marketing team 1) keep on recruiting higher quality professors, stress the professors at DPUIC in all marketing professors, have professors come as part of open house, have professors create you tube videos showcasing their knowledge In terms of other marketing mix, I would recommend having front line staff and meet with, meet with prospective students, offer more scholarships. 82
  77. 77. In terms of marketing mix. I would recommend that DPUIC focus on developingmore effective website by having a more search engine optimized website, havingsections such as for parents, current students, former students. I would have morecontent that can be used to persuade people to come to DPUIC. I would recommendDPUIC try to look at magazines that prospective students as well as parents read toadvertise them. I would recommend DPUIC to more effective ways to use DPUICwebsite. I would really focus on developing a great DPUIC Facebook page and findways to use DPUIC facebook page more effectively.OVERVIEW OF COSUMER BEHAVIORFactors in choosing college and Criteria in Choosing schoolsThere are many factors when people choose to go university. Librare three veryimportant factors that positively influence whether a person comes to a universityinclude national academic reputation, the quality of educational majors available andthe prestige of the university. The other factors that positively influence whether aperson comes to a university include students decision are quality of facilities, varietyof majors, degree of academic competition, social climate of the campus, quality offaculty, quality of social life, and the distance the college is from home.The factors that negatively decide whether a student comes to a university include theamount of financial aid, percentage of costs covered by financial aid, the enrollmentdeposit, access to faculty, speed in communication and the total costs.(Libare, 2006, p.102)83

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