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SCHOOL MARKETING RESEARCH DPUIC BANGKOK
THAILAND



                             By
                     Garvin Boonsong
http://www.linkedin.com/in/garvinboonsong

(626) 607-4349, garvingaryboonsong@gmail.com

A Independent Study Submitted in Partial Fulfillment of the Requirement for the
Degree of Master in Integrated Marketing Communication, DPU International
College Dhurakij Pundit University Year 2012




7
FACTORS INFLUENCING STUDENT DECISION MAKING TO STUDY IN
DPUIC

Garvin Boonsong

Dr. Leela Tiangsoongnern

Masters in Integrated Marketing Communication

Academic Year 2012



                               ABSTRACT

DPUIC is an international business program that is competing in an increasingly
competitive Thailand educational market place. To survive in the Thailand
educational market place, DPUIC must not only compete with other schools to recruit
and get more students to attend their students but also increase the satisfaction of the
current 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 DPUIC




8
ACKNOWLEDGMENT

I want to thank Dr. Leela Tiangsoongnern, the faculty and staff of DPUIC and all
my family, friends who provided the support to help me finish this independent study.




9
TABLE OF CONTENTS

Abstract

Acknowledgements

List of Tables

List of Figures



CHAPTER 1: INTRODUCTION
Trends in the global economy

Attracting new students

Marketing research

Doing research to understand the different profiles of customer portfolio

Factors influencing decision making of students

Research problem

Objectives of the study

Hypothesis of the study

Conceptual framework of the study

Scopes and the limitation of the study

Study variables

Significance of the study

CHAPTER #2: LITERATURE REVIEW

Marketing
Relationship marketing and enrollment management

Marketing mix

Image
10
Marketing research

Customer portfolio and customer satisfaction

Consumer behavior

Search process and how do students choose school


Factors in choosing college and Criteria in choosing schools



CHAPTER 3: RESEARCH METHODOLOGY
Population and sample

Marketing research framework

Marketing mix

Data collection method

Part #1: personal information

Part #2: imc tools

Part #3: customer satisfaction

Part #4: decision making

Data analysis

Testing the different criteria and factors that prospect used to come to school and the
different levels of influence

CHAPTER 4

Part 1. Personal information

Part 2: IMC tools

Part 3: Customer satisfaction

Part 4: Decision making

Part 5:Analysis using chi-square test
11
CHAPTER 5
Population and sample

Data collection tools

Introduction to chapter 5

.data collection methods


Discussion of part 1 of research: demographics


Introduction to discussion of IMC tools

IMC tools

Marketing mix

Discussing results of information source

Discussion on of level of marketing mix

Overview of consumer behavior

Factors in choosing college and criteria in choosing schools

Decision making

Below are the following reasons why students came to DPUIC

Below is level of importance in terms of importance of factors influencing people to
come to Dpuic

Discussion on satisfaction

Satisfaction of Dpuic

Other schools that students would go

Correlations based on chi-square

Other suggestion




12
CHAPTER 1: INTRODUCTION
BACKGROUND OF STUDY
Dhurakij Pundit University International College (DPUIC) is an international English

business private education program in Thailand. Unlike public universities DPUIC

doesn’t receive funding from the government. Therefore in order to stay afloat

DPUIC must keep on recruiting new students


Like all public and private university faces a lot of competition in both Thailand and

overseas. DPUIC is not only competing for prospective students that might stay in

Thailand for international program but overseas prospective.


Due to the fact there is greater and greater competition, DPUIC need to find more and

more way to attract new students as well keep current and existing customers

satisfied.


The business of higher education has become more and more competitive. There is an

increased 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 these

programs to distinguish and differentiate themselves from the competition the from

other programs (Ivy, 2008, p. 288)


According to Bunzel “With the Internet and email, today’s high school students are

inundated with information from hundreds of colleges and universities” (Bunzel,

2007, p. 152)




13
In order to survive, Religious-afflicted, private, four year colleges are depending on

tuition revenue due to the increasing higher costs as well decrease government

support. Attracting and retaining existing students is becoming more important to

Religious-afflicted, private, four year colleges because they often lack sizable

endowment, don’t have direct support from government, as compete less than 1% of

potential college student market (Schee, 2009, p. 1)



In order to survive, Religious-afflicted, private, four year colleges are depending on

tuition revenue due to the increasing higher costs as well decrease government

support. Attracting and retaining existing students is becoming more important to

Religious-afflicted, private, four year colleges because they often lack sizable

endowment, don’t have direct support from government, as compete less than 1% of

potential college student market (Schee, 2009, pg. 1)



Just like oversees higher education market, Thailand education has experiment

increase competition, affects of world depression, as well decrease enrollment. This

is forcing Thai universities to change recruitment strategies as well as think of having

sound recruitment marketing strategies, differentiate themselves both domestically

and internationally from the competition, and address quality development assurance

(James 2011)



Trends in the global economy
Attracting New Students




14
Schools like DPUIC need to develop and use an integrated marketing plan as well as

enrollment plan. The integrated marketing plan and enrollment plan will direct and coordinate

all school marketing effort.


The integrated marketing plan and student enrollment plan will be composed of marketing

mix such as advertising, public Relations, Sales promotion, road show, direct marketing,

Word of mouth, Sponsorship, scholarship, . Webpages, Facebook, Twitter, Blog to achieve

several 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 schools


This will lead to new prospects and new students


MARKETING RESEARCH

One of the things that all schools must do to compete an increasing competitive higher

education marketing environment is research. Doing research will help school

administrators and people in charge of marketing to answer many questions about that

pertains to their schools.


By constantly doing research, people in schools can make better decisions in things

such as customer satisfaction, product development, areas of improvement,




15
communication messages, marketing mix to use. Doing research will be basis of

sound strategies to attract, recruit and retain existing students.


Like all business the university customer portfolio consist of many existing customer

segments. To be successful in retaining and attracting students like the one in the

customer portfolio, schools must conduct research for each of the customer segments

because often the needs, desires, the people who influence them, what they want to

achieve 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 segment

includes research to understand characteristics of customers, competitor analysis,

satisfaction, and brand insight research. Other type of research that schools might do

include whether schools deliver on brand promise, the people that influence to go

school, why they choose to go university, what they are looking for the school


One of the types of research that schools must do is to truly understand their current

student portfolio and the different


Doing research to understand the different profiles of customer portfolio

Schools and all organizations have different people they want to influence. For each

of the people that schools want to influence, schools might want to collect research

and 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 create

a portfolio for each of the buyer personas which might compose of


     1. demographics, psychographics, technographics, psychographics and Value

        and Lifestyles (VALS)
16
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, print

advertising, brochures, post card, website.


By taking the time and effort to truly understand buyer personas, organization will

have a chance to empathize your buyer personas, eliminate the agony the guessing of

what to say to where and how you communicate with your buyer personas.


Universities must also must focus on positioning their school by effectively

differentiating their school and different programs from direct and indirect

competitor.


Factors Influencing Decision Making of Students

Universities 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 can

use include Trade Show, Sponsorship, Newspaper,Magazine/Journal article. The

Online tools that schools can use to website, blog, Twitter, Facebook. The other social

networks 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 schools

from 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
To deal with competition schools not only must attract new students but must focus

on meeting and exceeding the need their customers. This is important because

customers are the most important group of people in any organization including

schools, and university. Without getting new students and keeping current existing

students satisfied, much university might not be financially viable.


To attract new students and get increase customer satisfaction, schools must take a

customer orientation or customer centric approach their business by understanding,

meeting and exceeding the needs of their customers. This is important for several

reasons.


If student’s needs or expectations of the DPUIC are not satisfied, customers will not

only come back to school or attend class, they will tell lots of people not to come but

will tell lots of people not to come.


If student’s needs or expectations of the DPUIC are satisfied, customers will not only

come back to school or attend class, they will tell lots of people to come but will tell

lots of people not to come.


If DPUIC fails to deliver a value, students will not only stop going to DPUIC but tell

other people not to go our school.




RESEARCH PROBLEM

DPUIC is an international business program that is competing in an increasingly

competitive Thailand educational market place. To survive in the Thailand

educational market place, DPUIC must not only compete with other schools to recruit



18
and get more students to attend their students but also increase the satisfaction of the

current customers which are students.


This study propose the following research question:What are the factors influencing

the decision making DPUIC students




OBJECTIVES OF THE STUDY

The 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 DPUIC

HYPOTHESIS OF THE STUDY

H1: Students from different demographics profiles are likely to perform different
making when choosing to study at DPUIC

H2: There is an influence of Integrated Marketing Communication tools on student
decision making to study at DPUIC

H3: There is an influence of student’s satisfaction on student decision making to
study at DPUIC




19
CONCEPTUAL FRAMEWORK OF THE STUDY

Independent 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
•   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 VARIABLES

The study explores the relationship between two type of variables . The
demographics variables include

1. Independent variables consist of

1.1 Gender, age, class level, major at DPUIC, Country, place where they are living,
    work type, occupation, income

1.2 IMC Tools
    • Information sources to apply to DPUIC
    • Rating IMC tools on their influence to come to DPUIC

1.3 Customer Satisfaction

     •   Level of agreement
                Professors and Staff at DPUIC
                Teaching Organization
                University Environment
                University Facilities

2. Dependent Variable is

•    Level of Satisfaction
        Qualities of DPUIC
        Service of Staff
        Teaching Organization
        School Environment

3. Decision Making of Students
          o Reasons why they come to DPUIC
            o Who influenced them to come to DPUIC
21
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 come


SIGNIFICANCE OF THE STUDY

This research is important because Thailand educational market is becoming more

and more competitive. This means that DPUIC will continue to face more challenges

in recruiting more students.


Schools need to prove their worth to families in cost benefit analysis due to economic

downturn, the rise of tuition costs,


The economic pressures will force many Thai universities and all university more

targeted, more optimized in their marketing efforts to get return on investment on

their marketing dollars


Universities must demonstrate their value by addressing quality of education, the

possible jobs they can get the cost


In the USA, there is high rate of unemployment, as well a lot of people having high

debt loads. This is making students and families focus on the practicality of earning a

college. Students are not only expected to finish college years, but expect to be

employable in four years


Students might want outcome based, they are thinking return on time, money, and

they expect universities to demonstrate they will get from out come


Families want proof of the outcome, they want practical value of their educational

offering


22
Cost of schools is important but also about value


Later on Thai students will evaluate the cost of the college in return what they can get

from their degree in the job market. They might look at less expensive education


This research is intended to help DPUIC management deal with the competitive

environment by providing insights and information to develop, implement, and

improve present and future DPUIC marketing plans by focusing on annual

recruitment 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 DPUIC




23
CHAPTER #2: LITERATURE REVIEW

Marketing



To deal with competition, a lot of universities are already doing marketing.

Marketing is becoming more and important. Many authors point to different ways at

looking at marketing.


Marketing according to the American Marketing Association is “a set of procedures

and organizational functions to create, communicate and transmit to customers” (Tai,

2007, p. 192) According to Schiffman, one of the things that marketing does is

differentiate products by stressing the attribute that will fulfill needs better than

competition (Schiffman, 1999, p. 141).


Higher education marketing is not a new phenomenon, institution have tried to help

students to make informed decisions for what schools that should go to help to

increase enquire about their programs, increase school applications and increase

enrollment through use of the various aspects of marketing mix such as product,

price, place and promotion for (Ivy, 2008, p. 289)
24
School marketing according to Wu can be defined as “the process whereby school

members analyze school environments, education business, and target customers, and

make a right marketing plan and strategies to enhance the school image, build its

brand, strengthen its efficiency, and then meet its educational goals” (Tai, 2007, p.

192).


Lay describes college marketing as “College student marketing describes the

organized efforts to advance a college’s mission and goals through targeted

communications and the recruitment, selection, and retention of students whose

capabilities 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 a

consistent, coordinated effort among colleges to implement a comprehensive

marketing plan. (Schee, 2009, p. 2)


Due to trends mention marketing is become more and more important. “Higher

education institutions today are facing a conflation of challenges that can be overcome

through more effective marketing. Increased competition for students, deep tuition

discounting, demographic pressures that put many traditional markets at risk, a highly

charged and incredibly nervous philanthropic environment— all have a huge impact

on the institution’s bottom line. Across the board, institutions have realized the truth

of an old aphorism: Smart marketing doesn’t cost money, it makes money.” (Lipman,

2010, p. 2)




25
Relationship marketing and Enrollment Management

Along with marketing schools, two concepts that are important to deal with

competition include strategic enrollment management and relationship marketing.


Relationship marketing is a market orientation (MO) customer orientated approach

focus on customers’ needs, desires, and circumstances (Brown 293) Schools are

using relationship marketing (RM) approach in devising and implementing a

marketing 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’ high

levels 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 an

institution achieve and maintain the optimum recruitment, retention, and graduation

rates of students, where ‘optimum’ is defined within the academic context of the

institution”(Schee. 2009. p 3).


The three areas that enrollment management focus on are 1) Recruiting, 2) Admission

and 3) retention. Enrollment management involves tracking and interacting with

students from the point of their initial contact with the institution until their

graduation 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 management

officers. The different aspect of enrollment officer job include

26
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 Mix

The use of marketing mix is important way for universities to achieve their goals. The

marketing mix, “controllable marketing tools that an institution uses to produce the

response it wants from its various target markets. It consists of everything that the

university 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). Tai

proposes 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
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 to

Ivy,


Product for MBA programs is the degree, and student’s customers, design of the

degree are important. This means “curriculum must be appropriately developed and

adapted to meet the needs of the students” (Ivy, 2008, p. 289). The price in an MBA

marketing mix is tuition fees. Tuition fees affects many things including revenue

derived from getting students, perception of quality. Promotion is tools such as

advertising, publicity, public relations and sales



28
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 as

academic, administrative and support staff. Although is undecided whether staff plays

important role in getting undergraduate students, perception of teaching staff can

important role in getting student to come to a university (Ivy, 2008, p. 289).



IMAGE

According to Paramewaran and Glowacka, it is important for university to develop

and maintain a unique or distinctive image due to the increase competitive

marketplace (Russell, 2005, p. 66)


Developing and maintain a unique or distinctive image is important to the marketing

of school, because images even those limited and inaccurate image can influence the

chance 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 actual

quality is seen by Gavin as often being “less important than its prestige or reputation

for quality, because is the university perceived excellence which in fact, guided the

decisions of prospective students and scholars considering offers. He suggests that the

main focus of attention should be on the customers perceived service quality in order

to assist in differentiation.” (Russell, 2005, p. 66)


The six elements of the school image are:




29
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 Research

As Lipman Hearne’s COO and director of the firm’s research practice, Donna Van De

Water who has conducted hundreds of quantitative and qualitative research studies

with our higher education clients,


“I’m struck by the fact that what works for one institution doesn’t necessarily work

for another. Of course there are variabilities between types and sizes of institutions,

but there are also significant differences within groups. Every institution has to

calibrate its marketing and communications to their market’s needs, the relative

strength of their brand, and the bottom-line needs of the institution. So while it’s
30
important to compare yourself to other institutions, you still have to know your own

institution and audiences very well.


“Marketing is very complex. It’s not just what’s on a website, in an ad, or what your

campus looks like. It’s all the interactions you have with people, at every touch point

along the way throughout the constituent lifecycle. It’s hard to determine exactly what

brought in that student or that donor. That’s where research comes in: You have to

find 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 get

bad news. But having the metrics helps an institution understand where it” (Litman,

2010, p. 17)




CUSTOMER PORTFOLIO AND CUSTOMER SATISFACTION

Customers are important to many business including schools. All the customers or

students in the university consist of customer portfolio which is the collection of

mutually exclusive customer groups that compromise a business entire customer

base” (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 also

different revenue and cost profiles, and therefore should be managed in different

ways” (Buttle, 2008. p 125)




31
In Western Australia, there are three segments that is composed of university

marketing portfolio” international students (offshore and onshore), mature age

students, and high school leavers.


Each segment considers different factors when making their choice of program and

university. For example, mature age students, who generally work full time and study

part time, are likely to consider the availability of evening classes a high priority,

whereas students have entered university straight from high school, which tends to

work part time, are likely to consider job prospects as more important. (Soutar, 2002,

p. 40)




CONSUMER BEHAVIOR

Search process and how do students choose school


Hoffman states that “marketing managers need to understand the thought process used

by consumers during the three stages of the consumer decision process: the pre-

purchase choice among alternatives, the consumer reaction during consumption, the

post purchase evaluation of satisfaction” (Hoffman, 2006, p. 82)


At this point, there is not enough research or insufficient research about understanding

how prospective students/ and applications choice making (Maringe, 2006, p. 466)


Hoffman talks about the concept of choosing. When consumers decide to buy or get

something, prospective customers start collecting information about the different

alternatives to products they want to based options they have in their mind by past

experience, convince, and knowledge. ( Hoffman, 2006, p. 85)



32
After using internal and external sources to gather information about alternatives to

the products and service they are looking in purchasing they will evaluate the

alternatives through such techniques as a gut level feeling, or a systematic evaluation

technique 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 and

parents 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 future

and 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 of

potential place to study and then use various tools to get information about potential

places 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 schools

Research has shown that there are factors that influence whether a prospective comes

to a university.


Librare three very important factors that positively influence whether a person comes

to a university include national academic reputation, the quality of educational majors

available and the prestige of the university. The other factors that positively influence

whether a person comes to a university include students decision are quality of

facilities, variety of majors, degree of academic competition, social climate of the


33
campus, quality of faculty, 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 the

amount of financial aid, percentage of costs covered by financial aid, the enrollment

deposit, 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 study

including The type of course that they want to do; The academic reputation of the

institution; The campus atmosphere; The quality of the teaching staff; The type of

university. There are personal factors that people might use to choose university

including Distance from home; what their family thinks about each university; The

University 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 size

of the school, the academic environment, the social environment, the majors, the

extracurricular activities and cost


(Libare, 2006, p. 102)


According to Ivy, the top 7 factors (from most important to least important in terms of

influence to come to university ) of university mix of the eyes of MBA students that

positively affected whether they attend a university are Programme, Prominence ,

Price, Prospectus , People, Promotion, Premium .


(Ivy, 2008, p 296)

34
Some examples of the criteria that students use to make choices for university include

programme, 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 to

least important in terms of influence to come to university ) of university mix are

Program , Price (, Place; Prominence ; Promotion , Prospectus, People         (Maringe,

2005, p. 475)


Mazzarol in a study that examined the factors choice of study destination, using a

sample of students in Australia. found the most important factors in student choice to

study in a particular institution was the reorganization of their qualifications by future

employers, this f followed by intuition reputation for quality, its willingness to

recognize 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 the

Netherlands include the quality of education offered, career opportunities, the school

reputation, opportunity for traineeships, faculty qualification, academic standards

(Soutar, 2006, p. 41)


The most important factors of business undergraduate to determine their reasons for

choosing to enroll at a particular university include factors such as future job

prospects, obtaining qualification that were valued by employers, being able to use

modern facilities, the standard of teaching and the international recognition of the

university program (Soutar, 2006, p. 41)




35
A conjoint analysis of 259 final year high school students from a various government

and non government high school students in Western Australia prefer schools to a

university 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 family

input and finance related factors”. (Libare, 2006, p 102)”




36
37
CHAPTER 3: RESEARCH METHODOLOGY
POPULATION AND SAMPLE


The population for this indepedent study is all the DPUIC undergradate and graduate

and PHD students. This study used a quantitative to collect the data.


MARKETING RESEARCH FRAMEWORK


The major focus of this research is the study and analysis of DPUIC customer or

student base.


Customers are important to many business including schools. All the customers or

students in the university consist of customer portfolio which is the collection of

mutually exclusive customer groups that compromise a business entire customer

base” (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 also

different revenue and cost profiles, and therefore should be managed in different

ways” (Buttle, 125)


In Western Australia, there are three segments that is composed of university

marketing portfolio” international students (offshore and onshore), mature age

students, and high school leavers.


Each segment considers different factors when making their choice of program and

university. For example, mature age students, who generally work full time and study

part time, are likely to consider the availability of evening classes a high priority,
38
whereas students have entered university straight from high school, which tend to

work 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 mix




Marketing Mix


As part of the research, I’m testing what previous research says are the components of

the marketing mix including DPUIC Premiums, Promotion, Program, Prospectus,

Price, People, Prominence


As part of the research, I’m testing the different aspects of DPUIC product which

include Professors and Staff at DPUIC, Teaching Organization, and University

environment. This information will be used to figure out which areas needs

improvement, because research has shown customer satisfaction is really important.

In terms of university product, A conjoint analysis of 259 final year high school

students from a various government and non government high school students in

Western Australia prefer schools to a university that

     • Has course they really want


39
• 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
DATA COLLECTION METHOD

The questionare will have four sections including sections dealing with

     1. Demographic

     2. IMC tools

     3.   Customer Satisfation

     4.   Decision Making

The questionare will be collected at DPUIC during the weekday as well as during the
weekend with the help of DPUIC and staff

Part #1: Personal Information

Part #2: IMC Tools

Gender, age, class level, major at DPUIC, country of orgin, whether they work, they
type of job they do, the occupation they do, the monthly income they do

Where they get information to apply to DPUIC, the levels of influence of different
IMC tools on their decision to come to DPUIC (advertising, Public Relationship,
Online, Personal information)

Part #3: Customer Satisfaction

Level of satisfication on different aspects of DPUIC product including, Professors and
Staff at DPUIC, Teaching Organization, University Facilities,

Part #4: Decision Making

Reasons why they come to DPUIC, Who influenced them to come to DPUIC, the
factors they considered in making a choice to come to DPUIC, whether they would
come to DPUIC are not

Data Analysis

This 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 tests

41
Testing the different criteria and factors that prospect used to come to school
and the different levels of influence

Research has shown some factors of the university marketing mix that positive affect

whether they attend university include Programme , Prominence, Price, Prospectus ,

People, Promotion , Premium.


According to research, the other factors that positively influence whether a person

comes to a university include students decision are quality of facilities, variety of

majors, degree of academic competition, social climate of the campus, quality of

faculty, 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 the

amount of financial aid, percentage of costs covered by financial aid, the enrollment

deposit, access to faculty, speed in communication and the total costs.


Mazzarol in a study that examined the factors choice of study destination, using a

sample of students in Australia. found the most important factors in student choice to

study in a particular institution was the reorganization of their qualifications by future

employers, this f followed by intuition reputation for quality, its willingness to

recognize 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 the

Netherlands include the quality of education offered, career opportunities, the school

reputation, opportunity for traineeships, faculty qualification, academic standards

(Soutar, 2002, p.41).


42
The most important factors of business undergraduate to determine their reasons for

choosing to enroll at a particular university include factors such as future job

prospects, obtaining qualification that were valued by employers, being able to use

modern facilities, the standard of teaching and the international recognition of the

university program (Soutar, 2002, p.41).


In terms of influence, when students must make a decision to attend college, they tend

to consult family, friends, peers, teachers, counselors, college recruits for assistance .




43
CHAPTER 4

PART 1. PERSONAL INFORMATION
GENDER

47 people respondent to this question. Out of the people that responded, 51 % were
male and 49% were Female.

AGE

49 people responded to this question. The mean age is 25, the median age is 22, the
minimum age is 16, and the maximum age is 47.

CLASS LEVEL

49 people respondent to this question. Out of the people that responded, 70%
undergraduate, 20% are master degree, 10% are doctorate.

MAJOR FOR UNDEGRADAUTE

34 people responded to this question. Out of the people that responded, 65% are from
English for Business Communications, 30%, 5 percent are from International
Business.

MAJOR FOR MASTERS DEGREE

7 people respondent to this question. Out of the people that responded, 72% are from
Integrated and marketing communications, 14% are Business Administration with
Concentration of IMC, 14% are from Strategy and Intelligence

MAJOR FOR CLASS DOCTORATE

There were 6 people that indicated they were doctorate students. Out of the people
that responded, 83% are DBA, 17% out of Strategy and Intelligence.

CLASS MAJORS FOR TOTAL SURVEY

46 % are Undergraduate for Business Comm, 21% are Undegrad Hospitality, 11% are
Master IMC, 11% are Doctorate Business Admiration DBA, 4 % are Undergrad
International Business, 2 percent are Master Business Informatics, 2 percent are
Master BA with IMC, 2 percent are Master Business Intelligence, 2 percent are
Doctorate Intelligence

WHERE ARE YOU FROM



44
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 from
Germany, 2% are from USA, 2 % are from Cambodia

WHERE ARE YOU LIVING

49 people responded to this question. All are living in Thailand. 75.5% are living in
Bangkok,

20 % are living in Nontaburi, 2 % are living in Chantuburi, 2 % are living Songkla,
2% are living in Trat, 2% are living in Yala.

WORK
50 people responded to the section answering whether work. Out of the people that
responded, 66% don’t work, 18% work part time, and 16% work full time.

.TYPE OF WORK

15 people responded to type of work. Out of the people that respondent, 33% are
Private Employees, 27% are other, 20 % are Private Business, 20% are Government

OCCUPATION

15 people responded the question concerning to occupation. Out of the people that
responded, 26% are Education, 26% are in Management, 13% are in sports, 13% are
in IT, 6.6% are in Science, 6.6% are in Politics, 6.6% are in Marketing

INCOME

17 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 than
55,000+




PART 2: IMC TOOLS

INFORMATION SOURCE

The 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%), Brochure

45
(7.8%), Current students (5.9%), Print (5.9%), Members of industry (5.9 % ), Boss
(2%), Newspaper (2%)

Level of importance Print

49 people responded to this question concerning the level of influence of Print on
coming 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 moderately
important, 6.12 % is not important at

Level of importance Radio

49 people responded to this question concerning the level of influence of Radio on
coming to DPUIC. 30.6% says Radio not important, 24.5 percent says Radio is not
important tall, 25.5% says Radio is neither important nor or important, 10% says
Radio is important, 10% says Radio is very important in decision to come to DPUIC

Level of importance TV

49 people responded to this question concerning the level of influence of TV on
coming 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% says
TV Neither important or important

Level of importance Catalog

49 people responded the level of influence of Catalog on coming to DPUIC, 39% says
catalog 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 Brochure

49 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 is
Important, (10%) says Brochure is Very important

Level of importance Flyer

49 people responded the level of influence of Flyer on coming to DPUIC. (39%) says
flyer 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 Flyer
is Very important



Level of importance Tradeshow

46
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 Trade
Show is Not important, 10.20% says Trade Show is Not important at all

Level of importance Sponsor

49 people responded the level of influence of Show on coming to DPUIC. 35% says
Sponsor 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 at
all, 10.20% says Sponsor is Not important

Level of importance Newspaper

49 people responded the level of influence of Newspaper on coming to DPUIC. 45%
says Newspaper is Important, 20% says Newspaper is Neither important nor not
important, 12% says Newspaper is Not important, 12% says Newspaper is Very
important, 10% says Newspaper is Not important at all



Level of importance Magazine

49 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 not
important, 16.32% says Magazine is Very important, 10.20% says Magazine is Not
important at all, 8.16% says Magazine is Not important



Level of Importance Website

49 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 is
Neither important nor not important, 6% says website is Not important at all, 6%
says website is Not important



Level of Importance Blog

49 people responded the level of influence Blog in coming to DPUIC. 35% says blog
is Important, 24% % says blog is Very important, 16% % says blog is neither
important nor than important, 12% % says blog is Not important at all, 12% % says
blog is Not important




47
Level of importance Twitter

49 people responded the level of influence Twitter in coming to DPUIC. 28.57% says
Twitter 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 important

Level of importance Facebook

49 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% says
Facebook is neither important nor not important, 12.24% says Facebook is Not
important, 8.16 % says Facebook is Not important at all

Level of importance: other social network

45 responded to the level of social network in coming to DPUIC. 33% says other
social network Is Neither important nor not important, 27% says other social
network Is Important, 16% says other social network Is Very important, 13.3% says
other social network Is Not important, 11.11% says other social network Is Not
important at all

Level of Importance Front line Staff

49 people responded to the level of influence of Front Line Staff in coming to
DPUIC. 47% says Front Line Staff is Important, 22% says Front Line Staff is Very
important, 12.24% says Front Line Staff is Not important at all, 12.24% says Front
Line Staff is Neither important nor not important, 6.12% says Front Line Staff is Not
important



Level of Importance Administrator

49 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% says
Administrator is Not important at all



Level of Importance Professors

49 people responded to the question of the level of influence of Professors in coming
to 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 is
Not important at all, 4% says professors is Not important

48
Level of Scholarship

50 people responded to the question of the level of influence on Scholarships in
coming to DPUIC. 42% says scholarship is Very important, 34% says scholarship is
Important, 10% says scholarship is neither important nor not important, 8% says
scholarship is Not important at all



PART 3: CUSTOMER SATISFACTION

Professor and Staff at DPUIC
Agree or disagree: Professor Knowledge

50 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
         subjects



Agree or disagree: Professor up to date

50 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
         knowledge

49
•   2% disagree with DPUIC professors are update to the latest knowledge




Agree or disagree: Professor Care for student

50 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 individuals



Agree 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 nice



TEACHING ORGANIZATION

Agree or disagree: Class Size

50 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 optimally

50
•   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 optimally




Agree or disagree: Class meets my needs

50 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 schedule



Agree or disagree: DPUICExtra

50 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 learning




51
Agree or disagree: DPUICExposure

50 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 academic



Agree or disagree: DPUICexpos

48 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 learning



Agree or disagree: DPUICBooks

49 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 learning



52
•   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 learning



Agree_Diagree DPUIC modernclass

49 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 technologies



Level of Satisfaction Quality of Professors

49 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 DPUIC



Level of Satisfaction: Service Staff

50 responded to this question

     •   47% are satisfied with Service Staff

53
•   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 Staff



Level of Satsification:Teachininorg

50 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 organization



Level of Satsification: School environment

50 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 environment



Level 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 facilities
54
•   8% are dissatisfied with school facilities

     •   6% are strongly dissatisfied with school facilities




PART 4: DECISION MAKING
Reasons why they come

Advance 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 yes
about coming to DPUIC to start a business

Change Career:

50 people responded to this question. Out of the people that responded, 24% said yes
about coming to DPUIC to change a career

Personal 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 DPUIC

Required employment: 49 responded to this question.

78% reason to come to DPUIC for required employment

Keep up to date: 50 responded to this question

30% did come to keep up to date with career
55
LEVELS OF INFLUENCE OF DIFFERENT PEOPLE

Out 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 home

50 people responded to the question of level of importance of close to home in
choosing university. 32% says being close to home is important; 24% says being close
to home is neither important nor important, 20% says being close to home is not
important at all, 18% says being close to home is very important; 6% says being close
to home not important

Tuition Cost

50 people responded to the question of the level of importance of Tuition close in
choosing university. 38% says Tuition cost is important, 26% says Tuition cost is Not
important nor important, 14% says Tuition cost is very important,12% says Tuition
cost is Not important at all , 10% says Tuition cost is Not important ,

Level of importance: Reputation of institution

50 people responded to this question of the level of importance of reputation of
institution in choosing a university. 6% says reputation of institution is not important
at all, 14% says reputation of institution is not important, 30% says reputation of
institution is not important nor important, 30% says reputation of institution is
Important, 20% says reputation of institution is Very important,



Level of importance: Reputation of Professors

48 responded to this question of the level of importance of reputation of professors in
choosing a university. 33% says reputation of professors is very important, 31% says
reputation of professors is important, 19% says reputation of professors is Not
important nor important, 10% says reputation of professors is not important at all,
6% says reputation of professors is not important



Level of importance: Size of university

49 people responded to this question of the level of importance of the size of the
university in choosing a university. 41% says Size of University is Not important nor

56
important, 31% says Size of University is important, 17% says Size of University is
not important, 13% says Size of University is not important at all, 2% says Size of
University is very important

Level of importance: Class Size

50 people responded to this question of the level of importance of class size in
choosing a university. 47% says class size is important, 21% says class size is not
important nor important, 19% says class size is very important, 10.41% says class size
is not important at all, 6.25% says class size is not important



Level of importance: Influence of Parents

50 people responded to this question on the level of importance of parents in coming
to 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 Very
important, 12% says Parents is Not important

Level of importance: Friends

50 people responded to this question on the level of importance of Friends in coming
to 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 Not
important, 13% says Friends is Very important



Level of importance: Current College

49 people responded to this question on the level of importance of current college
students coming to DPUIC. 26% says current college students is Important, 23%
says current college students is Not important at all, 23% says current college students
is Not important nor important, 21% says current college students is Not important,
8% says current college students is Very important

Level of importance: Influence Former College

50 people responded to this question on the level of importance of former college
students coming to DPUIC. 26% say former students is Not important at all, 25% say
former students is Not important nor important, 23% say former students is
Important,17% say former students is Not important, 13% say former students is
Very important

Level of importance: Boss


57
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 Very
important



Go to DPUIC

32 people respondent. Out of the people that responded, 84% said yes they would go
to DPUIC. 16% they said no that they don’t go to DPUIC

Below is the table showing what schools that the people would go to

School Name                    Frequency

Thammsat                       21

Chula                          19

Mahidol                        17

Assumption University          15

Stamford                       8

Ramkaheang                     7

Rangit                         7

Dusit Thani                    6

Sasin                          4

Weber State                    4

Bangkok University             3

Asian University               2

Siam University                2

Western University             2

Thailand Chamber               2

Nida                           2

Sripatum                       1



58
Abroad                            1

Asian Institute                   1

Go Abroad                         1

Silpakorn                         1



The 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), Chinese
Teacher (1 response), Uncle (1 response)



ANALYSIS USING CHI-SQUARE TEST
The 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 DPUIC

I wanted to test the relationship based the relationship between Significant and alpha
value of .005

If Significant value or P value > alpha, I would accept H0 meaning there is no
relationship between the two variables

If Significant value or P value < alpha, I would accept H0 meaning there is a
relationship between the two variables



Demographic variables (H1) and Decision Making to Study at DPUIC

There is a correlation between class level and making money

P value                                       Df

.012                                          2



There is a correlation between class level and keep up to date

59
P value                                     Df

040                                         2




There is a correlation between gender and first career

P value                                     Df

.20                                         1



There is a correlation between gender and size university

P value                                     Df

.024                                        4



There is a correlation between gender and level influence Boss

P value                                     Df

.044                                        4



There is a correlation between age and required employment

P value                                     Df

.003                                        38



There is a correlation between graduate and required employment

P value                                     Df

.046                                        3



There is a correlation between graduate and influence current college

P value                                     Df

60
.046                                       3




There is a correlation between graduate and Asian university

P value                                    Df

.046                                       3



There is a correlation between graduate and Thamasat university

P value                                    Df

.046                                       3



There is a correlation between doctorate and Dusit Tani

P value                                    Df

.014                                       3



There is a correlation between doctorate and Thailand Chamber

P value                                    Df

.014                                       1



There is a correlation between work and Influence of Parents

P value                                    Df

.031                                       2



There is a correlation between type of work and influence parents

P value                                    Df

61
.003                                         4




There is a correlation between occupation and start first career

P value                                      Df

.025                                         7



There is a correlation between occupation and influence of parents

P value                                      Df

.025                                         7



There is a correlation between occupation and tuition costs

P value                                      Df

.043                                         28



There is a correlation between occupation and tuition costs

P value                                      Df

.045                                         28



There is a correlation between occupation and Weber state

P value                                      Df

.020                                         6




There is a correlation between income and influence of boss

62
P value                                     Df

.015                                        20




There is a correlation between income and Thailand Chamber

P value                                     Df

.004                                        5




IMC tools (H2) and Decision Making to Study at DPUIC

There is a correlation between infoparents and influence parents

P value                                     Df

.002                                        1



There is a correlation between infoparents and Chula

P value                                     Df

.025                                        1



There is a correlation between infoparents and Kasem Bundit

P value                                     Df

.012                                        1



There is a correlation between infoparents and Dusit Thani

P value                                     Df

.033                                        2



63
There is a correlation between infoparents and Mahidol

P value                                    Df

.033                                       2




There is a correlation between infoparents and Ramkamheang

P value                                    Df

.28                                        2



There is a correlation between infoparents and Ramkamheang

P value                                    Df

.031                                       2



There is a correlation between infoparents and Sasin Graduate

P value                                    Df

.031                                       2



There is a correlation between infoparents and Siam University

P value                                    Df

.038                                       2



There is a correlation between infoparents and Sripatum

P value                                    Df

.012                                       2



There is a correlation between infoparents and Stamford Internation U

64
P value                                     Df

.043                                        2




There is a correlation between infoparents and Thammsat

P value                                     Df

.017                                        2



There is a correlation between infoparents and Webstate

P value                                     Df

.031                                        2



There is a correlation between infoparents and Western University

P value                                     Df

.012                                        2



There is a correlation between infoparents and Thailand Chamber

P value                                     Df

.038                                        2



There is a correlation between infoparents and Other

P value                                     Df

.019                                        2



There is a correlation between info friends and advance career

P value                                     Df

65
.000                                         4




There is a correlation between info friends and start a business

P value                                      Df

.000                                         4



There is a correlation between info friends and influence friends

P value                                      Df

.001                                         2



There is a correlation between info friends and Sripatum

P value                                      Df

.000                                         4



There is a correlation between info Current student and advanced career

P value                                      Df

.000                                         4



There is a correlation between info Current student and start a business

P value                                      Df

.000                                         4



There is a correlation between info Current student and influence Current College

P value                                      Df

66
.000                                        2




There is a correlation between info Current student and Asian University

P value                                     Df

.039                                        2



There is a correlation between info Current student and Sripatum

P value                                     Df

.000                                        4



There is a correlation between info former student and advance career

P value                                     Df

.000                                        4



There is a correlation between info former student and start a buisness

P value                                     Df

.000                                        4




There is a correlation between info former student and influence former college

P value                                     Df

.000                                        2



There is a correlation between info former student and Go to DPUIC

67
P value                                    Df

.006                                       2




There is a correlation between info former student and Chula

P value                                    Df

.028                                       4



There is a correlation between info former student and Kasem Bundit

P value                                    Df

.015                                       2



There is a correlation between info former student and Mahidol

P value                                    Df

.020                                       2



There is a correlation between info former student and Rangsit

P value                                    Df

.004                                       4



There is a correlation between info former student and Sripatum

P value                                    Df

.000                                       4



There is a correlation between inform Exhib and advance Career

P value                                    Df

68
.000                                        4




There is a correlation between inform Exhib and start a business

P value                                     Df

.000                                        4



There is a correlation between inform Exhib and Sripatum

P value                                     Df

.000                                        4



There is a correlation between infowebsite and advance career

P value                                     Df

.010                                        2



There is a correlation between infowebsite and start a business

P value                                     Df

.042                                        2



There is a correlation between infowebsite and change a career

P value                                     Df

.034                                        2



There is a correlation between info boss and advance career

P value                                     Df

69
.000                                         4




There is a correlation between info boss and start a buisness

P value                                      Df

.000                                         4



There is a correlation between infoBoss and Influence Former College

P value                                      Df

.047                                         2



There is a correlation between infoBoss and Sripatum

P value                                      Df

.000                                         4



There is a correlation between Brochure and advance career

P value                                      Df

.000                                         4



There is a correlation between Brochure and start a buisness

P value                                      Df

.000                                         4



There is a correlation between Brochure and required employment

P value                                      Df

70
.016                                         4




There is a correlation between Brochure and Sripatum

P value                                      Df

.000                                         4



There is a correlation between print and advance career

P value                                      Df

.000                                         4



There is a correlation between print and start a business

P value                                      Df

.000                                         4



There is a correlation between print and tuition cost

P value                                      Df

.024                                         8



There is a correlation between infoprint and Sripatum

P value                                      Df

.000                                         .05



There is a correlation between radio and advance career

P value                                      Df

71
.000                                         4




There is a correlation between info prints and advance career

P value                                      Df

.000                                         4



There is a correlation between info-print and start a business

P value                                      Df

.000                                         4



There is a correlation between info-print and required employment

P value                                      Df

.003                                         4




There is a correlation between infoprint and tuition cost



P value                                      Df

.024                                         8



There is a correlation between infoprint and Sripatum

P value                                      Df

.000                                         4



72
There is a correlation between info radio and start a business

P value                                      Df

.000                                         .05



There is a correlation between info radio and asian university

P value                                      Df

.046                                         1



There is a correlation between info radio and Kasem Bundit

P value                                      Df

.023                                         1



There is a correlation between inforfacebook and Asian University

P value                                      Df

.046                                         1



There is a correlation between inforfacebook and Kasem bundit

P value                                      Df

.023                                         1



There is a correlation between info newspaper and kasem bundit

P value                                      Df

.046                                         2



There is a correlation between infomemberind and Kasem Bundit

P value                                      Df

73
.046   2




74
CHAPTER 5
POPULATION AND SAMPLE

The population for this independent study is DPUIC undergraduate (UG) students and
postgraduate students (PG: Masters and Doctoral). This study used a questionnaire to
collect the data

The sample of this study is the undergraduate and graduate students (masters and
doctorate) student at DPUIC. A total of 50 surveys were collected. 49 out of the 50
students indicated their class level. Out of the 49 people that indicated their class
level, a total of 34 undergraduate, 10 Master degrees, and 5 Doctorate was collected

Data Collection Tools

The questionnaire was used to collect data. It consisted of 4 parts as follows:

     5. Demographic

     6. IMC tools

     7. Customer Satisfaction

     8. Decision Making

Data collection was conducted at DPUIC during the weekday for UG level as well as
during the weekend for PG level with the help of DPUIC staff e.g. distributing the
questionnaire in the class room

Part 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, the
occupation they do, the monthly income they do

Part 2: IMC Tools comprised questions about which tools / media they received
information to apply to DPUIC; the IMC tools that students have considered when
making decision to study at DPUIC (advertising, Public Relationship, Online,
Personal information)

Part 3: Customer Satisfaction comprised questions about level of satisfaction on
different aspects of DPUIC product including, professors, staff, teaching organization,
and university Facilities,

Part 4: Decision Making comprised questions about reasons why they come to
DPUIC, who influenced them to come to DPUIC, the factors they considered in
making a decision to come to DPUIC, whether they would come to DPUIC or not.




75
Data collection was conducted at DPUIC during the weekday for UG level as well as
during the weekend for PG level with the help of DPUIC’s professors (Mr. Dominic
Bone 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 class
level. Out of the 49 people that indicated their class level, a total of 34 undergraduate,
10 Master degrees, and 5 Doctorate was collected



Introduction to Chapter 5

The purpose of collecting this research is not to collect research for research sake, its

done to help DPUIC recruit, keep students, professors, build the brand and increase

the reputation of DPUIC of an excellent academic institution.


This is more and more important because DPUIC is not only competing for

prospective students that might stay in Thailand for international program but

overseas prospective.


Since DPUIC is a private institution, DPUIC needs constantly find ways to recruit

new students, retain new students, improve the different aspect of brand, develop win-

win relationships with business. Constantly collecting surveys such as this one as well

formal and informal research can provide insights and information to help


One of the major purpose of conducting this survey is to analyze the current DPUIC

marketing portfolio which consist of undergraduate, master, and PhD.


The better that DPUIC understands their current customer base the better chance

DPUIC has to



76
empathize with their customer base. This will help create more persuasive marketing

material to help DPUIC achieve its major goals. eliminate the agony the guessing of

what to say to where and how you communicate with your buyer personas.


Analyzing current base is important because like all business the university customer

portfolio consist of many existing customer segments. To be successful in retaining

and attracting students like the one in the customer portfolio, schools must conduct

research for each of the customer segments because often the needs, desires, the

people who influence them, what they want to achieve and how to reach them are

different from other in the customer portfolio.


DATA COLLECTION METHODS

DISCUSSION OF PART 1 of Research: Demographics

As expected we have more data that turned out to be undegradate students than

graduate student. This is expected we have more undergraduate than graduate student


Based on what collected, about 50% of people that is surveyed was male and 50% of

surveyed was female. The sample showed that DPUIC students varies among ages

from 16 to 47. My assumption proved true that most of the people that will fill out

survey is undergraduate.


I expected that the location that students would come from would be from Thailand

and China, that proved true. 67% are from Thailand, 12 % are from China. My

assumption proved true that most students would either live in Bangkok (75.5%) or

Nontaburi (20%).




77
In terms of work, 66% of the students surveyed don’t work. It can be assumed why a

high percentage don’t work is that most of the students are undergraduate and

undergraduates in Thailand don’t work.


There wasn’t any real difference between the type of occupations, , 33% are Private

Employees, 27% are other, 20 % are Private Business, 20% are Government


Introduction to DISCUSSION OF IMC TOOLS

IMC tools

Most Academic institutions have integrated marketing plan and student enrollment plan

composed of marketing mix such as advertising, public Relations, Sales promotion, road

show, 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 prospects


To be successful, schools such as DPUIC needs to improve the use of IMC mix as well look

as new tools and tactics to achieve objective tools.



78
Academic institution must understand which IMC tool mix appeals and used for each

the major segments of the customer portfolio which for this study is undergraduate,

graduate, PHD.




79
Marketing Mix

According to research The different components of a university marketing mix

include Product: For MBA program, the student is the customer, and the product is

the 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 a

graduate level, the perception that prospective have of the staff of university can

affect the choice of school, premium.


Discussing results of Information Source

The top 5 information Source that people used to get information for DPUIC include

friends (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 house

where prospective students can meet with parents of alumni, and current students,

creating marketing material to deal with parents, improve and enhance DPUIC

website.


Discussion on of level of marketing mix

Below % 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
Brochure                                  55%
             Sponsor                                53.06%
             Print                                    51.04
             Other social network                      43%
             Twitter                                   43%
             Flyer                                  32.65%
             Catalog                                     38



                                                                           % agree +          % disagree
Statement                                                                  strongly agree     +strongly agree
DPUIC 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
DPUIC provides students with exposure to meet people with real world business people and
academic                                                                                                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 +          % disagree
Statement                                                                                  strongly agree     +strongly agree
DPUIC 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 and
academic                                                                                                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
In terms of marketing mix. I would recommend that DPUIC focus on developing

more effective website by having a more search engine optimized website, having

sections such as for parents, current students, former students. I would have more

content that can be used to persuade people to come to DPUIC. I would recommend

DPUIC try to look at magazines that prospective students as well as parents read to

advertise them. I would recommend DPUIC to more effective ways to use DPUIC

website. I would really focus on developing a great DPUIC Facebook page and find

ways to use DPUIC facebook page more effectively.




OVERVIEW OF COSUMER BEHAVIOR

Factors in choosing college and Criteria in Choosing schools

There are many factors when people choose to go university. Librare three very

important factors that positively influence whether a person comes to a university

include national academic reputation, the quality of educational majors available and

the prestige of the university. The other factors that positively influence whether a

person comes to a university include students decision are quality of facilities, variety

of majors, degree of academic competition, social climate of the campus, quality of

faculty, 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 the

amount of financial aid, percentage of costs covered by financial aid, the enrollment

deposit, access to faculty, speed in communication and the total costs.


(Libare, 2006, p.102)




83
Based on the statistics I would recommend DPUIC find ways to have 1) Have extra

circular activities that supplement learning, provide students exposure to meet people

with real world real world business people and academic, have activities interaction

that supplement learning, have has modern classrooms with adequate class room

technologies, books, magazines and other resources that supplement my learning


This means I would recommend that DPUIC set a budget for students to regularly

have field trips to business, and other organizations related to the majors, have

additional seminars, a couple of hours, one or two day workshop to give a better in

dept understanding of topics related to sales, marketing, business, strategy,

government. I would recommend that DPUIC invest the money to buy the latest

magazines, books, journal on marketing, business, strategy, politics. I would

recommend that DPUIC develop better relationship with business people, marketing,

sales, government. I would recommend that DPUIC invite and many guess speakers

to constantly talk and share their ideas, their experience with staff.




Below shows the table the level of satisfaction
                                  Satisfied +Strongly
 Statement                        Satisfied                   Dissatisfied + Strongly Dissatisfied
 quality of Professors at DPUIC                         78%                                           8%
 Service Staff                                          78%                                           8%
 Teaching organization                                  78%                                           8%
 School environment                                     68%                                           8%
 School Facilities                                      68%                                          14%




84
This table shows that the students most students are quality of professors, service
staff, teaching staff, the major areas that I would recommend DPUIC work on
improving include teaching organization, school environment, school facilities.

DECISION MAKING

Below are the following reasons why students came to DPUIC

 Reasons why they come           %
 Required employment                            78%
 Personal Enrichment                            56%
 Make more money                                38%
 Keep up to date                                30%
 Start First Career                             12%


This means that DPUIC marketing should finds ways to stress in the marketing

material how coming to DPUIC can help them to improve on their job, enrich their

lives, make money


In terms of who influenced people to come to DPUIC, below is a description of who

influenced the students to come to DPUIC: other (45.1%), Friends (31.4%), Parents

(19.6%), Former College (15.7%), Current College (5.9%)


The implications is of high level of others is that either they don’t know who

influenced them to come to DPUIC. The results also how DPUIC should find ways to

harness friends, parents, former students through the utilization of facebook, parties,

outreach, alumni events, lots of social where prospect students are invited to attend.




Below is Level of importance in terms of importance of factors influencing
people to come to DPUIC
                                 Important + Very
 Level of Importance influence   important                 Not important + Not important at all
 Class Size                                          66%                                   31%

85
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Research Bangkokcollege

  • 1. SCHOOL MARKETING RESEARCH DPUIC BANGKOK THAILAND By Garvin Boonsong http://www.linkedin.com/in/garvinboonsong (626) 607-4349, garvingaryboonsong@gmail.com A Independent Study Submitted in Partial Fulfillment of the Requirement for the Degree of Master in Integrated Marketing Communication, DPU International College Dhurakij Pundit University Year 2012 7
  • 2. FACTORS INFLUENCING STUDENT DECISION MAKING TO STUDY IN DPUIC Garvin Boonsong Dr. Leela Tiangsoongnern Masters in Integrated Marketing Communication Academic Year 2012 ABSTRACT DPUIC is an international business program that is competing in an increasingly competitive Thailand educational market place. To survive in the Thailand educational market place, DPUIC must not only compete with other schools to recruit and get more students to attend their students but also increase the satisfaction of the current 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 DPUIC 8
  • 3. ACKNOWLEDGMENT I want to thank Dr. Leela Tiangsoongnern, the faculty and staff of DPUIC and all my family, friends who provided the support to help me finish this independent study. 9
  • 4. TABLE OF CONTENTS Abstract Acknowledgements List of Tables List of Figures CHAPTER 1: INTRODUCTION Trends in the global economy Attracting new students Marketing research Doing research to understand the different profiles of customer portfolio Factors influencing decision making of students Research problem Objectives of the study Hypothesis of the study Conceptual framework of the study Scopes and the limitation of the study Study variables Significance of the study CHAPTER #2: LITERATURE REVIEW Marketing Relationship marketing and enrollment management Marketing mix Image 10
  • 5. Marketing research Customer portfolio and customer satisfaction Consumer behavior Search process and how do students choose school Factors in choosing college and Criteria in choosing schools CHAPTER 3: RESEARCH METHODOLOGY Population and sample Marketing research framework Marketing mix Data collection method Part #1: personal information Part #2: imc tools Part #3: customer satisfaction Part #4: decision making Data analysis Testing the different criteria and factors that prospect used to come to school and the different levels of influence CHAPTER 4 Part 1. Personal information Part 2: IMC tools Part 3: Customer satisfaction Part 4: Decision making Part 5:Analysis using chi-square test 11
  • 6. CHAPTER 5 Population and sample Data collection tools Introduction to chapter 5 .data collection methods Discussion of part 1 of research: demographics Introduction to discussion of IMC tools IMC tools Marketing mix Discussing results of information source Discussion on of level of marketing mix Overview of consumer behavior Factors in choosing college and criteria in choosing schools Decision making Below are the following reasons why students came to DPUIC Below is level of importance in terms of importance of factors influencing people to come to Dpuic Discussion on satisfaction Satisfaction of Dpuic Other schools that students would go Correlations based on chi-square Other suggestion 12
  • 7. CHAPTER 1: INTRODUCTION BACKGROUND OF STUDY Dhurakij Pundit University International College (DPUIC) is an international English business private education program in Thailand. Unlike public universities DPUIC doesn’t receive funding from the government. Therefore in order to stay afloat DPUIC must keep on recruiting new students Like all public and private university faces a lot of competition in both Thailand and overseas. DPUIC is not only competing for prospective students that might stay in Thailand for international program but overseas prospective. Due to the fact there is greater and greater competition, DPUIC need to find more and more way to attract new students as well keep current and existing customers satisfied. The business of higher education has become more and more competitive. There is an increased 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 these programs to distinguish and differentiate themselves from the competition the from other programs (Ivy, 2008, p. 288) According to Bunzel “With the Internet and email, today’s high school students are inundated with information from hundreds of colleges and universities” (Bunzel, 2007, p. 152) 13
  • 8. In order to survive, Religious-afflicted, private, four year colleges are depending on tuition revenue due to the increasing higher costs as well decrease government support. Attracting and retaining existing students is becoming more important to Religious-afflicted, private, four year colleges because they often lack sizable endowment, don’t have direct support from government, as compete less than 1% of potential college student market (Schee, 2009, p. 1) In order to survive, Religious-afflicted, private, four year colleges are depending on tuition revenue due to the increasing higher costs as well decrease government support. Attracting and retaining existing students is becoming more important to Religious-afflicted, private, four year colleges because they often lack sizable endowment, don’t have direct support from government, as compete less than 1% of potential college student market (Schee, 2009, pg. 1) Just like oversees higher education market, Thailand education has experiment increase competition, affects of world depression, as well decrease enrollment. This is forcing Thai universities to change recruitment strategies as well as think of having sound recruitment marketing strategies, differentiate themselves both domestically and internationally from the competition, and address quality development assurance (James 2011) Trends in the global economy Attracting New Students 14
  • 9. Schools like DPUIC need to develop and use an integrated marketing plan as well as enrollment plan. The integrated marketing plan and enrollment plan will direct and coordinate all school marketing effort. The integrated marketing plan and student enrollment plan will be composed of marketing mix such as advertising, public Relations, Sales promotion, road show, direct marketing, Word of mouth, Sponsorship, scholarship, . Webpages, Facebook, Twitter, Blog to achieve several 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 schools This will lead to new prospects and new students MARKETING RESEARCH One of the things that all schools must do to compete an increasing competitive higher education marketing environment is research. Doing research will help school administrators and people in charge of marketing to answer many questions about that pertains to their schools. By constantly doing research, people in schools can make better decisions in things such as customer satisfaction, product development, areas of improvement, 15
  • 10. communication messages, marketing mix to use. Doing research will be basis of sound strategies to attract, recruit and retain existing students. Like all business the university customer portfolio consist of many existing customer segments. To be successful in retaining and attracting students like the one in the customer portfolio, schools must conduct research for each of the customer segments because often the needs, desires, the people who influence them, what they want to achieve 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 segment includes research to understand characteristics of customers, competitor analysis, satisfaction, and brand insight research. Other type of research that schools might do include whether schools deliver on brand promise, the people that influence to go school, why they choose to go university, what they are looking for the school One of the types of research that schools must do is to truly understand their current student portfolio and the different Doing research to understand the different profiles of customer portfolio Schools and all organizations have different people they want to influence. For each of the people that schools want to influence, schools might want to collect research and 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 create a portfolio for each of the buyer personas which might compose of 1. demographics, psychographics, technographics, psychographics and Value and Lifestyles (VALS) 16
  • 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, print advertising, brochures, post card, website. By taking the time and effort to truly understand buyer personas, organization will have a chance to empathize your buyer personas, eliminate the agony the guessing of what to say to where and how you communicate with your buyer personas. Universities must also must focus on positioning their school by effectively differentiating their school and different programs from direct and indirect competitor. Factors Influencing Decision Making of Students Universities 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 can use include Trade Show, Sponsorship, Newspaper,Magazine/Journal article. The Online tools that schools can use to website, blog, Twitter, Facebook. The other social networks 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 schools from 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. To deal with competition schools not only must attract new students but must focus on meeting and exceeding the need their customers. This is important because customers are the most important group of people in any organization including schools, and university. Without getting new students and keeping current existing students satisfied, much university might not be financially viable. To attract new students and get increase customer satisfaction, schools must take a customer orientation or customer centric approach their business by understanding, meeting and exceeding the needs of their customers. This is important for several reasons. If student’s needs or expectations of the DPUIC are not satisfied, customers will not only come back to school or attend class, they will tell lots of people not to come but will tell lots of people not to come. If student’s needs or expectations of the DPUIC are satisfied, customers will not only come back to school or attend class, they will tell lots of people to come but will tell lots of people not to come. If DPUIC fails to deliver a value, students will not only stop going to DPUIC but tell other people not to go our school. RESEARCH PROBLEM DPUIC is an international business program that is competing in an increasingly competitive Thailand educational market place. To survive in the Thailand educational market place, DPUIC must not only compete with other schools to recruit 18
  • 13. and get more students to attend their students but also increase the satisfaction of the current customers which are students. This study propose the following research question:What are the factors influencing the decision making DPUIC students OBJECTIVES OF THE STUDY The 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 DPUIC HYPOTHESIS OF THE STUDY H1: Students from different demographics profiles are likely to perform different making when choosing to study at DPUIC H2: There is an influence of Integrated Marketing Communication tools on student decision making to study at DPUIC H3: There is an influence of student’s satisfaction on student decision making to study at DPUIC 19
  • 14. CONCEPTUAL FRAMEWORK OF THE STUDY Independent 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. 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 VARIABLES The study explores the relationship between two type of variables . The demographics variables include 1. Independent variables consist of 1.1 Gender, age, class level, major at DPUIC, Country, place where they are living, work type, occupation, income 1.2 IMC Tools • Information sources to apply to DPUIC • Rating IMC tools on their influence to come to DPUIC 1.3 Customer Satisfaction • Level of agreement Professors and Staff at DPUIC Teaching Organization University Environment University Facilities 2. Dependent Variable is • Level of Satisfaction Qualities of DPUIC Service of Staff Teaching Organization School Environment 3. Decision Making of Students o Reasons why they come to DPUIC o Who influenced them to come to DPUIC 21
  • 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 come SIGNIFICANCE OF THE STUDY This research is important because Thailand educational market is becoming more and more competitive. This means that DPUIC will continue to face more challenges in recruiting more students. Schools need to prove their worth to families in cost benefit analysis due to economic downturn, the rise of tuition costs, The economic pressures will force many Thai universities and all university more targeted, more optimized in their marketing efforts to get return on investment on their marketing dollars Universities must demonstrate their value by addressing quality of education, the possible jobs they can get the cost In the USA, there is high rate of unemployment, as well a lot of people having high debt loads. This is making students and families focus on the practicality of earning a college. Students are not only expected to finish college years, but expect to be employable in four years Students might want outcome based, they are thinking return on time, money, and they expect universities to demonstrate they will get from out come Families want proof of the outcome, they want practical value of their educational offering 22
  • 17. Cost of schools is important but also about value Later on Thai students will evaluate the cost of the college in return what they can get from their degree in the job market. They might look at less expensive education This research is intended to help DPUIC management deal with the competitive environment by providing insights and information to develop, implement, and improve present and future DPUIC marketing plans by focusing on annual recruitment 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 DPUIC 23
  • 18. CHAPTER #2: LITERATURE REVIEW Marketing To deal with competition, a lot of universities are already doing marketing. Marketing is becoming more and important. Many authors point to different ways at looking at marketing. Marketing according to the American Marketing Association is “a set of procedures and organizational functions to create, communicate and transmit to customers” (Tai, 2007, p. 192) According to Schiffman, one of the things that marketing does is differentiate products by stressing the attribute that will fulfill needs better than competition (Schiffman, 1999, p. 141). Higher education marketing is not a new phenomenon, institution have tried to help students to make informed decisions for what schools that should go to help to increase enquire about their programs, increase school applications and increase enrollment through use of the various aspects of marketing mix such as product, price, place and promotion for (Ivy, 2008, p. 289) 24
  • 19. School marketing according to Wu can be defined as “the process whereby school members analyze school environments, education business, and target customers, and make a right marketing plan and strategies to enhance the school image, build its brand, strengthen its efficiency, and then meet its educational goals” (Tai, 2007, p. 192). Lay describes college marketing as “College student marketing describes the organized efforts to advance a college’s mission and goals through targeted communications and the recruitment, selection, and retention of students whose capabilities 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 a consistent, coordinated effort among colleges to implement a comprehensive marketing plan. (Schee, 2009, p. 2) Due to trends mention marketing is become more and more important. “Higher education institutions today are facing a conflation of challenges that can be overcome through more effective marketing. Increased competition for students, deep tuition discounting, demographic pressures that put many traditional markets at risk, a highly charged and incredibly nervous philanthropic environment— all have a huge impact on the institution’s bottom line. Across the board, institutions have realized the truth of an old aphorism: Smart marketing doesn’t cost money, it makes money.” (Lipman, 2010, p. 2) 25
  • 20. Relationship marketing and Enrollment Management Along with marketing schools, two concepts that are important to deal with competition include strategic enrollment management and relationship marketing. Relationship marketing is a market orientation (MO) customer orientated approach focus on customers’ needs, desires, and circumstances (Brown 293) Schools are using relationship marketing (RM) approach in devising and implementing a marketing 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’ high levels 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 an institution achieve and maintain the optimum recruitment, retention, and graduation rates of students, where ‘optimum’ is defined within the academic context of the institution”(Schee. 2009. p 3). The three areas that enrollment management focus on are 1) Recruiting, 2) Admission and 3) retention. Enrollment management involves tracking and interacting with students from the point of their initial contact with the institution until their graduation 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 management officers. The different aspect of enrollment officer job include 26
  • 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 Mix The use of marketing mix is important way for universities to achieve their goals. The marketing mix, “controllable marketing tools that an institution uses to produce the response it wants from its various target markets. It consists of everything that the university 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). Tai proposes 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. 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 to Ivy, Product for MBA programs is the degree, and student’s customers, design of the degree are important. This means “curriculum must be appropriately developed and adapted to meet the needs of the students” (Ivy, 2008, p. 289). The price in an MBA marketing mix is tuition fees. Tuition fees affects many things including revenue derived from getting students, perception of quality. Promotion is tools such as advertising, publicity, public relations and sales 28
  • 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 as academic, administrative and support staff. Although is undecided whether staff plays important role in getting undergraduate students, perception of teaching staff can important role in getting student to come to a university (Ivy, 2008, p. 289). IMAGE According to Paramewaran and Glowacka, it is important for university to develop and maintain a unique or distinctive image due to the increase competitive marketplace (Russell, 2005, p. 66) Developing and maintain a unique or distinctive image is important to the marketing of school, because images even those limited and inaccurate image can influence the chance 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 actual quality is seen by Gavin as often being “less important than its prestige or reputation for quality, because is the university perceived excellence which in fact, guided the decisions of prospective students and scholars considering offers. He suggests that the main focus of attention should be on the customers perceived service quality in order to assist in differentiation.” (Russell, 2005, p. 66) The six elements of the school image are: 29
  • 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 Research As Lipman Hearne’s COO and director of the firm’s research practice, Donna Van De Water who has conducted hundreds of quantitative and qualitative research studies with our higher education clients, “I’m struck by the fact that what works for one institution doesn’t necessarily work for another. Of course there are variabilities between types and sizes of institutions, but there are also significant differences within groups. Every institution has to calibrate its marketing and communications to their market’s needs, the relative strength of their brand, and the bottom-line needs of the institution. So while it’s 30
  • 25. important to compare yourself to other institutions, you still have to know your own institution and audiences very well. “Marketing is very complex. It’s not just what’s on a website, in an ad, or what your campus looks like. It’s all the interactions you have with people, at every touch point along the way throughout the constituent lifecycle. It’s hard to determine exactly what brought in that student or that donor. That’s where research comes in: You have to find 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 get bad news. But having the metrics helps an institution understand where it” (Litman, 2010, p. 17) CUSTOMER PORTFOLIO AND CUSTOMER SATISFACTION Customers are important to many business including schools. All the customers or students in the university consist of customer portfolio which is the collection of mutually exclusive customer groups that compromise a business entire customer base” (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 also different revenue and cost profiles, and therefore should be managed in different ways” (Buttle, 2008. p 125) 31
  • 26. In Western Australia, there are three segments that is composed of university marketing portfolio” international students (offshore and onshore), mature age students, and high school leavers. Each segment considers different factors when making their choice of program and university. For example, mature age students, who generally work full time and study part time, are likely to consider the availability of evening classes a high priority, whereas students have entered university straight from high school, which tends to work part time, are likely to consider job prospects as more important. (Soutar, 2002, p. 40) CONSUMER BEHAVIOR Search process and how do students choose school Hoffman states that “marketing managers need to understand the thought process used by consumers during the three stages of the consumer decision process: the pre- purchase choice among alternatives, the consumer reaction during consumption, the post purchase evaluation of satisfaction” (Hoffman, 2006, p. 82) At this point, there is not enough research or insufficient research about understanding how prospective students/ and applications choice making (Maringe, 2006, p. 466) Hoffman talks about the concept of choosing. When consumers decide to buy or get something, prospective customers start collecting information about the different alternatives to products they want to based options they have in their mind by past experience, convince, and knowledge. ( Hoffman, 2006, p. 85) 32
  • 27. After using internal and external sources to gather information about alternatives to the products and service they are looking in purchasing they will evaluate the alternatives through such techniques as a gut level feeling, or a systematic evaluation technique 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 and parents 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 future and 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 of potential place to study and then use various tools to get information about potential places 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 schools Research has shown that there are factors that influence whether a prospective comes to a university. Librare three very important factors that positively influence whether a person comes to a university include national academic reputation, the quality of educational majors available and the prestige of the university. The other factors that positively influence whether a person comes to a university include students decision are quality of facilities, variety of majors, degree of academic competition, social climate of the 33
  • 28. campus, quality of faculty, 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 the amount of financial aid, percentage of costs covered by financial aid, the enrollment deposit, 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 study including The type of course that they want to do; The academic reputation of the institution; The campus atmosphere; The quality of the teaching staff; The type of university. There are personal factors that people might use to choose university including Distance from home; what their family thinks about each university; The University 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 size of the school, the academic environment, the social environment, the majors, the extracurricular activities and cost (Libare, 2006, p. 102) According to Ivy, the top 7 factors (from most important to least important in terms of influence to come to university ) of university mix of the eyes of MBA students that positively affected whether they attend a university are Programme, Prominence , Price, Prospectus , People, Promotion, Premium . (Ivy, 2008, p 296) 34
  • 29. Some examples of the criteria that students use to make choices for university include programme, 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 to least important in terms of influence to come to university ) of university mix are Program , Price (, Place; Prominence ; Promotion , Prospectus, People (Maringe, 2005, p. 475) Mazzarol in a study that examined the factors choice of study destination, using a sample of students in Australia. found the most important factors in student choice to study in a particular institution was the reorganization of their qualifications by future employers, this f followed by intuition reputation for quality, its willingness to recognize 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 the Netherlands include the quality of education offered, career opportunities, the school reputation, opportunity for traineeships, faculty qualification, academic standards (Soutar, 2006, p. 41) The most important factors of business undergraduate to determine their reasons for choosing to enroll at a particular university include factors such as future job prospects, obtaining qualification that were valued by employers, being able to use modern facilities, the standard of teaching and the international recognition of the university program (Soutar, 2006, p. 41) 35
  • 30. A conjoint analysis of 259 final year high school students from a various government and non government high school students in Western Australia prefer schools to a university 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 family input and finance related factors”. (Libare, 2006, p 102)” 36
  • 31. 37
  • 32. CHAPTER 3: RESEARCH METHODOLOGY POPULATION AND SAMPLE The population for this indepedent study is all the DPUIC undergradate and graduate and PHD students. This study used a quantitative to collect the data. MARKETING RESEARCH FRAMEWORK The major focus of this research is the study and analysis of DPUIC customer or student base. Customers are important to many business including schools. All the customers or students in the university consist of customer portfolio which is the collection of mutually exclusive customer groups that compromise a business entire customer base” (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 also different revenue and cost profiles, and therefore should be managed in different ways” (Buttle, 125) In Western Australia, there are three segments that is composed of university marketing portfolio” international students (offshore and onshore), mature age students, and high school leavers. Each segment considers different factors when making their choice of program and university. For example, mature age students, who generally work full time and study part time, are likely to consider the availability of evening classes a high priority, 38
  • 33. whereas students have entered university straight from high school, which tend to work 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 mix Marketing Mix As part of the research, I’m testing what previous research says are the components of the marketing mix including DPUIC Premiums, Promotion, Program, Prospectus, Price, People, Prominence As part of the research, I’m testing the different aspects of DPUIC product which include Professors and Staff at DPUIC, Teaching Organization, and University environment. This information will be used to figure out which areas needs improvement, because research has shown customer satisfaction is really important. In terms of university product, A conjoint analysis of 259 final year high school students from a various government and non government high school students in Western Australia prefer schools to a university that • Has course they really want 39
  • 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. DATA COLLECTION METHOD The questionare will have four sections including sections dealing with 1. Demographic 2. IMC tools 3. Customer Satisfation 4. Decision Making The questionare will be collected at DPUIC during the weekday as well as during the weekend with the help of DPUIC and staff Part #1: Personal Information Part #2: IMC Tools Gender, age, class level, major at DPUIC, country of orgin, whether they work, they type of job they do, the occupation they do, the monthly income they do Where they get information to apply to DPUIC, the levels of influence of different IMC tools on their decision to come to DPUIC (advertising, Public Relationship, Online, Personal information) Part #3: Customer Satisfaction Level of satisfication on different aspects of DPUIC product including, Professors and Staff at DPUIC, Teaching Organization, University Facilities, Part #4: Decision Making Reasons why they come to DPUIC, Who influenced them to come to DPUIC, the factors they considered in making a choice to come to DPUIC, whether they would come to DPUIC are not Data Analysis This 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 tests 41
  • 36. Testing the different criteria and factors that prospect used to come to school and the different levels of influence Research has shown some factors of the university marketing mix that positive affect whether they attend university include Programme , Prominence, Price, Prospectus , People, Promotion , Premium. According to research, the other factors that positively influence whether a person comes to a university include students decision are quality of facilities, variety of majors, degree of academic competition, social climate of the campus, quality of faculty, 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 the amount of financial aid, percentage of costs covered by financial aid, the enrollment deposit, access to faculty, speed in communication and the total costs. Mazzarol in a study that examined the factors choice of study destination, using a sample of students in Australia. found the most important factors in student choice to study in a particular institution was the reorganization of their qualifications by future employers, this f followed by intuition reputation for quality, its willingness to recognize 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 the Netherlands include the quality of education offered, career opportunities, the school reputation, opportunity for traineeships, faculty qualification, academic standards (Soutar, 2002, p.41). 42
  • 37. The most important factors of business undergraduate to determine their reasons for choosing to enroll at a particular university include factors such as future job prospects, obtaining qualification that were valued by employers, being able to use modern facilities, the standard of teaching and the international recognition of the university program (Soutar, 2002, p.41). In terms of influence, when students must make a decision to attend college, they tend to consult family, friends, peers, teachers, counselors, college recruits for assistance . 43
  • 38. CHAPTER 4 PART 1. PERSONAL INFORMATION GENDER 47 people respondent to this question. Out of the people that responded, 51 % were male and 49% were Female. AGE 49 people responded to this question. The mean age is 25, the median age is 22, the minimum age is 16, and the maximum age is 47. CLASS LEVEL 49 people respondent to this question. Out of the people that responded, 70% undergraduate, 20% are master degree, 10% are doctorate. MAJOR FOR UNDEGRADAUTE 34 people responded to this question. Out of the people that responded, 65% are from English for Business Communications, 30%, 5 percent are from International Business. MAJOR FOR MASTERS DEGREE 7 people respondent to this question. Out of the people that responded, 72% are from Integrated and marketing communications, 14% are Business Administration with Concentration of IMC, 14% are from Strategy and Intelligence MAJOR FOR CLASS DOCTORATE There were 6 people that indicated they were doctorate students. Out of the people that responded, 83% are DBA, 17% out of Strategy and Intelligence. CLASS MAJORS FOR TOTAL SURVEY 46 % are Undergraduate for Business Comm, 21% are Undegrad Hospitality, 11% are Master IMC, 11% are Doctorate Business Admiration DBA, 4 % are Undergrad International Business, 2 percent are Master Business Informatics, 2 percent are Master BA with IMC, 2 percent are Master Business Intelligence, 2 percent are Doctorate Intelligence WHERE ARE YOU FROM 44
  • 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 from Germany, 2% are from USA, 2 % are from Cambodia WHERE ARE YOU LIVING 49 people responded to this question. All are living in Thailand. 75.5% are living in Bangkok, 20 % are living in Nontaburi, 2 % are living in Chantuburi, 2 % are living Songkla, 2% are living in Trat, 2% are living in Yala. WORK 50 people responded to the section answering whether work. Out of the people that responded, 66% don’t work, 18% work part time, and 16% work full time. .TYPE OF WORK 15 people responded to type of work. Out of the people that respondent, 33% are Private Employees, 27% are other, 20 % are Private Business, 20% are Government OCCUPATION 15 people responded the question concerning to occupation. Out of the people that responded, 26% are Education, 26% are in Management, 13% are in sports, 13% are in IT, 6.6% are in Science, 6.6% are in Politics, 6.6% are in Marketing INCOME 17 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 than 55,000+ PART 2: IMC TOOLS INFORMATION SOURCE The 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%), Brochure 45
  • 40. (7.8%), Current students (5.9%), Print (5.9%), Members of industry (5.9 % ), Boss (2%), Newspaper (2%) Level of importance Print 49 people responded to this question concerning the level of influence of Print on coming 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 moderately important, 6.12 % is not important at Level of importance Radio 49 people responded to this question concerning the level of influence of Radio on coming to DPUIC. 30.6% says Radio not important, 24.5 percent says Radio is not important tall, 25.5% says Radio is neither important nor or important, 10% says Radio is important, 10% says Radio is very important in decision to come to DPUIC Level of importance TV 49 people responded to this question concerning the level of influence of TV on coming 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% says TV Neither important or important Level of importance Catalog 49 people responded the level of influence of Catalog on coming to DPUIC, 39% says catalog 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 Brochure 49 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 is Important, (10%) says Brochure is Very important Level of importance Flyer 49 people responded the level of influence of Flyer on coming to DPUIC. (39%) says flyer 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 Flyer is Very important Level of importance Tradeshow 46
  • 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 Trade Show is Not important, 10.20% says Trade Show is Not important at all Level of importance Sponsor 49 people responded the level of influence of Show on coming to DPUIC. 35% says Sponsor 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 at all, 10.20% says Sponsor is Not important Level of importance Newspaper 49 people responded the level of influence of Newspaper on coming to DPUIC. 45% says Newspaper is Important, 20% says Newspaper is Neither important nor not important, 12% says Newspaper is Not important, 12% says Newspaper is Very important, 10% says Newspaper is Not important at all Level of importance Magazine 49 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 not important, 16.32% says Magazine is Very important, 10.20% says Magazine is Not important at all, 8.16% says Magazine is Not important Level of Importance Website 49 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 is Neither important nor not important, 6% says website is Not important at all, 6% says website is Not important Level of Importance Blog 49 people responded the level of influence Blog in coming to DPUIC. 35% says blog is Important, 24% % says blog is Very important, 16% % says blog is neither important nor than important, 12% % says blog is Not important at all, 12% % says blog is Not important 47
  • 42. Level of importance Twitter 49 people responded the level of influence Twitter in coming to DPUIC. 28.57% says Twitter 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 important Level of importance Facebook 49 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% says Facebook is neither important nor not important, 12.24% says Facebook is Not important, 8.16 % says Facebook is Not important at all Level of importance: other social network 45 responded to the level of social network in coming to DPUIC. 33% says other social network Is Neither important nor not important, 27% says other social network Is Important, 16% says other social network Is Very important, 13.3% says other social network Is Not important, 11.11% says other social network Is Not important at all Level of Importance Front line Staff 49 people responded to the level of influence of Front Line Staff in coming to DPUIC. 47% says Front Line Staff is Important, 22% says Front Line Staff is Very important, 12.24% says Front Line Staff is Not important at all, 12.24% says Front Line Staff is Neither important nor not important, 6.12% says Front Line Staff is Not important Level of Importance Administrator 49 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% says Administrator is Not important at all Level of Importance Professors 49 people responded to the question of the level of influence of Professors in coming to 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 is Not important at all, 4% says professors is Not important 48
  • 43. Level of Scholarship 50 people responded to the question of the level of influence on Scholarships in coming to DPUIC. 42% says scholarship is Very important, 34% says scholarship is Important, 10% says scholarship is neither important nor not important, 8% says scholarship is Not important at all PART 3: CUSTOMER SATISFACTION Professor and Staff at DPUIC Agree or disagree: Professor Knowledge 50 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 subjects Agree or disagree: Professor up to date 50 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 knowledge 49
  • 44. 2% disagree with DPUIC professors are update to the latest knowledge Agree or disagree: Professor Care for student 50 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 individuals Agree 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 nice TEACHING ORGANIZATION Agree or disagree: Class Size 50 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 optimally 50
  • 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 optimally Agree or disagree: Class meets my needs 50 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 schedule Agree or disagree: DPUICExtra 50 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 learning 51
  • 46. Agree or disagree: DPUICExposure 50 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 academic Agree or disagree: DPUICexpos 48 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 learning Agree or disagree: DPUICBooks 49 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 learning 52
  • 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 learning Agree_Diagree DPUIC modernclass 49 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 technologies Level of Satisfaction Quality of Professors 49 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 DPUIC Level of Satisfaction: Service Staff 50 responded to this question • 47% are satisfied with Service Staff 53
  • 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 Staff Level of Satsification:Teachininorg 50 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 organization Level of Satsification: School environment 50 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 environment Level 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 facilities 54
  • 49. 8% are dissatisfied with school facilities • 6% are strongly dissatisfied with school facilities PART 4: DECISION MAKING Reasons why they come Advance 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 yes about coming to DPUIC to start a business Change Career: 50 people responded to this question. Out of the people that responded, 24% said yes about coming to DPUIC to change a career Personal 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 DPUIC Required employment: 49 responded to this question. 78% reason to come to DPUIC for required employment Keep up to date: 50 responded to this question 30% did come to keep up to date with career 55
  • 50. LEVELS OF INFLUENCE OF DIFFERENT PEOPLE Out 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 home 50 people responded to the question of level of importance of close to home in choosing university. 32% says being close to home is important; 24% says being close to home is neither important nor important, 20% says being close to home is not important at all, 18% says being close to home is very important; 6% says being close to home not important Tuition Cost 50 people responded to the question of the level of importance of Tuition close in choosing university. 38% says Tuition cost is important, 26% says Tuition cost is Not important nor important, 14% says Tuition cost is very important,12% says Tuition cost is Not important at all , 10% says Tuition cost is Not important , Level of importance: Reputation of institution 50 people responded to this question of the level of importance of reputation of institution in choosing a university. 6% says reputation of institution is not important at all, 14% says reputation of institution is not important, 30% says reputation of institution is not important nor important, 30% says reputation of institution is Important, 20% says reputation of institution is Very important, Level of importance: Reputation of Professors 48 responded to this question of the level of importance of reputation of professors in choosing a university. 33% says reputation of professors is very important, 31% says reputation of professors is important, 19% says reputation of professors is Not important nor important, 10% says reputation of professors is not important at all, 6% says reputation of professors is not important Level of importance: Size of university 49 people responded to this question of the level of importance of the size of the university in choosing a university. 41% says Size of University is Not important nor 56
  • 51. important, 31% says Size of University is important, 17% says Size of University is not important, 13% says Size of University is not important at all, 2% says Size of University is very important Level of importance: Class Size 50 people responded to this question of the level of importance of class size in choosing a university. 47% says class size is important, 21% says class size is not important nor important, 19% says class size is very important, 10.41% says class size is not important at all, 6.25% says class size is not important Level of importance: Influence of Parents 50 people responded to this question on the level of importance of parents in coming to 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 Very important, 12% says Parents is Not important Level of importance: Friends 50 people responded to this question on the level of importance of Friends in coming to 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 Not important, 13% says Friends is Very important Level of importance: Current College 49 people responded to this question on the level of importance of current college students coming to DPUIC. 26% says current college students is Important, 23% says current college students is Not important at all, 23% says current college students is Not important nor important, 21% says current college students is Not important, 8% says current college students is Very important Level of importance: Influence Former College 50 people responded to this question on the level of importance of former college students coming to DPUIC. 26% say former students is Not important at all, 25% say former students is Not important nor important, 23% say former students is Important,17% say former students is Not important, 13% say former students is Very important Level of importance: Boss 57
  • 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 Very important Go to DPUIC 32 people respondent. Out of the people that responded, 84% said yes they would go to DPUIC. 16% they said no that they don’t go to DPUIC Below is the table showing what schools that the people would go to School Name Frequency Thammsat 21 Chula 19 Mahidol 17 Assumption University 15 Stamford 8 Ramkaheang 7 Rangit 7 Dusit Thani 6 Sasin 4 Weber State 4 Bangkok University 3 Asian University 2 Siam University 2 Western University 2 Thailand Chamber 2 Nida 2 Sripatum 1 58
  • 53. Abroad 1 Asian Institute 1 Go Abroad 1 Silpakorn 1 The 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), Chinese Teacher (1 response), Uncle (1 response) ANALYSIS USING CHI-SQUARE TEST The 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 DPUIC I wanted to test the relationship based the relationship between Significant and alpha value of .005 If Significant value or P value > alpha, I would accept H0 meaning there is no relationship between the two variables If Significant value or P value < alpha, I would accept H0 meaning there is a relationship between the two variables Demographic variables (H1) and Decision Making to Study at DPUIC There is a correlation between class level and making money P value Df .012 2 There is a correlation between class level and keep up to date 59
  • 54. P value Df 040 2 There is a correlation between gender and first career P value Df .20 1 There is a correlation between gender and size university P value Df .024 4 There is a correlation between gender and level influence Boss P value Df .044 4 There is a correlation between age and required employment P value Df .003 38 There is a correlation between graduate and required employment P value Df .046 3 There is a correlation between graduate and influence current college P value Df 60
  • 55. .046 3 There is a correlation between graduate and Asian university P value Df .046 3 There is a correlation between graduate and Thamasat university P value Df .046 3 There is a correlation between doctorate and Dusit Tani P value Df .014 3 There is a correlation between doctorate and Thailand Chamber P value Df .014 1 There is a correlation between work and Influence of Parents P value Df .031 2 There is a correlation between type of work and influence parents P value Df 61
  • 56. .003 4 There is a correlation between occupation and start first career P value Df .025 7 There is a correlation between occupation and influence of parents P value Df .025 7 There is a correlation between occupation and tuition costs P value Df .043 28 There is a correlation between occupation and tuition costs P value Df .045 28 There is a correlation between occupation and Weber state P value Df .020 6 There is a correlation between income and influence of boss 62
  • 57. P value Df .015 20 There is a correlation between income and Thailand Chamber P value Df .004 5 IMC tools (H2) and Decision Making to Study at DPUIC There is a correlation between infoparents and influence parents P value Df .002 1 There is a correlation between infoparents and Chula P value Df .025 1 There is a correlation between infoparents and Kasem Bundit P value Df .012 1 There is a correlation between infoparents and Dusit Thani P value Df .033 2 63
  • 58. There is a correlation between infoparents and Mahidol P value Df .033 2 There is a correlation between infoparents and Ramkamheang P value Df .28 2 There is a correlation between infoparents and Ramkamheang P value Df .031 2 There is a correlation between infoparents and Sasin Graduate P value Df .031 2 There is a correlation between infoparents and Siam University P value Df .038 2 There is a correlation between infoparents and Sripatum P value Df .012 2 There is a correlation between infoparents and Stamford Internation U 64
  • 59. P value Df .043 2 There is a correlation between infoparents and Thammsat P value Df .017 2 There is a correlation between infoparents and Webstate P value Df .031 2 There is a correlation between infoparents and Western University P value Df .012 2 There is a correlation between infoparents and Thailand Chamber P value Df .038 2 There is a correlation between infoparents and Other P value Df .019 2 There is a correlation between info friends and advance career P value Df 65
  • 60. .000 4 There is a correlation between info friends and start a business P value Df .000 4 There is a correlation between info friends and influence friends P value Df .001 2 There is a correlation between info friends and Sripatum P value Df .000 4 There is a correlation between info Current student and advanced career P value Df .000 4 There is a correlation between info Current student and start a business P value Df .000 4 There is a correlation between info Current student and influence Current College P value Df 66
  • 61. .000 2 There is a correlation between info Current student and Asian University P value Df .039 2 There is a correlation between info Current student and Sripatum P value Df .000 4 There is a correlation between info former student and advance career P value Df .000 4 There is a correlation between info former student and start a buisness P value Df .000 4 There is a correlation between info former student and influence former college P value Df .000 2 There is a correlation between info former student and Go to DPUIC 67
  • 62. P value Df .006 2 There is a correlation between info former student and Chula P value Df .028 4 There is a correlation between info former student and Kasem Bundit P value Df .015 2 There is a correlation between info former student and Mahidol P value Df .020 2 There is a correlation between info former student and Rangsit P value Df .004 4 There is a correlation between info former student and Sripatum P value Df .000 4 There is a correlation between inform Exhib and advance Career P value Df 68
  • 63. .000 4 There is a correlation between inform Exhib and start a business P value Df .000 4 There is a correlation between inform Exhib and Sripatum P value Df .000 4 There is a correlation between infowebsite and advance career P value Df .010 2 There is a correlation between infowebsite and start a business P value Df .042 2 There is a correlation between infowebsite and change a career P value Df .034 2 There is a correlation between info boss and advance career P value Df 69
  • 64. .000 4 There is a correlation between info boss and start a buisness P value Df .000 4 There is a correlation between infoBoss and Influence Former College P value Df .047 2 There is a correlation between infoBoss and Sripatum P value Df .000 4 There is a correlation between Brochure and advance career P value Df .000 4 There is a correlation between Brochure and start a buisness P value Df .000 4 There is a correlation between Brochure and required employment P value Df 70
  • 65. .016 4 There is a correlation between Brochure and Sripatum P value Df .000 4 There is a correlation between print and advance career P value Df .000 4 There is a correlation between print and start a business P value Df .000 4 There is a correlation between print and tuition cost P value Df .024 8 There is a correlation between infoprint and Sripatum P value Df .000 .05 There is a correlation between radio and advance career P value Df 71
  • 66. .000 4 There is a correlation between info prints and advance career P value Df .000 4 There is a correlation between info-print and start a business P value Df .000 4 There is a correlation between info-print and required employment P value Df .003 4 There is a correlation between infoprint and tuition cost P value Df .024 8 There is a correlation between infoprint and Sripatum P value Df .000 4 72
  • 67. There is a correlation between info radio and start a business P value Df .000 .05 There is a correlation between info radio and asian university P value Df .046 1 There is a correlation between info radio and Kasem Bundit P value Df .023 1 There is a correlation between inforfacebook and Asian University P value Df .046 1 There is a correlation between inforfacebook and Kasem bundit P value Df .023 1 There is a correlation between info newspaper and kasem bundit P value Df .046 2 There is a correlation between infomemberind and Kasem Bundit P value Df 73
  • 68. .046 2 74
  • 69. CHAPTER 5 POPULATION AND SAMPLE The population for this independent study is DPUIC undergraduate (UG) students and postgraduate students (PG: Masters and Doctoral). This study used a questionnaire to collect the data The sample of this study is the undergraduate and graduate students (masters and doctorate) student at DPUIC. A total of 50 surveys were collected. 49 out of the 50 students indicated their class level. Out of the 49 people that indicated their class level, a total of 34 undergraduate, 10 Master degrees, and 5 Doctorate was collected Data Collection Tools The questionnaire was used to collect data. It consisted of 4 parts as follows: 5. Demographic 6. IMC tools 7. Customer Satisfaction 8. Decision Making Data collection was conducted at DPUIC during the weekday for UG level as well as during the weekend for PG level with the help of DPUIC staff e.g. distributing the questionnaire in the class room Part 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, the occupation they do, the monthly income they do Part 2: IMC Tools comprised questions about which tools / media they received information to apply to DPUIC; the IMC tools that students have considered when making decision to study at DPUIC (advertising, Public Relationship, Online, Personal information) Part 3: Customer Satisfaction comprised questions about level of satisfaction on different aspects of DPUIC product including, professors, staff, teaching organization, and university Facilities, Part 4: Decision Making comprised questions about reasons why they come to DPUIC, who influenced them to come to DPUIC, the factors they considered in making a decision to come to DPUIC, whether they would come to DPUIC or not. 75
  • 70. Data collection was conducted at DPUIC during the weekday for UG level as well as during the weekend for PG level with the help of DPUIC’s professors (Mr. Dominic Bone 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 class level. Out of the 49 people that indicated their class level, a total of 34 undergraduate, 10 Master degrees, and 5 Doctorate was collected Introduction to Chapter 5 The purpose of collecting this research is not to collect research for research sake, its done to help DPUIC recruit, keep students, professors, build the brand and increase the reputation of DPUIC of an excellent academic institution. This is more and more important because DPUIC is not only competing for prospective students that might stay in Thailand for international program but overseas prospective. Since DPUIC is a private institution, DPUIC needs constantly find ways to recruit new students, retain new students, improve the different aspect of brand, develop win- win relationships with business. Constantly collecting surveys such as this one as well formal and informal research can provide insights and information to help One of the major purpose of conducting this survey is to analyze the current DPUIC marketing portfolio which consist of undergraduate, master, and PhD. The better that DPUIC understands their current customer base the better chance DPUIC has to 76
  • 71. empathize with their customer base. This will help create more persuasive marketing material to help DPUIC achieve its major goals. eliminate the agony the guessing of what to say to where and how you communicate with your buyer personas. Analyzing current base is important because like all business the university customer portfolio consist of many existing customer segments. To be successful in retaining and attracting students like the one in the customer portfolio, schools must conduct research for each of the customer segments because often the needs, desires, the people who influence them, what they want to achieve and how to reach them are different from other in the customer portfolio. DATA COLLECTION METHODS DISCUSSION OF PART 1 of Research: Demographics As expected we have more data that turned out to be undegradate students than graduate student. This is expected we have more undergraduate than graduate student Based on what collected, about 50% of people that is surveyed was male and 50% of surveyed was female. The sample showed that DPUIC students varies among ages from 16 to 47. My assumption proved true that most of the people that will fill out survey is undergraduate. I expected that the location that students would come from would be from Thailand and China, that proved true. 67% are from Thailand, 12 % are from China. My assumption proved true that most students would either live in Bangkok (75.5%) or Nontaburi (20%). 77
  • 72. In terms of work, 66% of the students surveyed don’t work. It can be assumed why a high percentage don’t work is that most of the students are undergraduate and undergraduates in Thailand don’t work. There wasn’t any real difference between the type of occupations, , 33% are Private Employees, 27% are other, 20 % are Private Business, 20% are Government Introduction to DISCUSSION OF IMC TOOLS IMC tools Most Academic institutions have integrated marketing plan and student enrollment plan composed of marketing mix such as advertising, public Relations, Sales promotion, road show, 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 prospects To be successful, schools such as DPUIC needs to improve the use of IMC mix as well look as new tools and tactics to achieve objective tools. 78
  • 73. Academic institution must understand which IMC tool mix appeals and used for each the major segments of the customer portfolio which for this study is undergraduate, graduate, PHD. 79
  • 74. Marketing Mix According to research The different components of a university marketing mix include Product: For MBA program, the student is the customer, and the product is the 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 a graduate level, the perception that prospective have of the staff of university can affect the choice of school, premium. Discussing results of Information Source The top 5 information Source that people used to get information for DPUIC include friends (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 house where prospective students can meet with parents of alumni, and current students, creating marketing material to deal with parents, improve and enhance DPUIC website. Discussion on of level of marketing mix Below % 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. Brochure 55% Sponsor 53.06% Print 51.04 Other social network 43% Twitter 43% Flyer 32.65% Catalog 38 % agree + % disagree Statement strongly agree +strongly agree DPUIC 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. DPUIC provides students with exposure to meet people with real world business people and academic 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 + % disagree Statement strongly agree +strongly agree DPUIC 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 and academic 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. In terms of marketing mix. I would recommend that DPUIC focus on developing more effective website by having a more search engine optimized website, having sections such as for parents, current students, former students. I would have more content that can be used to persuade people to come to DPUIC. I would recommend DPUIC try to look at magazines that prospective students as well as parents read to advertise them. I would recommend DPUIC to more effective ways to use DPUIC website. I would really focus on developing a great DPUIC Facebook page and find ways to use DPUIC facebook page more effectively. OVERVIEW OF COSUMER BEHAVIOR Factors in choosing college and Criteria in Choosing schools There are many factors when people choose to go university. Librare three very important factors that positively influence whether a person comes to a university include national academic reputation, the quality of educational majors available and the prestige of the university. The other factors that positively influence whether a person comes to a university include students decision are quality of facilities, variety of majors, degree of academic competition, social climate of the campus, quality of faculty, 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 the amount of financial aid, percentage of costs covered by financial aid, the enrollment deposit, access to faculty, speed in communication and the total costs. (Libare, 2006, p.102) 83
  • 78. Based on the statistics I would recommend DPUIC find ways to have 1) Have extra circular activities that supplement learning, provide students exposure to meet people with real world real world business people and academic, have activities interaction that supplement learning, have has modern classrooms with adequate class room technologies, books, magazines and other resources that supplement my learning This means I would recommend that DPUIC set a budget for students to regularly have field trips to business, and other organizations related to the majors, have additional seminars, a couple of hours, one or two day workshop to give a better in dept understanding of topics related to sales, marketing, business, strategy, government. I would recommend that DPUIC invest the money to buy the latest magazines, books, journal on marketing, business, strategy, politics. I would recommend that DPUIC develop better relationship with business people, marketing, sales, government. I would recommend that DPUIC invite and many guess speakers to constantly talk and share their ideas, their experience with staff. Below shows the table the level of satisfaction Satisfied +Strongly Statement Satisfied Dissatisfied + Strongly Dissatisfied quality of Professors at DPUIC 78% 8% Service Staff 78% 8% Teaching organization 78% 8% School environment 68% 8% School Facilities 68% 14% 84
  • 79. This table shows that the students most students are quality of professors, service staff, teaching staff, the major areas that I would recommend DPUIC work on improving include teaching organization, school environment, school facilities. DECISION MAKING Below are the following reasons why students came to DPUIC Reasons why they come % Required employment 78% Personal Enrichment 56% Make more money 38% Keep up to date 30% Start First Career 12% This means that DPUIC marketing should finds ways to stress in the marketing material how coming to DPUIC can help them to improve on their job, enrich their lives, make money In terms of who influenced people to come to DPUIC, below is a description of who influenced the students to come to DPUIC: other (45.1%), Friends (31.4%), Parents (19.6%), Former College (15.7%), Current College (5.9%) The implications is of high level of others is that either they don’t know who influenced them to come to DPUIC. The results also how DPUIC should find ways to harness friends, parents, former students through the utilization of facebook, parties, outreach, alumni events, lots of social where prospect students are invited to attend. Below is Level of importance in terms of importance of factors influencing people to come to DPUIC Important + Very Level of Importance influence important Not important + Not important at all Class Size 66% 31% 85