BUDDHIST MARKETING STRATEGY FOR SCHOOLS UNDER OFFICE OF PRIMARY EDUCATIONAL SERVICE AREA

Abstract

The objectives of this research article were 1) to study the problem conditions of educational institutions under Office of Primary Education Service Area, 2) to develop Buddhist marketing strategy, and 3) to propose Buddhist marketing strategies for schools under office of Primary Education Service Area. Mixed methods research was designed and the research steps were 1) to study the problem conditions of schools. A questionnaire was used for collecting data from 394 teachers, and the data were analyzed by statistical methods, namely percentage, frequency, mean, standard deviation, Priority Needs Index (PNI_modified) and interviewed 5 key informants. 2) Develop Buddhist marketing strategies with focus group discussion of 9 experts. 3) Evaluate the strategy, the assessment form was used with a sample of 379 educational institute administrators. The data were analyzed by statistical analysis, namely percentage, frequency, mean, standard deviation. 4) To propose strategies. Results indicated that 1) the problem conditions of educational institutions under Office of Primary Education Service Area, the first priority was students and courses, the second was the process, the third was the creation and presentation of physical characteristics, the fourth was price, 2) the development of Buddhist marketing strategies for educational institutions. It consisted of vision, mission, objectives and strategy. The results of the strategy assessment revealed that the component with the highest mean at the highest level was accuracy and usefulness, and at a high level which were appropriateness and feasibility. 3) Buddhist marketing strategy for educational establishments with 4 components: Component 1 Vision, Component 2 Mission, Component 3 Objectives, and Component 4 Strategies which were 1) Marketing Strategies create perfection of learners, 2) Strategies to promote effective use of resources, 3) Strategies for developing educational promotion channels, 4) Strategies for promoting public relations to build school image, 5) Strategies for developing academic leadership recruitment, and 6) Strategies for building confidence in the quality of educational institutions.