กลยุทธ์การสื่อสารการตลาดและภาพลักษณ์ของมหาวิทยาลัยราชภัฏรำไพพรรณี ที่มีผลต่อการตัดสินใจเข้าศึกษาต่อของนักศึกษาระดับปริญญาตรี

บทคัดย่อ

The objective of this thesis is to analyze the marketing communications
strategy and brand image of Rambhai Barni Rajabhat University and to explore the
influence of marketing communications strategy and brand image of Rambhai Barni
Rajabhat University that affects students’ decision to enroll in the Bachelor’s Degree
program.

The research conducts mixed methods combining qualitative and
quantitative methods. Qualitative method is utilized for analyzing the marketing
communications strategy and brand image of Rambhai Barni Rajabhat University by
collecting data from in-depth interviews and documentary research. Quantitative
method is applied for exploring the influence of marketing communications strategy
and brand image of Rambhai Barni Rajabhat University that affects students’
decision to enroll in the Bachelor’s Degree program. The data were collected from
400 registered students in 2018 from 10 faculties. The research shows that the most
influential element on students’ decision is the Internet followed by marketing
activity and educational sponsorship respectively. In terms of brand image of
Rambhai Barni Rajabhat University, the research shows that the most effective
components of the university brand image on students’ attachment is research
for community and academic services to community followed by the prototype
university to produce effective teachers and people through international level
and RBRU green university respectively. As a practical recommendation, it suggests
that Rambhai Barni Rajabhat University should impose a policy on marketing
communications strategy focusing on marketing communications strategy via the

Internet. In terms of brand image of Rambhai Barni Rajabhat University, a special
attention should be paid to the components, which were found to have a
significant effect, such as research for community and academic services to
community as the university determine students’ attachment and commitment
to Rambhai Barni Rajabhat University brand.