Marketing Mix Factors and Online Marketing Communication Tool that Affects on Decision Making Process for Selecting Graduate Curriculum of Southeast Bangkok College
Keywords:
Marketing mix, On-line marketing communication tool, Decision-making process, Graduate programsAbstract
The research objectives of this study were: 1) to study the importance level of students’ decisionmaking process for selecting graduate programs in Southeast Bangkok College, 2) to study the opinion level of marketing mix factors and on-line marketing communication tool affecting students’ decision-making process for selecting graduate programs in Southeast Bangkok College, and 3) to study marketing mix factors and on-line marketing communication tool affecting students’ decision-making process for selecting graduate programs in Southeast Bangkok College. The sample of study was 350 undergraduate students from Southeast Bangkok College and the on-line questionnaire set was applied for collecting the data. The analysis data was descriptive statistics in terms of frequency, percentage, mean, and standard deviation, and inferentialstatistics in terms of multiple regression analysis. The research found that 1) the respondents agreed with the importance level of decision-making process for selecting graduate programs in Southeast Bangkok College in terms of problem recognition, information searching, decision making, and evaluation of alternatives and post behavior, 2) the respondents agreed with marketing mix factors in terms of product, promotion, place and price and agreed with on-line marketing communication tool in terms of content marketing, marketing search engine through internet and marketing in social media, and 3) marketing mix factors and on-line marketing communication tools affected students’ decision-making process for selecting master's
degree program in Southeast Bangkok College at 68.0 percent with the statistical significance level of 0.05. The data analysis results can be used as regression equation: Y = .635 + .339 Product + .177 Search + .204 Promotion + .122 Social. The result of study can be used for applying through strategy of private university students’ decision-making process for selecting graduate program in terms of marketing mix factors and on-line marketing communication tool.
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