แบบจำลองการสื่อสารการตลาดเพื่อส่งเสริมอุดมศึกษานานาชาติของไทยในประเทศอนุภูมิภาคลุ่มน้ำโขง

Abstract

Abstract in Thai unavailable

The purposes of this research were to investigate the planning and execution of integrated marketing communications (IMC) strategy, and to develop an IMC model of Thai universities and governmental agencies in order to attract foreign students from the Greater Mekhong Sub-region (GMS). The research methodology employed in this research included documentary analysis, in-depth interview with relevant governmental agents, executives of higher education institutes and foreign students from the GMS. A questionnaire survey was also conducted to collect data from GMS students studying in Thai universities. Then, an expert meeting was organized. The results revealed that the IMC model developed in this research suggested that IMC strategist communicate with parents and opinion leaders in each country, take cultural differences into considerations, and develop message from potential studentsû desire not from the governmentûs or institutionsû. The findings also showed that GMS studentsû objectives in coming to Thailand were language proficiency development, job opportunity, knowledge to benefit their home countries, international networking and transferring to a third country for higher degrees. Thailandûs IMC strategy should emphasize on brand development and countryûs educational image in order to differentiate itself, in terms of educational hub, from neighboring countries and to establish sustainable competitiveness in education industry. Thailandûs education tended to increasingly gain trust from neighboring countries owing to stronger relationships among GMS countries and unique identity of Thailand. The model also demonstrated the continuity of the IMCûs entire process, from message sender to message development and message receiver, and the feedback loop of the process.