An action agenda for educational leaders in response to marketing orientation of higher education institutions in Thailand
An action agenda for educational leaders in response to marketing orientation of higher education institutions in Thailand
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2010
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Assumption University
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eng
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Assumption University. Graduate School of Education
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Scholar: AU Graduate School of Education Journal 2, 1 (2010), 26-29
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Abstract
The objectives of this research are: 1) to
identify the major challenges in higher education (HE); 2)
to explore the application of marketing-oriented activities
in HE; 3) to ascertain the perception and attitudes of
educational leaders towards marketing orientation (MO) in
higher education institutions (HEIs), Thailand; and 4) to
propose an action agenda regarding MO for educational
leaders of HEIs, Thailand. Qualitative research methods,
i.e. the content analysis and semi-structured interview
were employed. One hundred eighty books related to HE
were chosen for content analysis. Assumption University,
Ramkhamhaeng University, King Mongkut‘s Institute of
Technology Ladkrabang, and Chulalongkorn University
were selected as the sample universities representing
private, open, autonomous, and public universities
respectively. Four presidents or vice presidents from the
above universities were interviewed by employing semistructured
interviews. The major findings are 1) the
influences of MO and external drives have changed the
context in which HEIs exist and therefore it calls for a
strong and visionary leadership which can apply strategic
long-term planning based on a business platform. 2) The
practice of MO in HE showed a) HEIs were committed to
create a good image in order to attract perspective students;
b) HEIs focused on increasing the satisfaction of their
niche markets; c) in order to design excellent programs,
reforms in curriculum were conducted to satisfy the
practical demand-driven context; d) self-accountable
entrepreneurial and academic activities were employed to
enlist financial support. 3) The leaders of HEIs, Thailand
were aware of the importance of applying marketing
techniques and strategies in HE; nevertheless, such
techniques and strategies were only applied at a superficial
level and certain areas, rather than at a strategic and
holistic level. 4) Therefore, the action agenda proposed
calls for a strategic perspective towards the application of
MO by employing a holistic approach in HEIs, Thailand,
which covers the levels of 1) Government 2) The public 3)
The industry 4) The university and 5) Leadership. The
significance of the study is the action agenda can be
referred by all the stakeholders of HE in order to
effectively respond to MO.
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In English ; only abstract in English.
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