Transcript PRESENTATION NAME

THE MARKETING STRATEGY DEVELOPING MODEL
FOR PRIVATE VOCATIONAL EDUCATION
INSTITUTIONS IN THAILAND
Methas Wanaeloh
• Education Background
-2005, B.A. in Islamic Legislation (Sharia) Al-Azhar
University Cairo Egypt
-2007, M.Ed. In Education Administration Sripatum
University
-2008, Certificate in English for Specific Careers
(Cert ESC:Teaching) Sukothaithamathirath University
• Position
-Vice President of Rabity Business
college,Bangbuathong,Nonthaburi
-Committee, Executive Academic center for Kurusamphan Association of Thailand (Islamic Primary
Education Administration Institutional of Thailand)
Abstract
• This study examines the Marketing strategy developing
model for private vocational institutions in Thailand by
investigation vocational education marketing situation
and channel of recruitment for new students. The
study incorporated an analysis of specific factors to
receive the marketing mix synthesis including
marketing strategies and each strategy pertaining
tactics for action planning.
• The research methodology is the content analysis of
the relative documents pertaining the theory of
vocational educations, the data from questionnaire
asking private vocational educations students and the
data of interviews from education guidance teachers
working in high schools. The Marketing strategy data
for private vocational education institutions is also
investigated by experts panel.
• Keywords : Marketing strategy, developing model,
private vocational education, educational institutions.
Introduction
• At present the public and private vocational
education arrangement has produced and
developed manpower in semi skilled, skilled
and technical level. If the vocational graduates
do not head for the labor market, they make
the further education in academic degree. It
causes the missing technology graduates with
quality in the country. The loss of the
education investment has been occurred.
Background of the Study
• The private vocational educations have reached
the determined goal effectively and efficiently.
The sufficient finance and income in arranging the
education and developing institutions growth are
needed for. If public vocational educations have
been supported by the government budget, but
the private ones have to fundraise on their own.
The public vocational institutions or under
government or public organizations have been
supported as the general subsidy (Act of National
Education, Section 60), but the private ones have
made it by themselves for their institution
activities. In the general business part, income has
been from the sale and service offering and
marketing as a tool for sale and service for
received income,
Significance of the Study
• The presented information, hence, are found that
the higher education requirement in 2002 – 2011
according to The Higher Education Development
Plan Issue 10 B.E. 2550 – 2554 and the estimated
students in 10 years : academic year 2004-2013
trends to increase or implies that the higher
education market is larger. It causes the
spreading market to the vocational education
together with the increase of various institutions.
The competition is respectively increased.
• Moreover the private institutions must
fundraise to manage all higher
education matters, but the public ones
have been supported by the
government. The private vocational
institutions ‘survival and growth depend
on the students who register because it
is the main income of the institutions.
UNESCO and many marketing
academics support to apply the
marketing concept to administrate and
provide for the public and private
institutions’ finance.
Review of Related Literature / Methods
and Procedures
1. The higher education institutions marketing
concept of the vocational education
pertaining the higher education requirement
of vocational requirement in the past,
nowadays and the future trend, the private
vocational institutions environment, the
vocational institutions market and the private
vocational institutions.
1.1 The higher education requirement
of vocational education
can study and analyze Economic and
Social Development Plan Issue 9
B.E.2525-2549 and Issue 10 B.E.25502554, The Higher Education
Development Plan Issue 10 B.E. 2550
- 2554 of Ministry of University
Affairs(2550)
1.2 The private vocational institutions
environment composts of
(1) Internal environment and resource of the private vocational
institutions: obligation, objective and goal of institutions,
organization culture, educational quality component and
institutions’ resource (Kotler , Fox 1995)
(2) External environment: marketing environment, competition
environment ( requirement, normal, service rival and
institutions rival), community environment ( founder, alumni,
local community, general public, mass media, ISO, parents,
executives and institutions staff, professor, rival, material
distributor, community, business, government and law)
Macroenvironment (people, economy, ecology, technology,
politic/law/rule and social culture) (Koter and Fox ,1995 ;
Kotler and Andreasen ,1995)
1.3 The higher education market of the
vocational education according to
Kotler and Fox (1995)
They said the higher education market consisted of
(1) Marketing segmentation: institutions should divide the
markets into the sub market in accordance with the proper
marketing segmentation to enter into the sub market with
resource and ability of institutions.
(2) Market Positioning: The institutions should search for their
own suitable position relating to chosen position
(3) 4Ps (Marketing mix): Product presented by the private
vocational institutions such as curriculum, courses, Price or
fixed product price such as tuition fee, other fees collected
from students and those who are serviced by institutions,
Place or the channel to provide products to students and
those who are serviced by institutions, Promotion to seek
and increase students and those who are serviced.
Marketing promotion composes of advertising, public
relation, sales promotion and direct sales.
(4) Marketing map visualizes the geographical higher education
market
(5) Product life cycle: which level the product in the market is
and how to manage the products, for example, the obsolete
courses should be adjusted or cancelled.
1.4 The higher education marketing concept of the
vocational education composes of
(1) Understanding the marketing management, analyzing the
market chance, developing the market strategy and providing
the marketing program of Bovee, Houston and Thill(1995)
(2) The strategic marketing concept of education institutions:
understanding the market, planning the market, releasing
the marketing program, applying the marketing and
assessing the marketing activity (Kotler and Fox,1995)
2. The higher education institutions administration
concept of the vocational education composes of
(1) Vision and higher education’s performance in 21th century
of UNESCO (1998) suggested that the higher education
institutions must be flexible for administration, use more
business methodology, value the marketing regulations
and seek the new path for budgeting.
(2) The educational administration of Knowles (1970)
presented the higher education administration: general
and academic administration. Public relation, fundraising,
recruiting new students were in such matter.
(3) Duty and higher education’s quality composition (Office of
Board of Higher Education, 1998) composes of study,
research, academic service to society and art and culture
conservation. The higher education institutions must
comply with these duties according to specified or higher
standard.
(4) Act of Private Higher Education Institutions Issue B.E. 2546
and Act of National Education B.E. 2542 and amended
(Issue 2) B.E. 2545.
3. The vocational institutions in Thailand
are where teaches the vocational matters in the level of the
fundamental study (PorVorChor.) and the undergraduate(PorVorSor.
Or Associate Degree)composing of the public vocational institutions
and the private vocational school. For the private higher education
institutions of vocational education, there are many locations
around every part divided by Office of Board of Higher Education:
Northern, North Eastern, Central and Southern Part.
4. Marketing mix concept for the higher education institutions
of the vocational education according to Kotler And Fox (1995)
Marketing mix composing of
(1) Products are curriculum/educational service
(2) Price is fixing curriculum/ program/ educational service
(3) Place is providing curriculum/program/educational service and
(4) Promotion is marketing promotion and communication (public
relation, advertising, sales promotion and direct sales)
5. The private vocational institutes marketing
strategy concept
according to Kotler and Fox (1995) composing of
(1) SWOT Analysis: to examine weak and good points of
institutes, chance and obstacle or threat condition
occurred to institutes
(2) Determine the vision, obligation, goal and objective
of the institutions’ marketing as the guideline of the
marketing execution
(3) Applied marketing strategy: Academic investment
group strategy, market chance/product strategy,
competition strategy and target market strategy and
(4) Form of the marketing unit of the vocational
institutes as a unit for the marketing matter of
institutes (Samran Boonchareon 2004)
(5) Kotler and Fox ‘s the strategic marketing for the
vocational institutes.
A Proposed Conceptual Framework for Vocational institution.
Internal environment and resource of private vocational institutions
1. Obligation, objective and goal of institutions
2. Organization culture
3. Educational quality component (vision, philosophy, determination, objective : study :
student developing activity : project and research : academic administration to society :
administration : finance
External environment and resource of private vocational institutions
Higher education
institutions market
according to Kotler
and Fox.1995
Marketing
map
Market
segmentati
on
Market
position

Marketing
mix
Product
Life cycle
1. Market environment
2. Competition environment (requirement rival, general rival, service rival, institutional
rival)
3. Community environment ( founder, alumni, local community, general public, mass
media, prospective student, present students, ISO, parents, executive and staff,
professor, board of institutions administration, rival, material distributor, business
community, government and law)
Vocational education requirement
1. National Economic and Social Development Plan Issue 10 B.E. 2550-2554 (Office of
Board of National Economic and Social Development Plan 2550)
2. The Higher Education Development Plan Issue 10 B.E. 2550 – 2554 of Ministry of
University Affairs (2550)
3. Estimated students, academic year 2542-2559 (Office of Board of National Education, 2543)
4. Support of the 12 years fundamental education before the higher education and the
subsidy allocation
Channel to recruit students of
private vocational institutions
Vocational institutions in Thailand
1. Vocational institutions in school system
Private vocational
institutions in region
North
2. Vocational institutions in extra-school system
3. Vocational institutions in the level of
kjPoeVorChor. and PorVorSor.
North-East
Central
South
Academic program
lcurriculum
Tuition fee/fee
Scholarship/loan
Public relation
Advertising
Vocational concept
1. Higher education in 21th century : vision and performance
(UNECO,1995)
2. Principal of educational arrangement of Kotler(1970)
Private vocational institutions’ marketing
strategy According to Kotler and Fox, 1995.
3. Duty and quality component of higher education institutions of
vocational education (Office of Board of Vocational Education.2541) :
Higher education administration, principle of reformation (Paitoon
Lindarat.2542)
4. Act of National Education B.E. 2542 ( Office of Board and Act of
Vocational Institution B.E.2551)
Vocational education marking mix
Products-Educational administration curriculum
Price-Fixing course price of educational
administration curriculum
Place-Providing educational administration
curriculum
Promotion-Communication with market (public
relation, marketing printed matter, advertising,
direct marketing)
Private vocational institutions marketing concept
1. Marketing concept
Understanding the marketing management
 Analyzing the market chance
 Developing the market strategy
 Deciding the marketing
Managing and providing the marketing program
(Bovee, Houdion and TN,1995: Bertowtz. Keris, Hartlry and
Pudelius, 2000; Fine,1990; Hannagan,1992: Koder and
Amslnong, 1999; Koder and Andneasen,1996; Lancaser and
Massingham,1993: User and wison,1995: Majaro,1993,
Sdoman ael Stuet,2000)
2. Strategic marketing concept for educational institutions
Understanding the marketing
 Planning the marketing
Entering market requirement of the vocational education
1. Determine vision, obligation, goal and
objective of the marketing institutions
Swot of private
vocational
institutions
market
good points
2. Institutions’ marketing strategy
Academic fund strategy
Product market opportunity strategy
Competitive strategy
Target market strategy
weak points
chance
threat
3. Form of the marketing unit of
institutions according to Kotler,1999
Marketing plan
Market research
Advertising
Public relation
Sales promotion
Marketing information system
Educational guidance
Online market
Private vocational
institutions’ marketing
strategy by locations
North
North-East
Central
South
Bibliography / References
•
Private Higher Education Institutions Activity, Office. Act of Private Higher Education Institutions B.E.2522
amended B.E.2535. Bangkok : Ministry of University Affairs, 2545.
•
Board of National Education, Office. Office of Prime Minister. Act of National Education B.E. 2542. Bangkok
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Board of National Education, Office. Office of Prime Minister. Estimation of Population In Thailand B.E.
2542-2559. Bangkok : 2542.
Board of National Education, Office. Office of Prime Minister. Estimation of Students Academic Year 25422559. Bangkok : Chuanpimp Press.2543.
Board of National Education, Office. Office of Prime Minister. National Education Plan (B.E. 2545-2559):
Summary Issue. 2nd press. Bangkok : Prikwhan Graphic. 2545.
Board of National Economic and Social Development. Office. Office of Prime Minister. National Economic
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Council of ministers’ Resolution. (2007) Draft Act of Vocational Education. Bangkok
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