Development of Online Marketing Strategy for Thai Educational Institutes: Case of International College, Suan Sunandha Rajabhat University

International science and technology conference "Earth science"

Simasathiansophon, N.^1

International College, Suan Sunandha Rajabhat University, 1 U-Thong Nok Rd., Dusit, Bangkok

10300, Thailand^1

关键词: Academic fields;    Customer preferences;    Educational Institutes;    External environments;    In-depth interviews;    Marketing mix;    Online marketing;    Qualitative research methods;   

Others  :  https://iopscience.iop.org/article/10.1088/1755-1315/272/3/032112/pdf
DOI  :  10.1088/1755-1315/272/3/032112

来源: IOP

【 摘 要 】

This research is aimed to explode strategy of online marketing for adjusting in International College, Suan Sunandha Rajabhat University (or SSRUIC in short), Thailand. The objectives of this study consist of; 1) to analyze online marketing environment in SSRUIC; and 2) to explode guideline to develop online marketing strategy. This research is a qualitative research method, in which the in-depth interview will be used to collect data. To analyze environment and explode guideline of online marketing strategy, the interview was conducted with 20 lecturers, supporting staffs, and current students who are currently working and studying in the college. The results illustrated that overall online marketing environment, both within and outside SSRUIC were in the good condition. Administrative environment could help the college to operate online marketing more efficient. Meanwhile external environment could facilitate the institute to effectively reach target market. The college, however, should create various online marketing tools as well as provide clearer and deeper information to all audients. To develop guideline of online marketing strategy, SWOT analysis can be applied with readjusted 4Ps marketing mix and 4S model. The college could maximize strengths by creating reliable and attractive online marketing tools. They could also offset weaknesses using opportunities in order to provide faster information with higher accuracy. Moreover, threats could be reduced by updating content to accomplish customer preferences. This research, as a result, can contribute the guideline to those who are in academic field to adjust their resources with online marketing strategy.