THE MARKETING STRATEGY DEVELOPING MODEL FOR PRIVATE VOCATIONAL EDUCATION INSTITUTIONS IN THAILAND Methas Wanaeloh.

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 Kuru-samphan

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.2550-

2554, 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

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

Higher education institutions market according to Kotler and Fox.1995

Marketing mapMarket segmentationMarket position Marketing mixProduct Life cycle

Vocational institutions in Thailand

1. Vocational institutions in school system

2. Vocational institutions in extra-school system

3. Vocational institutions in the level of kjPoeVorChor. and PorVorSor.

Private vocational institutions in region

North

North-East

Central

South

Channel to recruit students of private vocational institutions

Academic program lcurriculumTuition fee/feeScholarship/loanPublic relationAdvertising

Vocational concept

1. Higher education in 21th century : vision and performance (UNECO,1995)

2. Principal of educational arrangement of Kotler(1970)

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)

Private vocational institutions marketing concept

1. Marketing concept

Understanding the marketing management Analyzing the market chance Developing the market strategy Deciding the marketingManaging 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 marketingEntering market requirement of the vocational education

Vocational education marking mix

Products-Educational administration curriculumPrice-Fixing course price of educational administration curriculumPlace-Providing educational administration curriculumPromotion-Communication with market (public relation, marketing printed matter, advertising, direct marketing)

Swot of private vocational institutions market

good points

weak points

chance

threat

Private vocational institutions’ marketing strategy According to Kotler and Fox, 1995.

1. Determine vision, obligation, goal and objective of the marketing institutions

2. Institutions’ marketing strategy

Academic fund strategyProduct market opportunity strategyCompetitive strategyTarget market strategy

3. Form of the marketing unit of institutions according to Kotler,1999

Marketing planMarket researchAdvertisingPublic relationSales promotionMarketing information systemEducational guidanceOnline market

Private vocational institutions’ marketing strategy by locations

NorthNorth-EastCentralSouth

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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