การใช้กลยุทธทางการตลาดในการดำเนินงานของวิทยาลัยเอกชนในกรุงเทพมหานคร / ศรีสุภา สหชัยเสรี = The application of marketing strategy to the operation of private colleges in Bangkok Metropolis / Srisupa Sahachaiseri
Private colleges have been established by groups of individuals who realize the significant roles of under-graduate education which the government could not sufficiently provide. Al though an open university, Ramkhamhaeng, has been founded, private colleges are still in great demand. Private colleges have emphasized their goals in providing education to their students. Though does not seen to maximize profit, it does have to maintain adequate returns in order to continue growing. Consequently, private colleges can be viewed as a kind of educational institute and an organization at the same time. They can exercise theory of marketing for non profit organization. The reason marketing strategy has been utilized is due to more competition among private colleges. As a result, private colleges need to develop themselves all the time. Objective, planning and administration in private colleges can be based on societal marketing concept and private colleges have applied this concept with their product i.e., education management, and with their price, i.e., tuition fee which is the most important factor, in order to adapt themselves to market segmentation. Standard education management should be one of 2-way communication. The giver is standardized by its staff readiness, administration and other factors, for example, academic atmosphere, libraries, facilities, including teaching aids. Private colleges in general have high quality teaching staff. However other factors, i.e., library facilities and teaching aids do not adequately meet students demand. This is due to high cost. Private college customers or students are sently those who have already tried the state universities entrance examination but could not past it due to limited seats and high competition. These students however are able to learn and complete their studies. The graduates from private colleges are well accepted in the job market some of them enter state graduate schools. It can be assumed that college education administration is satisfactorily successful. The rate of tuition fee in private colleges is mostly based on the market and the economy. A season able rate of tuition fee and standard education management will indirectly promote goodwill of private colleges through media, i.e., individuals like students and their parents or persons concerned. Location and transportation are the least important factor of marketing strategy in administrating private colleges. In order to get the needed market share, appropriate marketing strategy must be used. At this first, teaching and learning in private colleges can be considered successful. In the future, the existing problems need to be solved by utilizing education management which complies with marketing strategy and which has proper marketing mix. It is expected that, in the future, private colleges will become full – fledged universities. However, this must be under the control and the policy of the Office of University Affairs. Concerning the administration of private colleges in connection with marketing management, private colleges need to have good relationship with the Office of University Affairs is considered the state representative who control private colleges to properly administer in accordance with the certain Acts. Any existing problems should be discussed for mutual understanding and possible solutions. Private colleges can utilize the society marketing concept which will be beneficial to their administration competition and especially to the state higher education.
