การพัฒนากลยุทธ์การจัดการหลักสูตรบริหารธุรกิจมหาบัณฑิต ในประเทศไทย / นิยุทธ์ กรุงวงศ์ = The development of strategies for managing master of business administration programs in Thailand / Niyut Krungvong
The purposes of this research were to study the situation of Master of Business Administration (M.B.A.) programs in Thailand, to analyze the total cost of M.B.A. students inThailand and to develop the strategies for managing M.B.A. programs in Thailand. Data collection was by means of questionnaires to sample groups of M.B.A. students, M.B.A. graduates, M.B.A. instructors, and business employers and Interviewing M.B.A. program directors in Bangkok. A purposive random method was implemented in this research. Out of 1,397 questionnaires distributed, 726 completed ones were returned and verified. Focus group discussion was conducted focusing on M.B.A. graduates and business employers for in-depth attitudinal analysis. Furthermore, there were SWOT analysis and analysis of the current strategies. All were verified by connoisseurship method and developed to be strategies for managing M.B.A. programs. The research result is that managing M.B.A. programs in public universities is associated with a competitive advantage in terms of readiness on instructors, buildings and locations, costs and budgets, number of students, and images of universities and M.B.A. programs. However, the instructors are still lack of business experiences, and mainly depend on foreign textbooks and case studies overseas. Meanwhile, managing the programs in private universities is burdened by the increasing operating unit cost due to the declining number of students, shortage of full-time instructors. These would imply more marketing strategies through advertising and public relation. The average total costs for a M.B.A. student in public and private universities are at 326,326 baht and 398,972 baht respectively. In general, strategies for managing M.B.A. programs in Thailand should be organizational stable ones. The competitive strategies should be focusing on maximizing the number of students, and minimizing the operating cost by fully / mutually utilizing buildings and facilities. The strategies should emphasize on building up the program's differential images, as well as focus on prospects who work or live nearby. Functional strategies are to employ the aggressive marketing strategies, increase other revenues such as organizing educational seminars, providing training and business consultations, invite more business experts to partcipate as instructors, develop more local case studies, and have continuous research and development on programs. Specific strategies for public universities are mainly on the development of instructors and graduates. While private universities should focus on aggressive (Pro-active) marketing strategies for both universities and programs, emphasize on services, increase and develop full-time instructors. The research results suggested that it should increase the mutual cooperation not only between universities conducting M.B.A. programs and business organizations, but also among universities in Thailand and overseas.