The Development in Integrated Marketing Communications for Tutorial School

Abstract

This research purposes. to personal factors behavior in a tutorial school. The perception of schools, parents and students of the integrated marketing communications to influence decisions. To guide the development of integrated marketing communications for schools and the needs. The instrument used in this study was a questionnaire. The sample was 400 parents and students and interview administrators, parents, students and teachers in schools. The statistics used for data analysis were frequency, percentage, mean, standard and compared between groups using Pearson Correlation. The results showed details were as follows. First, it’s the personal factor. It’s found that most of the parents were female aged between 44-50 years old.  They graduated in bachelor degree and worked as employee in private business. For student, most of them were female junior high school students aged between 13-18 years old. Their parents were running family business. All groups earned over 80,000 Baht monthly started their tutoring sessions in elementary level and their first tutoring subject was Mathematics. Second, it’s the consumer behavior of 2 groups. Most of them would like to enroll their children in tutoring sessions for more intensive context which would advance them in the academic tests. Saturday and Sunday during the term and Mathematics were mostly selected time and subject for tutoring. The tutoring fee was planned between 5,001-10,000 Baht.  Third, it’s the information exposure about the tutoring school among the parents via marketing communication tools which showed average. The tool with highest mean was advertisement and public relation demonstrated the lowest. The overall information exposure about the tutoring school among the students via marketing communication tools was average. The tools with the highest mean was personal selling and public relation showed the lowest the parent’s decision-making level it’s found that the overall level was high.  The factors with the highest and lowest means were teacher and the standard respectively. The overall decision-making level of the student was very good. The factors with the highest and lowest means were teacher and the reliability of the service. All correlation values showed positive on the relationship between the information exposure about the tutoring school via integrated marketing communication and the selection of the tutoring school. It can be concluded that they’re related. The overall relationship was average. By considering each factor, it’s found that information exposure which highly related to the selection of the tutoring school was the personal selling and knowledge with average correlation coefficient value (r =0.342) and .01 significance level.  Fourth, The development in integrated marketing communications for tutorial schools is the use of information obtained from research led. create a communication tool in the same direction. to create awareness about the news of the tutorial school.