The Administration and Management Strategies of Digital Education Tutoring Schools

Abstract

The aims of this research were to 1) examine behaviors and needs of students and parents towards tutoring schools in Mueang District, Phayao Province 2) investigate key factors affecting decision-making on tutoring schools of students and parents in Mueang District, Phayao Province 3) study the administration strategies of tutoring schools in Mueang District, Phayao Province. The data source was 100 participants including teachers, students, parents, and licensees. The research instruments were questionnaire and interview. The data was calculated for percentage, mean, standard deviation and content analysis. The analysis was reported in tabular format and narration. The results showed that: 1. Behaviors and needs of students and parents towards tutoring schools in Mueang District, Phayao Province involved 5 domains. Reputation was ranked the top at the highest level, followed by Physical, Social, Acceptance, and Success at the high level. The behaviors and needs of students and parents concerned mainly on reputation of tutoring schools because studentsand parents believed that if tutoring schools were reputable e.g. word-of-mouth reputation or students’ learning achievement, the degree of acceptance by students and parents will be high. 2. The key factors affecting decision-making on tutoring schools by students and parents were Financial and Learner showing the highest level, followed by Internal Process, Learning and Development at the high level. The key factors were clearly financial and learning that affected the decision of students and parents because when parents’ socio-economic status was good, they could support the kids to attend good and reputable tutoring schools. 3. The administration and management strategies for digital education tutoring schools in Mueang District, Phayao Province were proposed. Strategy 1 Financial: Clearly determine reasonable tuition fees, textbook and materials fees for each program. The promotion package, discounted price and installment option should be offered. Strategy 2 Learner: Consistently evaluate and test students. Class instruction should focus on student centeredness. Class should offer activities that draw participation among friends. Lesson plan design should answer learners’ learning styles. Strategy 3 Internal Process: Readiness of class materials and class schedule should be flexible. Tutoring schools should offer quick services, various payment options, and tutoring schools should offer accurate advice for further study. Strategy 4 Learning and Development: The class materials should be concise and clear for students so they can apply knowledge for better learning efficiency and use in their daily life. Tutoring schools should use modern learning media, information technology, and equipment sufficiently for student’s needs.