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This survey research aims to 1) study the marketing strategy affecting the decision on admission to schools, 2) compare the marketing strategies affecting the decision on admission to schools classified by school size and the competitive rate of schools, and 3) study the guidelines on the promotion of the marketing strategy affecting the decision on admission to schools. The research sample consisted of 150 government teachers obtained by stratified random sampling, and 5 school directors. The tools of this research were a 5–point Likert scale questionnaire with reliability coefficient of 0.971 and an interview form. Data was analyzed and processed by a statistical package program. Statistical procedures used for data analysis were the mean, standard deviation, t-test, analysis of variance with specification of statistical significance value at the .05 level, and content analysis.
The results of this research revealed that 1) the marketing strategy as a whole affecting the decision on admission to schools was rated at the high level ( = 4.090), with the aspect receiving the highest rating mean being the public relations aspect ( = 4.351) followed by the academic aspect ( = 4.227) and the network creation aspect ( = 4.201) respectively; 2) the government teachers from schools of different sizes had significantly different opinions on the marketing strategy as a whole and every specific aspect of the strategy at the .05 level of statistical significance, with teachers in extra-large sized schools having significantly higher level of opinions than those of teachers in all schools of other sizes; 3) the government teachers in schools with high competition rate and schools with normal competition rate differed significantly in their opinions on the marketing strategy as a whole and every specific aspect of the strategy at the .05 level of statistical significance, with the teachers in schools with high competition rate having significantly higher level of opinions than those of teachers in schools with normal competition rate; and 4) the guidelines to promote the marketing strategy affecting the decision on admission to schools consisted of the policy on the improvement of student quality to reach global standard and the policy on public relations to promote good image of the organization.
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