Marketing Approach for Higher Education Institutions: The Perspective of Students from the Field of Tourism and Hospitality
Keywords:
Marketing, Higher Education, Higher Education Institutions, Students, Field of Tourism and HospitalityAbstract
This paper aims to have an in-depth understanding and importance of ‘marketing approach of higher education institution’ from the view of students. The study used qualitative research approach by conducting in-depth interviews and focus group discussions. The interviewees were students from two institutions, Dusit Thani College and Kasetsart University. The findings indicate that, from the informants’ views, marketing approaches in higher education should be focused on four aspects:(1) Strategic Communication with Public (2) Creating Brand Visibility and Brand Recognition (3) Creating Positioning and Differentiation of Educational Products and Services (4) Emphasizing on Quality of Products and Services.
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