Impact of marketing channels on online course enrollment : a linear regression approach on marketing mix modeling | |
| Author | Jitarin Chuntaketta |
| Call Number | AIT RSPR no.DSAI-24-04 |
| Subject(s) | Marketing channels Education--Marketing--Thailand Regression analysis--Data processing |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Engineering in Data Science and Artificial Intelligence |
| Publisher | Asian Institute of Technology |
| Abstract | Implementing Marketing Strategies in business have been one of the most crucial factors in a successful business, yet the implementation of Marketing Strategies has been lacking in businesses and organizations in educational fields such as private institutions, universities and both public and private schools. To explore the best ways to implement Marketing Strategies in businesses and organizations in the educational field, as well as to explore the challenges, this research explores the marketing strategies and frameworks implemented in businesses such as cram schools. In addition, both qualitative and quantitative methods are employed in this research to gather data. In depth interviews were conducted to students who took Thailand’s university admission exam, as well as surveys on students who are preparing to take Thailand’s university admission exams. TOWS Analysis was implemented to identify strategic opportunities for businesses in education field.The implementation of Marketing Strategies was shown to be able to increase student enrollments, increase awareness of the institution's name, and improve business performance overall. This research will also be evaluating different Marketing factors which influence students’ enrollment to cram schools. In addition, the benefits of different Marketing Strategies will be compared and analyzed to give recommendations marketing approaches that cram schools and other educational businesses can use. |
| Year | 2024 |
| Type | Research Study Project Report (RSPR) |
| School | School of Engineering and Technology |
| Department | Department of Information and Communications Technologies (DICT) |
| Academic Program/FoS | Data Science and Artificial Intelligence (DSAI) |
| Chairperson(s) | Chutiporn Anutariya; |
| Examination Committee(s) | Mozumder, Chitrini;Huynh, Trung Luong; |
| Scholarship Donor(s) | Royal Thai Government Fellowship; |
| Degree | Research Studies Project Report (M. Eng.) - Asian Institute of Technology, 2024 |