Marketing Communication Strategies of Protpittayapayat School, The Secondary Educational Service Area Office Bangkok 2
Keywords:
Marketing Communication, Integrated Marketing Communication, Protpittayapayat School, Educational Marketing StrategyAbstract
The objectives of this research were: (1) to study the current situation of marketing communication at Protpittayapayat School, The Secondary Educational Service Area Office Bangkok 2, and (2) to investigate appropriate marketing communication strategies in the school context. The study employed a mixed methods research design. The sample consisted of 361 participants, including teachers, educational personnel, parents, and students, selected through stratified random sampling, as well as 9 key informants chosen by purposive sampling. The research instruments were a five-point Likert scale questionnaire and an in-depth interview. The quality of the instruments was verified with an IOC value ranging from 0.67 to 1.00, and the overall reliability coefficient was 0.89. Quantitative data were analyzed using descriptive statistics, while qualitative data were analyzed using content analysis.
The findings revealed that the overall level of marketing communication at Protpittayapayat School was high. The highest mean score was found in the area of brand identity creation, followed by stakeholder engagement with parents and the community, and the integration of digital and traditional media. The interview results highlighted that the school’s key strength is its curriculum entitled “Choose for the Future”, which responds to learners’ diversity and enhances a clear brand identity. However, limitations were found in terms of resources and personnel for digital communication.
From the synthesis of data, five appropriate marketing communication strategies for Protpittayapayat School were identified: (1) creating and communicating a clear brand identity, (2) engaging parents and the community, (3) integrating digital and traditional media, (4) developing staff capacity in communication, and (5) conducting continuous evaluation of communication. The study concluded that marketing communication is a strategic process essential for large public schools in urban areas, as it helps sustain student enrollment, build trust, and enhance the school’s image in a sustainable manner.
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บทความที่ได้รับตีพิมพ์เป็นลิขสิทธิ์ของวารสาร..... depend on policy
