Marketing communications strategy and brand image of Rambhai Barni Rajabhat University influencing students’ decision to enroll in the Bachelor’s degree program
Low birth rates in Thailand have caused the population to become an ageing society. Consequently universities are under increasing pressure to maintain the number of students enrolling. Currently, various university are trying to determine what elements of marketing communications strategy and brand image of university successfully influence students’ decision to enroll in the Bachelor’s Degree program. The objective of this thesis is to analyze the marketing communications strategy and brand image of Rambhai Barni Rajabhat University and to explore the influence of marketing communications strategy and brand image of Rambhai Barni Rajabhat University that affects students’ decision to enroll in the Bachelor’s Degree program. The research conducts mixed methods combining qualitative and quantitative methods. Qualitative method is utilized for analyzing the marketing communications strategy and brand image of Rambhai Barni Rajabhat University by collecting data from documentary research and in-depth interviews. Quantitative method is applied for exploring the influence of marketing communications strategy and brand image of Rambhai Barni Rajabhat University that affects students’ decision to enroll in the Bachelor’s Degree program. The data were collected from 400 first-year students registering for the 10 faculties of Rambhai Barni Rajabhat University in the 2018 academic year.
