Effect of marketing communications on student decision to enroll at Rajamangala University of Technology Phra Naknon : A case study of students in Bangkok

Abstract

The purpose of this research is to study the effect of marketing communications on student decision in relation to enrollment for a bachelor degree at Rajamangala University of Technology Phra Naknon and to determine other factors affecting such decision of grade 12 students and year 3 vocational certificate students in Bangkok. The research tool used in this study is a questionnaire to enable analysis through frequency, percentage, mean, standard deviation and Chi-Square Test. The findings show that subjects are influenced in their choice to study by online media (such as websites and Facebook), the public relations media of the university (in the form of newspapers, journals and posters), as well as the reputation and image of the university. The results further show, with a level of significance at 0.05, that student decision with regard to enrollment in a bachelor degree at Rajamangala University of Technology Phra Naknon depends on viral marketing or word-of-mouth marketing