NEED ASSESSMENT FOR BRANDING AND MARKETING COMMUNICATION STRATEGIES OF MASTER OF EDUCATION PROGRAM IN EDUCATIONAL ADMINISTRATION, FACULTY OF EDUCATION, RAMKHAMHAENG UNIVERSITY

Abstract

        This research aimed to study the current situations, desirable conditions, and needs for branding and marketing communication strategies of the Master of Education, Program in Educational Administration, Faculty of Education, Ramkhamhaeng University. The sample group was 187 students of the Master of Education, Program in Educational Administration, Faculty of Education, Ramkhamhaeng University. The sample size was determined using Cohen's table, and then the sample was selected using simple random sampling. The research tool was the five-point rating scale questionnaire to find the current and desirable conditions, with .97 reliability. The statistics used for data analysis were percentage, mean, standard deviation, and the Priority Needs Index Modified (PNI modified).

The research showed that;

        1. The current situations, desirable conditions, and needs for branding of the Master of Education, Program in Educational Administration, Faculty of Education, Ramkhamhaeng University were as follows: Flexible and efficient management, Continually well-known and acceptable academic work of Lecturers, Mutual visions and attitudes of administrators, lecturers, personnel, and students, Regular and prompt communication of lecturers, personnel, students, and parents, Knowledgeable personnel in technology to support sufficiently, and Lecturer exchange project between the countries provided by the curriculum.

        2. The current situations, desirable conditions, and needs for marketing communication strategies of Master of Education, Program in Educational Administration, Faculty of Education, Ramkhamhaeng University was as follows: Advertising through mass media such as radio, television, print media, or websites, Award and Prize announcement, Enough places for different activities such as sports stadium, gym, or pool, Organizing activities with alumni regularly, and providing good services to students, parents, community, and stakeholders.