THE DECISIONS TO STUDY AT CHIANG MAI UNIVERSITY OF OVERSEAS STUDENTS DURING THE OUTBREAK OF COVID-19

การตัดสินใจเลือกศึกษาของนักศึกษาชาวต่างชาติที่มหาวิทยาลัยเชียงใหม่ในช่วงการแพร่ระบาดของโรค COVID-19

Authors

  • Thawarot Thongkham Faculty of Economics, Chiang Mai University
  • Rossarin Osathanunkul Faculty of Economics, Chiang Mai University

Keywords:

Chiang Mai University, COVID-19, Overseas Students’ Decision, 7P’s Marketing Mix

Abstract

This research aimed at examining the effects of various marketing-mix factors on the decisions of overseas students to select to study at Chiang Mai University during the COVID-19 pandemic going-on period compared with the normality period. It used an online questionnaire as a tool to collect data and information, for analysis by descriptive and inferential statistics, from 236 samples of overseas students that registered for enrollment in classes/courses at CMU in the 2021 academic year. The investigation results indicate there is a significant statistical difference between the importance-ranking of various deciding marketing mix factors by overseas students that registered for study during the pre-COVID-19 pandemic time and that by overseas students who registered for study during the COVID-19 pandemic period. Consequently, some changes and attempts can be made to strengthen the high-ranking marketing mix elements found in this study to attract more overseas students to study at CMU. The suggested pursuits include offering diverse, cutting-edge, and demand-responsive courses/study programs; providing scholarships to overseas students; backing the professors to be amiable and approachable in the view of foreign students; devising appropriate and alternative types of admission to facilitate international student recruitment; and development to maintain the study-life balanced environment on campus under the concept of CMU Smart Campus as a New Normal.

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Published

2024-05-28

How to Cite

Thongkham, T., & Osathanunkul, R. . (2024). THE DECISIONS TO STUDY AT CHIANG MAI UNIVERSITY OF OVERSEAS STUDENTS DURING THE OUTBREAK OF COVID-19: การตัดสินใจเลือกศึกษาของนักศึกษาชาวต่างชาติที่มหาวิทยาลัยเชียงใหม่ในช่วงการแพร่ระบาดของโรค COVID-19. วารสารวิจัยทางการศึกษา คณะศึกษาศาสตร์ มหาวิทยาลัยศรีนครินทรวิโรฒ, 19(1), 156–172. Retrieved from https://ejournals.swu.ac.th/index.php/jre/article/view/15890