|
Private Schools Brand Management Strategies according to the Concept of Reducing Government Budget in Education |
|---|---|
| รหัสดีโอไอ | |
| Creator | Piemporn Tangtragulpaisan |
| Title | Private Schools Brand Management Strategies according to the Concept of Reducing Government Budget in Education |
| Contributor | Pruet Siribanpitak, Penvara Xupravati |
| Publisher | Centre for Education Innovation, Print and Online Media |
| Publication Year | 2563 |
| Journal Title | Journal of Education Studies, Chulalongkorn University |
| Journal Vol. | 48 |
| Journal No. | 4 |
| Page no. | 236-256 |
| Keyword | strategy, brand management, government budget in education, private school |
| URL Website | https://so02.tci-thaijo.org/index.php/EDUCU |
| Website title | Journal of Education Studies, Chulalongkorn University |
| ISSN | 2651-2017 (Online) |
| Abstract | The purpose of this research was to: (1) study the desirable state and priority needs of private schools, and (2) develop private school brand management strategies according to the concept of reducing the government budget in education. The study sample included 272 private school administrators and teachers. A mixed method research design was employed, with the instruments including questionnaires and a strategic evaluation form. The data were analyzed using descriptive statistics (percentage, mean, standard deviation, PNIModified) and content analysis was performed based on focus group discussion. The results showed that the current state of private school brand management was mainly performed at a high level across each aspect, and the highest desirable state level was attained. The priority of needs was sorted using the PNI modified index and showed: 1) Brand Evaluation, 2) Brand Implementation, and 3) Brand Planning. According to the concept of reducing government budget in education, private school brand management strategies were comprised of 3 main strategies, 7 sub-strategies, and 24 procedures. |
