Marketing and recruitment strategies used by regional Australian universities in Thailand: a mixed methods study investigating their influence on Thai students’ decision to enrol

PhD by Publication


Chin, Daniel. 2023. Marketing and recruitment strategies used by regional Australian universities in Thailand: a mixed methods study investigating their influence on Thai students’ decision to enrol. PhD by Publication Doctor of Philosophy. University of Southern Queensland. https://doi.org/10.26192/z61zx
Title

Marketing and recruitment strategies used by regional Australian universities in Thailand: a mixed methods study investigating their influence on Thai students’ decision to enrol

TypePhD by Publication
AuthorsChin, Daniel
Supervisor
1. FirstProf Luke van der Laan
2. SecondJiraporn Surachartkumtonkun
Institution of OriginUniversity of Southern Queensland
Qualification NameDoctor of Philosophy
Number of Pages165
Year2023
PublisherUniversity of Southern Queensland
Place of PublicationAustralia
Digital Object Identifier (DOI)https://doi.org/10.26192/z61zx
Abstract

This thesis addresses the research problem of how regional Australian universities can develop marketing and recruitment strategies to influence Thai students’ decision to enrol. It shifts attention from large metropolitan universities, which are the focus in the existing literature, to the perspective of regional universities with regard to examining international student recruitment. Unlike previous research that emphasises high-volume source markets like India and China, this study investigates student recruitment within an emerging source market by using Thailand as a prime example. Utilising a mixed methods, exploratory approach, the study investigated regional universities’ marketing and recruitment strategies in Thailand, and then it examined how these strategies influenced enrolment decisions. The first qualitative phase involved interviews with recruitment practitioners employed by regional universities, which uncovered the strategies used by regional universities in Thailand. Predominantly, it highlighted their prioritisation of short-term recruitment outcomes, due to resource limitations and pressures from senior management. The second phase then involved the completion of a survey that was distributed to Thai students and recent alumni of regional universities, which gauged their opinion on how regional universities’ strategies influenced their decision to enrol. Notably, it was discovered that respondents viewed regional universities’ marketing and recruitment efforts in Thailand as sub-optimal. These findings were later analysed using factor analysis, which uncovered underlying factors of influence, such as education agent relationships, university reputation and country-specific marketing resources. By incorporating these overall findings, this thesis provides recommendations and a framework for regional universities seeking to optimise marketing and recruitment strategies in Thailand. The research enriches our understanding of student recruitment dynamics and the interplay between short-term goals and long-term sustainability within regional universities’ international student recruitment operations.

KeywordsMarketing ; recruitment ; international student ; Thailand; Australia
Related Output
Has partMarketing and recruitment strategies used by regional Australian universities in Thailand: a scoping review
Has partThailand, the forgotten market for international student recruitment? A qualitative study into the strategies of regional Australian universities
Contains Sensitive ContentDoes not contain sensitive content
ANZSRC Field of Research 2020350706. International business
350799. Strategy, management and organisational behaviour not elsewhere classified
350605. Marketing management (incl. strategy and customer relations)
Public Notes

File reproduced in accordance with the copyright policy of the publisher/author/creator.

Byline AffiliationsSchool of Humanities and Communication
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Thailand, the forgotten market for international student recruitment? A qualitative study into the strategies of regional Australian universities
Chin, Daniel, van der Laan, Luke and Surachartkumtonkun, Jiraporn. 2024. "Thailand, the forgotten market for international student recruitment? A qualitative study into the strategies of regional Australian universities." Journal of International Education in Business. 17 (2), pp. 265-282. https://doi.org/10.1108/JIEB-09-2023-0066