Marketing Mix (4Cs) Affecting Decision to be an Online Degree Student: A Qualitative Case Study of an Online Master’s Degree in Thailand
Keywords:
education, marketing mix (4Cs), decision, online degree, student
Abstract
This study aims to explain the influence of the marketing mix (4Cs) on the decision to be an online master’s degree student in Thai people. A purposive sampling of Thai six online master’s degree students from three universities was selected for a qualitative study. The data were analysed employing content analysis and the NVIVO software program. The results show that the 4Cs-marketing mix (communication, cost, convenience, and customer or student centre) is related to the decision to be an online master's degree student at a university in Thailand. Online master’s degree students perceived cost as the highest essential factor, followed by convenience, communication, and customer (student) centre. Educators and program directors should consider marketing mix (4Cs) because these factors influence the decision to be an online master’s degree student in this qualitative research. The implication could help all service sectors find the appropriate marketing mix or customer relationship management (4Cs) for their customers because it influences behavioural intention or decisions among consumers.
References
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30. Juanamasta, I.G., Wati, N.M.N., Hendrawati, E., Wahyuni, W., Pramudianti, M., Wisnujati, N.S., Setiawati, A.P., Susetyorini, S., Elan, U., Rusdiyanto, R. and Astanto, D. (2019). The Role of Customer Service Through Customer Relationship Management (CRM) to Increase Customer Loyalty and Good Image. International Journal of Scientific and Technology Research, 8(10), 2004-2007.
31. Khan, M. T. (2014). The Concept of 'Marketing Mix' and Its Elements (A Conceptual Review Paper). International Journal of Information, Business and Management, 6(2), 95.
32. Kirkwood, A. (2014). Teaching and learning with technology in higher education: blended and distance education needs ‘joined-up thinking’ rather than technological determinism. Open Learning: The Journal of Open, Distance and e-Learning, 29(3), 206-221.
33. Kumar, D. (2010). Pros and Cons of Online Education. Manuscript, North Carolina State University, Raleigh, NC, USA.
34. Kuo, Y. C., &Belland, B. R. (2016). An Exploratory Study of Adult Learners’ Perceptions of Online Learning: Minority Students in Continuing Education. Educational Technology Research and Development, 64(4), 661-680.
35. Lin, T. T., Lee, C. C., & Lin, H. C. (2013). Analysis of Customer Profit Contribution for Banks with the Concept of Marketing Mix Strategy Between 4Cs and 5Ps. Service Business, 7(1), 37-59.
36. McKinney, L., Burridge, A. B., Lee, M. M., Bourdeau, G. V., & Miller-Waters, M. (2022). Incentivizing Full-Time Enrollment at Community Colleges: What Influences Students’ Decision to Take More Courses? Community College Review, 00915521211061416.
37. Mujtaba, B. (2005). What Do Online Students Need And Want From Their Masters of Business Administration Program? Journal of College Teaching & Learning, 2(6), 47-56.
38. Muthuprasad, T., Aiswarya, S., Aditya, K. S., & Jha, G. K. (2021). Students’ Perception and Preference for Online Education in India During COVID-19 Pandemic. Social Sciences & Humanities Open, 3(1), 100101.
39. Parasuraman, A. (2000). Superior Customer Service and Marketing Excellence: Two Sides of the Same Success Coin. Vikalpa, 25(3), 3-14.
40. Pennell, H., & West, A. (2005). The impact of increased fees on participation in higher education in England. Higher Education Quarterly, 59(2), 127-137.
41. Ramij, M., & Sultana, A. (2020). Preparedness of online classes in developing countries amid COVID-19 Outbreak: A Perspective from Bangladesh. Available at SSRN 3638718.
42. Ritchie, J. (2003). The Applications of Qualitative. Qualitative Research Practice: A Guide for Social Science Students and Researchers, 34, 24.
43. Salem, I. E., Elkhwesky, Z., &Ramkissoon, H. (2022). A Content Analysis for Government’s and Hotels’ Response to COVID-19 Pandemic in Egypt. Tourism and Hospitality Research, 22(1), 42-59.
44. Shaik, N. (2005). Marketing Distance Learning Programs and Courses: A Relationship Marketing Strategy. Online Journal of Distance Learning Administration, 8, No.2.
45. Shao-Chang, L. (2013). Explore the Relationships Among Service Quality, Customer Loyalty, and Word-of-Mouth for Private Higher Education in Taiwan. Asia Pacific Management Review, 18(4).
46. Stellefson, M., Eddy, J.M., Chaney, J.D., & Chaney, E.H. (2008). The Marketing of Distance Education. International Electronic Journal of Health Education, 11, 85-96.
47. Stone, C., O'Shea, S., May, J., Delahunty, J., & Partington, Z. (2016). Opportunity through online learning: Experiences of first-in-family students in online open-entry higher education Cathy Stone, Sarah O'Shea, Josephine May, Janine Delahunty and Zoe Partington. Australian Journal of Adult Learning, 56(2), 146-169.
48. Sultan, P., & Wong, H. Y. (2013). Antecedents and Consequences of Service Quality in a Higher Education Context: A Qualitative Research Approach. Quality Assurance in Education, 21(1), 70-95.
49. Tham, C. M., & Werner, J. M. (2005). Designing and Evaluating e-Learning in Higher Education: A Review and Recommendations. Journal of Leadership & Organizational Studies, 11(2), 15-25.
50. Watts, J. (2017). Beyond flexibility and convenience: Using the community of inquiry framework to assess the value of online graduate education in technical and professional communication. Journal of Business and Technical Communication, 31(4), 481-519.
51. Willging, P. A., & Johnson, S. D. (2009). Factors that Influence Students' Decision to Drop Out of Online Courses. Journal of Asynchronous Learning Networks, 13(3), 115-127.
52. Wongsansukcharoen, J. (2022). Effect of community relationship management, relationship marketing orientation, customer engagement, and brand trust on brand loyalty: The case of a commercial bank in Thailand. Journal of Retailing and Consumer Services, 64, 102826.
53. Wu, Q. (2014). Motivations and Decision-Making Processes of Mainland Chinese Students for Undertaking Master’s Programs Abroad. Journal of Studies in International Education, 18(5), 426-444.
54. Xie, X., Siau, K., & Nah, F. F. H. (2020). COVID-19 Pandemic – Online Education in the New Normal and the Next Normal. Journal of Information Technology Case and Application Research, 22(3), 175-187.
2. Adams, J., & Eveland, V. (2007). Marketing Online Degree Programs: How Do Traditional-Residential Programs Compete? Journal of Marketing for Higher Education, 17(1), 67-90.
3. Aguinis, H., Ramani, R. S., Alabduljader, N., Bailey, J. R., & Lee, J. (2019). A Pluralist Conceptualization of Scholarly Impact in Management Education: Students as Stakeholders. Academy of Management Learning & Education, 18(1), 11-42
4. Allen, I. E., & Seaman, J. (2014). Grade change: Tracking online education in the United States. Babson Survey Research Group, 1-45.
5. Azhar, A. A., &Sikumbang, A. T. (2018). Students’ Trends in Islamic Communication Postgraduate in 2010-2016 State Islamic University of North Sumatera (UINSU). BIRCI-Journal: Budapest International Research And Critics Institute Journal, 1(4).
6. Babaei, M. R., Mostakhtemi, R., &Esmaili, S. (2022). Identifying the effect of marketing mix 4C's on customers' satisfaction of life insurance (Case study: Pasargad insurance offices in Tehran). Agricultural Marketing and Commercialization Journal, 1(1), 43-53.
7. Bejerano, A. R. (2008). The genesis and evolution of online degree programs: who are they for and what have we lost along the way? Communication Education, 57(3), 408-414.
8. Blackburn, G. (2011). Which Master of Business Administration (MBA)? Factors Influencing Prospective Students' Choice of MBA Programme–An Empirical Study. Journal of Higher Education Policy and Management, 33(5), 473-483.
9. Boston, W., Díaz, S. R., Gibson, A. M., Ice, P., Richardson, J., & Swan, K. (2009). An exploration of the relationship between indicators of the community of inquiry framework and retention in online programs. Journal of Asynchronous Learning Networks, 13(3).
10. Cheng, T. (2017). Research on Marketing Strategy of Electronic Components. 4th International Conference on Education, Management, Arts, Economics and Social Science (ICEMAESS 2017), pp. 236-240. Atlantis Press.
11. Chung, E., Subramaniam, G., &Dass, L. C. (2020). Online learning readiness among university students in Malaysia amidst Covid-19. Asian Journal of University Education, 16(2), 45-58.
12. Constantinides, E. (2002). The 4S Web-Marketing Mix Model. Electronic Commerce Research and Applications, 1(1), 57-76.
13. Dehghan, A., Dugger, J., Dobrzykowski, D., &Balazs, A. (2014). The Antecedents of Student Loyalty in Online Programs. International Journal of Educational Management, 28(1), 15-35.
14. Edmiston, D. (2008). An Examination of Integrated Marketing Communication in US Public Institutions of Higher Education. International Journal of Educational Advancement, 8(3), 152-175.
15. Eom, S. B., Wen, H. J., &Ashill, N. (2006). The Determinants of Students' Perceived Learning Outcomes and Satisfaction in University Online Education: An Empirical Investigation. Decision Sciences Journal of Innovative Education, 4(2), 215-235.
16. Ertz, M., & Michelet, B. (2022). Succeeding with Responsible Marketing a Framework and Three Short Cases. Socially Responsible Consumption and Marketing in Practice, 15-34.
17. Etikan, I., Musa, S. A., &Alkassim, R. S. (2016). Comparison of Convenience Sampling and Purposive Sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1-4.
18. Fei, W., Zhang, Z., & Deng, Q. (2021). Universal Pictures’ SWOT Analysis and 4Ps & 4Cs Marketing Strategies in the Post-COVID-19 Era. 2021 International Conference on Public Relations and Social Sciences (ICPRSS 2021), pp. 494-500. Atlantis Press.
19. Gallo, M. (2012). Beyond Philanthropy: Recognising the Value of Alumni to Benefit Higher Education Institutions. Tertiary Education and Management, 18(1), 41-55.
20. Gambescia, S. F., &Paolucci, R. (2009). Academic Fidelity and Integrity as Attributes of University Online Degree Program Offerings. Online Journal of Distance Learning Administration, 12(1), 1-13.
21. Gambescia, S. F., &Paolucci, R. (2015). Are Advertisements for Online Degree Programs Sending the Right Message to Prospective Students? The Journal of Health Administration Education, 32(4), 605-612.
22. Gray, J. A., &DiLoreto, M. (2016). The Effects of Student Engagement, Student Satisfaction, and Perceived Learning in Online Learning Environments. International Journal of Educational Leadership Preparation, 11(1), n1.
23. Hays, A. (2020). A Question of Space: Surveying Student Usage of LGBTQ Resources in the LGBTQ Student Center Library and the Campus Library. New Review of Academic Librarianship, 26(1), 110-132.
24. Helgesen, Ø., &Nesset, E. (2007). Images, Satisfaction and Antecedents: Drivers of Student Loyalty? A Case Study of a Norwegian University College. Corp Reputation Rev 10, 38-59.
25. Herbert, M. (2006). Staying the Course: A Study in Online Student Satisfaction and Retention. Online Journal of Distance Learning Administration, 9(4), 300-317.
26. Idris, J. (2021). Marketing Mix 4Cs: Impact on Small and Medium Entrepreneurs (SMEs) Marketing Performance. Proceeding of the 8th International Conference on Management and Muamalah, 221-226.
27. Jianting, R., & Feng, G. (2012). Marketing Mix Analysis for Goethe Institute Based on 4P and 4C Theory. Journal of International Studies, Prince of Songkla University, 2(1), 55-64.
28. Johnson, H. P., & Mejia, M. C. (2014). Online learning and student outcomes in California's community colleges. Washington, DC: Public Policy Institute, 1-20.
29. Johnson, C. L., O’Neill, B., Worthy, S. L., Lown, J. M., & Bowen, C. F. (2016). What are student loan borrowers thinking? Insights from focus groups on college selection and student loan decision making. Journal of Financial Counseling and Planning, 27(2), 184-198.
30. Juanamasta, I.G., Wati, N.M.N., Hendrawati, E., Wahyuni, W., Pramudianti, M., Wisnujati, N.S., Setiawati, A.P., Susetyorini, S., Elan, U., Rusdiyanto, R. and Astanto, D. (2019). The Role of Customer Service Through Customer Relationship Management (CRM) to Increase Customer Loyalty and Good Image. International Journal of Scientific and Technology Research, 8(10), 2004-2007.
31. Khan, M. T. (2014). The Concept of 'Marketing Mix' and Its Elements (A Conceptual Review Paper). International Journal of Information, Business and Management, 6(2), 95.
32. Kirkwood, A. (2014). Teaching and learning with technology in higher education: blended and distance education needs ‘joined-up thinking’ rather than technological determinism. Open Learning: The Journal of Open, Distance and e-Learning, 29(3), 206-221.
33. Kumar, D. (2010). Pros and Cons of Online Education. Manuscript, North Carolina State University, Raleigh, NC, USA.
34. Kuo, Y. C., &Belland, B. R. (2016). An Exploratory Study of Adult Learners’ Perceptions of Online Learning: Minority Students in Continuing Education. Educational Technology Research and Development, 64(4), 661-680.
35. Lin, T. T., Lee, C. C., & Lin, H. C. (2013). Analysis of Customer Profit Contribution for Banks with the Concept of Marketing Mix Strategy Between 4Cs and 5Ps. Service Business, 7(1), 37-59.
36. McKinney, L., Burridge, A. B., Lee, M. M., Bourdeau, G. V., & Miller-Waters, M. (2022). Incentivizing Full-Time Enrollment at Community Colleges: What Influences Students’ Decision to Take More Courses? Community College Review, 00915521211061416.
37. Mujtaba, B. (2005). What Do Online Students Need And Want From Their Masters of Business Administration Program? Journal of College Teaching & Learning, 2(6), 47-56.
38. Muthuprasad, T., Aiswarya, S., Aditya, K. S., & Jha, G. K. (2021). Students’ Perception and Preference for Online Education in India During COVID-19 Pandemic. Social Sciences & Humanities Open, 3(1), 100101.
39. Parasuraman, A. (2000). Superior Customer Service and Marketing Excellence: Two Sides of the Same Success Coin. Vikalpa, 25(3), 3-14.
40. Pennell, H., & West, A. (2005). The impact of increased fees on participation in higher education in England. Higher Education Quarterly, 59(2), 127-137.
41. Ramij, M., & Sultana, A. (2020). Preparedness of online classes in developing countries amid COVID-19 Outbreak: A Perspective from Bangladesh. Available at SSRN 3638718.
42. Ritchie, J. (2003). The Applications of Qualitative. Qualitative Research Practice: A Guide for Social Science Students and Researchers, 34, 24.
43. Salem, I. E., Elkhwesky, Z., &Ramkissoon, H. (2022). A Content Analysis for Government’s and Hotels’ Response to COVID-19 Pandemic in Egypt. Tourism and Hospitality Research, 22(1), 42-59.
44. Shaik, N. (2005). Marketing Distance Learning Programs and Courses: A Relationship Marketing Strategy. Online Journal of Distance Learning Administration, 8, No.2.
45. Shao-Chang, L. (2013). Explore the Relationships Among Service Quality, Customer Loyalty, and Word-of-Mouth for Private Higher Education in Taiwan. Asia Pacific Management Review, 18(4).
46. Stellefson, M., Eddy, J.M., Chaney, J.D., & Chaney, E.H. (2008). The Marketing of Distance Education. International Electronic Journal of Health Education, 11, 85-96.
47. Stone, C., O'Shea, S., May, J., Delahunty, J., & Partington, Z. (2016). Opportunity through online learning: Experiences of first-in-family students in online open-entry higher education Cathy Stone, Sarah O'Shea, Josephine May, Janine Delahunty and Zoe Partington. Australian Journal of Adult Learning, 56(2), 146-169.
48. Sultan, P., & Wong, H. Y. (2013). Antecedents and Consequences of Service Quality in a Higher Education Context: A Qualitative Research Approach. Quality Assurance in Education, 21(1), 70-95.
49. Tham, C. M., & Werner, J. M. (2005). Designing and Evaluating e-Learning in Higher Education: A Review and Recommendations. Journal of Leadership & Organizational Studies, 11(2), 15-25.
50. Watts, J. (2017). Beyond flexibility and convenience: Using the community of inquiry framework to assess the value of online graduate education in technical and professional communication. Journal of Business and Technical Communication, 31(4), 481-519.
51. Willging, P. A., & Johnson, S. D. (2009). Factors that Influence Students' Decision to Drop Out of Online Courses. Journal of Asynchronous Learning Networks, 13(3), 115-127.
52. Wongsansukcharoen, J. (2022). Effect of community relationship management, relationship marketing orientation, customer engagement, and brand trust on brand loyalty: The case of a commercial bank in Thailand. Journal of Retailing and Consumer Services, 64, 102826.
53. Wu, Q. (2014). Motivations and Decision-Making Processes of Mainland Chinese Students for Undertaking Master’s Programs Abroad. Journal of Studies in International Education, 18(5), 426-444.
54. Xie, X., Siau, K., & Nah, F. F. H. (2020). COVID-19 Pandemic – Online Education in the New Normal and the Next Normal. Journal of Information Technology Case and Application Research, 22(3), 175-187.
Published
2022-04-06
How to Cite
[1]
Siripipattanakul, S., Siripipattanakul, S., Limna, P. and Auttawechasakoon, P. 2022. Marketing Mix (4Cs) Affecting Decision to be an Online Degree Student: A Qualitative Case Study of an Online Master’s Degree in Thailand. International Journal on Integrated Education. 5, 4 (Apr. 2022), 31-41. DOI:https://doi.org/10.17605/ijie.v5i4.2922.
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