FACTORS AFFECTING THE DECISION TO PURSUE A BACHELOR’S DEGREE IN THE BACHELOR OF TECHNOLOGY PROGRAM IN MARKETING, BANGNA COMMERCIAL COLLEGE

Abstract

This research on factors affecting the decision to pursue a Bachelor of Technology degree in Marketing at Bangna Commercial College aims to: 1) study the factors influencing the decision to pursue a Bachelor of Technology degree in Marketing at Bangna Commercial College, and 2) use the findings as a guideline for developing and improving the educational management of the institution. The sample group consisted of 242 students in the Higher Vocational Certificate program in Marketing and Retail Business Management. The data collection instrument was a questionnaire. The statistical methods used for data analysis included percentage, mean, standard deviation, and frequency distribution. The research findings revealed that the majority of respondents were female, resided in the Bangkok metropolitan area, had parents employed as general laborers, and had a family income of 30,001-40,000 baht. Regarding the marketing mix factors, they were found to be at a high level. The aspect with the highest average score was product, followed by personnel, price, physical environment, service process, distribution channels, and marketing promotion, respectively. From the research findings, it can be concluded that the curriculum has up-to-date content that meets the needs of the labor market, includes practical training or internships that enhance real-world experience, has reasonable tuition fees, and the instructors are knowledgeable, expert, and experienced in the marketing field. The instructors are also effective in conveying knowledge, and the classrooms are equipped with modern equipment and learning materials. These factors influence the decision to pursue a Bachelor of Technology degree in Marketing at Bangna Commercial College.

Keywords: Marketing Mix (7P’s), Decision to Continue Education