Faculty of Education - Theses

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End date: 2021 × Type: Doctorate × Subject: Thailand × Subject: Universities and colleges × Author: Nitimanop, Parichart ×

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    A study of the market orientation and marketing management in Rajabhat institutes in Thailand
    Nitimanop, Parichart ( 2005)
    The purpose of this study was to investigate the market orientation and marketing management of the administrators of four Rajabhat Institutes in Thailand, and also the style of leadership they employed in order to bring about effective change, arising from the establishment of a new Education Act, in their institutes. A case study method was used in order to determine how administrators of Rajabhat Institutes employ market-centred leadership to make effective change in marketing and how, in practice, administrators of Rajabhat Institutes implement their marketing concepts. A modified version of Drysdale's (2001) model of market-centred leadership was employed. This involved a consideration of two dimensions: market orientation and marketing management. The case studies revealed that, in the implementation of marketing concepts, the administrators demonstrated varying levels of responding to, and valuing, the importance of market-centred leadership which, in turn, invoked a various degrees of attitude change on the part of administrators. The extent of attitude to change on the part of institutes and administrators within each institute was graded as either high, medium or low. Variation between institutions indicated one Rajabhat Institute was high, two Rajabhat Institutes were medium and one Rajabhat Institute was low. For the administrators within these institutes: all Presidents were rated high; senior administrators varied between high (one), medium (two) and low (one). This suggests that a high level of responding and valuing of market-centred leadership is required if major educational reform is to be successfully implemented.