UC Course - Marketing Communication Strategy - Work1

UNIVERSITY OF CANBERRA
Division of Communication and

Education School of Professional
Communication
MARKETING
COMMUNICATION
STRATEGY M
Marketing Communication Plan for
Dhurakij Pundit University, Thailand
DPU at the crossroads:

A breakthrough, completely new approaches to educational
institution communications
Lecturer: Jonathan Wills Raveena Singh

Submitted by: Kraivich Kraisintu ID3003196
Submission date: 22nd April 2006
DPU at the crossroads: A breakthrough, completely new approaches to educational institution communications
PREFACE
It is irrefutable that Branding has played an important role in todays ever changing
market environment, anything that could be marketed is marketed, thus marketing
concepts are employed not only in consumer products and services like before, but also in
other extents.
Educational industry is not an exception. Due to the fact that marketing communication is
the heart of branding where it conveys messages and promises to the target audience,
marketing communication thus results in long-term personality of the brand and
overwhelms old-school ways of marketing communication and promotion. As a result,
many educational institutions in Thailand have employed renowned advertising agencies
and production houses to assist them build favorable brand image and establish position
in consumers minds, the competition has thus become more intense.
To retain reliability and accuracy of the information obtained, Aims, Goals, Objectives,
Message Design, Implementation, Evaluation and Service Delivery shall not be changed
regardless of the conformity of the received information to preserve its originality. An indepth analysis of the situation will be included in assessment of situation session and
personal opinions will be found in the extended recommendation session.
The length of this assessment has been strictly monitored not to inappropriately exceed
the specified limit, total word counts for the compulsory ten-steps is 2,724 words
ACKNOWLEDGEMENTS
In preparing this report, I would like to give special acknowledgement to Associate
Professor Kanokporn Pimpang for her invaluable help and support; this report would not
have been possible without her close supervision and encouragement.
I am indebted to the following persons who helped shape this report.

-Natthawut Srikatunyoo, Ph.D.
-Associate Professor Felix Stravens
-Narudee Temcharoen
And all fabulous MMC friends!
My overriding debt continues to be my instructor, Raveena Singh, who provided me with

time, support and inspiration needed to prepare this report. It is truly our report.
Kraivich Kraisintu
1 April 2005
CONTENTS
Preface
Acknowledgements
Contents
Assessment of Situation
- Background
- Environmental Changes
- Driving Forces in The Industry
- Trends and Future Driving Forces
- Key Success Factors
- Market Analysis
10
Aims
15
Goals
15
Objectives
16
Target Publics
16
Message Design
18
Budget
19
Implementation
20
Evaluation
22
Service Delivery
23
Recommendations
24
References
26
Appendix
28
LIST OF FIGURES
Figure 1:
Source of DPU Students as of 2004
Figure 2:
Number of students admitted
Figure 3:
Strategic Group Map: Reputation VS Quality of students
Figure 4:
Strategic Group Map: Reputation VS Product Coverage
Figure 5:
Strategic Group Map: Sales Promotion VS Marketing

Communication Efforts
Figure 6:
Strategic Group Map: Ease of Application VS Admission

Requirements
1. ASSESSMENT OF THE SITUATION

1.1 BACKGROUND
Dhurakij Pundit University (DPU) has been established in 1968, initially started as a
business college and was conferred university status by the Ministry of University Affairs
in 1984 which, at the time, became one of the first four private colleges in the country to
achieve such a distinction. DPU currently has over 16,000 active students, 500 academic
staff and 500 supporting staff.
1.2 ENVIRONMENTAL CHANGES

There have been enoumous changes in educational institution industry from the
year 2004 which permanently changed the way this industry looks. Most of these changes
are caused by changes in the industry itself as well as changes in external environments.
As a result, players in the industry must take extensive marketing efforts to defend and
expand its territories.
Changes, as aforementioned, result in the change in industrys driving forces, the
following are newly emerged driving forces in the industry which may not be found in
DPUs previous reports.
1.2.1 DRIVING FORCES IN THE INDUSTRY

1. The upgraded Rajaphat Colleges
Rajaphat Colleges are situated in major provinces all over Thailand. They were
previously not regarded as DPUs competitors until 2004; Rajaphat Colleges have all
become Rajaphat Universities, a status that is equivalent to that of DPU and all other
private universities. Despite the fact that they were owned by government, they are one of
the most direct, head-to-head competitors striving for the same target markets as well as
offering similar products at lower cost (as it is monetarily supported by government) and
more convenient locations. As a result, these upgraded Rajaphat colleges have
undeniably intensified the competition.
However, values and perceptions towards Rajaphat Colleges have not yet been
changed. Rajaphat Colleges initially started out as a teaching college before aggressively
penetrating the market by offering more academic programs. Unfortunately, one of the
threats being encountered by Rajaphat College is consumers perceptions towards quality
of education. Rajaphat Colleges are still perceived as a teaching college where they
started, especially in labor market, some large-sized companies will not even consider
applications from Rajaphat Colleges.
2. Extensive marketing communication efforts undertaken by private universities

Marketing communication was once neglected by educational institutions in
Thailand as most of them pursued product-concept. They offered programs that they had
enough resources with little consideration towards market demand. Unfortunately, it is no
more like the discussed scenario in todays fast paced market environment. Many of
them, especially private universities, have employed renowned advertising agencies and
production houses to assist them build favorable brand image and establish position in
consumers minds. Furthermore, they have become more customer-centric. They used to
offer what they could, as aforementioned, but now that they have started looking at
market demand and offered what the market wants.
7
1.2.3 TRENDS & FUTURE DRIVING FORCES

These following driving forces do not yet contribute significant changes to the
industry, however, they are foreseeable and worth considering as the players actions
might also be shaped by these future forces which will soon be likely to create greater
impact towards the market.
1. Niche offerings and increase in degree of Globalization

The players offerings have been targeted towards more niche markets, that is,
they have further segmented the market into smaller sub-segments and if substantial
enough, offer the product which is designed specifically for that particular segment. For
instance, DPU is now offering Master of Facilities Management, which is a joint program
between DPU and Hariot-Watt University, Scotland.
Besides, those niche offerings also draw up public attention from both domestic
and international markets. As a result, there is a large number of Thai universities that are
now attempting to reach foreign markets, especially in developing countries in which the
number of education institutions is very limited, for example, China, Vietnam,
Bangladesh. Hence, it is no longer domestic competition; it has now become global
competition.
2. Government Policies imposed towards educational loans

Educational loans were previously distributed to universities, students who
wished to receive loans would proceed to the concerned department to be considered for
the loans, in other words; distribution of loans was supply-sided.
Todays government policies regarding educational loans have completely been

changed, education loans are with consumers, they can go directly to their university of
choice, present their government-issued smartcard and the loans are instantly approved
regardless of universitys quota, in terms of loan repayment, students will need to repay
once they get a job. As a result, apart from education loans being more demand-sided, the
competition in the industry will be even more intense, small sized universities will find it
difficult to attract their desired target groups as they have just lost one of their significant
selling points (ease of getting loans), which used to be theirs.
1.3 KEY SUCCESS FACTORS (KSFs)

Key Success Factors help shape key message and the campaign as they reflect
market demand as well as the ever growing consumers expectations towards the
products, it is thus essential to identify key success factors in order to analyze the reasons
behind DPUs message and its campaign.
1. Reputation and social acceptance

Research findings reveal that up to 53.1% of the samples use reputation and social
acceptance as major considerations upon entering the university. This thus implies that
the universities with these traits are more likely to attract the target groups.
2. Students
Students reflect the quality of education, more importantly; they help
convincingly convey the intended message to the target audience. For instance, DPUs
message Nurturing Academic Excellence with Business Knowledge would never
9
succeed by the use of integrated marketing communications alone, it would finally be a

task of students to deliver such promise and if students fail to do so, all the marketing
communication efforts will be worthless.
3. Product variety and product coverage

Universities that offer wider selections of products are more likely to be able to
capture more market segments; moreover, it helps enhance the image. The universities
that offer one-stop solution, from bachelors to doctorates degree are rewarded by
trustworthiness of Thai consumers, the first element of the Key Success Factors.
4. Internal management & Alumni

Stable internal management with minimal conflicts and visionary leaders helps
marketing communication efforts go flawlessly. Extensive marketing communication
efforts are now being undertaken by private universities, it thus requires everybody in the
organization to understand and be a part of it. Apart from good internal management,
Alumni are one of the key elements that contribute a success. Alumni are generally
perceived as a role model for that particular university which could be seen by the public;
as a result, alumni imply the quality of university.
1.4 DPUs MARKET ANALYSIS

1.4.1 Consumer Traits from research findings
-Admitted Ratio, Other provinces to Bangkok equals 56:44, making no difference
comparing to that of the previous year
-4 years to 2 year continuing program ratio appears to be 69:31
10
-Total number of applications equals 7,827, 5,044 of the total applications passed
DPUs entrance examinations and are admitted.
-Total number of application forms sold in the campus equals 4,273, in 7-11
convenient stores equals 1,148 and the rest of 2,406 sets are contributed by
DPUs school visits
-Most of the target audience is exposed to TV, Internet, school visits and high
school counselors
-Main reasons for choosing their university of choice are reputation and social
acceptance, atmosphere, scholarships and facilities
-Private universities of choice are Bangkok University, University of Thai
Chamber of Commerce, Rangsit University, Assumption University and
Sripatum University
-Decisions are primarily self-made, followed by parents, cousins, friends and high
school counselors
Figure 1: Source of DPU Students as of 2004
Not Specified
8.65%
Bangkok and
South
Circumference
19.35%
43.81%
North
West
5.89%
3.63%
Central
8.70%
North
3.01%
Northeast
6.96%
11
Figure 2: Number of students admitted

No. of students admitted
8000
7000 6679
6429
5956
6000
5000
5546
5608
4962
4539
4322
3769
4000
3000
2000
1000
0
1995
1996
1997
1998
1999
2000
2001
2002
2003
1.4.2 Products
DPUs product mix has noticeably changed during the past few years, by giving
more emphasis towards the international programs as they would not only help capture
new market segments but also enhance the image of DPU.
DPUs products include academic programs, from undergraduate to doctorate
levels. For more detail regarding DPUs offerings, please kindly refer to the appendix.
1.4.3 Competitive Analysis

Strategic group maps will be used to illustrate todays fast-paced market
environment in the industry, using identified Key Success Factors (KSFs) to construct the
maps, with the following players included in the maps, DPU, Assumption University
(AU), Bangkok University(BU), University of Thai Chamber of Commerce (UTCC),
Rangsit University (RSU), Sripatum University (SRU) and Rajaphat Colleges (RJCs).
12
Figure 3: Strategic Group Map: Reputation VS Quality of students
Figure 4: Strategic Group Map: Reputation VS Product Coverage
13
Figure 5: Strategic Group Map: Sales Promotion VS Marketing Communication Efforts
Figure 6: Strategic Group Map: Ease of Application VS Admission Requirements
14
2. AIMS
Dhurakij Pundit University (DPU) fosters education through ethical practices,
with a belief that Business professionals help build a nation Hence, DPU students will
not only be competent in their selected areas of study, but also in business in order to
enhance their values. Ultimately, once graduated, they will be able to find the right job,
or create themselves a desired job.
3. GOALS
Process Goals
1. To build trust and confidence in quality of DPU graduates towards parents and
business organizations
2. To create awareness and encourage enrollment at DPU
3. To strengthen the perceptions towards DPU in terms of DPU graduates ease of
getting a job
4. To develop good relationships within the organization
Outcome Goals
1. To be ranked in Thailands top 3 private universities
2. To be more selective in screening prospective students
3. DPU graduates will be accepted by private and governmental organizations
4. To meet or exceed the expectations of parents and students towards DPU
15
4. OBJECTIVES
Informational Objectives
1. To associate DPU with its new campaign Nurturing Academic Excellence with
Business Knowledge
2. To inform the public about quality DPUs quality educational system
3. To inform DPUs staff about its policies, targets and business development plans
For common understandings of the concerned stakeholders
4. To distinguish DPU from other educational institutions and to refresh its brand
image
Motivational Objectives
1. To increase the number of applicants in the year 2004 from 7,827 to 8,000,
measured by statistics division, department of academic affairs
2. To encourage DPUs referral program, focusing upon existing students to their
younger brothers with an increase of 10% comparing to that of the year 2003
3. To increase DPU graduates percentage of getting a job by 10% comparing to that
of the year 2003, measured by statistics division, department of academic affairs
5. TARGET PUBLICS
Primary Target Groups
-High school students in Bangkok and other provinces
-Diploma and polytechnics Students
16
Even though primary target groups remain considerably constant over years, the
proportion of high school students to diploma, polytechnics students would be changed
dramatically due to the fact that DPU is now focusing more upon high school students
with Matthayom 6 (Equivalent to year 12) certificate. It should be noted that, in Thailand,
most students without financial problems and less-than-average G.P.A, tend to pursue
formal study (Matthayom 6) rather than polytechnics schools. As a result, in most cases,
the quality of Matthayom 6 students is better than that of diploma or polytechnics
students, hence, in order to improve the quality of DPU graduates and be more selective,
Matthayom 6 certificates would be a big plus upon selecting applicants.
Secondary Target Groups

-DPU students and staff
DPU always realizes the importance of communicating internally for common
understandings of the insiders. Besides, its new campaign Nurturing Academic
Excellence with Business Knowledge would essentially require everybody in the
organization to be a part of it so that DPU would be able to deliver promises that the
campaign has made.
Tertiary Groups
-Parents of DPU students
-DPU Alumni
-High school counselors and principals
-Other universities students
-Press
17
-Business Professionals and entrepreneurs

-Business and local communities
These influencers shall not be underestimated, especially in Thai community, where
students have been taught to respect adults and be modest at all times, students lack of
self-confidence to make decisions, even though they are eligible to, and are influenced by
surroundings. As a result, these influencers will play an important role upon influencing
or even shaping their decisions.
6. MESSAGE DESIGN
Behind the message
Considering Key Success Factors as discussed in session 1, along with DPUs
unique selling points that other players cannot easily imitate, which include:-
- Being a True Business College as it is where DPU started out

- Beautiful campus, state-of-the-art technology
- Wide selections from nine faculties, from Bachelors to Doctorates programs
- Quality and Business knowledge of students, the research shows that graduates
from DPU can work not only in the related fields, but also many of them, even
though graduated from the faculty of Laws or Information Technology, are able
to work and succeed in business fields, as a result, DPU started to consider this
trait of DPU students as a strength.
18
DPU thus strived to create campaign and executions that utilize its unique selling
points and finally came up with the campaign DPU | Nurturing Academic Excellence
with Business Knowledge, aiming to say that DPU graduates are of high quality and
practically competent in the world of business.
Key Message: DPU | Nurturing Academic Excellence with Business Knowledge.
7. BUDGET
Marketing Communication Budget for fiscal year 2004
Marketing Communication Department
Description
Budget
Advertising
14,000,000 THB
Public Relations
8,700,000 THB
Sales Promotion
3,500,000 THB
Direct Marketing
1,000,000 THB
Personal Selling
2,500,000 THB
Marketing Communication Human
5,000,000 THB
Resources
Information Technology Upgrades
500,000 THB
Human Resources Development
300,000 THB
Evaluation & Research
100,000 THB
Total
34,000,000 THB
19
8. IMPLEMENTATION
DPU focused extensively on contact points, which could be smaller units but are
able to effectively deliver the message to the target audience, rather than mass media. As
a result, the focus was primarily put towards PR and other supporting activities as they
are more close to the audience, however, mass media were also been used to create
awareness and draw publics attention.
Advertising:
-30-second television commercials (Channel 7, 3 and ITV) and radio spots under
the concept knowledgeable job trainee
-Newspaper (Thairath, Dailynews, Matichon, Khom Chud Luk) and Magazines
(Cosmopolitan, Cleo, MBA, Brandage, Marketeer
-Print Ads, Billboards and Internet Advertisements
Public Relations:
-Internal Radio station and television channel
-Announcement Boards
-DPU Newsletter
-Press, alumni and social relations
-Organized activities with affiliated schools
-Organized National high school counselor seminar
-U-Connect
-Parent Relations
20
-Organized part time job fair

-Provided internal job opportunities for existing students
Sales Promotion:
-Referral program, focusing upon existing students and their brothers/sisters
-opened new nine application centers all across the country
-printed materials and souvenirs distributed to the target groups
Direct Marketing
-Sent letters and application information to parents of existing students and
Alumni
-Sent DPU newsletter to parents of students who came to visit the campus
-On-line application for the convenience of the target groups
-DPU Fan club
Personal Selling
-DPU school visits
-Educational Exhibition
21
9. EVALUATION
DPU used these following evaluation methods before, during and after the campaign:-Counted and Analyzed press releases
-Concluded and analyzed every single activity in the campaign when that
particular activity was completed
-Conducted research on perceptions towards DPU, with samples drawn from both
inside and outside the university
-Distributed questionnaire to every applicant who came to the campus
-Counted the number of applicants and compared it to that of the previous years
-Ensured customers satisfaction by conducting internet polls
Because this marketing communication plan is a short-term plan, the planned duration for
this campaign was one year, from June 2004 to May 2005; the results are thus not yet
fully evaluated, however, comparing to the same period of the year 2004 (April), the
number of applicants is rising, besides, focus groups were conducted in order to find
consumers perceptions towards DPU. DPUs new TV advertisement became talk-of-thetown as it is considerably a breakthrough in this industry.
22
10. SERVICE DELIVERY

In order to successfully deliver the promise, an improvement in internal
operations and quality of students are indispensable, the following are examples of
promise-assurance actions taken by DPU
-Two new business subjects have been included in every facultys programs of
study; every DPU graduate will thus be competent in todays business world.
-Students would have two options to choose upon his/her last semester whether to
take two subjects (worth six credits) or an internship which is also worth six
credits, besides, the end result of internship would not be just pass of fail, it will
be graded to make sure that students have utilized their fullest potentials.
23
RECOMMENDATIONS
Single-minded message, single-minded activities
It is the DPU marketing communicators intentions to deliver message along with several
sub-messages attached to different activities, which is ideally good. However, audience
might get confused which message DPU really aims to send, and as a result, no message
might have been delivered. DPUs PR activities would require more conformity with its
main campaign (generally PR activities at DPU have their own distinguished objectives
and message tailored to each particular target group). In educational industry, PRs
provide better contact points to the target audience, as a result, even though the message
is clearly delivered in TV commercials or Magazine Ads, it does not guarantee the
success of the campaign. DPU would need to as well send its key message to every
activity whilst flexible enough to adjust the way message is delivered to different target
groups.
Evaluation
DPUs evaluation methods are likely to generate random errors caused by biased
samples. For instance, in order to measure the perceptions towards DPU, applicants are
asked for their perceptions during the entrance interview, unbiased answers could thus
hardly be obtained due to the facts that the interviewees might have been put in pressure
as they thought the answers would affect the admission; they might not be admitted if
they answer badly. As a result, these questions might have put interviewees in pressure
and the answers could have been distorted. Therefore, samples should be drawn from
various sources so that they will be able to represent the total population.
24
More actions required to successfully deliver the promise

DPU has made such a strong promise to the public DPU graduates are of high quality
and practically competent in the world of business. It thus requires more supporting
activities to deliver the claim. Besides, DPU should also put marketing communication
efforts towards labor market which would provide an opportunity for DPU graduates to
demonstrate their talent and business knowledge as what DPU promises.
Furthermore, in order to achieve the promise, it is crucially important to inform the

insiders what DPU is heading and what to adapt for the awaiting changes. Everyone in
the organization has to understand and see the same picture to help deliver DPUs
promise.
Contact Points for International Programs

This market is growing rapidly due to an increase in degree of globalization. International
programs will not only help contribute financial rewards but also enhance the image of
the university. Target groups for international programs are different from that of
traditional ones; therefore, it would require different contact points under the same key
message.
25
REFERENCES
Athiyaman, A 1997, European Journal of Marketing Vol.31 No.7, Linking student
satisfaction and service quality perceptions: the case of university education, MCB
University Press, Australia, pp.528-540.
Gatfeild, T, Barker, M, Graham, P 1999, Corporate Communications: An International
Journal Volume 4 Number 2, Measuring communication impact for university
advertising materials, MCB University Press, Australia, pp.73-79.
Joseph, M & Joseph, B 1997, Quality Assurance in Education Volume 5 Number 1,
Service quality in education: a student perspective, MCB University Press,
New Zealand, pp. 15-21.
Litten, K 1980, Journal of Higher Education Vol.51 No.1, Marketing Higher Education
Benefits and Risks for the American Academic System, Ohio State University Press,
United States
Pimpang, K. 2004. Information exposures behavior and pursuing higher education in
university level for students, parents and counseling teacher in secondary schools
nationwide. Bangkok : DPU
Pimpang, K. 2004. Integrated Marketing Communication Plan for the years 2004-2005.
Bangkok : DPU
Pimpang, K. 2003. Integrated Marketing Communication Plan for the years 2003-2004.
Bangkok : DPU
Pimpang, K. 2005. Comparison of application methodologies and requirements of five
private universities for the year 2005. Bangkok : DPU
26
Singh, R. 2004. Marketing Communication Strategy M Study Guide. Australia :

University of Canberra
Singh, R. 2005. Marketing Communication Strategy M Volume 1 Book of Readings.
Australia : University of Canberra
Singh, R. 2005. Marketing Communication Strategy M Volume 2 Book of Readings.
Australia : University of Canberra
27
APPENDIX
28
DPUs Vision Business professionals help build a nation," while "Work purifies the
soul." With these beliefs, Dhurakij Pundit University has dedicated itself to the mission of
producing highly trained men and women with high moral values to contribute toward
nation building.
Programs offered
International Programs
-Doctorate of Business Informatics
-Doctorate of Business Administration
-Master of Business Administration
-Master of Business Informatics
-Master of Marketing Communication (Joint program with University of Canberra,
Australia)
-Master of Facilities Management (Joint program with Heriot-Watt University, Scotland)
-Bachelor of Science Program in Information Technology
-Bachelor of Arts Program in English for Business Communication
-Bachelor of Arts Program in Hospitality and Tourism Managements
Graduate Programs
-Doctor of Laws (LL.D)
-Master of Business Administration (M.B.A.)
-Master of Science (M.Sc. Information Technology)
-Master of Arts (M.A. Communication)
-Master of Economics (M.Econ. Business Economics)
29
-Master of Arts (M.A. Education Management)

-Master of Public Administration (M.P.A.)
-Master of Laws (LL.M.)
-Master of Science (M.Sc. Engineering Management)
-Master of Science (M.Sc. Telecommunications Management)
-Master of Science (M.Sc. Building Management)
Undergraduate Programs
-The Faculty of Business Administration
-The Faculty of Accountancy
-The Faculty of Economics
-The Faculty of Arts and Sciences
-The Faculty of Communication Arts
-The Faculty of Engineering
-The Faculty of Laws
-The Faculty of Information Technology
-The Faculty of Fine Arts
30

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UNIVERSITY OF CANBERRA

Division of Communication and

DPU at the crossroads:

Lecturer: Jonathan Wills Raveena Singh

I am indebted to the following persons who helped shape this report.

My overriding debt continues to be my instructor, Raveena Singh, who provided me with

- Driving Forces in The Industry

- Trends and Future Driving Forces

- Key Success Factors

Source of DPU Students as of 2004

Number of students admitted

Strategic Group Map: Reputation VS Quality of students

Strategic Group Map: Reputation VS Product Coverage

Strategic Group Map: Sales Promotion VS Marketing

Strategic Group Map: Ease of Application VS Admission

1. ASSESSMENT OF THE SITUATION

1.2 ENVIRONMENTAL CHANGES

1.2.1 DRIVING FORCES IN THE INDUSTRY

2. Extensive marketing communication efforts undertaken by private universities

1.2.3 TRENDS & FUTURE DRIVING FORCES

1. Niche offerings and increase in degree of Globalization

2. Government Policies imposed towards educational loans

Todays government policies regarding educational loans have completely been

1.3 KEY SUCCESS FACTORS (KSFs)

1. Reputation and social acceptance

succeed by the use of integrated marketing communications alone, it would finally be a

3. Product variety and product coverage

4. Internal management & Alumni

1.4 DPUs MARKET ANALYSIS

Figure 1: Source of DPU Students as of 2004

Figure 2: Number of students admitted

1.4.3 Competitive Analysis

Figure 3: Strategic Group Map: Reputation VS Quality of students

Figure 4: Strategic Group Map: Reputation VS Product Coverage

Figure 5: Strategic Group Map: Sales Promotion VS Marketing Communication Efforts

Figure 6: Strategic Group Map: Ease of Application VS Admission Requirements

Secondary Target Groups

-Business Professionals and entrepreneurs

- Being a True Business College as it is where DPU started out

Marketing Communication Human

Human Resources Development

Evaluation & Research

-Organized part time job fair

10. SERVICE DELIVERY

More actions required to successfully deliver the promise

Furthermore, in order to achieve the promise, it is crucially important to inform the

Contact Points for International Programs

Singh, R. 2004. Marketing Communication Strategy M Study Guide. Australia :

-Master of Arts (M.A. Education Management)

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