‘Marketing’ has been defined all activities about serving human needs and satisfaction in order to increase revenue, sale volume, and market share of any organization. 13
The essential marketing mechanism has been the ‘marketing mix’ which composed of “4P’s” including product, price, place, and promotion.
The autonomous public universities have focused on ‘product’ by developing and opening more attractive curricula to every local community and society. They have focused on ‘price’ by trying to create any reasonable educational price for any curriculum at every levels of education. They have focused on ‘place’ by creating any possible alternative channel of distribution of their academic services. They have focused on ‘promotion’ by designing any new channel of advertisement and public relations.
Observance
The autonomous public universities have had to focus much more attention in marketing and also strategic management in rapid changing and competitive environments.
Moreover, they have had to enhance their competitive advantages by creating much more quality, efficiency, innovation, and responsiveness.
7.3 Financial Administration
Financial administration has been more necessary and interesting since the public universities have been autonomous or independent. The autonomous public universities need to know, consider, and think about how to utilize financial resources efficiently and effectively.
How to build up profitability, liquidity, and coordinating this financial to other functions and activities have had to be reconsidered by the autonomous public universities. 14
The administrators of autonomous public universities in Thailand have focused on ‘reducing the expenditure’ and ‘increasing the revenue’ of the university. Cost – benefit analysis, break even point analysis and other financial controlling techniques have been applied more seriously in university financial administration processes and procedures.
‘Marketing’ has been defined all activities about serving human needs and satisfaction in order to increase revenue, sale volume, and market share of any organization. 13
The essential marketing mechanism has been the ‘marketing mix’ which composed of “4P’s” including product, price, place, and promotion.
The autonomous public universities have focused on ‘product’ by developing and opening more attractive curricula to every local community and society. They have focused on ‘price’ by trying to create any reasonable educational price for any curriculum at every levels of education. They have focused on ‘place’ by creating any possible alternative channel of distribution of their academic services. They have focused on ‘promotion’ by designing any new channel of advertisement and public relations.
Observance
The autonomous public universities have had to focus much more attention in marketing and also strategic management in rapid changing and competitive environments.
Moreover, they have had to enhance their competitive advantages by creating much more quality, efficiency, innovation, and responsiveness.
7.3 Financial Administration
Financial administration has been more necessary and interesting since the public universities have been autonomous or independent. The autonomous public universities need to know, consider, and think about how to utilize financial resources efficiently and effectively.
How to build up profitability, liquidity, and coordinating this financial to other functions and activities have had to be reconsidered by the autonomous public universities. 14
The administrators of autonomous public universities in Thailand have focused on ‘reducing the expenditure’ and ‘increasing the revenue’ of the university. Cost – benefit analysis, break even point analysis and other financial controlling techniques have been applied more seriously in university financial administration processes and procedures.
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