Integrated Marketing Communication factors that influence Generation Z students' interest in studying for a bachelor's degree in England in Bangkok

Abstract

The objectives of this research were 1) to know about integrated marketing communication that influences the interest in choosing to study a bachelor's degree in England among Generation Z students in Bangkok; 2) to prioritize integrated marketing communication that influence Bangkok Generation Z students' interest in pursuing a bachelor's degree in England, and 3) to indicate factors affecting Bangkok Generation Z students' interest in choosing to study a bachelor's degree in England due to Bangkok being an area with a large population and high competition which the education counseling institute can use the research results to market and provide guidance on studying in England to high school students. The samples of this quantitative research were 400 high school students who were selected using purposive sampling approach. The results of the study found that promotional and advertising are the two factors influencing Bangkok Generation Z students' interest in pursuing a bachelor's degree in England. The average of promotional is 4.19 and the average of personal selling is 4.18.