A Determination of the Extent to which Marketing Communication Tools
Influence Parents and Prospective Students’ Choice of Private Higher
Educational Colleges in the Lao PDR
A thesis submitted in fulfillment of the requirements for the degree of Doctor of
Philosophy
Malina Khammavong
B.A., (Lao PDR), M.P.A (Thailand)
School of Management
College of Business
RMIT University
September 2016
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Declaration
I certify that except where due acknowledgement has been made, the work is that of
the author alone; the work has not been submitted previously, in whole or in part, to
qualify for any other academic award; the content of the thesis is the result of work
which has been carried out since the official commencement date of the approved
research program; any editorial work, paid or unpaid, carried out by a third party is
acknowledged; and, ethics procedures and guidelines have been followed.
Malina Khammavong
28 September 2016
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Acknowledgements
I wish to acknowledge many people who have inspired and supported me in many
different ways throughout this journey. The completion of this thesis would not have
been possible without their support and encouragement.
First of all, I would like to express my sincere thanks and deepest gratitude to my
advisors, Professor Kosmas Smyrnios, Dr Nthati Rametse, and Associate professor
Nattavud Pimpa for their generosity, assistance, advice, guidance, wisdom, humor,
patience and constructive feedback throughout the whole period of this research. You
will continue to inspire me in all my future endeavors.
My gratitude goes to the Ministry of Education and Sports of Lao PDR for facilitating
my contact with a number of private colleges.
As well, I would like to express my gratitude to everybody who made this study
possible. To the interviewees - directors of private institutions, who were so gracious
and generous with their time, I am most grateful for your candor and valuable input. It
has been my privilege to have learnt from you. I also particularly wish to thank
teachers and parents from private colleges for their participation in interviews and
completing questionnaires.
My heartfelt thanks are also extended to Dr Xaynhonh Khammavong, Director of
Comcenter College, for supporting me financially to pursue my Ph.D. Special thanks
to my lovely Mum Soukdalone Khammavong and respectful monk YaPhor Phra Noi
who everyday make me a better person and inspired me from the beginning to the end
of my study.
Special thanks go to RMIT School of Management for its kind consideration in
granting me a one-year study extension without which this thesis would not have been
successfully completed. Thanks to all RMIT business staffs, who helped and
facilitated the process for the postgraduate research students, to encourage and keep
them positive.
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Summary
This thesis extends research on marketing communication and promotional mix
strategies. Extant literature reveals that there is a dearth of academic research and
literature on marketing communication, promotional mix, and IMC in Lao PDR HEIs.
Promotional mix is defined as a form of marketing communication consisting of
advertising, publicity, sales promotion, direct marketing, personal selling, events, and
sponsorships. Promotional mix tools have been employed as a significant component
of marketing communication strategies. In today’s complex and highly competitive
marketplace, promotional mix can play a major role in the process of increasing
student recruitment and building image and reputation of higher education institutions
(HEIs).
This thesis applied a mixed methods approach, consisting of two separate but
interrelated studies. Study 1 (Chapter 4) involves semi-structured interviews with
directors (n=5), marketing managers (n=5), and academics (n=5). This study aims to
determine the ways in which PHE providers employ promotional mix tools as a part of
their marketing communication strategies to influence students and parents’ choice of
college. Study 2 (Chapter 5) comprises two phases: Phase 1 is a survey of private
college students (n=250). Phase 2 involves semi-structured interviews with parents
(n=3) of prospective students.
Findings from Study 1 indicate that traditional media advertising, electronic media,
discount offers, provision of sponsorships and college activities, college information,
orientation and open days, brochures, school visits and internships, face-to-face, and
word-of-mouth communication are considered to be effective PM tools. The analysis
also confirms that directors, marketing managers, and academics adopt multi-roles and
functions in their institutions despite having limited experience and knowledge in
educational marketing communication, promotional mix and the integrated marketing
communication field. Lack of systematic marketing planning and strategy, and
funding are commonly found among private higher education institutions (PHEIs).
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Findings of Study 2, reveal that advertising, direct communication; special
information, scholarships, college guide books, social media, financial incentives, and
discount offers have an impact on students and parents’ choice of college.
Importantly, students and parents report that social media, including Facebook,
college websites, and YouTube played a significant role in influencing their college
choice. Findings from Studies 1 and 2 have a significant practical, research and
government policy implications. Key recommendations are provided for improving
marketing communication, promotional mix and IMC practices in PHEIs.