This is WINWIN group of AU, COMM. ARTS

2. Background
• 1969, initially originated as Assumption Commercial
College, later changed to Assumption School of Business.

3. • 1972, it was officially established as Assumption
Business Administration College or ABAC.
• 1990, Ministry of University Affairs granted a new status as
"Assumption University" with the message of “The First
International University of Thailand”.

4. Hypothesis
Media choices for targets to
do Information Search
Not
enough
Having low
Towards Students’ recognition
perception
Decision factors for
choosing International
University

5. Research Objectives
1) To study the Influencing Media among High School and
AU Students.
2) To explore the High School and AU Students’ Perception
towards Assumption University.
3) To discover the Decision Making Factors in choosing
International University.

6. Research Methodology
QUANTITATIVE Research
*50
*150
*150 Vocational Private
Public *350
High School
Students
*500
Students
*150
AU
Students *30
Non-Thai
*120
12 from 10
Thai faculties
* Number of Respondents
- Concentrate more on High School Students to know their perception
of Assumption University

7. Research Methodology
QUALITATIVE Research
Public Private *5
Interviewee Interviewee
*5
High School
Students
Students
AU *5
Students Non-Thai
Interviewee
Thai *5
Interviewee
* Number of Respondents
- Learn more about the insights by using in-depth interview

8. Research Findings
Hi! I’m a High
School Student
Nice to meet you!
I’m AU Student

9. Research Findings
Media Choices for Information Search
• Interactive media
with Worldwide
information
• Reliable
Testimonials
• Sincere and Credible
Influencers
* Based on qualitative research

10. University Information Channel
TV
Channels used most are
2nd 9% Newspaper
Internet and Influencers
5%
Influencer
23%
Internet
Print Ad
31%
13%
1st
Magazine
N=500
Radio Exhibition
8%
2% 9%

11. Research Findings
Students’ Perception - Assumption University
• Beautiful
Buildings
• Suitable
Atmosphere for
Learning
• Excellent in
English
• High
Reputation
* Based on qualitative research

12. Students’ Perception -
Assumption University
Perceived as a High
Reputation University with
Beautiful Buildings and
Suitable Atmosphere for 1st
Learning
N=500
3rd 2nd

13. Research Findings
Student’s Perception - Assumption University Students
• Proficient
in English
• Prosperous • Enthusiastic
• Well-
• Friendly
Rounded
• Professional
• Work
Competently
* Based on qualitative research

14. Students’ Perception - Assumption
University’s Students
International students
3%
Highly perceived in
Expert
2%
Didn't pass the Prosperous and
admission exa
13% Proficient in English
Studious No intension to join
4% Public university
24%
Fluency in English
1st
26%
Prosperous N=500
28%
2nd

15. esearch Findings
Factors in Choosing International University
• Courses’
• Reputation of University Concentration
Management Based
(Match with Students’ Interest)
* Based on qualitative research

16. The Factors in selecting
International University
Transportation
2nd 7%
Ease of Faculty
Factors concerned most
Reputation Selection are Courses
30% 16%
Concentration and
Reputation.
Variety of Courses
Courses' N=500
Offered
14%
Concentration
33%
1st

17. Media
Channel
• Beautiful Campus
Perception • Fluency in English
• Professional Skills
Decision
Factors