A STUDY ON THE DEVELOPMENT OF REVENUE GENERATION THROUGH DIGITAL MARKETING ACTIVITIES IN EDUCATIONAL INSTITUTIONS: A CASE STUDY OF SUAN SUNANDHA RAJABHAT UNIVERSITY

Abstract

This research aimed to examine the state of digital marketing tool usage and revenue generation strategies at Suan Sunandha Rajabhat University. The sample consisted of 30 executives and personnel from various departments within the university. Data were collected using questionnaires and in-depth interviews. The results revealed that the majority of respondents were general support personnel 40%, while 36.67% had 3–5 years of experience in marketing or revenue generation. Overall, the analysis of opinions on digital marketing showed the highest level, with a mean score of 4.68. When considering each aspect, the highest mean score was for online marketing effectively reaching target audiences, followed by continuous digital marketing training, the university’s investment in marketing technology, personnel readiness to use digital tools, and, finally, the contribution of digital marketing to increasing the university’s revenue, with mean scores of 4.78, 4.72, 4.68, 4.62, and 4.60, respectively. In-depth interview findings indicated that digital marketing enhances competitive potential and ensures sustainable revenue for the university. Key success factors include strategic planning, personnel with digital skills, and policy-level support within the university. However, the limitation of this research is that the data were collected only from internal personnel of a single institution, making the results highly specific to the context of Suan Sunandha Rajabhat University.