Title: The Enrollment Management of Yunnan Private Universities in the Post-Covid-19 Era – A Case Study of Yunnan College of Business Management (Wang Dan)
Author: Wang Dan
Advisor: Dr. Zhang Li
Degree: Master of Business Administration
Major: Education Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2566 (2023)
Published: MCU Ubonratchathani Journal of Buddhist Studies (JOBU), Vol.5 No.2 May-August 2023 (pp.179-188)| วารสารพุทธศาสตร์ มจร.อุบลราชธานี ปีที่ 5 ฉบับที่ 2 พฤษภาคม-สิงหาคม 2566 (หน้า 179-188) JOBU PDF
Abstract
In the post-COVID-19 landscape, Yunnan College of Business Management, representative of many private universities in Yunnan, is facing a critical challenge: a declining enrollment rate. This trend is not an isolated issue but a reflection of broader systemic problems within the higher education sector in the region. The pandemic has significantly altered the higher education terrain, leading to shifts in student preferences and expectations. The Resource Dependence Theory (RDT) provides a valuable lens to examine and address these issues. The objectives of this study were: 1) To examine the influence of market demand on the enrollment success rate of Yunnan private universities. 2) To investigate the influence of policy environment on the enrollment success rate of Yunnan private universities. 3) To explore the influence of technological advancement on the enrollment success rate of Yunnan private universities.
The quantitative approach utilizing linear regression analysis was employed in this study, providing clarity on the relationships between the independent variables and the enrollment success rate. Sampling and data collection were conducted using a stratified random sampling method, involving structured questionnaires distributed to various stakeholders within the university community. The distribution of 500 questionnaires yielded a collection of 450, 20 were deemed invalid due to incomplete responses or inconsistencies. Consequently, 430 valid questionnaires were available for analysis, accounting for 95.56% of the collected questionnaires.
The findings revealed significant insights: 1. There is a positive correlation between market demand and enrollment success rate, emphasizing the importance of aligning university offerings with market trends. 2. The analysis demonstrated the influence of policy environment on enrollment success rate, indicating that universities adept at navigating policy changes and leveraging governmental relationships experienced improved enrollment outcomes. 3. There is a positive relationship between technological advancement and enrollment success rate, emphasizing the need for technological innovation and adaptation within universities. Finally, based on the analysis results, this study proposes corresponding enrollment strategies to solve the problem of low enrollment rates.
In conclusion, this study underlines the complexity of enrollment management in private universities in Yunnan, showcasing the interplay of various factors affecting enrollment success. Adapting to market demands, effectively navigating the policy environment, and leveraging technological advancements are pivotal components of enhancing enrollment strategies. The study suggests that a multi-faceted approach, which encompasses market responsiveness, policy awareness, and technological integration, is crucial for achieving enrollment success in the contemporary educational landscape.
Keywords: resource dependence theory, enrollment management, market demand, policy environment.
The Enrollment Management of Yunnan Private Universities in the Post-Covid-19 Era – A Case Study of Yunnan College of Business Management (Wang Dan)
6317195812 Wang Dan 2566 (2023) The Enrollment Management of Yunnan Private Universities in the Post-Covid-19 Era – A Case Study of Yunnan College of Business Management (Wang Dan) สารนิพนธ์ (Independent Study), Advisor: Dr. Zhang Li, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, Education Management, Bangkok: Siam University
Academic Year 2023, Graduate School 2023, IMBA, IMBA 2023, Independent Study, Independent Study 2023, Master of Business Administration, Master of Business Administration (International Program) 2023, Master of Business Administration 2023, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration,Education Management