Survey of MUIC’s Corporate Image among Grade Twelfth School Students

Abstract

         This research aimed to study and compare the image of Mahidol University International College as perceived by grade 12 students. The sample was 410 students in grade 12 who participated in the Road Show activities. Rating-scale questionnaires were used to collect the data, and descriptive analysis, independent sampling t-test and One-way ANOVA were used to analyze the data.

         The results found that the majority of the sample were female students (72.68%). Most of the students were enrolled in Thai programs (52.44%) and interested in studying at MUIC for international business program (17.32%). In part of image of MUIC, the study results reveal a very good level of overall. When considered in each aspect was examined, quality ranked highest, followed by reputation/acceptance and atmosphere.

         When comparing the image of MUIC by gender, program studies, and interested program in MUIC, no difference was found.

         Conclusion; the image of the International College was very good. Therefore, the maintain image and develop better is important. Then, the students, parents or others will believe in MUIC and choose International College as the first institution to study. Moreover, the results of this study can guideline for planning strategies to create a good image in various fields appropriately and benefit to the organization as much as possible