Private universities resorting to promotions to attract students

Sripatum University will allow freshmen to pay tuition fees in instalments, while Rangsit University will offer a 30-per-cent discount to master's-degree students.

Such deals never existed back when state universities were much fewer and students who could not enrol in them were forced to flock to private institutions or even further their education abroad. They were also unusual in times of economic vibrancy, when tuition was more affordable to parents.

"We never used to think economic conditions influenced education, because everyone had to study, but this is a fallacy.

Moreover, our society is ageing, leading to fewer numbers of young students.

Some universities are now bound to see a drop in new enrolments," said Rangsit University public-relations director Somkeit Rungruangviriya.

The number of students finishing high school has stood at 350,000 a year for some time, but the number of universities has increased rapidly, to 150 at present. Of those, 63 are private.

Thus, even though private universities have maintained their fee levels, they are feeling the pinch. Rangsit University has kept tuition frozen since 2006, and Somkeit said that most private universities had done the same.

Without financial support from the government, private universities are finding themselves having to compete for new students in the upcoming school year via major promotions.

Assistant Prof Walai Wattanasiri, director of marketing communications at DPU, said the school understood that times were hard and would allow students to pay tuition in instalments on a case-by-case basis.

Walai said new enrolments were off 5 per cent so far from a target of 5,000 but that DPU was optimistic the target would be met when the application period ended this month.

However, even if it is not, the university will remain afloat, thanks to the popularity of its master's-degree programmes and International College, which generates sizeable revenue.

At Eastern Asia University (EAU) in Pathum Thani province, new enrolments now number 1,200, against a target of 2,000. Dr Chalermchai Manoosawet, vice president for research, said the figure might not increase, what with the economic slowdown.

"Parents must be more cautious in choosing a university for their children, considering the cost involved. Many students also prefer to attend schools near home," he said, adding that students realised even graduates from more established universities were failing to find jobs in the present economic climate.

Rangsit University's situation is no different. Supat Ekkul, vice president for marketing, said enrolments were well below the target of 7,000.

Besides tuition discounts for some master's-degree students, Rangsit University is attracting students with the government's student-loan programme, which is now available to more students applying there.

Limited student loans are one problem hurting private universities, said DPU's Walai, as are the economic downturn and state universities' special programmes. Such special programmes have a huge influence on students and their parents.

Amid fierce competition, DPU is spending Bt11 million on public relations and advertising, up 10 per cent from last year. It is also expanding its student base to include neighbouring countries, especially China, India and Vietnam. And DPU will open its Chinese College next year, offering courses in Chinese, Thai and English.

Rangsit University's Somkeit said private universities needed a variety of activities to attract new students, such as an open house for prospective students, hot-season programmes and competitions to strengthen brand image. Corporate social responsibility is included in many promotions, such as scholarships for students in social fields. Social recognition that its graduates can obtain jobs and good salaries and give something back to society in turn has increased the school's popularity.

As for hard marketing, Somkeit admits international programmes are a new magnet, particularly for students from China. Rangsit University also allows graduate students to take courses to earn a second bachelor's degree, which is what EAU is considering.

Meanwhile, EAU will also focus more on graduate programmes to offset the decline in the number of bachelor's-degree students. It is also encouraging fresh graduates to continue on to their master's degrees.

Graduate studies bring in greater revenue per student, Chalermchai said. EAU's 1,000 graduate students provide the school with the same amount of income as the 4,000 undergraduate students.

Chalermchai stressed it was necessary for universities to provide scholarships aside from student loans in order to attract talented students.

"At a time when students are suffering from the economic downturn, scholarships are simply one more strategy for winning more students," he said.