CONCEPTUAL APPROACH TO DEVISE STRATEGIES FOR DEVELOPING PRIVATE HIGHER EDUCATION INSTITUTIONS

Abstract

This qualitative research aimed to analyze problems of Thai private higher-education institutions and to develop a concept and strategies of these institutions’ development. Data were collected through in-depth interviews and purposive sampling. The interviewees consisted of two major groups: Ten educational administrators and five economists. Numerous problems of Thai higher-education institutions have been reviewed such as shrinkage of population, an aging society, an increase of both public and private higher-education institutions, government regulations, and a lack of the subsidy from the government to Private University. This research suggests that strategic planning guidelines enhance Thai private universities are as follows: First, guidelines for an administrator should be the leader in change and adjustment of new administrative concepts. Second, (a) guidelines for developing curricula focus on the demands of the labor market and graduates who want to brush up their skills or reskill, (b) developing teaching and learning in the digital age, and (c) opening international programs to seek new international learner market. Third, guidelines for conducting commercial research by encouraging lecturers to do research with students. Fourth, guidelines for collaboration among universities in the Association of private highereducation institutions acquire a strong private university branding