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Pimprae Buddhichiwin, Simon James and Gareth Shaw University of Exeter Business School

Students Expectations and the Learning Experiences: The case of Thai Students Attending UK Universities. Pimprae Buddhichiwin, Simon James and Gareth Shaw University of Exeter Business School. Higher Education Annual Conference University of Manchester July, 2012. Tony Blair, 1999.

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Pimprae Buddhichiwin, Simon James and Gareth Shaw University of Exeter Business School

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  1. Students Expectations and the Learning Experiences: The case of Thai Students Attending UK Universities Pimprae Buddhichiwin, Simon James and Gareth Shaw University of Exeter Business School Higher Education Annual Conference University of Manchester July, 2012

  2. Tony Blair, 1999 “Wherever I travel I meet international leaders who have studied in Britain. Dynamic, intelligent people who chose Britain because we offer high-quality education and training. This is good news for the UK. People who are educated here have a lasting tie to our country. They promote Britain in the world, helping our trade and democracy.”

  3. International Students in UK HE Source: HESA 2012 Source: HESA, 2012; British Council, 2009, 2010 3

  4. Survey Respondents Instrument Thai students- 4 uni Interviews 1 2 Thai students-nationwide Questionnaires 3 Presidents of Thai Uni Interviews Interviews Before Uni 4 Thai students- a UK University Interviews After Uni

  5. 1. Interview Students in 4 English Uni • Interview 20 students from 4 universities • Aim : To verify and refine the factors and variables in the past research for the questionnaire • Sample Questions- “What is your impression of UK University?” - “Why do you choose your university and what factors are the important factors to consider?” 5

  6. 2. Questionnaire survey • Online questionnaire • Office of Education Affairs, London • Thai Societies in UK Universities • 339 respondents from UK nationwide

  7. Influencing factors for UK education Scale 1-3

  8. Country Characteristics Influencing Scale 1-5

  9. Education Characteristics Influencing Scale 1-5

  10. Marketing Strategy Factor Analysis has been used to analyze HE marketing strategy • 24 statements • Factor 1: Product and People (common variance 26.32%) • Factor 2: Promotion (common variance 15%) • Factor 3: Place (common variance 14.5%) • Product and People • - Has a high quality standard. • The course is very concentrated. • The academic staff have good qualification. Promotion - Educational agency - Education fair - university rankings Place - The transportation to university is convenient. - The university is in a good location. - The university is in a safe area.

  11. 3. Interview of Presidents of Thai University and Senior Education Officers Respondents’ Profiles (9) • 4 Presidents + 1 Vice President • 1 University Executive Board • 2 Directors from the Office of the Higher Education Commission, Thailand • 1 Director of a Public Enterprise

  12. Why overseas education? • • Job Progression:“I urge my staff to study in foreign countries because it develops their experiences and they will have more chances of job progression in their academic career.” (OHEC) • Technology : “Studying in our countries we would not see the development of technology of other countries so it is important for us to send our people overseas.”(University President)

  13. Why overseas education? •Language Ability:“Itis more opportunity than studying in Thailand. We also practice and improve our English”(Director, Public Enterprise) “At my university, we pay higher salaries for overseas graduates than for Thai graduates for both Masters degree and Ph.D. because language ability is valuable”(University President)

  14. Perception of UK HE “UK universities are excellent in all areas. I see the best knowledge in the world is in the UK. I believe that the UK is the final destination for academia…I think UK universities are a role model for universities in other countries, and still the top in the world….”(OHEC)

  15. Perception of UK HE “ So far it is not a reason of education quality that international students do not choose the UK, it is because of the cost of studying. Australia’s education is the same standard as in the UK but it is much cheaper in living expenses and fees…”(University Vice President) 15

  16. 4. Students Expectation and Experience • Longitudinal study (17 students in a UK uni) Before After • 6 categories: Location, Quality of Teaching and Teaching Facilities, Supporting Staff, Library/Computing and IT, Accommodation, Social Life • Students were asked to rate into a 5 point scale 16

  17. Location 4.29 4.41 Gap = 0.12

  18. Lecturer Teaching Quality

  19. Lecturer Teaching Quality 4.35 3.12 Gap = -1.23

  20. Library

  21. Library (continue) Expectation = 4.41 Experience = 2.41 Gap = -2 21

  22. Friends Expectation = 3.77 Experience = 3.24 Gap = - 0.53

  23. Biggest Gap

  24. Service Quality Ranking Most Problems Academic Services Non-Academic Services Least Problems

  25. Conclusion • Such surveys produce important information for both universities and government. • This includes evidence of a significant gap between Thai students’ expectations and experiences in UK HE • Perhaps such surveys should be conducted for students from other countries. 25

  26. If you have any suggestions please contact: Pimprae Buddhichiwin pb272@exeter.ac.uk Thank you so much! 26

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