STUDY OF OUTSIDE THE CLASSROOM LEARNING THROUGH MARKETING CONTEST, COMPETITION,
AWARDS, LIFESTYLES AND SELF-SUFFICIENCY DEVELOPMENT ACCORDING TO THAILAND 4.0:
CONCEPTUAL FRAMEWORK
Shawanluck Kunathikornkit1*
1 Faculty of Business Administration for Society, Srinakharinwirot University, Bangkok, Thailand
*Corresponding Author: [email protected]
Accepted: 1 October 2019 | Published: 15 October 2019
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Abstract: One of the main issues of Thailand 4.0 is the upgrading of human values by developing Thai people to be "the perfect man in the 21st century", coupled with " being the Thai 4.0 in the first world" which is to be a Thai person with head, hand, health and heart.
Thus, the Thai learning paradigm has been shifted, especially in the area of marketing curriculum. Regarding to the support from public and private organizations to create the various marketing contest/ competition/ awards in order to receive marketing products such as marketing plans, communication plans, marketing communication plans, business plans and others that can be used effectively as well as to support students’ outside the classroom learning through the participation in marketing contests/ competitions/ awards, that can turn the traditional learning process to be more practical and strengthen students’ self-sufficiency development to become a marketer 4.0. The study, therefore, aims to discover the effects of outside the classroom learning through marketing contest/ competition/ awards as well as lifestyles toward self-sufficiency development according to Thailand 4.0 to become a marketer 4.0 of undergraduate students in Business Administration curriculum, major in marketing. The study will be conducted by using the quantitative research method. Online questionnaires survey will be used to collect the data. Samples will be approximately 400 Thai undergraduate students in Business Administration Curriculum, major in marketing.
Data will be proceeded and analyzed by using the computerized statistical program for both descriptive and inferential statistics.
Keywords: Outside the classroom learning through marketing contest/ competition/ awards, Lifestyles, Self-Sufficiency Development, Thailand 4.0, Marketer 4.0
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1. Introduction
Being a complete human being is a necessary condition for preparing Thai people in the era of 4.0 to the first world, which will cover the changes in 4 dimensions: a) changing from having the limited knowledge, abilities and skills to have the high level of knowledge, skills and the ability to create innovation b) changing from focusing on personal benefits to be person with a social mind and responsibility, c) changing from being Thai people with the Thai-Thai style to be a Global-Thai style with the pride of being Thai and can stand with dignity in the international arena and d) changing from Thai people who are Analog Thai to be Digital Thai who are able to survive, learn, work and do business as normal and happy in
the digital world (Research Administration and Educational Quality Assurance Division, 2017).
The elevation of human values began with the push for growth for people through the creation of a society of opportunities for filling the potential. When these people are fully fulfilled, they will become the main driver of growth (People for Growth) and truly bring the country to prosperity, stability and sustainability (as shown in Figure 1)
Figure 1 Growth for People/ People for Growth
Source: Research Administration and Quality Assurance Division. 2017. Thailand 4.0 Blueprint for Driving Thailand to Prosperity, Stability and Sustainability.
The Growth for People / People for Growth concept leads to the challenges and new concept of “changing of learning process” of the whole Thai system: Purposeful Learning, Generative Learning, Mindful Learning and Result-Based Learning. The various involved agencies have been trying to expedite the implementation of the policy of Thailand 4.0, especially education agencies. However, if the educational system still uses the style of teaching as it used to be, which focuses only on the knowledge in the textbook or in the classroom, the hope to develop Thai people to be "The perfect man in the 21st century", coupled with being "Thai 4.0 in the first world", may be possible with delays.
Nevertheless, the field of marketing curriculum, Bachelor of Business Administration program should be an area that has a high possibility of creating such a concrete change in the learning process for students regarding to the support from many public and private organizations in term of the creation of various marketing contest/ competition/ awards contests. Although those organizations have also received the crucial marketing products such as marketing plans, marketing communication plans, business plans and others that can be used effectively, the most important is they are a part of supporting students for learning outside the classroom through participation in various marketing competition contests which is a form of changing the learning process.
The students participating in the contest/ competition / marketing awards must be initiated from an inspiration of wanting to learn, having the commitment, enthusiastic, curious, wants to do and wants to be. They have joined the contests / contests / marketing awards for bringing the incubation in the creativity, group brainstorming and the ability to create new innovations as well as learning to think outside the box. However, some students may not like the contest/ competition/ competition due to the need to devote most of their time and effort, together with their different lifestyles, activities, interests, and opinions. They also believe that they can develop their self-efficacy according to Thailand 4.0 policy to become a marketer 4.0 with other forms of the self-development as well.
The study of the self-sufficiency development according to Thailand 4.0 policy to become a 4.0 marketer of undergraduate students in Business Administration curriculum, major in marketing from learning outside the classroom through participation in marketing contests/
competitions/ awards whether these can actually achieve the expected results is an issue that has not yet been clearly evaluated, especially when considering with the lifestyle factors.
Growth for People People for Growth
Therefore, research to discover answers about the influence of learning outside the classroom through participation in the marketing contests/ competitions/ awards and lifestyle toward self-sufficiency development according to Thailand 4.0 policy to become a 4.0 marketer of undergraduate students in Business Administration curriculum, major in marketing is one of the crucial issues in helping to develop teaching and learning guidelines for educational institutions to be able to effectively create 4.0 marketers.
2. Literature Review
The literature review begins with the learning outside the classroom. Hammerman (1994:
p.5) mentioned that learning outside the classroom is the use of places outside the classroom as a laboratory for teaching about nature or the environment, which will provide the direct experience and create an atmosphere for teaching and learning. Learning activities outside the classroom is a very valuable activity in expanding the scope of ideas, knowledge and increasing the skills of learners. It is an activity that truly helps to blend the teaching and learning in the classroom via direct experiences, innovation and/ or new ideas development.
It is also a lively learning (Smith, 7916 and Dowling, 8991). In sum, organizing the educational activities outside the classroom is a form of learning activity that focuses on students which offer an opportunity to allow students to study knowledge independently according to their aptitudes and interests. As a result, students can create knowledge by themselves, have desirable features and a passion.
The next review is the lifestyle. Suwimol, Manjing (2009: p.144) indicated that lifestyle shows the person's identity. Each person has different lifestyle. People with similar lifestyle tend to have various behaviors in the same direction. In the past 20 years, lifestyle research is based on the concept that "people will do things in accordance with the lifestyle that s/ he is currently doing or want to be "which is different from personality research that is based on idea that "people do things according to the trait or personality that s/ he. Lifestyle is dynamic and changing back and forth, while the personality has remained the same for a long time. Panisa Meejinda (2010: p.219) explained that lifestyle is the way of life that reflects the attitudes, interests and opinions of consumers.
The study of lifestyle, thus, will explore in these three dimensions of AIO. Activities include work, hobbies, social events, vacation, entertainment, club membership, and so on. Interests involve family, home, job, community, recreation, fashion, and so on. Opinions comprise personal relations, social issues, politics, business, economics, education, and so on.
Another review is self-development which is similar and are often used interchangeably with self-improvement, self-management and self-modification. As a whole, it means the self- changing to suit people’s needs and goals or to comply with what society expects (Winai Phetchchuay. Online). Sasaklak Thongpandee (2008) stated that self-development refers to the process of promoting people to have knowledge, ability, and better work skills as well as having a good attitude in work which will result in the better performance. Self-development should promote and develop the physical, emotional, social and intellectual thoroughly, consistently and continuously. Besides, Monpilai Norasingh (2017) expressed her opinion through the article "People development for driving Thailand to Thailand 4.0" that the most important factor for the success in driving is the development of Thai people to become Thai people 4.0, which is an important part that has to be continuously devoted through the best planning and the education sector should play a major role in this development system, which needs to start giving importance and value to all levels of education and career. Further,
Monpilai Norasing (2017) also described the desirable characteristics of Thai people 4.0 which consist of a) being creativity
,
b) having continuous learning skills, c) being an integrator, and d) having analytical and decision-making skills.For the student’s self-development, Chickering (1969) viewed that students are the early adults who need the crucial development on creating a unique identity. He later proposed on his book “Education and identity” about “Seven Vectors of Development” which are 1) Developing Competence 2) Managing Emotions 3) Developing Autonomy 4) Establishing Identity 5) Freeing Interpersonal Relationships 6) Developing Purpose 7) Developing Integrity. In 1993, Chickering and Reisser reviewed and adjusted the seven vectors to be 1) Developing Competence 2) Managing Emotions 3) Moving Through Autonomy Toward Interdependence 4) Developing Mature Interpersonal Relationships 5) Establishing Identity 6) Developing Purpose and 7) Developing Integrity.
3. Problem Statement
The learning outside the classroom through participation in the marketing contests/
competitions/ awards and lifestyle have the influence toward self-sufficiency development according to Thailand 4.0 policy to become a 4.0 marketer of undergraduate students in Business Administration curriculum, major in marketing or not.
4. Method
The quantitative research is conducted by using the survey methodology. Samples are 400 undergraduate students in Business Administration curriculum, major in marketing from University located in Bangkok Metropolis.
4.1 Data Collection
Data will be collected from 400 samples by the online questionnaire, consisting of four parts:
demographic data, the data of learning outside the classroom through participation in the marketing contests/ competitions/ awards, data of lifestyle and data of self-sufficiency development. Data will be proceeded and analyzed by using the computerized statistical program for both descriptive statistics: percentage, mean, standard deviation, and inferential statistics: regression analysis.
4.1.1 Validity and Reliability
The questionnaire will be tested for the validity, by asking two experts to examine the questionnaire and reliability, by using the Cronbach Alpha test.
5. Results and Discussion
Although a study on the influence of learning outside the classroom through participation in the marketing contests/ competitions/ awards and lifestyle toward self-sufficiency development according to Thailand 4.0 policy to become a 4.0 marketer of undergraduate students in Business Administration curriculum, major in marketing is on the process of data collection, this results of the study will be particularly important in assessing the changing of learning process. There were several previous researches that had discovered the core factors affected the self-sufficiency development according to Thailand 4.0 policy. JobThai.com/
REACH collected activities students should do during studying in the university, which the experience gained from these things will increase the chances of finding a job and make their resume stand out above other candidates, and the most important is these experiences will
support students' self-introduction - students who graduate and enter the labor market could look more interesting than ever. Those activities are 1) practicing with internships 2) working part time job 3) doing club activities 4) attending seminars and training courses and 5) measuring ability and self-improvement with a contest to compete for prizes (activities outside the classroom that students should do to increase their chances of getting a job).
6. Conclusion
The results of the study, therefore, could benefit various educational institutions in obtaining guidelines for developing marketing learning and teaching to be able to produce marketers 4.0 effectively. Moreover, people who are involved in education in Thailand at all levels and disciplines will receive the guidelines for upgrading human values by developing Thai people to be "The perfect man in the 21st century" coupled with being a "Thai 4.0 in the first world"
in empirical, that is, can consider the application of learning outside the classroom to develop the potential of learners according to Thailand 4.0 policy.
Acknowledgement
The research for this paper is financially supported by Faculty of Social Sciences, Srinakharinwirot University. In developing this article, I have fully received morale support from family and friends. Although the study is still on the process to be completed, I deeply thank everyone who involved in any process of this study until it came out to be this article.
References
5 activities outside the classroom that students should do to increase their chances of getting a job. Retrieved on January 10, 2018 from https://www.jobthai.com/REACH/career- tips/5-กิจกรรมนอกห ้องเรียนที่นักศึกษาควรท าเพื่อเพิ่มโอกาสในการได ้งาน.html
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