Investigating perceptions of bachelor students of different majors on the attractiveness of Bangkok University's Master of Business Innovation: A case study of Baise University

Abstract

With the prevalence of international education cooperation, students now find that they have more opportunities to study abroad. However, there are various choices available. This study focuses on the international cooperation between Baise University and Bangkok University to deliver the latter's Master of Business Innovation (“MBI”) program. The research investigates what factors affect prospective students' choice of Bangkok University's Master of Business Innovation Program. The students were sampled from Baise University's international economics and trade majors, marketing majors, and English majors. By understanding the factors influencing prospective students' perception of Bangkok University's Master of Business Innovation program's attractiveness, both universities can better promote the MBI in Chinese universities. The focus of this research is to gain an in-depth understanding of Baise University's views on the Master of Business Innovation program and to analyze influencing factors. The study is divided into five chapters: The first chapter will describe the research background of China's demand for innovative talents and the background of the Master of Business Innovation program, the research issues, purpose, significance, and scope. The second chapter is to sort out the literature that affects the evaluation of the Master program or the understanding of the Master program through literature retrieval and find out the factors and related theories that may affect the evaluation of the bachelor’s degree program in business innovation. Moreover, to establish a theoretical framework. Chapter 3, through in-depth interviews, based on the comprehensive SERVQUAL and QUALE questionnaires designed by Napaporn Khantanapha (2000), aims to understand Baise College students' views on the Master of Business Innovation program and the factors that may affect the choice of MBI at Bangkok University. “A survey on bachelor students' perception of Bangkok University's master program in business innovation” was conducted via an online questionnaire. Chapter 4 is a descriptive statistical analysis of data through SPSS. In Chapter 5, the results of the data analysis summarize the practical factors that influence Baise University students’ perception of the attractiveness of the Bangkok University Master of Business Innovation program. According to the survey data, this study concludes that the factors that may affect students' perception can be divided into internal and external causes. In terms of general internal factors: 1. Personal factors (gender, self-improvement). In terms of general external factors: 1. Family factors (family income, parents' education level, parents' expectations; 2. Quality of the Master of Business Innovation Program (education recognized by the Chinese Ministry of Education, professional employment prospects, teacher quality, and practical teaching methods); 3. Quality of service in the Master of Business Innovation Program (tuition fees, scholarships, the teacher responsible). Further analysis under these significant factors reveals that professional employment prospects, degrees recognized by the Chinese Ministry of Education, parents' education level, practical teaching methods, teacher quality, scholarship mechanism, and teacher's sense of responsibility. They have a significant impact on the attractiveness of the Master of Business Innovation program. Finally, based on the results of the questionnaire and interviews, the author zooms in the problems reflected by Baise University students' views on Bangkok University's Master of Business Innovation program and put forward suggestions for Bangkok University IKI-SEA to improve.