EXPLORE THE PERCEPTION OF CONSUMER BEHAVIOR OF ELITE UNIVERSITY-BASED EXECUTIVE EDUCATION PROGRAMS: A CASE STUDY OF THAILAND

The university-based executive education program is larger trend since it enhances professional management for executives among linkage of academic disciplines and real world. Programs today are more innovative, learner centered and customized to company needs. University-based business school on executive education of elite university is popular program for executives, business leaders around the world. It also presents firm-business school partnerships. The purpose of this study is to explore the perception of top management in Thailand to interest in studying US elite university-based executive education programs. The survey was online approximately 500 executives in Bangkok, Thailand. The findings were obtained regarding the ranking of each main factor which effects on the perception of top management in Thailand such as reputation of university, reputation of lecturer, course name and course content. Managerial implication and future research are reported.