Digital Technology Management for Competitive Advantage among Private Higher Education Institutions in Thailand

Main Article Content

ไพศาล จันทรังษี


In the present day, digital technology is rapidly developed; as a result, it has an impact from the social and economic within Digital Technology toward changing around the world. Education is one of the factors that has an important role of produce graduates who can respond to the digital-technology change. However, because the proportion between an existing students and the number of increasing educational institute is imbalance, an educational competition is unavoidable.  An educational management in order to attract student recruitment competition, particularly for the private universities.  As far as educational competition is concerned, Private Higher Education Institutions in Thailand face the challenge of dealing with students, teaching facilities, staffs, teaching quality and curriculum improvement.  Moreover, an increasing work capacity of lecturers and staff, learning innovation and strategic management in order to satisfy students in terms of teaching quality and educational service must be made.  As the Thailand 4.0 strategy has been focused on an increasing of digital-technology personnel to serve the need for labor-force market, Thai educational institutions must adjust their strategic management to serve that need. Information, communication and digital technology must be adopted to create a database system for strategic management and knowledge management.  This will serve those change and will lead   competitive advantage as a result.



Download data is not yet available.

Article Details

How to Cite
จันทรังษีไ. (2018). Digital Technology Management for Competitive Advantage among Private Higher Education Institutions in Thailand. Journal of Humanities and Social Sciences, Rajapruk University, 4(supplement), 22-36. Retrieved from
Academic Articles


เชษฐพัฒน์ สิริวัฒนตระการ. (2559). การสร้างความเข้าใจและศึกษาผลกระทบเกี่ยวกับการยุติโทรทัศน์ระบบแอนะล็อกต่อผู้บริโภค จังหวัดร้อยเอ็ด. วารสารมนุษยศาสตร์และสังคมศาสตร์ สถาบันอุดมศึกษาเอกชนในประเทศไทยราชพฤกษ์, 2(2): 6 - 77. ค้นเมื่อ 20 กุมภาพันธ์ 2561, จาก view/112413/87600.

พระราชบัญญัติสถาบันอุดมศึกษาเอกชน พ.ศ. 2546 แก้ไขเพิ่มเติม (ฉบับที่ 2) พ.ศ. 2550. ค้นเมื่อ
9 กรกฎาคม 2561, จาก

พิมพ์เขียว Thailand 4.0. (2560). โมเดลขับเคลื่อนประเทศไทยสู่ความมั่งคั่ง มั่นคง และยั่งยืน. ค้นเมื่อ 9 กรกฎาคม 2561, จาก

สำนักงานคณะกรรมการอุดมศึกษา. (2561). สถาบันอุดมศึกษาในสังกัด. ค้นเมื่อ 9 กรกฎาคม 2561, จาก

อุทัย ดุลยเกษม. (2556). ยุทธศาสตร์ของสถาบันอุดมศึกษาเอกชนท่ามกลางการเปลี่ยนแปลงอย่างรวดเร็ว. วารสารเทคโนโลยีภาคใต้, 6(2) กรกฎาคม - ธันวาคม 2556: 105-109.

เอกชัย กี่สุขพันธ์. (2559). การบริหารสถาบันการศึกษายุคดิจิทัล. ค้นเมื่อ 9 กรกฎาคม 2561, จาก

Adair, J. (2010). Strategic leadership. CA: Kogan Page Publishers.

Alavi, M., & Leidner, D. (2001). Research Commentary: Technology-Mediated Learning - A Call for Greater Depth and Breadth of Research. Information Systems Research, 12(1): 1 - 10.

Aydin, A., Sarier, Y. and Uysal, S. (2013). The effect of school principals' leadership styles on teachers' organizational commitment and job satisfaction, Educational Sciences: Theory and Practice, 13(2): 806 - 811.

Brahimi, T., and Sarirete, A. (2015). Learning outside the classroom through MOOCs. Computers in Human Behavior. 51: 604 - 609.

Breznik, L. (2012). Can information technology be a source of competitive advantage? Economic and Business Review, 14(3): 251 - 269.

Clegg, S., Konrad, J., & Tan, J. (2000). Preparing academic staff to use ICTs in support of student learning. The International Journal for Academic Development, 5(2): 138 - 148.

David, F.R., & David, F.R. (2015). Strategic Management Concepts. 5th ed. Essex, UK: Pearson Education Limited. P. 42.

Dehning, B. & Stratopoulos, T. (2003). Determinants of sustainable competitive advantage due to an IT-enabled strategy. Journal of Strategic Information Systems, 12(2003): 7 - 28.

Dess, G.G., Lumpkin, G.T. and Taylor, M.L. (2005). Strategic Management, (2nd ed.), New York: McGraw-Hill Irwin.

Drake, A.P, and Sparks, W.L. (2012). Transforming private university: An exploration study. International Journal of Humanities and Social Science, 2(23): 6 - 17.

Dulyakasem, U. (2013). Strategies of private higher-education institutes in the midst of rapid change. Journal of Southern Technology, 6(2) (July-December 2556): 105 - 109. (in Thai)

Eriksmo, A., and Sundberg, J. (2016). Digital academia: How higher education is affected by digital technology. Master’s dissertation, Umea University, Umea, Sweden.

Haigh, J. (2004). Information technology in health professional education: Why IT matters. Nurse Education Today, 24(7), (October 2004): 547 - 552.

Harrison-Walker, L. J. (2009). Strategic positioning in higher education. Academy of Educational Leadership, 13(1): 103 - 111.

Hitt, M. A., Ireman, R.D. and Hoskisson, R.E. (2014). Strategic Management Concept, 7th Edition. OH, USA: Thomson Higher Education.

Imhof, B., Scheiter, K. and Gerjets, P. (2011). Learning about Locomotion Patterns from Visualizations: Effects of Presentation Format and Realism. Computers & Education, 57(3), 1961 - 1970. Retrieved December 11, 2017, from

Jamieson, P. (2003). Designing more effective on-campus teaching and learning spaces: a role for academic developers. International Journal for Academic Development, 8(1 - 2): 119 - 133.

Keesukhapund, E. (2016). Educational institution management in digital era. Retrieved July 9, 2018, from content/52232. (in Thai)

Kennedy, G., Judd, T., Churchward, A., Gray, K., & Krause, K. (2008). First year students’ experiences with technology: Are they really digital natives. Australian Journal of Educational Technology, 24(1): 108 - 122.

Kirkwood, A. (2014). Teaching and learning with technology in higher education: blended and distance education needs ‘joined-up thinking’ rather than technological determinism. Open Learning: The Journal of Open, Distance and E-Learning, 29(3), 206 - 221. Retrieved July 18, 2018, from http://dx.doi. org/10.1080/02680513.2015.1009884.

Kising’u, T.M., Namusonge, G.S. and Mwirigi, F.M. (2016). Role of organizational innovation in sustainable competitive advantage in Universities in Kenya. The International of Social Sciences and Humanities Invention, 3(6) 2016: 2762 - 2786.

Kolb, A. and Kolb, D. (2005). Learning Styles and Learning Spaces: Enhancing Experiential Learning in Higher Education. Academy Of Management Learning & Education, 4(2): 193 - 212.

Kufaine, N. O. (2014). Legitimate but Incomplete Masked in Dilemmas of Leadership Roles and Responsibilities. Education Decentralisation in Malawi. 5(23)

Mazzarol, T., Hosie, P. and Jacobs, S. (1998). Information technology as a source of competitive advantage in international education. Journal of Information Technology for Teacher Education. 7(1): 113 - 129.

Melton, B. and Burdette, T. (2011). Utility to improve the administration of instructional physical activity programs in higher education. Journal of Physical Education, Recreation & Dance, 84(4): 27 - 32.

Ong, J.W. and Ismail, H.B. (2008). Sustainable competitive advantage through information technology competence: Resource-based view on small and medium enterprises. Communications of the IBIMA. Vol. 1, 2008.

Pãcuraru, R. O. (2012). University and organizational tension for work-based learners. Journal of Workplace Learning, 19(3): 161 - 172.

Pearce II, J.A. and Robinson, R.B. Jr. (2009). Strategic management: formulation, implementation, and control, 11th ed. Boston.

Powell, T.C. and Dent-Micallef, A. (1997). Information technology as competitive advantage: The role of human, business, and technology resources. Strategic Management Journal. 18(5) (May, 1997): 375 - 405. Published on http://www. Mar 31 08: 14:00 2005.

Private Institution of Higher Education Act. B.E. 2546, amended (No.2) B.E. 2550. Retrieved July 9, 2018, from document/DOC_1367992735.pdf. (in Thai)

Sarvi, J., & Pillay, H. (2015). Integrated information and communication technology strategies for competitive higher education in Asian and Pacific. Asian Development Bank. Retrieved December 10, 2018, from;

Siriwatthanatrakarn, C. (2016). Behavior of Exposure Digital Television Transition of Roi Et Audiences. Journal of Humanities and Social Sciences, Rajapruk University. 2(2), 66 - 77. Retrieved February 20, 2018, from (in Thai)

Sriwidadi, T., Arief, M., Prabowo, H. and Muqarrabin, A. L. (2016). Sustainable competitive advantage in private higher educations in Indonesia. International Journal of Economics and Management, 10(S1): 33 - 47.

Stukalina, Y. (2014) Strategic Management of Higher Education Institutions. Management of Organizations: Systematic Research, No.70, 80-90. Retrieved April 25, 2017 from

Thailand Blueprint 4.0 (2560). Model of mobilizing Thailand to wealthy, stability, and sustainability. Retrieved July 9, 2018, from v2/img/Thailand-4.0.pdf. (in Thai)

The Higher Education Commission. (2018). Institutes of Higher Education. Retrieved July 9, 2018 from (in Thai)

Ward, and Peppard. (2002). Strategic Planning for Information Systems. 3rd ed. Publisher: John Wiley and Sons.

Watson, D. (2000). Managing strategy. Buckingham: Open University Press.

Zandvliet, D. and Fraser, B. (2004). Learning environments in information and communications technology classrooms. Technology, Pedagogy and Education, 13(1): 97 - 123.