A study on the progress of the not succeed in the communication about the Career Guidance on the enrolment and labour marketing in the Thailand

This paper examined to disconnect between career guidance, undergraduate study choices at universities, and Thailand's labor market requirements. The primary assumptions and practices that influence graduates of Kanchanaburi Rajabhat University's readiness to meet Thai labor market priorities are the subject of this study. In order to make this alignment easier, the research paper proposes marketing communications principles.

While Thailand continues to raise educational standards, approximately one million university graduates remain unemployed. The contribution of university graduates' human capital is approximately 7-10 percent of Thai GDP. According to the findings of the research, there is a disconnect between the demand for graduates and the supply of graduates due to a lack of interaction between education and industry. In order to bridge the gap between university graduates' unemployment and the requirements of the Thai labor market, the purpose of this research paper is to investigate career guidance for university students.

The findings of the study point to a number of pertinent issues, such as a disjointed and uncoordinated approach to career counseling for Thai students, which leads to a mismatch between the number of people enrolling in university courses and the reality of the job market. Additionally, despite the fact that representatives of the government and employers have long expressed concerns regarding graduate career uptake, there is a dearth of coordinated career counseling marketing communications.

According to the findings, students entering Thai universities are unaware of the priorities of the Thai labor market and the career opportunities associated with them. Additionally, the research demonstrates that curricula at Thai universities are typically not appropriately attuned to the requirements of the labor market. However, mitigating factors are mentioned to suggest reasons for this that Thai universities cannot address.

Based on seven key aspects that emerge from the research results, it is concluded that the Thai government may reconsider its investment in career guidance marketing communications: identity and ownership; a unified voice; customer centeredness; spelled out goals and objectives; budget and assessment; collaboration and complexity; a focus on solutions; and make a well-informed decision.