FEASIBILITY STUDY OF THE IMPROVEMENT OF BACHELOR OF COMMUNICATION ARTS PROGRAM IN COMMUNICATION ARTS, FACULTY OF MANAGEMENT SCIENCE, SONGKHLA RAJABHAT UNIVERSITY

Abstract

This research article aims to: 1) study the feasibility and needs of the labor market, society, local community, and target groups for the Bachelor of Communication Arts Program, Communication Arts Department, Rajabhat Songkhla University; and 2) define the Program Learning Outcomes (PLOs) in accordance with the Thailand Qualifications Framework for Higher Education. This study employed a mixed-methods approach. For the quantitative research, the sample group consisted of 400 high school or equivalent students in 8 southern provinces, selected using a calculation formula. For the qualitative research, key informants included 33 individuals purposively selected from government and private sector graduate employers, entrepreneurs, qualified academics, current students, and alumni. The research instruments included questionnaires, in-depth interview protocols, and focus group discussion records. Data were collected through questionnaires, in-depth interviews, and focus group discussions. Statistical methods used for data analysis included frequency, percentage, mean, and standard deviation. Descriptive analysis was used for qualitative data. The findings regarding the feasibility and needs of the labor market indicated that they desire communication arts graduates with four key characteristics: 1) Knowledge: Academic and professional knowledge in communication arts; 2) Skills: Proficiency in producing various forms of communication arts work; 3) Ethics: Professional ethics, volunteerism, public-mindedness, service orientation, citing the source, and avoiding plagiarism; and 4) Personal Qualities: Eagerness to learn, well-roundedness, good personality and manners, politeness, respectfulness, responsibility, and punctuality. The Program Learning Outcomes were defined in accordance with the Thailand Qualifications Framework for Higher Education by incorporating the four key characteristics into 7 PLOs. These PLOs comprehensively address the needs and expectations of stakeholders in all dimensions, including language and communication skills, the use of tools and technology in practice, the application of communication arts knowledge, adaptability, and the demonstration of professional ethics.