GUIDELINE FOR PROACTIVE CURRICULUM PUBLIC RELATIONS IN THE DIGITAL AGE TO MULTIPLY THE NUMBER OF STUDENTS IN THE BACHELOR OF BUSINESS ADMINISTRATION PROGRAM IN INNOVATION SPORT MANAGEMENT (DISTANCE EDUCATION)

Mananchaya Buakao, Narubed Tanimpas, Archavit Choengklinchan

ABSTRACT:

The purpose of this research were to study 1) guideline for proactive curriculum public relations in the digital age and 2) factors influencing the decision to study the Bachelor of Business Administration Program in Innovation Sport Management (Distance Education) is a mixed research. This research was conducted using qualitative research and quantitative research methods. Key informants are Administrators of the College of Innovation and Management, 2 people. Digital marketing expert, 1 people from a specific selection method and students of the Bachelor of Business Administration Program in Innovation Sport Management (Distance Education), 50 people using by interview and questionnaires methods. The data were analyzed using by content analysis and the determination of frequency, percentage, mean and standard deviation. The research results revealed that 1) guidelines for public relations for the curriculum in the digital age were: 1.1) marketing public relations should be divided into 2 parts: proactive and commercial. 1.2) public relations model should focus on creating engagement in terms of creating content that meets the needs of the target audience and focusing on the use of technology in online more. 2) factors relating to channels for receiving various news and information that influence the decision to study the Bachelor of Business Administration Program in Innovation Sport Management (Distance Education), including university image factors, curriculum factors and the channel factors for receiving various information overall were at a highest level in all aspect.

KEYWORDS: Proactive Public Relations, Student Decision-Making, Digital Age

DOI: 10.62788/R1d6X8m2Nw

PUBLISHED IN: ICMIESS 2023 Conference Proceedings

DATE OF CONFERENCE: 1st - 2nd MAY 2023

CONFERENCE LOCATION: OKINAWA, JAPAN

PUBLISHER: EDUCATION STUDIO (THAILAND) CO., LTD.

ELECTRONIC ISBN: 978-616-7901-68-8

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