CHALLENGES AND OPPORTUNITIES IN DIGITAL BUSINESS EDUCATION AT A PRIVATE UNIVERSITY IN THAILAND

Yuanyuan Ren; Yarnaphat Shaengchart; Waraphorn Boonyachak; Supakorn Suradinkura; Rerkchai Ponsri; Tasnee Keawngam

Authors

Yuanyuan Ren Pathumthani University
Yarnaphat Shaengchart Pathumthani University
Waraphorn Boonyachak Pathumthani University
Supakorn Suradinkura Pathumthani University
Rerkchai Ponsri Pathumthani University
Tasnee Keawngam Pathumthani University

Keywords:

Digital Business Education, Digital Literacy, e-learning System, Artificial Intelligence in Teaching

Abstract

This research article aimed to investigate the challenges and opportunities of digital business education in a private university in Thailand with emphasis on digital literacy, e-learning adoption, instructional practices, and the integration of artificial intelligence (AI). A qualitative design was employed, using semi-structured interviews with 15 faculty and students alongside documentary analysis of curricula and institutional policies.

The findings revealed that content analysis identified three interrelated themes. First, uneven levels of digital literacy were evident among both faculty and students, underscoring the need for targeted training and curriculum innovation. Second, while e-learning platforms offered flexibility and enhanced engagement, infrastructural constraints such as unstable connectivity, limited device access, and inconsistent platform use restricted effectiveness. Third, instructional practices revealed divergent attitudes, ranging from innovative approaches to resistance, particularly concerning AI integration. Despite these constraints, opportunities emerged in faculty professional development, partnerships with technology providers, cloud-based infrastructures, and AI-driven personalization. The findings extended discussions on higher education digital transformation by linking global debates on Education 5.0 and Society 5.0 to Thailand’s private university context, highlighting the importance of aligning technological investment with pedagogical readiness and ethical frameworks.

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