Corporate Image of Faculty of Engineering Prince of Songkla University: A Case Study of Southern Innovation and Technology Expo 2024 (SITE 2024)
Article Sidebar
Main Article Content
Abstract
This research aimed to investigate public relations guidelines for the corporate image of the Faculty of Engineering, Prince of Songkla University, and the perspective and the opinions of the corporate image from a case study of Southern Innovation and Technology Expo 2024 (SITE 2024). comprised 19,073 visitors at SITE 2024, and there were 1,334 people who responded to the questionnaire as a sample group. A research tool was an online 5-level rating scale questionnaire. The data analysis used descriptive statistics, including frequency, percentage, mean, and standard deviation (S.D.). The study found that 1) public relations guidelines to promote the corporate image of the Faculty of Engineering, Prince of Songkla University found that the level of opinion from 4 aspects of the SITE 2024 activity has positively affected the corporate image at the highest level, including 1. personnel image; 2. corporate social responsibility; 3. academic quality; and 4. communication and public relations. The public relations activity should create both an internal and external corporate image and should plan public relations strategies to promote the image toward social academic service to the community, and 2) community engagement and support from external organizations significantly affected the image of the Faculty of Engineering, as well as commercial research that can be applied to the industry and utilized effectively.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
References
Amchang, N. (2021). Perceptions of public relations information through online media and the image of burapha university from the perspective of burapha university students (Unpublished Master’s thesis). Burapha University, Chonburi, Thailand.
Bernays, L. (1945). Public Relations. University of Oklahoma Press Norman.
Chantakhan, P. (2021). Development of public relations strategies to promote the use of information services of private university libraries (Unpublished Master’s thesis). Srinakharinwirot University, Bangkok, Thailand.
Chutintaranond, T. (2022). University Social Responsibility Activities of the Faculty of Communication Arts in Advanced Research Higher Education Institutions. Journal of Communication Arts, 40(2), 66-78. https://so02.tci-thaijo.org/ index.php/ jcomm/ article /view/251984
Cronbach. (1970). The evolution of research. Harper Collins.
Cutlip, S. M. & Center, A. H. (1978). Effective public relations (5th ed.). Prentice Hall.
Dechporn, J. (2020). Consumers’ perception towards image of organization implementing concept of corporate social responsibility (case study : ampol food processing ltd.) (Unpublished Master’s thesis). Silapakorn University, Bangkok, Thailand.
Department of Computer Engineering. (2020). Google Apps for Education–Activities. Faculty of Engineering, Prince of Songkla University.
Division of Student Development and Alumni (2023). PSU’s development strategy for 2023-2027:Pushing strategic objectives towards becoming a valuable university, Prince of Songkla university. Retrieved July 2023, from https://student. psu.ac.th/ web/main/strategic
Donnua, W., Silanoi, T. & Jaratmetakul, P. (2020). Public Relations Media Perception of Faculty of Business Administration and Accountancy Staffs. Journal of Council of University Administrative Staff of Thailand, 9(3), 63-71. https://www.council-uast.com/journal/journal-detail.php?id=31
Kesaprakorn, P. (2015). Strategic public relations for corporate identity, image, and reputation management (3rd ed.). Bangkok University.
Kotler, P. (2000). Marketing Management (10th ed.). Pearson Prentice Hall.
Krittakom, S. (2021). The Basic Conceptual Framework of Public Relations. Journal of Modern Learning Development, 6(5), 261-273. https://so06.tci-thaijo.org/index.php/jomld/article/view/249110
Kuntonbutr, S. (2020). Marketing Management Marketing Technology. Chulalongkorn University.
Likert, R. (1967). The method of constructing an attitude scale. John Wiley & Sons.
Omsomnuk, W. (2021) The Effect of Corporate Image on Trust of Members in Kalasin Public Health Savings Cooperative Limited (Unpublished Master’s thesis). Mahasarakham University, Mahasarakham, Thailand.
Prasitnaraphan, K. & Sakulkijkarn, W. (2022). University Image, Perceived Teaching Quality, and Marketing Communication in relation to Student Decision-Making of Srinakharinwirot University. Rajamangala University of Technology Tawan-ok Social Science Journal, 11(1), 26-36. https://so05.tci-thaijo.org /index.php/SocialJournal2rmutto/article/view/256184
Saengduenchay, R. (2020). Internal Educational Quality Assessment Analysis, ahachulalongkornrajavidyalaya University Khon Kaen Campus, Academic year 2014-2019. Journal of graduate mcu KhonKaen Campus, 7(4), 283-298. https://so02.tci-thaijo.org/index.php/jg-mcukk/article/view/244825
Saengkaew, P., Soeikrathoke, P., Wachirawongpaisarn, S. & Phakamach, P. (2021). An Organizational Elements of Educational Innovation in the Digital era for Vocational Education Institutions under the New Normal Situation in Thailand. Vocational Education Innovation and Research Journal, 5(2), 75-89. https://so06.tci-thaijo.org/index.php/ve-irj/article/view/249691/171237
Schramm, W. & Donald, F. R. (1977). The Process and Effects of Communication. University of IIIinois.
Shimp, T. A. (2000). Advertising & Promotion (5th ed.). The Dryden Press.
Sittisomboon, M (2020). Concept of Corporate Image Building. Journal of Graduate School, Pitchayatat, Ubon Ratchathani Rajabhat University, 15(1), 149-160. https://so02.tci-thaijo.org/index.php/Pitcha yatat/article/view/241635/164220
Srigrajang, P. (2022). The Influences of University Image, Familiarity with The University and Student’s Engagement in Roadshow on The Decision to Further Study in Western Region Rajabhat University of Mathayomsuksa 6 Students in Ratchaburi, Kanchanaburi, Nakhon Pathom and Phetchaburi Province (Unpublished Master’s thesis). Bangkok University, Bangkok, Thailand.
Subsin, N. (2021). Corporate Image of Agro-Industrial Business Service Center, Faculty of Agro-Industry, Chiang Mai University in the view of service recipients. Journal of Council of University Administrative Staff of Thailand, 10(1), 91-100. https://cmudc. library.cmu.ac.th/frontend/Info/item/dc:142220
Suebsamran, P. (2022). The factors of corporate image and service quality That influence the decision to select Private hospitals in bangkok an individual study submitted in partial fulfillment of the requirements (Unpublished Master’s thesis). Dhurakij Pundit University, Bangkok, Thailand.
Sutha, P. & Pabu, P. (2021). The Effect of Using Social Media for Public Relations Towards Attitude and Satisfaction of Students and Staff of the Faculty of Applied Sciences. Journal of Council of University Administrative Staff of Thailand, 11(1), 47-58.
Tankreua, N. (2022). Strategies and Public Relations Media Affecting Decision-making on Pursuing the Bachelor Degree in School of Medical Science at University of Phayao. Journal of Council of University Administrative Staff of Thailand, 11(1), 169-178. https://www.council-uast.com/journal/dl-file.php? id=288
Thavinpipatkul, C. (2020). Reforming Human potential by integrating holistic life sciences for sustainable. Retrieved April 2020, from https://www.posttoday.com/lifestyle/636941.
Wongkalasin, P. & Vantamay, N. (2020). Influences of Online Marketing Communication on Attitude, Subjective Norm, and Intention to Use Haircut Delivery Services in Bangkok (Unpublished Master’s thesis). Kasetsart University, Bangkok, Thailand.
Wongmontha, S. (1999). Marketing Strategy Marketing Planning. Teerapim and Cytax.