Albert Laurence School of Communication Arts, Assumption University of Thailand

Albert Laurence School of Communication Arts, Assumption University of Thailand

Faculty Annual Seminar 2013John XXIII Conference Centre

May 21, 2013

CAAU Branding in ASEAN Community

Agenda

• Recapture of the Situation

• Brand Positioning

• Self Analysis

• Competitive Analysis

• Target Analysis

• Stakeholder Analysis

• CA Brand Identity

• Action Plan for CA Branding in ASEAN


Recapture of the Situation


Recapture of the Situation


IInternational Universitiesin ASEAN countries

International Universitiesin Thailand

Assumption University

Albert Laurence School of Communication Arts


AU Brand Architecture


CA Vision & Mission

Vision and Mission Vision:Albert Laurence School of Communication Arts envisions itself asa community of professionals in the field of communication artsinspired by the pursuit of learning through serviceengaged in the pursuit of excellence Mission:Albert Laurence School of Communication Arts serves the nation and community through the application of communication with emphasis on ethical principles to create a better society through information.

Albert Laurence School of Communication Arts envision its graduates ascreative with high personal integrityprofessionally competent, ethically sound, and socially responsibleflexible to changes in the communication industry

What do people

think of AU

& its competitors?


Brand Image of AU & Competitors

Competitors: Universities with International Programs Survey Respondents: 400 students



-Creative-International Communities-Favorable Atmosphere -Equality within University-Good Qualification

“University with Creativity & Favorable

Atmosphere”





Atmosphere”

-University Reputation-Instructor’s Qualification-Good Faculties-Reputable Graduates

“Strong Reputation & High Academic

Standard”





Atmosphere”

-University Reputation-Instructor’s Qualification-Good Faculties-Reputable Graduates


Standard”

-University Reputation-Accredited Courses-Daily life convenience-Accessible Transportation

“Reputation & Accredited Curriculum”




Atmosphere”


Standard”

“Reputation & Accredited Curriculum”

“1rst International University in Thailand

for a Practical Business Future”

-1st International University in TH-Practical Courses-Excellent Facilities -Beautiful Buildings

What does it mean to be CA AU ?


Brand Positioning Diamond

Self Analysis

Competitive Analysis

Target Analysis

Stakeholder Analysis



Self Analysis


Target Analysis


CA Brand Architecture


AD

CGI

NM

PC

PR

VCD


AD

The Department of Advertising, Albert Laurence School of Communication Arts, offers practical and highly academic curriculum in Advertising to produce business-minded and creative graduates with ethics, social responsibility and cultural sensitivity in order to remain competitive locally, regionally and globally.

NM

The Department of New Media Communication envisions our graduates to possess artistic imagination and individuality, to have gained integrated media learning experiences at professional and international level utilizing up-to-date new media technology.

PC

To be the leading international program for creative performance in Thailand serving both the local and international creative industry producing graduates who possess entrepreneurial mind, moral integrity and professional competence that respond to the needs of creative performance community.

PR

The Department of Public Relations produces well-rounded, global-minded, people-oriented, ethically and socially responsible graduates who practice public relations professionally in diverse areas who are aware of the global change that impact the public relations profession.

VCD

An institute where individuals are challenged to engage in visual experiments and global visual cultures.

CGI

The Department of Computer Generated Imagery is the leader in animation and visual effects design in Thailand, training students to excel in animation and film making. Our graduates exercise creative freedom, possess distinctive digital artist mind and English skills as well as demonstrate high social and moral responsibilities.

VISION


Core Competencies


Core Competencies

Curriculum

-up-to-date and practical-serving the needs of local & international industry -ethical and socially responsible


Core Competencies

Curriculum


Lecturers & Staff

professionals in their fields-valuable networks-well-rounded


Core Competencies

Curriculum


Lecturers & Staff

-professionals in their fields-valuable networks-well-rounded

Facility-state-of-art-up-to-date-accessible


Core Competencies

Curriculum


Lecturers & Staff



Students-individuality-creativity-business-minded-English/communication skills


Core Competencies

Curriculum


Lecturers & Staff



Students-individuality-creativity-business-minded-English/communication skills

-creative & business practice-student-centered learning

Student Activities



Self Analysis


Target Analysis



Brand Perception of Communication Arts Programs


-Creative-High profile alumni-Professional networks-Good location

“Creativity & High Profile Alumni”





-University Reputation-Instructor’s Qualification-Great networks overseas-Good Location-Reputable Graduates

“Overseas Networks & Qualified Lecturers”





-University Reputation-Instructor’s Qualification-Great networks overseas-Good Location-Reputable Graduates



-University Reputation-Accredited Programs-Practicum Courses-Accessible Transportation

“High Reputation & Graduate Courses”





“High Reputation & Graduate Courses”

“Variety of Programs”

“Practical Courses”

“Up-to-date Cases”

-Variety of International Communication Programs with Business Practices-Practical Courses (Workshop)-Up-to-date Communication Cases -Professionals in Fields-Supportive Facilities and beautiful buildings



Self Analysis


Target Analysis



imaginativeimaginativeenthusiasticenthusiastic

confidentconfidentoptimisticoptimistic hard-workinghard-working

friendlyfriendly


Why students choose CA AU:

Why students choose CA AU:

1. Variety of Courses2. Instructors3. Facilities

1. Variety of Courses2. Instructors3. Facilities



Self Analysis


Target Analysis



Stakeholders’ Expectations

Mr.Nattavee MavichakHead of StrategyMInteraction

Mr.Kittipong VeerataechaDirector of Idea Strategy & Brand ConsultantY&R

Ms. Pattarasuda Anuman RajadhonCo-Founder and Artistic Director,NUNI Production

“step away from books and step into The real-world”

“creative but remain practical”

“comfortable with English”

“passionate”

“ethical with social manners”



Self Analysis


Target Analysis



CA Brand Identity

CA Brand Identity

Self Analysis


Target AnalysisStakeholder Analysis


CA Brand Identity

CA Brand Identity

Self Analysis



Positioning:-practical

curriculum -creative thinking

-business mind


Positioning:-practical

curriculum -creative thinking

-business mind

CA Brand Identity

CA Brand Identity

Self Analysis



Personality:-creative-logical

-confident-passionate

CAAU Positioning Statement

CAAU is an international program that offers a practical curriculum that ignites creativity on a

foundation of business sensibility.



Action Plan forCA Branding in ASEAN

Curriculum All curriculums updated to be more suitable for ASEAN communities



Other Activities Outside-classroom activities have been implemented with the ASEAN theme.

International guest speakers to broaden students’ horizons



Information ToolsMany information channels such as CA Website, Department Websites and other social media inform students with ASEAN information.


Thank You

Documents

Albert Laurence School of Communication Arts, Assumption University of Thailand