Strategy Development for Image-Building of Rajamangala University of Technology Phra Nkhon

Abstract

The objective of the research study was to develop the strategy in order to build the university image. The sample was selected 120 person to in-depth interview from the stakeholders of RMUTP including university management, academic personnel, administrative personnel, registered students, alumni, guardian/parents, and campus neighbors and 300 survey participants to evaluate media for public relations. The results showed as follows: there were three strategies to build the university image: (1) the communication that focuses on developing hands-on graduates and its flexibility, (2) the communication that shows the academic and professional collaboration with both government units and private sector, and (3) the communication that indicates the harmonization with the national strategic plan, national educational management strategy, and the strategy of RMUTP. The media for public relations to build the university image were personal media, advertising and public relations, and poster.