Enhancement in Competitive Advantage of Faculty of Mass Communication Technology, Rajamangala University of Technology

Abstract

The objectives of this study were 1) to analyze the capability contributing to the competitive advantage, 2) to synthesize the key performance indicator from the internal factors, 3) to examine the level of competitive capability and, 4) to develop the strategy to enhance the capability of competitive advantage in the faculty of Mass Communication Technology, Rajamangala University of Technology Phra Nakhon. The samples used in the study included 71 interviewed stakeholders in the university and 400 survey participants. The findings pointed out as follows: (1) the strategy enhance the competitive advantage were defined in five aspects: curriculum, educational management, personnel, learning environment, and image and alumni association, (2) the level of competitive advantage was rated high in the following order: personnel, educational management, curriculum, and image and alumni association. The learning environment was also in medium level.