Albert Laurence School of Communication Arts, Assumption University of Thailand Faculty Annual Seminar 2013 John 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 Albert Laurence School of Communication Arts, Assumption University of Thailand

Recapture of the Situation Albert Laurence School of Communication Arts, Assumption University of Thailand

Recapture of the Situation Albert Laurence School of Communication Arts, Assumption University of Thailand I International Universities in ASEAN countries International Universities in Thailand Assumption University Albert Laurence School of Communication Arts

Albert Laurence School of Communication Arts, Assumption University of Thailand AU Brand Architecture

Albert Laurence School of Communication Arts, Assumption University of Thailand CA Vision & Mission Vision and Mission Vision: Albert Laurence School of Communication Arts envisions itself as a community of professionals in the field of communication arts inspired by the pursuit of learning through service engaged 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 as creative with high personal integrity professionally competent, ethically sound, and socially responsible flexible to changes in the communication industry

What do people think of AU & its competitors?

Albert Laurence School of Communication Arts, Assumption University of Thailand Brand Image of AU & Competitors Competitors: Universities with International Programs Survey Respondents: 400 students

Albert Laurence School of Communication Arts, Assumption University of Thailand Brand Image of AU & Competitors -Creative -International Communities -Favorable Atmosphere -Equality within University -Good Qualification “University with Creativity & Favorable Atmosphere”

Albert Laurence School of Communication Arts, Assumption University of Thailand Brand Image of AU & Competitors -Creative -International Communities -Favorable Atmosphere -Equality within University -Good Qualification “University with Creativity & Favorable Atmosphere” -University Reputation -Instructor’s Qualification -Good Faculties -Reputable Graduates “Strong Reputation & High Academic Standard”

Albert Laurence School of Communication Arts, Assumption University of Thailand Brand Image of AU & Competitors -Creative -International Communities -Favorable Atmosphere -Equality within University -Good Qualification “University with Creativity & Favorable Atmosphere” -University Reputation -Instructor’s Qualification -Good Faculties -Reputable Graduates “Strong Reputation & High Academic Standard” -University Reputation -Accredited Courses -Daily life convenience -Accessible Transportation “Reputation & Accredited Curriculum”

Albert Laurence School of Communication Arts, Assumption University of Thailand Brand Image of AU & Competitors “University with Creativity & Favorable Atmosphere” “Strong Reputation & High Academic Standard” “Reputation & Accredited Curriculum” “1 rst 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 ?

Albert Laurence School of Communication Arts, Assumption University of Thailand Brand Positioning Diamond Self Analysis Competitive Analysis Target Analysis Stakeholder Analysis

Albert Laurence School of Communication Arts, Assumption University of Thailand Brand Positioning Diamond Self Analysis Competitive Analysis Target Analysis Stakeholder Analysis

CA Brand Architecture Albert Laurence School of Communication Arts, Assumption University of Thailand AD CGI NM PC PR VCD

Albert Laurence School of Communication Arts, Assumption University of Thailand 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

Albert Laurence School of Communication Arts, Assumption University of Thailand Core Competencies

Albert Laurence School of Communication Arts, Assumption University of Thailand Core Competencies Curriculum -up-to-date and practical -serving the needs of local & international industry -ethical and socially responsible

Albert Laurence School of Communication Arts, Assumption University of Thailand Core Competencies Curriculum -up-to-date and practical -serving the needs of local & international industry -ethical and socially responsible Lecturers & Staff professionals in their fields -valuable networks -well-rounded

Albert Laurence School of Communication Arts, Assumption University of Thailand Core Competencies Curriculum -up-to-date and practical -serving the needs of local & international industry -ethical and socially responsible Lecturers & Staff -professionals in their fields -valuable networks -well-rounded Facility -state-of-art -up-to-date -accessible

Albert Laurence School of Communication Arts, Assumption University of Thailand Core Competencies Curriculum -up-to-date and practical -serving the needs of local & international industry -ethical and socially responsible Lecturers & Staff -professionals in their fields -valuable networks -well-rounded Facility -state-of-art -up-to-date -accessible Students -individuality -creativity -business-minded -English/communication skills

Albert Laurence School of Communication Arts, Assumption University of Thailand Core Competencies Curriculum -up-to-date and practical -serving the needs of local & international industry -ethical and socially responsible Lecturers & Staff -professionals in their fields -valuable networks -well-rounded Facility -state-of-art -up-to-date -accessible Students -individuality -creativity -business-minded -English/communication skills -creative & business practice -student-centered learning Student Activities

Albert Laurence School of Communication Arts, Assumption University of Thailand Brand Positioning Diamond Self Analysis Competitive Analysis Target Analysis Stakeholder Analysis

Albert Laurence School of Communication Arts, Assumption University of Thailand Brand Perception of Communication Arts Programs

Albert Laurence School of Communication Arts, Assumption University of Thailand -Creative -High profile alumni -Professional networks -Good location “Creativity & High Profile Alumni” Brand Perception of Communication Arts Programs

Albert Laurence School of Communication Arts, Assumption University of Thailand -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” Brand Perception of Communication Arts Programs

Albert Laurence School of Communication Arts, Assumption University of Thailand -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” Brand Perception of Communication Arts Programs -University Reputation -Accredited Programs -Practicum Courses -Accessible Transportation “High Reputation & Graduate Courses”

Albert Laurence School of Communication Arts, Assumption University of Thailand “Creativity & High Profile Alumni” “Overseas Networks & Qualified Lecturers” Brand Perception of Communication Arts Programs “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

Albert Laurence School of Communication Arts, Assumption University of Thailand Brand Positioning Diamond Self Analysis Competitive Analysis Target Analysis Stakeholder Analysis

Albert Laurence School of Communication Arts, Assumption University of Thailand imaginative enthusiastic confident optimistichard-working friendly

Albert Laurence School of Communication Arts, Assumption University of Thailand Why students choose CA AU: 1.Variety of Courses 2.Instructors 3.Facilities

Albert Laurence School of Communication Arts, Assumption University of Thailand Brand Positioning Diamond Self Analysis Competitive Analysis Target Analysis Stakeholder Analysis

Albert Laurence School of Communication Arts, Assumption University of Thailand Stakeholders’ Expectations Mr.Nattavee Mavichak Head of Strategy MInteraction Mr.Kittipong Veerataecha Director of Idea Strategy & Brand Consultant Y&R Ms. Pattarasuda Anuman Rajadhon Co-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”

Albert Laurence School of Communication Arts, Assumption University of Thailand Brand Positioning Diamond Self Analysis Competitive Analysis Target Analysis Stakeholder Analysis

Albert Laurence School of Communication Arts, Assumption University of Thailand CA Brand Identity Self Analysis Competitive Analysis Target Analysis Stakeholder Analysis

Albert Laurence School of Communication Arts, Assumption University of Thailand CA Brand Identity Self Analysis Competitive Analysis Target Analysis Stakeholder Analysis Positioning: -practical curriculum -creative thinking -business mind

Albert Laurence School of Communication Arts, Assumption University of Thailand Positioning: -practical curriculum -creative thinking -business mind CA Brand Identity Self Analysis Competitive Analysis Target Analysis Stakeholder 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. Albert Laurence School of Communication Arts, Assumption University of Thailand

Action Plan for CA Branding in ASEAN Curriculum All curriculums updated to be more suitable for ASEAN communities

Albert Laurence School of Communication Arts, Assumption University of Thailand Action Plan for CA Branding in ASEAN Other Activities Outside-classroom activities have been implemented with the ASEAN theme. International guest speakers to broaden students’ horizons

Albert Laurence School of Communication Arts, Assumption University of Thailand Action Plan for CA Branding in ASEAN Information Tools Many information channels such as CA Website, Department Websites and other social media inform students with ASEAN information.

Albert Laurence School of Communication Arts, Assumption University of Thailand Thank You