Transcript AFS2013_08-ComArts - OHRM Website

CAAU Branding in ASEAN Community
Faculty Annual Seminar 2013
John XXIII Conference Centre
May 21, 2013
Albert Laurence School of Communication Arts, Assumption University of Thailand
Agenda
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Recapture of the Situation
Brand Positioning
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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
International Universities
in ASEAN countries
International Universities
in Thailand
Assumption University
Albert Laurence
School of Communication Arts
Recapture
of the Situation
Albert Laurence School of Communication Arts, Assumption University of Thailand
AU Brand Architecture
Albert Laurence School of Communication Arts, Assumption University of Thailand
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
CA Vision & Mission
Albert Laurence School of Communication Arts, Assumption University of Thailand
What do people
think of AU
& its competitors?
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
“University with
Creativity & Favorable
Atmosphere”
-Creative
-International Communities
-Favorable Atmosphere
-Equality within University
-Good Qualification
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”
-Creative
-International Communities
-Favorable Atmosphere
-Equality within University
-Good Qualification
-University Reputation
-Instructor’s Qualification
-Good Faculties
-Reputable Graduates
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”
-Creative
-International Communities
-Favorable Atmosphere
-Equality within University
-Good Qualification
-University Reputation
-Instructor’s Qualification
-Good Faculties
-Reputable Graduates
“Reputation
& Accredited
Curriculum”
-University Reputation
-Accredited Courses
-Daily life convenience
-Accessible Transportation
Albert Laurence School of Communication Arts, Assumption University of Thailand
Brand Image of AU & Competitors
-1st International
University in TH
-Practical Courses
-Excellent Facilities
-Beautiful Buildings
“University with
Creativity & Favorable
Atmosphere”
“1rst International
University in Thailand
for a Practical Business
Future”
“Strong Reputation &
High Academic
Standard”
“Reputation
& Accredited
Curriculum”
Albert Laurence School of Communication Arts, Assumption University of Thailand
What does it mean to be CA AU ?
Self Analysis
Stakeholder
Analysis
Competitive
Analysis
Target Analysis
Brand
Positioning Diamond
Albert Laurence School of Communication Arts, Assumption University of Thailand
Self Analysis
Stakeholder
Analysis
Competitive
Analysis
Target Analysis
Brand
Positioning Diamond
Albert Laurence School of Communication Arts, Assumption University of Thailand
CA Brand Architecture
CGI
AD
PC
NM
VCD
PR
Albert Laurence School of Communication Arts, Assumption University of Thailand
VISION
AD
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.
The Department of Advertising, Albert Laurence School of
Communication Arts, offers practical and highly
academic curriculum in Advertising to produce businessminded and creative graduates with ethics, social
responsibility and cultural sensitivity in order to remain
competitive locally, regionally and globally.
PR
An institute where individuals are challenged to engage in
visual experiments and global visual cultures.
The Department of Public Relations produces wellrounded, 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.
CGI
PC
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.
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.
VCD
Albert Laurence School of Communication Arts, Assumption University of Thailand
Core Competencies
Albert Laurence School of Communication Arts, Assumption University of Thailand
-up-to-date and practical
-serving the needs of local
& international industry
-ethical and socially
Curriculum
responsible
Core Competencies
Albert Laurence School of Communication Arts, Assumption University of Thailand
-up-to-date and practical
-serving the needs of local
& international industry
-ethical and socially
Curriculum
responsible
Core Competencies
Lecturers & Staff
professionals in their fields
-valuable networks
-well-rounded
Albert Laurence School of Communication Arts, Assumption University of Thailand
-up-to-date and practical
-serving the needs of local
& international industry
-ethical and socially
Curriculum
responsible
Core Competencies
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
-up-to-date and practical
-serving the needs of local
& international industry
-ethical and socially
Curriculum
responsible
Core Competencies
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
-up-to-date and practical
-serving the needs of local
& international industry
-ethical and socially
Curriculum
responsible
Core Competencies
Student Activities
Lecturers & Staff
-creative & business practice
-student-centered learning
-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
Self Analysis
Competitive
Analysis
Stakeholder
Analysis
Target Analysis
Brand
Positioning Diamond
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
Brand Perception of
Communication Arts Programs
“Creativity &
High Profile Alumni”
-Creative
-High profile alumni
-Professional networks
-Good location
Albert Laurence School of Communication Arts, Assumption University of Thailand
Brand Perception of
Communication Arts Programs
“Creativity &
High Profile Alumni”
-Creative
-High profile alumni
-Professional networks
-Good location
“Overseas Networks &
Qualified Lecturers”
-University Reputation
-Instructor’s Qualification
-Great networks overseas
-Good Location
-Reputable Graduates
Albert Laurence School of Communication Arts, Assumption University of Thailand
Brand Perception of
Communication Arts Programs
“Creativity &
High Profile Alumni”
-Creative
-High profile alumni
-Professional networks
-Good location
“Overseas Networks &
Qualified Lecturers”
-University Reputation
-Instructor’s Qualification
-Great networks overseas
-Good Location
-Reputable Graduates
“High Reputation
& Graduate Courses”
-University Reputation
-Accredited Programs
-Practicum Courses
-Accessible Transportation
Albert Laurence School of Communication Arts, Assumption University of Thailand
Brand Perception of
Communication Arts Programs
“Variety of Programs”
“Practical Courses”
“Up-to-date Cases”
“Creativity &
High Profile Alumni”
-Variety of International Communication
Programs with Business Practices
-Practical Courses (Workshop)
-Up-to-date Communication Cases
-Professionals in Fields
-Supportive Facilities and beautiful buildings
“Overseas Networks &
Qualified Lecturers”
“High Reputation
& Graduate Courses”
Albert Laurence School of Communication Arts, Assumption University of Thailand
Self Analysis
Stakeholder
Analysis
Competitive
Analysis
Target Analysis
Brand
Positioning Diamond
Albert Laurence School of Communication Arts, Assumption University of Thailand
imaginative
friendly enthusiastic
optimistic hard-working
confident
Albert Laurence School of Communication Arts, Assumption University of Thailand
Why students
choose CA AU:
1.
2.
3.
Variety of Courses
Instructors
Facilities
Albert Laurence School of Communication Arts, Assumption University of Thailand
Self Analysis
Stakeholder
Analysis
Competitive
Analysis
Target Analysis
Brand
Positioning Diamond
Albert Laurence School of Communication Arts, Assumption University of Thailand
“creative but
remain practical”
Stakeholders’ Expectations
“step away from
books and step into
The real-world”
“passionate”
“ethical with
social manners”
“comfortable
with English”
Mr.Kittipong Veerataecha
Mr.Nattavee Mavichak
Ms. Pattarasuda Anuman Rajadhon
Director of Idea Strategy &
Brand Consultant
Y&R
Head of Strategy
MInteraction
Co-Founder and Artistic Director,
NUNI Production
Albert Laurence School of Communication Arts, Assumption University of Thailand
Self Analysis
Stakeholder
Analysis
Competitive
Analysis
Target Analysis
Brand
Positioning Diamond
Albert Laurence School of Communication Arts, Assumption University of Thailand
CA Brand Identity
Self Analysis
Stakeholder Analysis
Target Analysis
CA Brand Identity
Competitive Analysis
Albert Laurence School of Communication Arts, Assumption University of Thailand
CA Brand Identity
CA Brand Identity
Self Analysis
Stakeholder Analysis
Target Analysis
Positioning:
-practical
curriculum
-creative thinking
-business mind
Competitive Analysis
Albert Laurence School of Communication Arts, Assumption University of Thailand
CA Brand Identity
CA Brand Identity
Self Analysis
Stakeholder Analysis
Target Analysis
Personality:
Positioning:
-creative
-practical
-logical
curriculum
-creative thinking -confident
-passionate
-business mind
Competitive Analysis
Albert Laurence School of Communication Arts, Assumption University of Thailand
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
Albert Laurence School of Communication Arts, Assumption University of Thailand