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Albert Laurence School of Communication Arts, Assumption University of Thailand. 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. A genda. - PowerPoint PPT Presentation
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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
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
IInternational Universitiesin ASEAN countries
International Universitiesin 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 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?
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”
“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 ?
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
imaginativeimaginativeenthusiasticenthusiastic
confidentconfidentoptimisticoptimistic hard-workinghard-working
friendlyfriendly
Albert Laurence School of Communication Arts, Assumption University of Thailand
Why students choose CA AU:
Why students choose CA AU:
1. Variety of Courses2. Instructors3. Facilities
1. Variety of Courses2. Instructors3. 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 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”
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
CA Brand Identity
Self Analysis
Competitive Analysis
Target AnalysisStakeholder Analysis
Albert Laurence School of Communication Arts, Assumption University of Thailand
CA Brand Identity
CA Brand Identity
Self Analysis
Competitive Analysis
Target AnalysisStakeholder 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
CA Brand Identity
Self Analysis
Competitive Analysis
Target AnalysisStakeholder 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
Albert Laurence School of Communication Arts, Assumption University of Thailand
Action Plan forCA 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 forCA 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 forCA Branding in ASEAN
Information ToolsMany 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