The objective of the research is to study the different perceptions of the image of Suratthani Rajabhat University by people both inside and outside the university and to develop a strategic communication plan to manage the image of the university through studying strategic brand management by type of Higher Education Institution. The results showed that the current image of Suratthani Rajabhat University is like an old woman, unfashionable, etc. When considering the perception of the characteristics of Suratthani Rajabhat University it was found that this university has highest rating for a collaborative education network. The characteristics of Suratthani Rajabhat University have the highest rating compared to other universities for the atmosphere and environment. The characteristics of the students of Suratthani Rajabhat University are they have the highest analytical thinking skills compared to other universities. Students are the most happy and study is the highest rated environment. The Education Strategic Brand Management of the University has the main theme to create a unique identity depicting its vision, goals and strengths and is trying to define its position in the public eye as a university with the five dimension of University of green and clean, University of Learning, University of ASEAN, University of Quality and University of the happiness in the community. The strategic communication plan called “5 build, 3 Development’ involves building people, building graduates, building excellence, building good management system, building the capacity for ASEAN and developing a better environment, developing local and universal wisdom, developing the university internationally.
Nattawut Suwantip, Suratthani Rajabhat University, Thailand
Stream: Communication Theory and Methodology
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