Feasibility Study for the development of the Doctor of Business Administration in Creative Business Marketing and Technology Faculty of Music , Silpakorn University

Abstract

The research on the Feasibility Study for the development of the Doctor of
Business Administration in Creative Business Marketing and Technology Faculty of Music Silpakorn University , aimed to explore the potential in crafting a curriculum tailored to the field
of creative business marketing and technology. This research employed a mixed-method approach, integrating both quantitative and qualitative methodologies.  Quantitative data was collected from 400 individuals interested in pursuing a Doctoral degree. Qualitative data was obtained through interviews with owners or executives in the music and entertainment industry sector, as well as with academics or experts in that field, totaling 4 individuals each. Additionally, interviews were conducted with 4 management personnel from the Faculty of Music

            The results of the study, both quantitatively and qualitatively, could be concluded that there was a possibility of opening the curriculum due to the consensus among entrepreneurs in the music and entertainment industry and survey respondents, with 85% agreement, indicating alignment in the perception of readiness for teaching management across various university aspects. There was a suggestion to include courses that focus on learning outcomes related to innovation incubation, creative business management strategies, innovation intelligence, artificial intelligence technology, creative economy seminars, advanced research to promote the creative economy, and studied visits on innovation and soft power.