EXPECTATIONS OF STAKEHOLDERS IN THE DEVELOPMENT OF SME BUSINESSES IN THE DIGITAL ERA IN CHANTHABURI PROVINCE REGARDING THE LEARNING OUTCOMES OF THE GRADUATE-LEVEL COMMUNICATION ARTS PROGRAM

Abstract

Introduction: The Faculty of Communication Arts, Rambhai Barni Rajabhat University, recognizes the necessity of gaining an in-depth understanding of the needs of stakeholders across all sectors and levels, in order to use this information as a foundation for the development and improvement of graduate programs. The aim is to produce communication professionals who effectively respond to the development of local businesses in Chanthaburi Province in the digital era. Objective: To explore the expectations for the learning outcomes of the graduate-level Communication Arts program in relation to the development of SMEs in Chanthaburi Province in the digital era. Methods: A qualitative research approach was utilized, collecting data through documentary research, as well as through semi-structured in-depth interviews with 70 key informants across four sectors: 15 from the government sector, 25 from the private sector, 15 from the academic sector, and 15 from the workforce. Results: Stakeholders expect graduates to integrate knowledge of digital communication such as marketing, artificial intelligence, and big data—with local contexts to enhance SME development in Chanthaburi Province sustainably. The desired learning outcomes encompass three core areas: (1) knowledge, including media literacy, consumer understanding, laws, and professional ethics; (2) skills, such as content creation, data utilization, and strategic design; and
(3) attributes/characteristics, including responsibility, adaptability, and teamwork. Therefore, the curriculum should emphasize integrative learning, data analysis, practical experience, the application of digital technology, and ethical cultivation to produce communication professionals capable of driving local business growth. Conclusion: The development of the graduate-level Communication Arts program should systematically integrate digital communication skills and modern technology with local cultural capital and wisdom, guided by the Outcome-Based Education framework and AUN-QA standards. This approach ensures the production of highly capable communicators who can practically apply their skills to sustainably drive the local economy of Chanthaburi Province.