Chula Holds Closing Ceremony for Media Executive Management Training Program, Enhancing Knowledge in Digital Media Business and Management

Prof. Wilert Puriwat, President of Chulalongkorn University, presided over the closing ceremony of the "Top Executive Programme for Media Leadership" program. The program was organized by Chulalongkorn University through the Communication Center, in collaboration with the CBS Academy, on August 24, 2026, at the CBS Cinema Room, Chaiyot Sombat 1 Building, 3rd Floor, Faculty of Commerce and Accountancy, Chulalongkorn University.

The certificate presentation ceremony was graced by Assoc. Prof. Sukanya Sompiboon, Vice President, and Assoc. Prof. Tartat Mokkhamakkul, Dean of the Faculty of Commerce and Accountancy, Chulalongkorn University. The reporting speech was delivered by Asst. Prof. Thanawan Sangsuwan, Deputy Director of CBS Academy, Faculty of Commerce and Accountancy.

Prof. Wilert Puriwat, President of Chulalongkorn University, stated, "The key objective of this training program is not merely to memorize content, but to build a mindset, inspiration, and impression to unite the power of Thai media so they are ready to cope with disruption from technology and foreign platforms. The media must urgently seek a competitive advantage and create differentiation through emotional and psychological management of audiences, elevating from mere awareness to stimulating word-of-mouth and sharing ('Compose to Share')."

In addition, the President of Chula introduced four dimensions of well-rounded growth: Integrated Growth through building partnerships, International Growth by expanding boundaries globally, Impactful Growth to create positive social impacts through Branded CSR, and Internal Growth with a strong emphasis on caring for internal personnel.

Furthermore, Chula's President expressed readiness to support the establishment of the "Media Leadership Institute" to unite media forces based on principles of accuracy and reliability, turning the friendships among media executives into a driving force for a sustainable society. This training course serves to build a network of media executives for ongoing coordination, concluding that the friendships forged through this program will last forever.

Mr. Viboon Leerattanakajohn, Chief Executive Officer of the Television Business Line at BEC World Public Company Limited, representing the media executives, said, "Having been in the media industry for over 30 years, learning never ends because the media industry changes rapidly. This training helped build mindset, inspiration, and confidence that the Thai media industry still has a way forward, while feeling Chula's genuine care for all media sectors, including television, print, and online."

Mr. Viboon emphasized the importance of supporting the tangible establishment of the "Media Leadership Institute," opening up spaces to build cooperation networks and exchange ideas among top executives, and reaffirming his commitment to continuing relationships and fostering ongoing collaboration.

The "Top Executive Programme for Media Leadership" training project was held from August 18 to September 24, 2026, to impart management knowledge from Chula's faculty members and experts to media executives, as well as to strengthen relationships and networks between the university and media organizations. A total of 31 media executives participated in the program. The curriculum comprises 12 topics totaling 36 hours, covering issues in media business management, finance, strategy, digital marketing, AI technology, corporate communication, creative organization management, data-driven decision making, media governance, and brand management, such as Audience Insight & Behavioral Intelligence, Future of Media Business, AI Strategy for Media & Content, and Strategic Brand Management for Media.

Participating media executives enhanced their modern management knowledge and can apply strategic concepts to drive their organizations amidst changes in digital technology, consumer behavior, and information competition. They also built cooperation between the university and the media to apply this knowledge to their work and create value for society.