THURSDAY, March 28, 2024
nationthailand

Thammasat links with MCOT for courses

Thammasat links with MCOT for courses

THAMMASAT University’s Faculty of Journalism and Mass Communication and MCOT Academy, a training unit of MCOT, yesterday signed a memorandum of understanding for the exchange of academic knowledge on communications and co-development of education courses.

The cooperation starts with the launch of the Innovative Communication Programme (ICP), which is targeted at middle-level executives who want to improve their communication skills. The programme will be held every Friday for 14 weeks, from August 31 to November 23. The ICP programme will serve between 60 and 80 such executives with a fee of Bt80,000 each.
Assistant Professor Adchara Panthanuwong, dean of the Faculty of Journalism and Mass Communication at Thammasat University, said that the collaboration between the faculty and MCOT Academy for the development of the ICP executive course is in line with the university’s strategic development plan. Under this plan, it will focus on building a cooperation network on academic issues with both internal and external partners. The plan is also aimed at creating academic research and studies that fit the context of a changing media landscape.
“Communication has played a vital role and being a significant tool for today organisation management. We have created an educational program of communication for a new generation of executives that combines the faculty’s academic strengths and professionalism in mass communication of MCOT,” Adchara said.
“The educational programme can provide innovative communication knowledge at all dimensions, both in theory and practice,” she said, adding that it will cover topics such as organisation communication, leadership management, image management, crisis communication management and negotiation, communication under 
 new media and digital disruption, Big Data management, and creative communication.
Adchara said that the co-development of the ICP educational course for mid-level executives is the first step of academic cooperation between Thammasat University’s Faculty of Journalism and Mass Communication and MCOT Academy, and deeper collaboration will be enhanced in the future.
“In the future, we may send our students to be interns at MCOT. While, MCOT will send their professionals to teach our students about the real media practices and business experiences,” said Adchara.
Kematat Paladesh, president of MCOT, said that MCOT has been in Thailand’s media industry for 66 years, and its training unit MCOT Academy has been set up for almost seven years.
“Thailand’s media industry has been facing a disruptive era over the past 10 years with communications being shifted from mass to personal media,” said Kematat.
“As organisation expands, communication begins to disappear. They have no career path for communications personnel and this has affected those upstream in the value chain,” he said.

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Kematat said that this will be the first time for MCOT Academy in collaboration with leading university for the development of innovative communication program, set to improve communication skills and capabilities of those middle executives, who have potential to be promoted to the top executive level in the future.
 

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