M.A. Programme in Corporate Communication Management (Improved Programme for 2006)

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1 M.A. Programme in Corporate Communication Management (Improved Programme for 2006) 1. Programme Title Master of Arts Programme in Corporate Communication Management 2. Degree Full Title: Abbreviated Title: Master of Arts (Corporate Communication Management) M.A. (Corporate Communication Management) 3. Responsible Agency Faculty of Journalism and Mass Communication Thammasat University 4. Philosophy and Objectives At present, society, whether it is at country level or global level, is increasingly complex. In addition, in the age of globalisation, communication is borderless, rendering any activities highly competitive. Communication then plays a very important role in administration of organisation in both public and private sector. Each type of communication has varied effectiveness. Managing communication correctly and appropriately according to quality and capacity of media and in consistent with characteristics and objectives of the organisation, taking into consideration situations both inside and outside of the organisation, would support administration and lead to highest success of the organisation. This is the case because effective management of communication both within and outside of the organisation would create good understanding, pride and image of the organisation. In managing transformation of government organisations, communication management plays a role to create understanding both within and outside of the organisation, that is between staff of the organisation and among members of the public who are affected. In merger of private organisations for investment outcomes that affect society, communication management plays a role to disseminate information to the public and promote image of the organisation at the same time. Thailand lacks personnel with Master Degree who can work in communication management. The Faculty of Journalism and Mass Communication recognizes a need for this kind of personnel and therefore creates a Master of Arts Programme in Corporate Communication Management with an objective to develop personnel with Master Degree who are competent, have knowledge and ability in communication management, can put this knowledge and ability into practice in communication management in public and private sector, including to combine benefits of both sectors, have leadership quality with ethics, being able to carry out administration inside and outside of the organisation, and have vision in their planning for the future. 5. Tuition Opening From Tuition Year 2006 onward. 6. Entry Requirements 6.1 At least a Bachelor Degree from a higher education institute recognised by Thammasat University Council. 6.2 GPA of no less than Executives from middle level upwards would be given additional consideration. 6.3 Qualifications as in Regulation No.8 of Thammasat University Regulation on Post-Graduate Education B.E.2541 (1998).

2 7. Applicants Selection Applicants are selected through tests, both written examination and interview, according to a proclamation of the university which comes out from time to time. 8. Modes of Studies 8.1 M.A. Programme in Corporate Communication Management is a three-semester education programme. 8.2 The course is divided into 2 plans: Plan A Type A2, Students who choose this plan must study and pass examination at least 42 credits which comprises of 12 credits of Compulsory Subjects, 15 credits of Specific Subjects, 3 credits of Free Elective Subject and 12 credits of thesis. Thesis Advisory Committee will comprise of a Principal Advisor who must be a permanent lecturer with a Ph.D. or an academic position not lower than being Associate Professor, and another coadvisor from within or outside of the university. The co-advisor must have a Ph.D., or an academic position not lower than being Associate Professor, or be an academic with specific expertise with official ranking not lower than Level Students can register to do a thesis only when studying subjects no less than 4 semesters with accumulated credits no less than 30 credits and GPA no less than Thesis examination is done by making presentation in a meeting and oral examination with an Examination Committee that consists of an Advisory Committee with a Principal Advisor, chairperson of the committee, and 2 central committee members who are experts in related subjects from within and outside of the university appointed by the Master Degree Committee Thesis examination must be conducted according to Thammasat University regulation concerning post-graduate education B.E.2541 and Thammasat University regulation concerning thesis B.E Students must pass English language test with P before having thesis examination. Details about foreign language test must follow Thammasat University regulation concerning foreign language test for post-graduate education B.E Students must prepare a thesis article that is ready for publication in an academic journal or a symposium report Plan B Students who choose this plan must study and pass examination at least 42 credits which comprises of 12 credits of Compulsory Subjects, 15 credits of Specific Subjects, 9 credits of Free Elective Subject and 6 credits of Independent Study, CP 700 Individual Project. Qualifications and components of an Independent Study Advisory Committee are the same as the Thesis Advisory Committee as stated in Students can register to do Individual Project only when studying subjects no less than 5 semesters with accumulated credits no less than 36 credits and GPA no less than Students can take Comprehensive Examination only when they have studied 12 credits of Compulsory Subjects and 15 credits of Specific Subjects, and passed examination with GPA no less than They must pass examination of these subjects at P level within three times of taking the examination, otherwise their names would be withdrawn from Students Registration Students must pass English language test with P. Details about foreign language test must follow Thammasat University regulation concerning foreign language test for post-graduate education B.E Students who have no background in Journalism or Communication Arts, must study 2 Prerequisite Subjects, that are CP 501 Principles of Communication and CP 502 Introduction to Communication Research. Results of Prerequisite Subjects study are assessed

3 into P (Passed) and N (Not Passed) and grade from studying these subjects would not be counted with other subjects in the programme. 8.4 Comprehensive Examination: Plan A Type A2: Students can take Comprehensive Examination only when they have studied 12 credits of Compulsory Subjects and 15 credits of Specific Subjects, and pass examination with GPA no less than Plan B: Students can take Comprehensive Examination only when they have studied 12 credits of Compulsory Subjects and 15 credits of Specific Subjects, and pass examination with GPA no less than Thesis: Students can register to do a thesis only when they have - studied no less than 4 ordinary semesters, - no less than 30 accumulated credits, - GPA no less than 3.00, - passed Comprehensive Examination with P, and - passed foreign language test. 8.6 Individual Project Students can register to do an Individual Study only when they have - studied no less than 5 ordinary semesters, - accumulated credits no less than 36 credits, - passed 12 credits of Compulsory Subjects, 15 credits of Specific Subjects and 9 credits of Free Elective subject - GPA no less than Students must pass foreign language test with P (Passed), without credits being counted, according to Thammasat University regulation concerning foreign language test for post-graduate education B.E Course Duration Students must complete this programme within 16 semesters. 10. Enrolment In each semester, students can enrol to study subjects and/or do thesis at least 3 credits, but not exceeding 9 credits. Details about enrolment for other education are to follow Thammasat University Regulation concerning post-graduate education B.E Assessment and Degree Requirements Assessment The assessment is divided into 9 levels as follows: Level A A- B+ B B- C+ C D F Grade Credits are to be counted only for the courses that a student obtains S or no less than C. - Assessment of thesis is divided into 2 levels that are S (Satisfied) and U (Unsatisfied) without grading. - Assessment of Individual Project Examination is divided into 2 levels that are S (Satisfied) and U (Unsatisfied) without grading. - Assessment of Comprehensive Test and Foreign Language Test is divided into 2 levels that are P (Passed) and N (Not Passed).

4 Graduation - having studied courses as required by the programme and observed all conditions set up by Faculty of Journalism and Mass Communication with GPA no less than 3.00, - obtaining P for Comprehensive Test, - obtaining S for Thesis Examination (in case that they choose Plan A, Type A2), - obtaining S for Individual Project Examination (in case they choose Plan B), - obtaining P for Foreign Language Test, and - their thesis must be published, or recognized and published in part or as a whole in an academic journal or publication, or presented in a symposium with proceeding (in case the students choose Plan A Type A2). 12. Estimated Costs The programme is operated on self-sustaining basis with an estimate costs for producing a post-graduate at about 200,000 Baht per student per year. 13. The Course 13.1 Total credit for the whole course must be no less than 42 credits Course structure is divided into 2 plans: Plan A Type A2 Compulsory Subjects 12 credits Specific Subjects 15 credits Free Elective Subjects 3 credits Thesis 12 credits Total 42 credits Plan B Compulsory Subjects 12 credits Specific Subjects 15 credits Free Elective Subjects 9 credits Individual Project 6 credits Total 42 credits 13.3 Criteria for subject codes Subject codes in this course have the following meanings: Singles represent subject number in each subject group 0-7 represents Prerequisite Subject Group Compulsory Subject Group Free Elective Subject Group Tens represent subject groups 0 represents Prerequisite Subject Group Compulsory Subject Group Individual Project Group Thesis 2 represents Specific Subject Group 3 represents Free Elective Subject Group Hundreds represent numbers indicating level of subject 5 represents Prerequisite level subjects 6 represents Master degree level subjects 7 represents Individual Project 8 represents Thesis

5 13.4 Course Description Prerequisite Subjects (Lecture-Practice-Self Study) CP 501 Principles of Communication 3 (3-0-9) CP 502 Introduction to Communication Research 3 (3-0-9) Compulsory Courses (12 credits) (Lecture-Practice-Self Study) CP 600 Theories of Communication and Application 3 (3-0-9) CP 601 Communication Research and Evaluation 3 (3-0-9) CP 602 Information Technology Management 3 (3-0-9) CP 603 Principles of Corporate Communication Management 3 (3-0-9) Specific Subjects (Lecture-Practice-Self Study) CP 620 Psychology for Communication Management 3 (3-0-9) CP 621 Corporate Image Management 3 (3-0-9) CP 622 Communication Campaign Strategies 3 (3-0-9) CP 623 Seminar in Communication Law and Ethics 3 (3-0-9) CP 624 Seminar in Corporate Communication Management 3 (3-0-9) Free Elective Subjects (Plan A Type A2 1 subject; Plan B - 3 subjects) (Lecture-Practice-Self Study) CP 630 Socio-Economic and Political Approach for Communication Management 3 (3-0-9) CP 631 Cross-Cultural Communication in Organisation 3 (3-0-9) CP 632 Integrated Marketing Communication Strategies 3 (3-0-9) CP 633 Issues and Crisis Management 3 (3-0-9) CP 634 Community Relation Management 3 (3-0-9) CP 635 Organisation Communication and Behaviour 3 (3-0-9) CP 636 Integrated Public Relations Strategies 3 (3-0-9) CP 637 Selected Topic in Corporate Communication 3 (3-0-9) Individual Study CP 700 Individual Project 6 (6-0-12) Thesis CP 800 Thesis 12 PLAN A TYPE A2 Study Plan Year 1 Semester 1 CP 600 Theories of Communication and Application 3 CP 601 Communication Research and Evaluation 3 CP 602 Information Technology Management 3

6 Year 1 Semester 2 CP 603 Principles of Corporate Communication Management 3 CP 620 Psychology for Communication Management 3 CP 621 Corporate Image Management 3 Year 1 Semester 3 CP 622 Communication Campaign Strategies 3 CP 623 Seminar in Communication Law and Ethics 3 Year 2 Semester 1 CP 624 Seminar in Corporate Communication Management 3 CP Free Elective Subject 3 Year 2 Semester 2 CP 800 Thesis 6 Year 2 Semester 3 CP 800 Thesis 6 PLAN B Year 1 Semester 1 CP 600 Theories of Communication and Application 3 CP 601 Communication Research and Evaluation 3 CP 602 Information Technology Management 3 Year 1 Semester 2 CP 603 Principles of Corporate Communication Management 3 CP 620 Psychology for Communication Management 3 CP 621 Corporate Image Management 3 Year 1 Semester 3 CP 622 Communication Campaign Strategies 3 CP 623 Seminar in Communication Law and Ethics 3 Year 2 Semester 1 CP 624 Seminar in Corporate Communication Management 3 CP Free Elective Subject 3 Year 2 Semester 2 CP Free Elective Subject 3 CP Free Elective Subject 3

7 Year 2 Semester 3 CP 700 Individual Project 6 Course Description Prerequisite Subjects CP 501 Principles of Communication 3 Credits This subject studies meanings, components, types, roles and influence of communication at both individual and societal level, including organisations related to mass communication in the country and in other countries, and use of new communication technology in mass communication. CP 502 Introduction to Communication Research 3 Credits This subject studies concepts, process, techniques, forms and methods for communication research to apply in corporate communication management. Compulsory Subjects (12 Credits) CP 600 Theories of Communication and Application 3 Credits This subject studies communication theories and other related theories, including methods for thinking, studying and applying theories for analysis, research and operating communication at both administration and action level. CP 601 Communication Research and Evaluation 3 Credits This subject studies philosophy and methods for social science research that are used to research on mass communication and can be used to analyse mass communication process and effectiveness. This subject also studies criteria for consideration of research project proposal, analysis, monitoring and evaluation of mass communication projects. CA 602 Information Technology Management 3 Credits This subject studies modern communication technology that plays a role in management and information system for administration, including development of information system structure by applying computer programmes, the Internet and various communication networks for benefits of corporate communication management and mass communication. CP 603 Principles of Corporate Communication Management 3 Credits This subject studies meanings and role of communication management toward planning and organisation arrangement in both public and private sector, human resource administration, budgeting and circumstantial factors, internal and external, and other factors that have influence over communication management in terms of policy and development of the country. Specific Subjects (15 credits) CP 620 Psychology for Communication Management 3 Credits This subject studies psychological problems, obstacles and influence that affect communication management at all levels in order to create understanding and be able to correctly do communication planning, and also studies solutions to communication problems, using psychological or other related social science principles and theories.

8 CP 621 Corporate Image Management 3 Credits This subject studies important meanings of images, use of public relations concepts and theories related to building of an organisation s desirable images in order to be an advantage in administration of an organisation, changes of image caused by behaviours of personnel in an organisation and organisation s activities that affect personnel or the public outside of the organisation in both government and private sector, including improvement of negative images and strengthening positive images. CP 622 Communication Campaign Strategies 3 Credits This subject studies concepts, theories, process and stages in communication campaign, taking into consideration related circumstantial factors, in order to come up with objectives, strategies and tactics to apply knowledge and understanding about information management and content creation, which affect communication planning, in communication campaign in government and private sector for competitive advantage, together with assessment, control and monitoring to put these strategies into practice to achieve the objective. Studies in this subject are based on theories and case studies. CP 623 Seminar in Communication Law and Ethics 3 Credits This seminar will be about communication law and ethics in different social, economic and political settings, background of measures and problems in administration from these laws, analysis of laws and regulations that control mass media, and reactions against this control, using examples from both real and simulated situations. CP 624 Seminar in Corporate Communication Management 3 Credits This subject studies and analyse problems and situations in Thailand and other countries, including contextual factors and circumstantial factors that affect corporate communication management in government and private sector, in order that students would have experiences in learning methods for solving problems and directions for making administrative decisions by applying theories and principles they have studied in actions and administration. This seminar will also involve opinion exchanges, discussion and group activities, so that there would be integration in communication management. Free Elective Subjects (Plan A Type A2 1 subject / Plan B 3 subjects) CP 630 Socio-Economic and Political Approach for Communication Management 3 Credits This subject studies concepts, economic, social and political development, and economic, social and political relations that play a role and have influence in information society, and management planning that has problems, causing changes towards economic and social development plan at national level, including political experiences, emphasizing analysis from case studies from past to present. CP 631 Cross-Cultural Communication in Organisation 3 Credits This subject studies theories, concepts, cross-cultural research between different societies, analysis to compare cultural differences in all levels of communication from personal level to mass communication and other media to apply in planning communication management in government and private sector. CP 632 Integrated Marketing Communication Strategies 3 Credits This subject studies principles and methods of marketing communication for marketing purpose and expected results in business operation, strategies for planning integrated marketing communication, using various tools, such as advertisement, public

9 relations, sale promotion and direct marketing, including role of marketing communication in overall communication of an organisation. CP 633 Issues and Crisis Management 3 Credits This subject studies nature of problems, conflicts and crises faced by both public and private organisations, analysis of problem issues, principle for crisis management to end problems in order to revive images and reputation of an organisation. CP 634 Community Relation Management 3 Credits This subject studies process and components of community relation in and out of urban areas, analyses problems, obstacles and variables in community relation management, that would lead to possible solutions to the problems and design of communication paradigm that is appropriate to the situation. CP 635 Organisational Communication and Behaviour 3 Credits This subject studies concepts, theories, forms and strategies for organisational communication in order to create good reputation of an organisation, methods for communication, vision of an organisation, in order to help personnel in the organisation have motivation and loyalty to the organisation, including behaviours of personnel in the organisation, by analysing causes and effects of the behaviours to make organisational communication management strong and efficient. CP 636 Integrated Public Relation Strategies 3 Credits This subject studies concepts, theories, organisational public relations strategies and public relations for marketing, planning principles to define integrated public relations strategies, including techniques for creating good relations with various target groups to prevent competitive advantage, administrative principles and evaluation of public relation products in the most effective way. CP 637 Selected Topic in Corporate Communication 3 Credits Students would study and write reports about stories that they are interested in corporate communication management in government or private sector in the country and in other countries with advice from and under supervision of the lecturer of that subject. Individual Project CP 700 Individual Project 6 Credits Students are required to write a report of an in-depth study on stories of their interest about corporate communication management, focusing on ability to organise their thought system from advent of the project until the goal of education as stated in the project outline is achieved. Content of this report consists of stories to be studied, objectives, goals and systematic studying methods that could lead to conclusions or useful recommendations. Thesis CP 800 Thesis 12 Credits

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