A Study of Competency Needs of Advertising and Entertainment Business Graduates of Bansomdejchaopraya Rajabhat University

Abstract

The purposes of this research were 1) to study the competency needs of the advertising and entertainmentbusiness graduates from Bansomdejchaopraya Rajabhat University 2) to measure the current competencylevel of advertising graduates and the expected competency level of advertising and entertainmentbusiness graduates that the employers want and 3) to compare the current competency level ofadvertising graduates and expected competency level of advertising and entertainment business graduatesof Bansomdejchaopraya Rajabhat University. Sample included 416 employees in owners, ChiefExecutives, Directors, Managers, Supervisors and Senior Officers within the Advertising and EntertainmentBusiness. Questionnaires were administrated to 5-point rating scale. Statistics analyses consistedof percentage, mean, standard deviation, t-test and modified priority needs index (PNI modified) forcomparing the current competency level of advertising graduates and expected competency level ofadvertising and entertainment business graduates of Bansomdejchaopraya Rajabhat University.The results revealed that the competency needs of the advertising and entertainment business graduatesthat the employers want consisted of four types of 33 competencies. The results of comparison levelof current knowledge competency and expected knowledge competency of the graduates from the firstto the third were 1) knowledge management 2) knowledge of economy and marketing 3) knowledge ofart, culture and society. The results of comparison level of current skill competency and expected skillcompetency of the graduates from the first to the third were 1) English ability 2) planning and managing3) management skill. The results of comparison level of current and expected personality of the graduatesfrom the first to the third were 1) appropriate of outfit 2) cautious and sagaciousness 3) punctuality.The results of comparison level of current and expected ethic and moral of the graduates from the first tothe third were 1) responsibility for oneself and the society 2) kindheartedness 3) faithfulness.