|
Learning Center as Innovative Public Relation Tool for Thailand 4.0 Stakeholder Engagement 2 Case Studies : Bank of Thailand Learning Center and EGAT Learning Center |
|---|---|
| รหัสดีโอไอ | |
| Title | Learning Center as Innovative Public Relation Tool for Thailand 4.0 Stakeholder Engagement 2 Case Studies : Bank of Thailand Learning Center and EGAT Learning Center |
| Creator | Somrak Jeamteerasakul |
| Publisher | คณะบริหารธุรกิจ เศรษฐศาสตร์และการสื่อสาร มหาวิทยาลัยนเรศวร |
| Publication Year | 2561 |
| Keyword | Learning Center, Innovation, Public Relations, Stakeholder Engagement, Experiential Corporate Communication |
| Abstract | This paper aims to examine the role of learning center in Thailand. The two case studies were selected, Bank of Thailand Learning Center and EGAT Learning Center. Qualitative research design was used. Data collection methods were document review and in-depth interview. The result shows that learning center is an innovative public relation tool, which delivers experiential corporate communications to corporate or government organization stakeholders. In essence, learning center is an experience provider using integrated design such as environmental design, architectural design, content strategies and storytelling design to create both brand awareness and brand image. Learning center provides integrated online and offline new media, such as computer, internet, social media, games, infographic, etc. The content of learning center shows the mission, the vision and the corporate values in Thailand, all of which drive the corporate toward the creation of exhibitions and new media designs to deliver experiences to prospects. Consequently, the target audiences gain brand awareness, leading to brand preference and positive attitudes toward the corporate. By this reasoning, learning center is one of the innovative public relation tools for Thailand 4.0 stakeholder engagement. |
| Language | ENG |
| URL Website | http://www.bec.nu.ac.th/becic2018/ |
| Website title | BECIC2018 |
