The study entitled “A Case Study: Patterns of Freshman Welcoming Activities at Faculty of Liberal Arts Rajamangala University of Technology Phra Nakhon” a mixedmethod research aims to investigate the patterns effects and students ’attitudes towards freshman welcoming activities. The participants in this study were the first- to the fourth-year university students from four majors including Applied Thai English for International Communication Hotel Management and Tourism. The participants can be divided into two groups: the participants of freshman welcoming activities (the first-year university students N = 132) and the organizers (the second-year to the fourth-year university students N = 65). The participants were 197 university students in total. The research instruments used for data collection were questionnaire and depth interview questions. For the questionnaire it can be divided into four parts: Part I concerning general information Part II and III related to types of welcoming activities and students’ attitudes towards the freshman welcoming activities organized in the Faculty of Liberal Arts at Rajamangala University of Technology Phra Nakhon and Part IV providing suggestions. Thirty voluntary participants were asked to provide in-depth information about freshman welcoming activities organized the Faculty of Liberal Arts Rajamangala University of Technology Phra Nakhon. The data obtained from the questionnaires were analyzed by using descriptive statistics: frequency percentage means and standard deviation. The data obtained from the in-depth interview were transcribed and analyzed by using textual analysis. Most participants in this study were female university students whose age group was 19 years old. The participants filled in their answers from 1 to 5 that is 5 strongly agree 4 agree 3 neutral 2 disagree and 1 strongly disagree to report their attitudes towards the freshman welcoming activities organized in the Faculty of Liberal Arts at Rajamangala University of Technology Phra Nakhon. The results of the study show that the participants highly agreed with the appropriateness and the types of freshman welcoming activities responding to the goals. The participants also added that they wanted to have a welcome feast (71.6%) followed by Baisri Sukwan welcome ceremony (64%) and booming activity for welcoming the new first-year university students (55.8%) respectively. The results of the study showed the participants ’awareness of security and willingness while taking part in the freshman welcoming activities. The students mostly agreed with positive effects of participating these kinds of activities: building relationship unity and responsibility. However they also moderately agreed that these activities could provide negative effectives: individual and organizational damage (for example losing publica image) According to the descriptive analysis and textual analysis the results showed that these university students were willing to take part in freshman welcome activities indicating that the activities were suitable supervised by related departments. They also suggested that there should be welcome activities based on their interests and suggestion box to achieve the goal. However one of the limitations of the study was the widespread of coronavirus resulting in the average score and standard deviation in some questionnaire items.

The study entitled “Education 4.0: An Evaluation of Students’ Attitudes towards Using Mobile Applications for English Language Learning” a mixed-method research aims to find out what are the students’ attitudes towards the use of mobile assisted in language learning what factors result in the acceptance and the use of mobile applications for English language learning and what are the application features responding to the students’ needs. The participants in this study were selected based on the convenience sampling method. They were undergraduate students studying at the tertiary level from the first-year to the fourth-year in the Faculty of Liberal Arts Rajamangala University of Technology Phra Nakhon in the academic year of 2020. The total number of participants was 131 university students. The research instruments used for data collection was questionnaire which can be divided into four parts as follows: Part 1 general information Part 2 mobile applications used for English language learning Part 3 factors affecting the acceptance and the use of mobile applications for English language learning and Part 4 open-ended questions for additional information and suggestions so as to develop the features of mobile assisted in English language learning responding to the students’ needs. The data obtained from the questionnaire were divided into two types. The quantitative data such as the scores from 4-point Likert scale were analyzed by using descriptive statistics for example frequency percentage mean and standard deviation. In addition to the qualitative data the students’ written opinions were analyzed by using textual analysis word clouds and sentiment analysis of users’ attitudes towards the use of mobile applications for English language learning. Most participants in this study were female university students whose age ranged from 18 to 22 years old. These participants filled in the four rating scale questionnaire: 4 strongly agree 3 agree 2 disagree and 1 strongly disagree to report their attitudes towards the use of mobile applications for English language learning. The results of the study showed that most participants frequently used Youtube and Facebook to develop their vocabulary. The individual factors such as gender age and English language proficiency were not correlated with the acceptance and the use of mobile application for English language learning. The participants also reported that they strongly agreed on the performance expectancy and the perceived usefulness with a low to moderate correlation in each factor. According to the descriptive analysis and textual analysis the results reported that these university students showed positive attitudes towards the use of mobile applications for English language learning because it was easy fast and could access information quickly. One possible explanation for this was their age group. These participants were the members of generation Z who were born with innate digital literacy and the advancement of technology. They were also familiar with social media. However one of the limitations in the study was data analysis since the results of sentimental analysis and textual analysis might be influenced by word segmentation approach. For the content of English the differences between general English and English for Specific Purposes did not result in any decisions on using the mobile application for English language learning.

This research aimed to 1) investigate the real states and expected states to be a digital university of Rajamangala University of Technology Phra Nakhon and 2) analyze needs for a digital university. The population and sample group were divided into 3 groups including students enrolling in the academic year 2017 instructors and university staff. The research tool was questionnaire. The data analysis consisted of frequency percentage means standard deviation and t-test. The Modified Priority Needs Index formula (PNI Modified) was used to prioritize the order of needs assessment. The research results showed as follows: 1. As for the real states and expected states to be a digital university the means of students and university staff groups were different at the statistically significant level of 0.01. The real states’ overall means were lower than those of the expected ones. While the means of instructor group were not different but considering in each aspect it was found that the real states’ overall means were lower than those of the expected ones. 2. Regarding to need assessment for a digital university modified Priority Needs Index (PNI Modified) was calculated. The PNI Modified of the student group was 1.14-1.68. The aspects of classrooms and laboratories were found the highest PNI Modified (the first rank). The PNI Modified of the instructor group was 0.04-0.22. The aspects of classrooms laboratories and learning resource service system were found the highest PNI Modified (the first rank). The PNI Modified of the university staff group was 0. 76-1.12. The aspect of learning resource service system was found the highest PNI Modified (the first rank).

Thailand is one of the few countries in the world that provides the whole value chain of the textile industry with over 4700 local textile producers and 800000 to one million workers making this industry the second-most important employment sector. In 2016 the industry’s export revenue was valued at almost USD 7 billion contributing to over 3% of total exports. The Association of Southeast Asian Nations (ASEAN) is the biggest international market for Thailand clothing export (23%) and expected to become the worlds fourth largest market by 2030. However Thai cloth entrepreneurs are facing major problems that demand attention including labour costs new design and product development and in particular online marketing. The Thai fashion and textile industries should define a clear strategic move through integrating textile with fashion with a view “toward sustainable creative industries with strong soft power”. The purpose of this study is to analyse competitiveness of Thai cloth entrepreneurs in relation to online management and integrated marketing communications (IMC) in the ASEAN market. The research instrument involves a descriptive cross-sectional mixed-method study in Thailand. For quantitative data 60 cloth entrepreneurs are invited to complete a questionnaire before and after our “online management and IMC” training programme and a qualitative in-depth interview study is conducted with 10 cloth entrepreneurs. The 2017 survey returned 100% participation with general agreement that a website and Facebook are the most important IMC tools for online marketing in the ASEAN market. Before training the participants had knowledge and skills regarding the ASEAN Free Trade Area (AFTA) online communication and social media tools in intermediate level while they had less knowledge and skills concerning social media web design and online gallery. After training the statistics show an increase in entrepreneurs’ level for all knowledge and skills. Furthermore the findings from in-depth interviews show that with regard to entrepreneurial competitiveness in relation to the ability of online management and IMC there is a requirement for further training and government support. In addition the 10 cloth entrepreneurs agree that time management and quality of product and service control are very important for online business.

Music Piracy Is A Ever-Changing Challenge – Thailand’s Music Market Continues To Be Distorted By Unfair Competition FromUnlicensed Services Which Affects Income Of Rights Owners. In Order To Find The Solution For Music Industry The Purpose Of This Research Is To Determine Integrated Marketing Communication In Campaign Affecting To Deter Unauthorized Buying Or Downloading Of Copyrighted Music. The Research Tool Employed In This Study Is A Questionnaire To Enable Statistical Analysis From The Desired Sample Of 410 Subjects Around Thailand And 60 Subjects Who Were Trained In This Programme Regarding Copy Right Music. The Results Show That Integrated Marketing Communication For Communications In Campaign To Deter Unauthorized Buying And Downloading Of Copyrighted Music Which Includes; Advertising Sale Promotion Public Relations And Direct Marketing Cannot Change Consumers’ Behaviour To Stop Music Piracy. However The Chi-Square Test Results Show That Consumers’ Decision With Regard To Deter Unauthorized Buying And Downloading Of Copyrighted Music Depends On Price Law Social Acceptance And Religion Belief With A Level Of Significance At 0.01. Hence We Can See That Thailand’s Music Industry Is A Business Whose Success Depends On These Factors. It Recommend That Government Policy Makers And Entrepreneurs Should Target Direct Strategies With A Greater Focus On The Role Of Them.