การเปรียบเทียบประสิทธิผลระหว่างการประชาสัมพันธ์แบบมาตรฐานและแบบออนไลน์เพื่อสร้างความตระหนักรู้ข้อมูลหลักสูตร: กรณีศึกษาหลักสูตรสาขาวิชาวิศวกรรมเครื่องกลเรือ คณะวิศวกรรมศาสตร์ มหาวิทยาลัยเทคโนโลยีราชมงคลศรีวิชัย

Abstract

The program in Marine Engineering, Faculty of Engineering, Rajamangala University of Technology Srivijaya has been launched. Although it is a new program, it has enrolled 3 student batches (30 students per academic year). The problem was that applicants were declining every year. It was due to the fact that standard public relation was not able to reach a wide audience, information was not directed to individuals because of budget constraints, and the target audience did not have enough useful information to make a decision. Therefore, there was a risk of being unable to enroll the planned student numbers and indicators at both the program and faculty level. As a result, the researcher came up with a develop idea to promote an online Marine Engineering program by using the Chatbot system via Facebook Fan page: Marine Engineering, RUTS as a media for public relations. The user will be vocational certificate students and high school students in the mathematics-science program who are interested in further study in such a program. The data were analyzed by the SPSS program, using t-test. The results were according to the determined objectives. Online public relations were smooth, well-controlled budget, publicized, and presented a clear image to interested people as well as increasing user awareness at a higher level. As for the analysis, it found that although the sample who received public relations in different ways had different levels of brand awareness, all three public relations were effective to raise the brand awareness. In conclusion, it was reachable for a wider audience and increased the effectiveness of corporate communications further.