The Development of Bachelor of Art Program in Art and Design Innovation, Faculty of Humanities and Social Sciences Ubon Ratchathani Rajabhat University

Abstract

This study utilized a research and development (R&D) methodology. The objectives were to 1) investigate the demand for further education in the Bachelor of Fine Arts Program in Art and Design Innovation, 2) develop the curriculum for the program, and 3) examine the satisfaction of graduate users toward the developed curriculum. The key informants and sample group, selected through purposive sampling, consisted of 85 participants, including prospective students, designers, 5 curriculum experts, and graduate users from both public and private sectors. The research instruments comprised a demand survey questionnaire, qualitative interview forms, and a graduate user satisfaction evaluation form. Quantitative data were analyzed using mean () and standard deviation (S.D.), while qualitative data were analyzed through content analysis. The findings indicated that 1) the overall demand for further education in this curriculum was at the highest level ( = 4.72, S.D. = 0.45), with the highest demand identified in the area of art design skills and professional practice. 2) The curriculum development, grounded in Outcome-Based Education (OBE) and Design Thinking principles, yielded a curriculum characterized by cross-disciplinary integration and the implementation of digital technology (AI) into course descriptions. It also offered innovative laboratory support (3D Printing and CNC), a 3+1 international learning model with China, and creative entrepreneurship courses. The experts validated that the developed curriculum was highly appropriate and aligned with professional standards. 3) The overall satisfaction of graduate users toward the graduates' performance was at the highest level ( = 4.72, S.D. = 0.48). Morality and ethics received the highest satisfaction score, whereas professional practical skills, despite being at the highest level, received the lowest average score ( = 4.25).