A Comparison of Students' Demands for Enrollment in a Bachelor's Program in Sport Mass Communications within the Educational Service Area 10

Abstract

This research article aims to study the level of awareness of the field of sports mass communication and the institutions offering the program, to compare the level of awareness of the field of sports mass communication and the institutions offering the program, and to examine the needs and expectations of students regarding enrollment in the bachelor’s degree program in sports mass communication, particularly in terms of teaching and learning management, expectations towards the undergraduate study pathway, expectations in professional training, and expectations for career opportunities after graduation. There is a quantitative research. The research tool is a questionnaire. The sample consists of 442 students in Educational Service Area 10 (Provinces of Samut Sakhon, Samut Songkhram, Phetchaburi, and Prachuap Khiri Khan). The data are analyzed using frequency, percentage, one-way ANOVA. The results indicate that no statistically significant differences in awareness of the Sports Communication Program between genders; however, significant differences are observed based on school location, with lower awareness reported among students in Samut Songkhram Province. Awareness varied by institution, with Chulalongkorn University being the most recognizes (19.53%), followed by private universities (17.45%) and Thammasat University (14.34%). Additionally, 61.54% of students prefer regular programs, while 5.20% favored special programs, and 30.32% expressed interest in both types. Students show a preference for self-paced online learning. Their expectations for undergraduate studies include access to modern equipment and media production studios, instruction from media professionals, and practical learning experiences. In terms of professional aspirations, students express the most interest in photography, and multimedia and social media, followed by advertising, public relations, and integrated marketing communications/branding. Upon graduation, many students aim to become independent media entrepreneurs, followed by sports event organizers, and sports photographers. The body of knowledge indicates that the field of sports mass communication should promote itself more widely to increase recognition, provide special programs with options for online learning, organize activities utilizing new media, establish foundational media professional training for students, prepare modern laboratories and equipment, employ expert instructors, include courses in media business entrepreneurship to support independent careers after graduation.