Proceeding The International Conference: Integrating knowledge and innovation for a sustainable future
The International Conference: Integrating knowledge and innovation for a sustainable future
Graduate School, Suan Sunandha Rajabhat University
THE USE OF TECHNOLOGY AND DIGITAL MEDIA TO PROMOTE ACTIVE LEARNING AMONG UNIVERSITY STUDENTS
This research aimed to study students' opinions on the use of technology and digital media and to investigate students' satisfaction with Active Learning instruction. The population for this study was first-year students from the Faculty of Education at Suan Sunandha Rajabhat University. Tools used to design the instructional activities included Kahoot!, Quizizz, Padlet, Canva, Google Workspace, multimedia (videos, infographics), and VR/AR technology. Data were collected using questionnaires from a total sample of 59 students. The analysis of student opinions employed mean and standard deviation, with results presented in a descriptive narrative. The key findings are as follows: 1. The study of student opinions regarding the use of technology and digital media showed that students held most positive opinions was at a highest level and moderate level negative opinions towards its use in instruction. 2. The study of student satisfaction with Active Learning instruction found that students' satisfaction was at a high level. This indicates that students possess a positive attitude towards the learner-centered approach. Students felt this method made the content relevant to their learning styles, offered diverse activities, promoted participation and content understanding, fostered a connection between knowledge and real life, and allowed learners to develop critical thinking skills, collaboration, and self-directed research and knowledge creation.
FACTORS AFFECTING THE QUALITY OF SERVICE IN REQUESTING A LICENSE TO PRACTICE AS AN EDUCATIONAL ADMINISTRATOR, DEPARTMENT OF EDUCATIONAL ADMINISTRATION, SUAN SUNANDHA RAJABHAT UNIVERSITY
The objective of this research was to study the level of factors affecting the quality of service for professional administrator license applications in the Educational Administration program at Suan Sunandha Rajabhat University. The sample group for this study consisted of 50 students from the Educational Administration program. The research instrument was a questionnaire, and the statistical analysis methods used were descriptive statistics, including frequency, percentage, mean, and standard deviation. The research findings revealed that the service factors, in general, were at the highest level (mean = 4.61). The factor with the highest mean score was satisfaction and impression (mean = 4.63), followed by trust and respect (mean = 4.61), and technology systems (mean = 4.60). Furthermore, the research also provided insights into the personal factors of the service users, a majority of whom were female (78.00%), aged 31-40 (58.00%), and single (66.00%). The study indicated that service users were highly satisfied and impressed with the quality of service provided by the program, had confidence in the service standards, and acknowledged the effectiveness of using technology to facilitate convenience. The recommendations from the research therefore focused on continuously maintaining service quality standards, developing additional digital channels for faster information access, and conducting future in-depth studies to fully understand the needs of service users.
THE IMPACT OF EDUCATION MANAGEMENT INFORMATIZATION ON THE ADMINISTRATIVE EFFICIENCY OF S UNIVERSITIES IN YUNNAN PROVINCE, CHINA
This paper aims to study 1) the impact of the infrastructure of Education Management Informatization on the Administrative Efficiency of universities, 2) the impact of Applied Information Mangagement of Education Management Informatization on the Administrative Efficiency of universities, and 3) the impact of Teachers' Information Literacy of Education Management Informatization on the Administrative Efficiency of universities. The study employs a quantitative research methodology, utilizing survey questionnaires to collect data. The research subjects are teachers at S University in Yunnan Province, China. The sample size was determined using the Taro Yamane formula, with 264 teachers selected (out of a total of 680 teachers at S University in Yunnan Province, China). Data analysis was conducted using statistical software methods, including reliability analysis, validity analysis, descriptive analysis, correlation analysis, and regression analysis. The results show that 1) the infrastructure of education management informatization has a positive impact on the administrative efficiency of universities; 2) the application of information management in education management informatization has a positive impact on the administrative efficiency of universities; and 3) teachers' information literacy in education management informatization has a positive impact on the administrative efficiency of universities. This study provides a basis for improving the administrative efficiency of universities and enriches the relevant theories of education informatization and administrative efficiency.
THE EFFICIENCY OF TASK PERFORMANCE AND SERVICE DELIVERY OF THE FINANCE AND SUPPLIES DIVISION, GRADUATE SCHOOL, SUAN SUNANDHA RAJABHAT UNIVERSITY
This research aims to study the efficiency of duties performance and service delivery of the Finance and Supplies Division at the Graduate School, Suan Sunandha Rajabhat University in four aspects: service process, personnel, facilities, and service outcomes. Data were collected using questionnaires from 78 respondents, including 51 lecturers, 27 staff members, and 78 graduate students who received services from the Graduate School office. The data were analyzed using statistical software. The study found that: 1) The demographic data of respondents showed that most service users were female, over 50 years old, pursuing or holding a doctoral degree, primarily lecturers, and had received services between 6 to 10 times. 2) Regarding satisfaction levels on the duties performance and service delivery of the Finance and Supplies Division, the overall satisfaction score was very high level (=4.50). The highest-rated aspects were service accuracy ( = 4.90), staff enthusiasm ( = 4.81), polite and friendly service ( = 4.71), promptness of service ( = 4.69), clear service procedures ( = 4.67), accurate and clear advice (= 4.59), and standardized service steps ( = 4.53). The aspect rated as high satisfaction was the clarity of documents, announcements, and website information ( = 4.12).
BEHAVIOR OF UNIVERSITY STUDENTS IN ONLINE GAMES
The objectives of his research were to study the behavior of university students who play online games and the impact of online games. The research samples were 405 undergraduate students, and data were collected using questionnaires. Descriptive statistics such as percentage, mean, and standard deviation were used, while hypothesis testing was conducted using Independent Samples t-test and One-Way ANOVA. The research results were found that the majority of the samples were male, aged 21-30 years old, and in their second year of study. They play online games 15 times or more per week, spend 8 hours or more per session, and usually play between 8:01 PM and 12:00 AM. Regarding the impact of online games, it was found that Physical health: Online games cause eye problems for players. Financial aspect of online games increased players expenses. Education and intellect of online games enhanced players' creativity. Family and social relationships: Online games help players make new friends. Emotions: Online games provide players with relaxation from stress. The hypothesis testing results show that the behaviors related to the time spent, frequency of use, and the period of use in playing online games had different impacts. However, there was no significant difference found in the impact related to the frequency of time.
FACTORS AFFECTING THE SATISFACTION OF STUDENTS IN THE DOCTOR OF PHILOSOPHY PROGRAM IN APPLIED THAI TRADITIONAL MEDICINE, SUAN SUNANDHA RAJABHAT UNIVERSITY
This research aimed to study the factors affecting student satisfaction in the Doctoral Program in Applied Thai Traditional Medicine at Suan Sunandha Rajabhat University. Data were collected from 30 students, comprising 12 males and 18 females. The research instrument was a questionnaire measuring satisfaction levels across several dimensions: personnel, curriculum and course content, teaching media and technology, facilities and support services, and management. The findings revealed that students’ overall satisfaction was at a high to very high level, with personnel factors receiving the highest satisfaction scores. Moreover, female students showed significantly higher satisfaction with the curriculum and course content compared to male students. The results highlight the importance of continuously developing personnel quality and improving the curriculum to enhance teaching effectiveness and adequately meet student needs.
FACTORS INFLUENCING SATISFACTION WITH THE REGISTRAR AND EVALUATION SERVICES FOR REQUESTING ACADEMIC PROGRESS CERTIFICATES OF GRADUATE STUDENTS AT SUAN SUNANDHA RAJABHAT UNIVERSITY
Research on Factors Affecting Satisfaction with the Services of the Registration and Evaluation Office in Requesting a Graduate Progress Certificate among Graduate Students at Suan Sunandha Rajabhat University. A total of 40 respondents participated in the survey. The majority were female, accounting for 24 respondents (57.14%), while 18 respondents (42.86%) were male. Most respondents were aged between 30 and 40 years (21 respondents, 70.0%), followed by those under 30 years (6 respondents, 20.0%) and those aged 41–50 years (3 respondents, 10.0%), respectively. In terms of educational background, the majority held a Master’s degree (28 respondents, 66.67%), while 14 respondents (33.33%) held a Doctoral degree. A research study found that the overall satisfaction level of graduate students at Suan Sunandha Rajabhat University with the academic and registration services for requesting a certificate of progress was at the highest level. When considered by individual aspects, all were found to have an average score at the highest level: equal service provision (4.32), prompt and timely service (4.28), progressive service (4.28), sufficient service (4.25), and continuous service (4.28), respectively.
DEVELOPMENT OF THE SUBMISSION PROCESS OF ACADEMIC PERFORMANCE REPORTS OF THE GRADUATE SCHOOL, SUAN SUNANDHA RAJABHAT UNIVERSITY
The results of the study found that: Based on a research study on the development of the process of submitting academic reports of the Graduate School. Suan Sunanda Rajabhat University, which has studied the data for the academic year 2025, aims to study the process of submitting academic reports to ensure accuracy. In order to develop the operational guidelines of the Educational Service Officer of the Graduate School, Suan Sunanda Rajabhat University, using statistics for research such as percentage, average, deviation, etc. Integration to set guidelines for the work of educational services to be more efficient. Part 1 To study the process of submitting academic reports to ensure accuracy efficiently. Based on the basic data, lecturers at the Graduate School of Suan Sunanda Rajabhat University for the academic year 2025 studied the status of service recipients, including gender, major, Education level, teaching experience It was found that most of the lecturers were male, 15 people, accounting for 25.0 percent, and 45 women, accounting for 75.0 percent, with a total of 6 full-time lecturers in the Graduate School of Education, consisting of 1. Educational Administration, 11 people, accounting for 18 percent. 0 2.Development Services 13 students (22.0%) 3.Business Administration 13 students (22.0%) 4.Linguistics 7 students (12.0%) 5.Applied Thai Medicine 8 students (13.0%) and Public Health 8 students (13.00%) and 25 lecturers with a master's degree (42.0%), 35 students (58.0%) with a doctoral degree (58.0%), 10 lecturers with teaching experience for a period of 1-5 years (17.0%), 20 students (33.00%) for a period of 6-10 years, and 30 lecturers with a period of 10 years or more (50%). Part 2 To study and develop the process of submitting academic reports to be effective in the use of information technology. Study to develop the process of submitting academic reports to be effective in the use of information technology for the benefit of developing the process of submitting academic results of the Graduate School. Suan Sunanda Rajabhat University It was found to be at the highest level. The average value (S.D.) = 0.567 was 4.61 when considering the topic, it was found that it was suitable to be used in the report of students' academic results. It has the highest level of comment. The average value is 4.75 (S.D.) = 0.51, followed by meeting the needs of users and is used as a good guideline for submitting academic reports. The highest opinion level value is 4.73 (S.D.) = 0.53, and finally, reduce work time, reduce resources. Reduce travel The opinion level value was very high 4.36 (S.D.) = 0.50
SATISFACTION OF SERVICE RECIPIENTS WITH THE SERVICE OF GRADUATION WORK IN THE FIELD OF STUDY DEVELOPMENT ADMINISTRATION, GRADUATE SCHOOL, SUAN SUNANDA RAJABHAT UNIVERSITY
This study aims to assess service recipients’ satisfaction with the services provided by the graduation services unit. The sample group used in this research was 50 students who requested services for requesting ethical consideration of human research. The research instrument was a questionnaire. The statistics used for data analysis were descriptive statistics, including frequency, percentage, mean, and standard deviation. The results of the research found that the majority of the sample group was female, 39 people, aged between 31- 40 years, 42 people were single, and had an income between 25,000-30,000 baht. The satisfaction of the services provided by the graduation services unit Office found that overall, it was at the highest level (= 4. 54, S. D. = 0. 052). The most satisfied aspect was the service quality (4.63, S.D. = 0.056), followed by the facilities (= 4.54, S.D. = 0.167), personnel (= 4.53, S.D. = 0.103), service system (= 4.52, S.D. = 0.034), and service process (= 4.46, S.D.= 0.123), respectively.
A STUDY OF PROBLEMS IN THESIS WRITING OF MASTER'S DEGREE STUDENTS IN EDUCATIONAL ADMINISTRATION, SUAN SUNANDHA RAJABHAT UNIVERSITY
This study aimed to examine problems encountered in completing theses among students in the Educational Administration program at Suan Sunandha Rajabhat University. Data were collected using a questionnaire. The sample comprised 50 respondents—students and faculty members in the Educational Administration program—who returned the questionnaire in full, yielding a 100% response rate. Results showed that most respondents were female (62.0%), aged 31–40 years (50.0%), single (76.0%), and had a monthly income of 15,001–25,000 THB (56.0%). Overall, the perceived level of problems in conducting theses was moderate ( = 2.77). By dimension, student readiness had the highest mean ( = 2.80), followed by research competence ( = 2.78), curriculum and instruction ( = 2.76), and thesis advisor attributes ( = 2.74), respectively. Key bottlenecks included health and work–study time balance (readiness); selecting a research topic, data analysis, and writing conclusions/discussion (research competence); the coverage and timeliness of advising; and the appropriateness and currency of research/statistics courses.
THE EFFECTIVENESS OF ACTIVITIES PROMOTING DIGITAL CULTURE IN COLLABORATIVE WORK AMONG STAFF OF THE GRADUATE SCHOOL, SUAN SUNANDHA RAJABHAT UNIVERSITY
This study aimed to (1) develop activities to promote digital culture in collaborative work among staff of the Graduate School, Suan Sunandha Rajabhat University, and (2) examine their effectiveness. Data were collected from 73 participants, including 47 faculty members and 26 supporting staff, through questionnaires and analyzed with statistical software. The Graduate School organized four projects to enhance digital skills: (1) Applying Google Workspace for effective work, (2) Video editing using Adobe Premiere Pro, (3) Using Canva in teaching and learning, and (4) Applying AI in work practices. Respondents were mostly female academic staff aged 56–65, with doctoral degrees and 1–5 years of experience. They also demonstrated strong awareness of the digital university concept. Findings revealed that the overall effectiveness of the activities was at the highest level. In terms of knowledge development in digital technology use, the mean score was 4.71, with the highest-rated aspect being the application of digital experience to improve work and organizational development (x̅ = 4.77). Regarding digital culture skills in collaboration, the mean score was 4.73, with the highest-rated aspect being teamwork and cooperation to achieve goals quickly (x̅ = 4.82). In conclusion, the activities were highly effective in fostering both digital knowledge and collaborative digital culture among staff, supporting the Graduate School’s transition toward a digital university.
THE STUDY OF STUDENT SATISFACTION WITH THE SERVICE QUALITY OF THE THAI TRADITIONAL MEDICINE DIPLOMA PROGRAM AT SUAN SUNANDHA RAJABHAT UNIVERSITY
This study is quantitative research with the objective of examining student satisfaction with the service quality of the Thai Traditional Medicine Diploma Program at Suan Sunandha Rajabhat University. The sample group consisted of students enrolled in the program. The research instrument was a questionnaire, and the statistical methods used for analysis with a statistical software package included percentage, mean, and standard deviation. The results from 33 respondents revealed that the majority of students were female, accounting for 23 persons (69.7%), while 10 were male (30.3%). By year of study: 20 were first-year students (60.6%), 6 were second-year students (18.2%), and 7 were third-year students (21.2%). The analysis indicated that the level of student satisfaction with the service quality of the program was at the highest level, with an overall mean score of 4.72. All items were rated at the highest level. The top three aspects with the highest satisfaction were: the convenience of communication with staff and related personnel, the service of staff (courtesy, willingness to help, promptness), and the appropriateness of procedures and timeframes for academic services (e.g., registration, requesting documents, etc.), with mean scores of 4.93, 4.90, and 4.75, respectively.
SATISFACTION WITH THE REMUNERATION DISBURSEMENT FOR THESIS/INDEPENDENT STUDY ADVISORY COMMITTEES AND THESIS PROPOSAL/DEFENSE EXAMINATION COMMITTEES IN THE DEVELOPMENT ADMINISTRATION PROGRAM, GRADUATE SCHOOL, SUAN SUNANDHA RAJABHAT UNIVERSITY
This study, titled “Satisfaction with the Remuneration Disbursement for Thesis/Independent Study Advisory Committees and Thesis Proposal/Defense Examination Committees in the Development Administration Program, Graduate School, Suan Sunandha Rajabhat University,” examined satisfaction levels among committee members during the 2025 academic year. The objectives were to assess satisfaction with the current remuneration disbursement system and analyze influencing factors such as remuneration appropriateness, transparency, and workload consistency. Quantitative methods including percentage, mean, and standard deviation were used for analysis. Part 1: Basic Information revealed that most respondents were aged 31–40 years (51.4%), followed by those under 30 years (25.7%) and over 50 years (22.9%). In terms of experience, 42.9% had 3–5 years, while 28.6% had less than 3 years and another 28.6% had more than 5 years of experience as committee members. Part 2: Satisfaction Analysis indicated overall high satisfaction with remuneration disbursement. The “procedures and processes for disbursement” scored a mean of 4.12 (SD = 0.64), and “accuracy and transparency” received a mean of 4.28 (SD = 0.59)—both rated at a high level. “Communication and services” also showed strong satisfaction (M = 4.16, SD = 0.61). The findings suggest that committee members were generally satisfied with the remuneration process, particularly regarding fairness and efficiency. However, improvements in procedural clarity and system management could further enhance satisfaction and strengthen financial and administrative operations. (Siriporn, M., & Somchai, S. (2023).)
THE FACTORS INFLUENCING THE SATISFACTION WITH THE PLAGIARISM CHECK (TURNITIN) SUBMISSION OF GRADUATE STUDENTS AT SUAN SUNANDHA RAJABHAT UNIVERSITY
The objective of this research was to study the satisfaction of graduate students at Suan Sunandha Rajabhat University in submitting academic work for plagiarism detection using Turnitin. The sample group consisted of 60 graduate students (master’s and doctoral levels) at the Graduate School, Suan Sunandha Rajabhat University, selected through purposive sampling. Data were collected using a questionnaire. Descriptive statistics, including percentage, mean, and standard deviation, were used to describe the demographic characteristics of the graduate students. The research findings revealed that: Most graduate students at Suan Sunandha Rajabhat University were female (34 students, 56.7%). The majority were master’s degree students (37 students, 61.7%), and most submitted their work in the form of a thesis (43 students, 71.7%). The overall satisfaction with submitting academic work for plagiarism detection using Turnitin among graduate students was at the highest level ( = 4.53, S.D. = 0.495). Considering each aspect: First: The process and procedures were rated at the highest level ( = 4.74, S.D.= 0.468). Second: Service personnel were rated at the highest level ( = 4.56, S.D. = 0.509). Third: The system and usability were rated at the highest level ( = 4.44, S.D. = 0.502).
SATISFACTION WITH THE PERFORMANCE AND SERVICE QUALITY OF MBA PROGRAM OFFICERS AT THE GRADUATE SCHOOL, SUAN SUNANDHA RAJABHAT UNIVERSITY
The study on the Satisfaction with the Performance and Service Quality of MBA Program Officers at the Graduate School, Suan Sunandha Rajabhat University, aimed to: (1) examine the level of Satisfaction with the Performance and Service Quality of MBA Program Officers; and (2) serve as a guideline for improving the performance and service quality of the MBA Program staff to achieve higher standards of quality and efficiency. The research instrument employed was a questionnaire. The statistics used for data analysis included the mean and standard deviation. The study revealed that, overall, the level of satisfaction with the performance and service efficiency of the staff of the MBA Program, Graduate School, Suan Sunandha Rajabhat University, was at the highest level. When considered by individual items, all aspects were rated at the highest level. These aspects included: the politeness and courteousness of the staff; the provision of accurate, timely, and complete information; the clarity of processes and procedures in service delivery; the follow-up and feedback after receiving a request or providing a service; the willingness to assist and provide services; the knowledge and competence in answering questions or solving problems; the accuracy of the information and advice provided; the clear explanation of procedures or regulations related to the program; the promptness of service; and the adequacy of facilities and amenities for contact or receiving services.
A STUDY ON THE IMPACT OF EDUCATIONAL MANAGEMENT STRATEGIES ON ENHANCING STUDENTS' INNOVATION ABILITIES: A CASE STUDY OF THREE INSTITUTIONS IN NANNING, GUANGXI
Anchored in the context of digital technology integration, this study investigates the impact of educational management strategies on cultivating advertising‐design students’ innovation competence in technical colleges. It pursues three objectives: 1. To map the current status of educational management strategies in enhancing students’ innovation competence; 2. To delineate the relationship between such strategies and students’ innovation competence; 3. To explore the mechanisms through which these strategies influence innovation competence development. Methodologically, the study triangulates literature review, questionnaire survey, and empirical research. Participants were drawn from three technical colleges in Nanning, Guangxi, and included advertising‐design majors (n = 236), their instructors (n = 28), and cooperating enterprise managers (n = 10). A total of 274 valid responses were collected via the “Digital Tool Application and Innovation Competence Questionnaire.” Supplementary textual data—student coursework and enterprise‐based project portfolios—were also analyzed. Quantitative analyses were conducted with SPSS 26.0, encompassing reliability, validity, exploratory factor analysis, correlation, and multiple linear regression to examine variable relationships and strategy effectiveness. Key findings are threefold: 1.The study identifies critical pain points and bottlenecks faced by advertising‐design programs in technical colleges within a digitally empowered landscape; 2. It proposes a “three‐dimensional empowerment” framework of educational management strategies; 3. Tmpirical tests reveal that curriculum restructuring, adoption of innovative pedagogies, and optimization of assessment systems exert significant positive effects on students’ innovation competence. Post‐implementation, the experimental cohort demonstrated marked improvements in creative‐index scores of their design outputs and in enterprise recruitment rates.
A STUDY ON STUDENT SATISFACTION WITH THE TEACHING AND LEARNING MANAGEMENT OF THE DOCTOR OF PUBLIC HEALTH PROGRAM AT THE GRADUATE SCHOOL, SUAN SUNANDHA RAJABHAT UNIVERSITY
This study on the satisfaction with teaching and learning management in the Doctor of Public Health Program at the Graduate School, Suan Sunandha Rajabhat University, aims to investigate the level of satisfaction with teaching and learning management among students. Additionally, it seeks to identify problems and gather suggestions from the users of the program regarding its teaching and learning management. The population for this study consisted of 30 students enrolled in the Doctor of Public Health Program, majoring in Public Health. A questionnaire was used for data collection, and statistical analysis included percentage, mean, and standard deviation. The overall mean and standard deviation of satisfaction with the instruction management in the Doctor of Public Health program, Graduate School, Suan Sunandha Rajabhat University, were found to be at a high level, with a mean score of 4.04 When considered individually, all aspects showed a "very Satisfied " level of opinion, Presentation of content that is easy to understand and engaging, Promotion of student participation in expressing opinions, Course content is comprehensive and beneficial for professional work with average scores of 4.10, 4.07, 4.03, and 4.00 respectively.
GUIDELINES FOR DEVELOPING THE POTENTIAL OF ACADEMIC PERSONNEL TO ENTER ACADEMIC POSITIONS, GRADUATE SCHOOL, SUAN SUNANDA RAJABHAT UNIVERSITY
The study on Guidelines for Developing the Potential of Academic Personnel to Enter Academic Positions, Graduate School, Suan Sunanda Rajabhat University aimed to examine the awareness of the criteria and procedures for obtaining academic positions, and to propose guidelines for promoting and supporting the advancement of full-time lecturers at the Graduate School to academic positions. The population of this study comprised 52 academic staff members. Data were collected using a questionnaire and analyzed using descriptive statistics, including percentage, mean and standard deviation (S.D.). The results of the study showed that: The majority of the participants were female (61.53%), aged between 45 and 60 years, with all holding a doctoral degree and 63.46% serving in lecturer positions. The overall level of awareness and understanding regarding the criteria for academic position promotion was moderate ( = 2.80, S.D. = 0.56), with the highest mean score observed in the recognition of the importance of publishing in internationally indexed academic journals = 3.60. In terms of the need for capacity development to achieve academic positions, the overall level was high = 3.98. The most highly rated need was organizing practical workshops on academic and research writing for academic position applications = 4.40, followed by establishing a mentoring system = 4.25 and providing one-on-one consultations with experts = 4.15. Based on the findings, the recommended development strategies include continuous workshops, mentoring systems, periodic evaluation and monitoring, English proficiency enhancement for international publication, research network building both domestically and internationally, and budget support for research and publication. These measures aim to effectively increase the likelihood of academic personnel at the graduate school successfully attaining higher academic positions.
INTEGRATED INNOVATION AND LEARNING MANAGEMENT FOR GRASSROOTS ECONOMIC TRANSFORMATION: A VALUE-CREATION MODEL FROM AGRICULTURAL WASTE TOWARDS SUSTAINABILITY
Foundational economic development faces the challenge of managing valueless agricultural waste and the lack of an integrated model that links academic knowledge with sustainable income generation. Knowledge Gap by presenting and evaluating the effectiveness of the Integrated Innovation Model (IIM), which combines learning management with innovation to create value from agricultural waste materials and strengthen entrepreneurship in the community. Purposive sampling consisted of 30 students, 15 agricultural households, and 7 partner agencies. Paired-Samples t-test to assess statistically significant differences in skills and income before and after the project. (α=0.05). The results confirmed the success of the model by being able to develop 3 prototypes of high-value products from waste materials. This result provides a theoretical contribution to the presentation of a 'Waste Value Creation Conceptual Framework' that integrates learning and innovation. < This IIM is aligned with the Sustainable Development Goals (SDGs), specifically SDG 1 (Poverty Eradication), SDG 4 (Education), SDG 8 (Economic Growth), and SDG 17 (Building Partnerships).
THE DEVELOPMENT OF PUBLIC RELATIONS WORK FOR DEVELOPMENT ADMINISTRATION, GRADUATE SCHOOL, SUAN SUNANDHA RAJABHAT UNIVERSITY
The study on the development of public relations for the Division of Development Administration, Graduate School, Suan Sunandha Rajabhat University, aimed to study and develop the current public relations work of the division. The population for this research included 30 individuals: lecturers, staff, students, alumni of the Division of Development Administration, and the general public. Data was collected using a questionnaire, and statistical analysis included percentage, mean, and standard deviation. The results of the study were as follows: The personal data of the respondents showed that the majority were female (18 people, 60.00%), between the ages of 31-40 (13 people, 43.33%), and had a status of student (18 people, 60.00%). The most popular channel for following news was Facebook (19 people, 63.33%). The overall opinion on the public relations of the Division of Development Administration was at the highest level ( = 4.53, S.D. = 0.495). When considered by individual aspects, the highest-rated aspect was public relations for image building ( = 4.75, S.D. = 0.495). This was followed by current public relations opinions ( = 4.63, S.D. = 0.478), external public relations ( = 4.50, S.D. = 0.503), and internal public relations ( = 4.25, S.D. = 0.502), respectively. Regarding the needs and development guidelines for public relations, the majority of respondents (12 people, 40%) chose storytelling as the strategy that should be used. The most recommended tool for public relations was Facebook/Instagram Ads (24 people, 80%).
FACTORS AFFECTING SATISFACTION WITH PROCUREMENT SERVICES IN TERMS OF MATERIAL AND EQUIPMENT REQUIREMENTS OF GRADUATE SCHOOL STAFF AT SUAN SUNANDHA RAJABHAT UNIVERSITY
This study investigated the factors influencing satisfaction with procurement services regarding the demand for materials and equipment among staff at the Graduate School, Suan Sunandha Rajabhat University. The objectives of the study were: (1) to examine the level of satisfaction with procurement services in relation to materials and equipment, and (2) to analyze the factors affecting staff satisfaction with these services. Data were collected through questionnaires administered to Graduate School staff members. The demographic analysis revealed that most respondents were female (80.0%), while males accounted for 20.0%. The majority were aged between 31–40 years (64.0%), followed by 20–30 years (20.0%). Regarding education, most held a master’s degree (80.0%), while 20.0% held a bachelor’s degree. The overall satisfaction with procurement services was found to be at the highest level, with a mean score of 4.35. When considering specific dimensions, all were also rated at the highest level: equitable services (= 4.44), continuous services (= 4.37), progressive services (= 4.33), timely services (= 4.29), and adequate services (= 4.29). The findings indicate that procurement services at the Graduate School are highly satisfactory across all dimensions. These results provide useful insights for maintaining service quality and enhancing efficiency in materials and equipment management.
THE PERCEPTION AND MOTIVATION IN CONDUCTING RESEARCH AMONG ACADEMIC SUPPORT STAFF AT THE GRADUATE SCHOOL OF SUAN SUNANDHA RAJABHAT UNIVERSITY
A Study on The perception and motivation in conducting research among academic support staff at the Graduate School of Suan Sunandha Rajabhat University .This study aimed to: (1) examine the level of perception regarding research among the academic support staff of the Graduate School, Suan Sunandha Rajabhat University; (2) study the level of motivation toward conducting research among the academic support staff of the Graduate School; (3) compare the perception and motivation toward research among the academic support staff classified by personal characteristics such as gender, age, and educational level; and (4) propose guidelines or recommendations for promoting motivation and enhancing the potential of academic support staff in participating in research. Data were collected from a sample group of 25 staff members of the Graduate School. The research instrument used was a five-point Likert scale questionnaire. The statistical methods employed for data analysis included the mean, standard deviation. The research findings revealed that: (1) the overall level of perception toward research among the academic support staff of the Graduate School, Suan Sunandha Rajabhat University was at the highest level; (2) the overall level of motivation toward research among the academic support staff was also at the highest level; and (3) Guidelines for promoting motivation and enhancing the potential of academic support staff should be implemented in both external and internal dimensions. In the external dimension, for example, staff should be encouraged to present their work at national and international academic conferences. In the internal dimension, staff should be encouraged to recognize the importance of conducting research for self-development and for improving work quality, as well as to foster inspiration for engaging in research on a continuous basis.
THE IMPACT OF CONTINGENCY LEADERSHIP STYLE ON STUDENTS’ PSYCHOLOGICAL ADAPTABILITY OF VOCATIONAL COLLEGE IN KUNMING, CHINA
The research aims （1） To study the levels of student’s psychological adaptability. （2） To study the relationship between contingency leadership styles and students’ psychological adaptability. （3） To study the impact of contingency leadership style on students’ psychological adaptability. Using a quantitative approach, data were collected through structured questionnaires from 375 students selected via stratified random sampling from a population of 6,000. Leadership styles were measured with the Leader Behavior Description Questionnaire (LBDQ-XII), while psychological adaptability was assessed using the Connor-Davidson Resilience Scale (CD-RISC). Data analysis included descriptive statistics, correlation, multiple regression, and ANOVA. Findings reveal that relationship-oriented leadership is the dominant style and has a stronger positive impact on students’ adaptability—especially on optimism and strength—compared to task-oriented eadership. Moreover, a combined use of both leadership styles yields a significantly greater effect than either alone. The study recommends that vocational college counselors integrate both leadership styles to enhance students’ resilience and coping abilities, contributing to improved psychological well-being and academic success.
EFFICIENCY OF OPERATIONS AND SERVICES OF THE THAI TRADITIONAL MEDICINE CERTIFICATE PROGRAM GRADUATE SCHOOL SUAN SUNANDHA RAJABHAT UNIVERSITY
The study titled “A Study on the Operational Efficiency and Service Provision of the Certificate Program in Traditional Thai Medicine” aimed to evaluate the performance and service efficiency of the Traditional Thai Medicine Certificate Program at the Graduate School, Suan Sunandha Rajabhat University. The evaluation focused on four key aspects: service procedures, service personnel, facilities, and overall service performance. Additionally, the study sought to gather opinions and suggestions for improving the program. The sample included 278 respondents—18 lecturers, 2 staff members, and 258 certificate students. Demographically, the majority were female (56.83%), aged between 41–50 years (60.79%), mostly students (92.81%), and held a bachelor's degree (84.53%). Most participants used the services 4–6 days per week. The findings revealed that the overall service efficiency was rated as very high (mean = 4.00). Among the four aspects, the highest satisfaction was with service personnel (mean = 4.36), followed by service procedures, facilities, and service performance. Despite the high satisfaction, the study proposed several recommendations: further research on the long-term impact of the program, improved data collection methods through in-depth inquiries, and exploration of other influencing factors such as cultural elements and organizational planning. The study emphasizes the need for continuous evaluation and enhancement of educational service programs to better serve the needs of students and align with institutional goals.
SATISFACTION OF SERVICE RECIPIENTS, PLANS AND BUDGETS GRADUATE SCHOOL SUAN SUNANDHA RAJABHAT UNIVERSITY 2025
The objective of this study was to examine the satisfaction of faculty members and staff regarding the planning and budgeting operations of the Graduate School, Suan Sunandha Rajabhat University, across four aspects: (1) service processes or procedures, (2) service personnel, (3) facilities, and (4) service outcomes. Data were collected using a questionnaire administered to 78 respondents. The personal information of the respondents was analyzed, and the data were processed using statistical software. The findings revealed that: 1) Regarding the personal information of the respondents, the majority were female, aged between 40 and 50 years, and were either currently pursuing or had completed a doctoral degree. 2) Regarding the level of satisfaction with the planning and budgeting services of the Graduate School, Suan Sunandha Rajabhat University in 2025, the results indicated that the overall mean score for the service processes or procedures was 4.25, for service personnel was 4.50, for facilities was 4.75, and for service outcomes was 4.63.
A STUDY ON STUDENTS’ PERSPECTIVES TOWARD LEARNING MATERIALS IN THE MASTER OF SCIENCE PROGRAM IN APPLIED THAI TRADITIONAL MEDICINE AT SUAN SUNANDHA RAJABHAT UNIVERSITY
A Study on Students’ Perspectives toward Learning Materials in the Master of Science Program in Applied Thai Traditional Medicine at Suan Sunandha Rajabhat University. This study aimed to (1) examine the level of student satisfaction with the learning materials in the Master of Science Program in Applied Thai Traditional Medicine, and (2) analyze the appropriateness and effectiveness of the learning materials in terms of content clarity, instructional design, and suitability for student learning. The participants included 30 students enrolled in the program, and data were collected using a structured questionnaire. The data were analyzed using descriptive statistics, including percentages, means, and standard deviations. The results indicated that students’ overall satisfaction with the learning materials was at the highest level, with an overall mean of 4.61. This suggests that the learning materials effectively link theoretical knowledge with practical application, thereby enhancing student understanding and satisfaction. The materials were presented clearly, concisely, and systematically, and the content aligned with the intended learning objectives, supporting the achievement of learning outcomes. The three highest-rated aspects of the learning materials were: (1) the ability to connect theoretical knowledge with practical application in applied Thai traditional medicine (Mean = 4.87), (2) the clarity, conciseness, and systematic presentation of the materials (Mean = 4.77), and (3) the alignment of content with the learning objectives (Mean = 4.73)
FACTORS INFLUENCING SERVICE QUALITY IN RESEARCH DATA COLLECTION BOOK FOR RESEARCH WORK BY GRADUATE STUDENTS AT SUAN SUNANDHA RAJABHAT UNIVERSITY
The study on the factors influencing the quality of service in issuing data collection permission letters for graduate students’ research at Suan Sunandha Rajabhat University aimed to examine both the service factors and the quality of service in issuing such letters. The population consisted of 50 graduate students at Suan Sunandha Rajabhat University. Data were collected using a questionnaire, and the statistical tools employed for data analysis included percentage, mean, and standard deviation. The results revealed that the overall service factors were rated at the highest level (overall mean = 4.56). Considering each aspect individually, the highest mean score was found in the area of convenience channels (4.63), followed by staff service (4.57), service process/procedures (4.54), and service quality (4.51), respectively. In detail, service users placed great importance on convenience, speed, accuracy, and equal treatment by the staff. The findings also indicated that the information obtained could be applied to improve the regular operations of the department, such as developing operational manuals, enhancing request status tracking systems, and providing staff training to further improve service quality.
THE ROLE OF TEACHER INVOLVEMENT AND MENTORSHIP IN STUDENTS' ENTREPRENEURIAL INTENTIONS IN YUNNAN PROVINCE, CHINA
Amid China’s continued emphasis on “mass entrepreneurship and innovation” education, understanding the influence of teachers in entrepreneurship education is particularly important in less-developed regions such as Yunnan Province. This study explores how three teacher-related factors—coaching style, involvement frequency, and support—affect students’ entrepreneurial intentions. Using a quantitative approach, data were collected via structured questionnaires from 383 college students in three universities. The instruments were adapted from established scales and validated through expert review and pilot testing. Results from descriptive, correlation, and regression analyses indicate that all three teacher variables significantly and positively predict entrepreneurial intention. Among them, teacher support shows the strongest effect, highlighting the critical role of emotional encouragement and resource-based support in shaping students’ motivation. Teacher coaching style and involvement frequency also contribute meaningfully but with comparatively lower weights. These findings not only extend existing research on teacher influence in entrepreneurship education but also offer practical implications for educational practitioners and policymakers seeking to improve program effectiveness. Enhancing teacher-student interaction beyond the classroom may be especially beneficial in resource-constrained educational environments.
ASSESSMENT OF ESSENTIAL SKILLS FOR WORKING IN THE DIGITAL ERA: INTEGRATION OF AI UTILIZATION AND TEAM COLLABORATION TO DEVELOP ACADEMIC SUPPORT PERSONNEL IN GRADUATE SCHOOL
This study investigated the relationship between basic demographic factors—gender, age, and length of work experience—and essential skills required in the digital era, including AI skills, teamwork skills, and general digital skills, among staff in a higher education context. A survey was conducted, and data were analyzed using descriptive statistics, Independent Sample t-tests, and ANOVA to examine differences across demographic groups. The results indicated that, overall, respondents demonstrated high levels of digital literacy, effective teamwork, and positive attitudes toward technology adoption. Cloud-based file management, office software proficiency, and online learning platform usage were the strongest digital skills, while cybersecurity and team task management via specialized software were identified as areas needing further development. Respondents expressed confidence in learning new technologies, recognized the productivity benefits of AI, and desired additional training to enhance their digital and AI competencies. Statistical analyses revealed no significant differences in AI skills between genders (P = 0.062–0.806), no significant effect of age on teamwork skills (P = 0.151–0.952), and no significant impact of work experience on digital skills (P = 0.350–0.908). These findings suggest that demographic factors do not substantially influence staff competencies in digital, teamwork, or AI-related skills. Based on these findings, the study recommends targeted training for skill gaps such as cybersecurity and digital task management, the provision of self-learning resources for technology troubleshooting, promotion of accurate and effective AI use, and the design of standardized, accessible training programs for all staff. These measures can enhance organizational readiness for digital transformation and improve overall work efficiency.
DEVELOPMENT OF E-COMMERCE WEBSITE FOR BUBBLE MILK TEA SHOP IN BANGKOK
The objectives of this research were to: 1) study the demand for e-commerce websites for bubble milk tea selling, and 2) develop e-commerce website for a bubble milk tea shop in Bangkok in order to provide an additional sales channel. The stages of the research composed feasibility study, user’s requirement analysis, system design, and development. The research results were found as follows: 1) The e-commerce website development was needed in which the bubble milk tea shop can sell products online, and 2) The developed e-commerce website consisted of an administrator and a customer section. Administrators can take care of additional, modifying, or deleting information, reviewing customer payments. The development of an e-commerce website can support the bubble milk tea shop to increase the sales channels and increase their income.
INFLUENCE OF CONSUMPTION VALUES ON SUSTAINABLE FOOD CONSUMPTION AMONG ADULTS IN MALAYSIA
Sustainable consumption is a proposed approach to addressing environmental issues that involves the active participation of consumers. The literature proposes that end consumers have the potential to make a substantial contribution to sustainable development by means of their purchasing decisions and consumption patterns. The author wanted to see the influence of different consumption values on sustainable food consumption. The data was obtained via a survey-based approach utilising structured questionnaires. The study involved the participation of 102 individuals who consume sustainable foods. The PLS-SEM technique was employed for analysing the data obtained. The results of the study demonstrate a noteworthy and favourable correlation between functional value, emotional value as well as epistemic value, and the practise of sustainable food consumption among adults in Malaysia. This research illuminates the consumption values which enable the sustainable food consumption, providing a deep understanding of consumer behaviour. For the first time, this research attempts to explore the influence among different consumption values and sustainable food consumption behaviour. It may improve the gap of inconsistency in attitude and behaviour in sustainable consumption, and provide a new perspective for the study of sustainable food consumption.
PERFORMANCE EFFICIENCY OF POLICE OFFICERS IN MUEANG NAKHON PATHOM PROVINCIAL POLICE STATION, NAKHON PATHOM PROVINCE, THAILAND
This study aimed to examine the performance efficiency of police officers at Mueang Nakhon Pathom Provincial Police Station, Nakhon Pathom Province, Thailand. A quantitative research approach was employed, using a structured questionnaire to collect data from police officers, which were then analyzed through descriptive and inferential statistics. The findings revealed that the overall performance efficiency of police officers was at a very high level. Key factors influencing performance included career advancement opportunities, positive relationships with supervisors and colleagues, organizational support, compensation and benefits, and recognition. These factors contributed significantly to improving work quality, timeliness, responsibility, and goal achievement. The results suggest that effective human resource management and supportive organizational environments play a crucial role in enhancing police performance. The study provides useful insights for policy development and strategic planning to improve police efficiency and strengthen public trust in law enforcement institutions
THE DEVELOPMENT OF THE GRADUATE CURRICULUM REVIEW PROCESS TO ALIGN WITH THE FORMS OF SUAN SUNANDHA RAJABHAT UNIVERSITY ACCORDING TO OUTCOME-BASED EDUCATION (OBE) PRINCIPLEs
This study aimed to develop a form and criteria for reviewing graduate curriculum documents to align with the principles of Outcome-Based Education (OBE) and the standards of Suan Sunandha Rajabhat University (SSRU). It serves as a guideline for personnel responsible for graduate program management. The population in this study consisted of 45 graduate program officers at the master's and doctoral levels. Data were collected using a questionnaire and analyzed using percentage, mean, and standard deviation. The majority of respondents were female (35 individuals or 71.43%) and male (10 individuals or 28.57%). Most were between the ages of 36 and 40 (12 individuals or 26.66%), followed by those aged 26–30 (10 individuals or 22.22%) and 31–35 years (10 individuals or 22.22%). Regarding educational background, the majority held a bachelor's degree (25 individuals or 55.55%), followed by those with a master's degree (20 individuals or 44.45%). The highest level of understanding about the graduate curriculum review process was that the curriculum document must be approved by the University Council before student recruitment can begin (mean = 3.87). This was followed by knowledge of Section 3: Curriculum Structure, Courses, and Credits, which includes 1) Academic Management System, 2) Curriculum Implementation, and 3) Curriculum and Instructors (mean = 3.86). Furthermore, once approved by the University Council, the curriculum document must be entered into the CHE Curriculum Online System (CHECO), with a mean score of 3.51. These findings are consistent with recent studies on creativity and divergent thinking (Runco & Acar, 2019; Plucker et al., 2020), regarding "elaborative thinking" — an element of creativity. It was found that as children grow older, they tend to exhibit more thoughtful and careful thinking. Age is a factor that contributes to differences in thinking and behavior. Older individuals tend to respond differently to communication compared to younger individuals, and younger individuals’ Responses to communication tend to change as individuals age, reflecting developmental, cognitive, and social factors (Ng & Bradac, 2022; Williams & Nussbaum, 2021).
A STUDY OF GRADUATE STUDENTS’ SATISFACTION IN BUSINESS ADMINISTRATION PROGRAM TOWARDS HYBRID LEARNING
A Study of Graduate Students’ Satisfaction in Business Administration Program towards Hybrid Learning. The objectives of this study were: (1) to study the satisfaction level of graduate students in the Master of Business Administration program toward Hybrid Learning, and (2) to study the guidelines for developing Hybrid Learning to meet the needs of students. Data were collected from a sample group of 30 graduate students. The research instrument used in the study was a questionnaire. The statistics used for data analysis were mean and standard deviation. The results of the analysis of the satisfaction level of graduate students in the Master of Business Administration program toward Hybrid Learning in general found that it was at the highest level. Considering each aspect, it was found that all aspects had the highest level of satisfaction, namely activities, instructors, technology, and learners.
EXPECTATIONS, NEEDS, AND SUCCESS OF PROJECT PARTICIPANTS TO IMPROVE QUALITY OF LIFE AND RAISE HOUSEHOLD INCOME UNDER THE STRATEGIC PROJECT OF RAJABHAT UNIVERSITY
This research aimed to study the expectations, needs, and success levels of participants in the Quality-of-Life Improvement and Household Incomes Enhancement Project under the Strategic Plan of Rajabhat University. The target group consisted of 40 community members who received academic services. Data were collected using a structured questionnaire and analyzed using descriptive statistics, including percentage, mean, and standard deviation. The findings revealed that most respondents were female (85%), aged between 41–50 years (57.50%), and had a monthly household income between 10,000–15,000 baht (47.50%). Regarding expectations, the overall level was very high ( = 4.72, S.D. = 0.43). The highest mean score was found in the item "expecting to apply the knowledge from the project in real life" ( = 4.75, S.D. = 0.43), followed by "expecting the project to promote sustainable community development." Participants’ needs were also at the highest level ( = 4.65, S.D. = 0.54), particularly the desire for continuity of such projects ( = 4.85, S.D. = 0.36) and the aspiration to improve the personal quality of life and careers ( = 4.80, S.D. = 0.36). In terms of success, participants reported very low levels of understanding before the training ( = 1.40, S.D. = 0.84), but significantly higher levels after training ( = 4.60, S.D. = 0.54). Additionally, the perceived impact of the project on participants’ quality of life was also at the highest level ( = 4.77, S.D. = 0.42). The results of this study highlight the importance of continuing such projects and emphasize the need for participatory activity design that responds to real community needs. This ensures the effectiveness and sustainability of local development in accordance with the mission of Rajabhat Universities.
KNOWLEDGE AND UNDERSTANDING IN WRITING OPERATIONAL MANUALS FOR ACADEMIC SUPPORT PERSONNEL, FACULTY OF SCIENCE AND TECHNOLOGY
The study on the knowledge and understanding of academic support personnel in preparing operational manuals at the Faculty of Science and Technology was conducted with the objective of examining the level of understanding of academic support personnel in the Faculty of Science and Technology regarding the preparation of operational manuals, identifying the problems and obstacles encountered in the process, and developing guidelines for preparing such manuals in accordance with the standards prescribed by the university. The population of this study consisted of 27 academic support staff members of the Faculty of Science and Technology. This research employed a mixed-methods approach, combining both qualitative and quantitative methodologies. The results obtained were analyzed and utilized to refine and improve the work processes in order to achieve maximum efficiency.
SATISFACTION OF SERVICE USERS WITH THE PROCESS OF EVALUATING GOVERNMENT SERVICE PERFORMANCE (ACADEMIC STREAM), GRADUATE SCHOOL SUAN SUNANDHA RAJABHAT UNIVERSITY
This study investigated user satisfaction with the Performance Evaluation Process Manual (Academic) at the Graduate School of Suan Sunandha Rajabhat University. The primary objectives were to ensure that both assessees and assessors gain a clear understanding of the evaluation process, how to correctly complete the forms, and how to perform their duties in accordance with university regulations. The sample consisted of 30 academic personnel from the Graduate School, selected via random sampling. Data were collected using a questionnaire and analyzed using percentages, means (), and standard deviations (S.D.). The findings revealed that the overall user satisfaction level with the manual was at the highest level (= 4.85). The three aspects receiving the highest satisfaction score (= 4.97 for each) were that the content is complete and covers all evaluation steps, the performance evaluation criteria are clear and easy to understand, and the manual clearly explains procedures in case of doubts or problems. Conversely, the three aspects with the lowest (though still high) satisfaction were the manual having a version for portable devices (= 4.73), the manual helping to clearly understand the process (= 4.73), and the rovision of notifications/alerts for new updates (= 4.63). In conclusion, while the manual is useful, its current limitations in content clarity and accessibility impact satisfaction. Therefore, it is recommended that the manual be revised by expanding content coverage, improving language for easier understanding, and developing a digital presentation format to enhance its effectiveness and better support faculty work.
STUDENT SATISFACTION WITH THE DOCTOR OF PHILOSOPHY PROGRAM IN EDUCATIONAL ADMINISTRATION SUAN SUNANDHA RAJABHAT UNIVERSITY
An abstract for the research titled "Satisfaction of Students Towards the Doctor of Philosophy Program in Educational Administration, Suan Sunandha Rajabhat University" is as follows: This research aimed to study and compare the level of student satisfaction with the Doctor of Philosophy Program in Educational Administration at Suan Sunandha Rajabhat University and to use the results as a guideline for improving the program's services. The population for this study consisted of 30 doctoral students from the Doctor of Philosophy Program in Educational Administration, Graduate School, Suan Sunandha Rajabhat University. The data collection tool was a questionnaire, and descriptive statistics including frequency, percentage, mean, and standard deviation were used for data analysis. The overall satisfaction level of students with the Doctor of Philosophy Program in Educational Administration was at the highest level, with a mean of 4.63. When considering each aspect, satisfaction was at the highest level in all areas. The aspects were ranked from most to least satisfying as follows: service personnel (xˉ= 4.70), service processes (xˉ= 4.66), and location and facilities (xˉ= 4.54).
A STUDY ON THE DEVELOPMENT OF REVENUE GENERATION THROUGH DIGITAL MARKETING ACTIVITIES IN EDUCATIONAL INSTITUTIONS: A CASE STUDY OF SUAN SUNANDHA RAJABHAT UNIVERSITY
This research aimed to examine the state of digital marketing tool usage and revenue generation strategies at Suan Sunandha Rajabhat University. The sample consisted of 30 executives and personnel from various departments within the university. Data were collected using questionnaires and in-depth interviews. The results revealed that the majority of respondents were general support personnel 40%, while 36.67% had 3–5 years of experience in marketing or revenue generation. Overall, the analysis of opinions on digital marketing showed the highest level, with a mean score of 4.68. When considering each aspect, the highest mean score was for online marketing effectively reaching target audiences, followed by continuous digital marketing training, the university’s investment in marketing technology, personnel readiness to use digital tools, and, finally, the contribution of digital marketing to increasing the university’s revenue, with mean scores of 4.78, 4.72, 4.68, 4.62, and 4.60, respectively. In-depth interview findings indicated that digital marketing enhances competitive potential and ensures sustainable revenue for the university. Key success factors include strategic planning, personnel with digital skills, and policy-level support within the university. However, the limitation of this research is that the data were collected only from internal personnel of a single institution, making the results highly specific to the context of Suan Sunandha Rajabhat University.