way how technologies influence our everyday lives these
days. Emphasis is on the rapid growth of smart devices and
broadcasting technology, new media, convergent media as
well as 360 video, and virtual reality (VR) technology.
CAI 109 Media and Entertainment Business
(3 credits)
The course explores features and elements of
entertainment and creative businesses such as advertise-
ment, public relations and events management. Students will
learn theories and concept of marketing, marketing strate-
gies, situation analysis, media analysis, targeted group
analysis, contextual analysis, strategic planning, assessing
cost and value and managing entertainment business.
Throughout the course, students will be encouraged to look
into different factors contributing to success in media and
entertainment business in various contexts.
CAI 110 Digital Content Creation (3 credits)
CAI 111 Creative Design Workshop (3 credits)
This course focuses on the creation of content and
messages through digital media. It seeks to combine both
practical skills and critical understanding in media production.
By implementing storytelling, creativity, specific techniques
and thinking approaches, students are encouraged to create
ideas and develop a new and interesting communication
strategy in order to achieve their goals.
Prerequisite: Passed CAI 104
This course aims to design to teach students
fundamental perceptive of graphics creation through the use
of software programs employed by digital media and
interactive-media companies. Emphasis is on the difference
168 BANGKOK UNIVERSITY INTERNATIONAL
between raster and vector graphic, color theory, digital color
models, image-compositing techniques, and tools for graphic
design and image creation. Extensive hands-on practicum
will provide students solid foundation knowledge of creating
elements for digital media production.
CAI 112 Channel Planning (3 credits)
CAI 113 Data Analysis and Communicaation
Research Design (3 credits)
This course explores principles, theories, tools and
alternative platforms of communication, and channel planning
both online and offline. Topics include: market situation
analysis; new media strategies, factors to effective strategic
planning, creative methods for marketing plan, and integrated
marketing communication.
This course aims to bring together the theoretical
and practical elements of research, data analysis, media
rating and audience insights in the broadcast media and
new media. This course places an emphasis on applying
various research methodologies, both quantitative and
qualitative as part of a process for content creation in both
broadcast media and new media development and produc-
tion. The course also involves developing the necessary
skills in both traditional and online research methods for
collecting data.
Major Requirements
(60 credits)
IMI 200 Understanding International Broadcasting (3 credits)
This course aims to introduce the evolution of
national and international broadcasting, focusing on the
principles of function, structure and the influence of broad-