Needs Analysis Bachelor of Technology Program in Mass Communication Technology: Advertising and Public Relations Technology

Abstract

This research aimed to analyze the needs for improving the Bachelor of Technology Program in Mass Communication Technology in the Advertising and Public Relations Technology. A mixed-method approach was employed. Results of quantitative research showed that the highest interest was in working behind the scenes in advertising or production (23.94%). In terms of media exposure, personal media was the most engaged (62.03%). Additionally, peer/senior students were the most common sources of information for further studies (37.40%), followed by social media and online sources (28.04%). And the program was found to meet the participants’ needs to a high extent (mean=3.68), while the interest in studying specifically in advertising and public relations technology was at a moderate level (mean=3.42). Results of qualitative research, the in-depth interviews with students, revealed that the Bachelor of Technology curriculum in the Faculty of Mass Communication Technology, majoring in Advertising and Public Relations Technology, along with the qualifications of the instructors, is deemed appropriate. Students showed more interest in practical subjects than theoretical ones and were not interested in general education subjects. The focus group discussions with experts indicated that the advertising and public relations industry is shifting towards digital media. Therefore, the essential skills for a career in this field include digital media proficiency, artificial intelligence (AI) utilization, analytical thinking, content writing for online media, learning how to use the media or familiarity with various tools, keeping up with current events, and maintaining a lifelong learning mindset.