BBA International Program
By: Knowledge Management Committee for Research, Bachelor of Business Administration Program (International Program)
1. Introduction and Understanding the Community Context for Research and Academic Services
• Area-Based Research
Modern researchers must shift their role from being sole knowledge providers to becoming facilitators who work closely with communities to identify problems, potential, and actual needs together, creating development that originates from within the community (Inside-Out Development).
• Leveraging Community Identity to Create Value
Communities possess unique natural resources, cultural assets, and local wisdom. Researchers are responsible for applying scientific processes, technology, and design to enhance these assets, transforming cultural value into commercial wealth while preserving the original spirit and roots of the community.
2. Business Analysis and Planning Using the Business Model Canvas (BMC) for Communities
Applying the international Business Model Canvas (BMC) framework with nine building blocks to the context of Thai community enterprises:
1. Customer Segments (CS)
Clearly identify target customer groups, such as tourists, health-conscious consumers, premium souvenir markets, or organizations seeking corporate gifts.
2. Value Propositions (VP)
Sell stories alongside quality, whether through traditional recipes from local experts, organic ingredients, or finely crafted handmade products.
3. Channels (CH)
Expand beyond local stalls and OTOP centers to social commerce platforms such as Facebook and TikTok.
4. Customer Relationships (CR)
Build customer engagement through digital storytelling, friendliness, and community membership programs.
5. Revenue Streams (RS)
Diversify income sources through retail and online sales, OEM production, gift sets, cultural tourism, and workshop activities.
6. Key Resources (KR)
Utilize outstanding local raw materials, cultural capital, and labor from women’s groups and senior citizens.
7. Key Activities (KA)
Focus on raw material collection, production processes, and quality control (QC) and standard inspections.
8. Key Partners (KP)
Collaborate with universities (development support), Community Development Offices (budget and channel support), and logistics platforms.
9. Cost Structure (CS)
Maintain systematic cost accounting, including raw materials, packaging, marketing expenses, and the labor costs of community members.
3. Modern Marketing Strategies and Community Product Enhancement (Community Marketing)
• Product and Packaging Upgrading
Upgrade packaging from ordinary plastic bags to designs that align with modern consumer behavior, use environmentally friendly materials, and provide complete nutritional and safety-standard information to increase product value.
• Digital Marketing and Storytelling
Leverage short-form video content on TikTok or Facebook Reels to communicate behind-the-scenes production stories, while training local youth and the younger generation to serve as content communicators.
4. Lessons Learned, Success Cases, and Problem-Solving Approaches
1. Internal Group Conflicts
Researchers must remain neutral, establish transparent benefit-sharing structures, and disclose financial records regularly.
2. Sustainability After Project Completion
Do not perform tasks on behalf of the community. Instead, develop local champions who can serve as key drivers for continued development.
5. Appendix: Tools and Templates for Community Workshops
• One-Day Workshop Schedule
Ice-breaking and community identity exploration (09:00-10:30) → Introduction to the BMC 9 Blocks in simple community language (10:45-12:00) → Small-group workshop to map ideas on the canvas (13:00-15:00) → Presentations and feedback session (15:15-16:30)
• Sample Guiding Questions
Customer
- “What type of tourists would be most likely to spend money on our products? Affluent travelers, health-conscious consumers, or teenagers?”
Value Proposition
- “Why should customers buy products from our community? Are our products fragrant, delicious, or do they have a unique story?”
Cost
- “Besides raw material costs, have we included labor costs, water, electricity, and gas expenses in our calculations?”