Strategic Planning for the Establishment of the Faculty of Sports Industry, Thailand National Sports University

Abstract

This research aimed to propose 1) the strategic plans of an establishment of The Faculty of
Sports Industry, Thailand National Sports University (TNSU), and 2) the management structures and
approaches of The Faculty of Sports Industry, TNSU. The samples consisted of two groups include:
1) 10 senior executives from sports and higher education organizations, and 20 undergraduate users.
2) 10 senior executives from Thailand National Sports University selected by purposive sampling
together with 15 faculty members and 60 students recruited through multistage sampling. The
interview form and questionnaire reviewed by 5 experts were used as research instruments. The
quality of questionnaire items was examined through the Index of Item Objective Congruence (IOC) of
0.50 or above. Data analysis was made through content analysis. PESTEL analysis was applied to
analyze the external factors that affected the establishment of The Faculty of Sports Industry, TNSU,
while SWOT analysis was used to analyze the internal factors, and TOWS Matrix was employed to
formulate strategy. Data presented by way of frequency table, percentage, mean, and standard
deviation.
Significant findings from the study were as follows:

1) The strategic plans for the establishment of The Faculty of Sports Industry, Thailand
National Sports University, comprised six primary strategies include: 1.1) Encourage the establishment
of collaboration networks in education management both in government and private sectors of the
sports industry. 1.2) Enhance faculty members’ qualities as well as teaching standards concurrently
with forming of the faculty. 1.3) Produce high-performance graduates to support the sports industry's
manufacturing and service sectors. 1.4) Create innovations based on research findings in th e sports
industry which able to generate value added to the economy and society. 1.5) Being an academicprofessional
supporter of the Sports Industry, and 1.6) Efficiency and effective management followed
the good governance.

2) The faculty management structures and guidelines comprise vision, rationale, mission,
objectives, organizational arrangement, human resource management, target output, standard and
quality control, source of income, management, and operation plans.