BU AIR X Bangkok Airways: Cultivating Soft Skills to Enhance Communication Strategies in the Modern Aviation Industry
Airline Business Management, School of Humanities and Tourism Management has collaborated with Bangkok Airways to organize the "BU AIR X Bangkok Airways Workshop: Service Soft Skills" event. The workshop featured expert speakers including K. Sorakorn Kanthinapan, International Corporate Communications Manager and K. Pattamaporn Kongpetch, Supervisor of Creative and Marketing Communication. They shared insights on corporate communication, customer experience (CX) design, and the use of empathy and cultural awareness in modern service work. Students from all years of the Airline Business Management Program participated in the workshop, which was held at Diamond Hall, 5th floor, Building A3, Bangkok University.
This activity aimed to develop soft skills, which are essential for service in the modern aviation industry. These skills include professional communication, passenger understanding, and handling impromptu situations through practical training, scenario simulations, and exchanging perspectives with real experts in the airline industry. The workshop was designed to align with the curriculum's learning approach under the Airline Marketing Communication and Management (Mar. Com.) context, with each year level receiving assignments appropriate to their learning level:
- 1st year: Analyzing communication components and service elements
- 2nd year: Planning corporate communications and management strategies
- 3rd year: Creating marketing plans and communication strategies in the airline business
- 4th year: Designing communications to build customer relationships in a multicultural society
The event also provided a platform for developing teamwork skills, analytical thinking, and strategic plan pitching under the Outcome-Based Education (OBE) curriculum, preparing graduates for the international aviation and service job market.
This activity was made possible through support from Bangkok Airways, as well as faculty members, students, and all team members who participated in creating this learning platform that connects theory, practice, and inspiration, ready to develop professional service providers for the future of Thai and global aviation industries.
