The Office of Academic Service (OAS) at Khon Kaen University is advancing its transformation into a fully modern academic service provider. On 10 February 2026, the office held a strategic personnel development programme titled, “Creating a Business Strategy with the Business Model Canvas (BMC) for Modern Academic Service.” The event, held at the Dusita Conference Room, aimed to equip personnel with advanced conceptual tools to design services that precisely and sustainably meet societal needs.
From Instinct to Strategy: A Paradigm Shift in Operations
Associate Professor Chuchat Kamollerd, D.V.M., Ph.D., Director of the Office of Academic Service, presided over the opening ceremony. In his policy address, he emphasised the importance of a “Mindset Shift” from working based on routine and familiarity to designing services founded on data and a profound understanding of clients. The BMC tool will be applied to the office’s three core missions: 1) Lifelong Education Management, 2) Culinary Technology Programmes, and 3) Academic Service to Society, thereby enhancing competitive capabilities and creating superior value.
Decoding Client Needs with Design Thinking and VPC
The training was conducted by an esteemed expert, Professor Kiatichai Faksri, Ph.D., Dean of the Graduate School at Khon Kaen University. He delved into the Design Thinking process, which begins with “Empathise”—placing oneself in the service user’s position to identify their true “Pain Points” and desired “Gains.” These insights are then used to design a unique and responsive “Value Proposition” via the Value Proposition Canvas (VPC), a critical component in creating courses and services that clients will willingly choose.
Intensive Hands-On Workshops
A key feature of the programme was its Flip Classroom format, requiring participants to analyse their business models in advance and apply them during hands-on workshops. Attendees were grouped according to their responsibilities, including short courses for professional development, academic services for government and local agencies, and area-based academic services. They worked on creating their own nine-block Business Model Canvases and presented them to receive expert feedback, leading to the development of tangible business plans.
Aiming for BMC Integration in All Projects to Reinforce Concrete Outcomes
In his conclusion, Professor Kiatichai stated that the ultimate goal was to show personnel that business planning is not overly complex. He stressed that the BMC can be a practical tool to increase efficiency, reduce costs, and generate revenue for the organisation. The Office of Academic Service now aims to require a Business Model Canvas to be submitted for consideration with every new project proposal, marking a significant step in driving the organisation with a systematic, data-driven strategy.
