On 27 May 2026, personnel from the School of Business and Communication Arts, University of Phayao, participated as speakers, mentors, and specialists in Social Return on Investment (SROI) assessment in the Level 3 Area-Based Skills Development Program for Support Staff, held at the Active Learning Room, University of Phayao, and in community areas across Phayao Province. The program was attended by more than 150 support staff members from the University of Phayao.
Representing the School of Business and Communication Arts were Dr. Warat Matayomburut, Deputy Director of the Institute of Innovation and Technology Transfer; Mr. Nattawut Samyaron, Assistant to the President; Dr. Jaruwan Posayanon, Assistant to the President; Assistant Professor Angkana Pantueak, Deputy Director of the Institute for Learning Innovation; Assistant Professor Dr. Ariya Phaokhrueang, Chair of the Bachelor of Economics Program; Assistant Professor Dr. Niramon Promnil, Lecturer in the Doctor of Philosophy Program in Tourism and Hospitality Management; and Dr. Ruangrong Suwannakan, Lecturer in the Bachelor of Economics Program.
The program aimed to enhance the area-based competencies of support staff through experiential learning and direct engagement with local communities. Participants developed a deeper understanding of community contexts, analyzed local challenges and needs, and designed development approaches aligned with local assets, social capital, and community potential. The training also emphasized the application of digital tools for data collection, data analysis, communication, and information presentation.
In addition, participants were introduced to the principles and methodologies of Social Return on Investment (SROI) as a framework for measuring and evaluating the social value generated through projects and community-based initiatives. The application of SROI supports evidence-based decision-making and provides empirical data that can be used to improve future operations and development initiatives.
The involvement of personnel from the School of Business and Communication Arts reflects the important role of higher education institutions in translating academic knowledge into practical applications and supporting the professional development of university staff. Through knowledge transfer, mentoring, and capacity-building activities, the School contributes to strengthening personnel capabilities for effective community engagement while promoting data-driven decision-making and systematic social impact assessment.
The project is closely aligned with the United Nations Sustainable Development Goals (SDGs), particularly SDG 4: Quality Education, through the promotion of lifelong learning and professional development; SDG 8: Decent Work and Economic Growth, through enhancing workforce competencies and fostering innovation in management practices; SDG 11: Sustainable Cities and Communities, through encouraging evidence-based community engagement and development planning; and SDG 17: Partnerships for the Goals, through strengthening collaboration among the University, its personnel, and local communities to create sustainable positive impacts at the local level.
This initiative serves as an important mechanism for enhancing the capacity of university personnel and preparing them to effectively advance the University’s missions in academic services and community development. Ultimately, it contributes to creating shared value between the University and society while fostering sustainable development and long-term community well-being.
