Strategy for Potential Development for the Students of Faculty of Music towards Guidelines for Entertainment.

The objectives of the research entitled "Strategy for Potential Development for the Students of Faculty of Music towards the Guidelines for Entertainment Industry Implementation" are (1) to study the current situations of the music business; (2) to study the expectations of music and entertainment organizations forward the abilities of graduates finished from the field of music business; (3) to study the factors influencing the guidelines of the potential development for the students of music and entertainment business courses; and (4) to present "strategy for potential development for the students of faculty of music towards the guidelines for entertainment industry implementation" in order to create confidence in strategy applied by experts. The approaches used in the research are both qualitative and quantitative methods, including factor analysis for statistic reference of hypothesis testing and strategic model searching. As surveying the situations and opinion of entertainment and music business group, the researcher found that the graduates with positive work attitude, job loyalty, curiosity and initiatives are required in labor market relevant to entertainment business. In addition, the ability to apply knowledge and skills to their work efficiently, accompanied with a profound understanding in art, business, communication, and marketing, is also needed from the graduates. In-depth interview with executives of record companies and relevant academicians was conducted to analyze the graduates' characteristics required. Factors analysis along with exploratory factor analysis (EFA) resulted in "SHARP" strategy. The musical term "SHARP" means raising a half step in pitch, which is the strategic driver for potential development for the students of Faculty of Music towards the guidelines for entertainment and music industry implementation.