“MOVING WITH THE TIMES:”
Assumption University
and the
2015 ASEAN Economic Community
Dr. Jean-Marc Dautrey
Copyright © Jean Dautrey 2013
“At the very least, education
should move with the times
and furthermore have the
ability to move the times.”
Copyright © Jean Dautrey 2013
 Education
must adjust to the new
realities and ever-changing
perspectives that confront all of us
(locally, regionally, and globally).
 This
was already the case in 1693 …
and this is even more so today!
Copyright © Jean Dautrey 2013
We need to look to the future
rather than dwell in the past.
Copyright © Jean Dautrey 2013
What Future Awaits Southeast Asia?
Copyright © Jean Dautrey 2013
Much of the future will be shaped
by changes in ASEAN
2015
ASEAN Economic Community
(AEC)
Copyright © Jean Dautrey 2013
What Are the Implications
for
Assumption University?
Copyright © Jean Dautrey 2013
Copyright © Jean Dautrey 2013
TIME TO…
 Be
a change leader
 See change as an opportunity
 Balance continuity with change
and TIME FOR….
 “Organized
abandonment” (putting
everything on trial for its life) and
 “Organized improvement”
Copyright © Jean Dautrey 2013
HENCE, IT IS TIME TO…
1. Add more regional content to
AU curriculum.
2. Develop more partnerships with
the industry.
3. Step up cooperation among ASEAN
higher learning institutions.
4. Promote English as the key to
communication within ASEAN.
Copyright © Jean Dautrey 2013
Why?
Copyright © Jean Dautrey 2013
FIRST, IF ONLY BECAUSE…
Many other universities in Thailand…
Have
not been standing still and
Have
taken initiatives to modify their
curricula in order to reflect the new
regional realities.
Copyright © Jean Dautrey 2013
SECOND, EDUCATION MUST REFLECT…
The
changes in the region
and
The needs of the labor market
if it is to be relevant.
Copyright © Jean Dautrey 2013
THIRD, RESTRUCTURING THE CURRICULUM
WILL ALSO...

Position AU as one of the leaders
in ASEAN/AEC education… as part
of Thailand‘s effort to establish
itself as an Education Hub.
Copyright © Jean Dautrey 2013
HOWEVER, ADDING MORE REGIONAL CONTENT
TO THE CURRICULUM…
Does not mean that every course
needs to be ASEAN-specific and
have an ASEAN/AEC label attached
to it…
Small modifications within existing
structures will often suffice.
Copyright © Jean Dautrey 2013
MUCH CAN BE ACHIEVED…
In non-ASEAN-specific courses as
students can be engaged with AECrelated issues (off-the-cuff discussions)…
Every subject, be it Philosophy, Religion,
Architecture, or Biology, lends itself to
ASEAN-related discussions.
Copyright © Jean Dautrey 2013

Help students integrate ASEAN into
their political, socio-economic…
analyses and

Think of the region as a whole (be
ASEAN-centric).
Copyright © Jean Dautrey 2013

View the AEC through a lens that
sees beyond traditional borders
and

View ASEAN in a global context.
Copyright © Jean Dautrey 2013
Beyond Traditional Borders: Why?
Copyright © Jean Dautrey 2013
CROSSING BORDERS
and
REMOVING BARRIERS
Copyright
©©
Jean
Dautrey
2013
Copyright
Jean
Dautrey
2013
IT IS ABOUT…
Goods, Services, Skilled Labor & Capital
Moving Freely Across Borders
Copyright © Jean Dautrey 2013
ABOUT…
Removing Barriers to…
Intra-ASEAN Trade
In order to merge the national markets into a
Single Market bringing about conditions as close
as possible to those of a genuine internal market.
Copyright © Jean Dautrey 2013
ABOUT…
Looking Beyond One’s Domestic Market
and Crossing Borders
To take advantage of the opportunities ahead
and develop strategies to cope with the
upcoming challenges.
Copyright © Jean Dautrey 2013
ABOUT…
Building an ASEAN COMMUNITY
Across Borders…
And removing all obstacles and working seamlessly
in an integrated three-pillar Community
Copyright © Jean Dautrey 2013
AND ABOUT…
Crossing Borders to Develop…..
Closer Ties with External Partners
ASEAN+1, ASEAN+3, and ASEAN+6 (RCEP)-- all part
of ASEAN’s effort to build linkages and capitalize on
the regional growth.
Copyright © Jean Dautrey 2013
THAT SAID, THE ROAD TO THE AEC IS BUMPY..
Copyright © Jean Dautrey 2013
IT IS EASY TO GET THE IMPRESSION THAT
EVERYTHING IS GOING SMOOTHLY…

BUT there remain many political,
economic, and technical obstacles to the
efficient flow of goods, services, people,
capital, and ideas across the region…
(e.g. competing national interests,
territorial issues on land and seas…).
Copyright © Jean Dautrey 2013
For all the problems the region faces.
It
is a step forward in what has been a
46-year journey.
Still, full integration of the region is…
Inevitable!
Copyright © Jean Dautrey 2013
The difficulties experienced in attempting
to achieve multilateral trade agreements
(e.g. the Doha round of WTO negotiations ) have
led many countries to focus on regional
trade arrangements as the primary means
to expand international trade.
 This has resulted in a concentration of trade
within regions rather than globally.
Copyright © Jean Dautrey 2013
IT IS IMPORTANT TO KEEP IN MIND THAT...
Regional groupings promote both
Competition and Cooperation
among members…
(all the more as the economic structures of most
ASEAN countries are still more competitive than
complementary).
Copyright © Jean Dautrey 2013
SO, AS COMPETITION WILL INTENSIFY…
Less Costly Products and New Players
will be able to enter member states’
respective markets…
(in most sectors, these players will be allowed
to have majority ownership).
Copyright © Jean Dautrey 2013
MANY ORGANIZATIONS...
Will turn Competitors into Partners
(So much so that most Thai banks with ASEAN
branches often double as match-makers for
Thai companies, looking for partners in
ASEAN or at home).
Copyright © Jean Dautrey 2013
THERE WILL BE MORE…
Cross-border Mergers & Acquisitions,
Joint Ventures and Strategic Alliances…
(A very good example of things to come is
Vinasiam Bank in Vietnam, with Siam Bank
and CP holding 33% each).
Copyright © Jean Dautrey 2013
MORE…
Pan-ASEAN Cooperative Efforts
such as Integrated Manufacturing
Bases…
(e.g. the ASEAN Federation of Textile
Industries plans to create one to
strengthen the competitiveness of the
garment and textile industries).
Copyright © Jean Dautrey 2013
AND MORE…
Collaboration among ASEAN member
countries in various areas…
(e.g. ASEAN TV, ASEAN Journalist Club…)
Copyright © Jean Dautrey 2013
So, What Regional Content Should
Be Added to the Curriculum?
Which Partnerships Should Be
Further Developed?
Copyright © Jean Dautrey 2013
ALL THESE CHANGES IN ASEAN MAKE IT CLEAR
THAT STUDENTS NEED TO BE TRAINED...
Well beyond a basic introductory
course on ASEAN that outlines its
contours and retraces the mains steps
in its construction (which has its merits
but needs to be complemented).
Copyright © Jean Dautrey 2013
Students need to be cognizant of other
ASEAN cultures as working in countries
with different cultural characteristics means:




Different sets of customer-need priorities;
Different negotiation styles;
Different languages; and
Different norms and values to contend with.
Copyright © Jean Dautrey 2013
IN SHORT, ALL THESE CHANGES REQUIRE…
A solid Understanding of other
ASEAN countries’ legal systems,
societal values, consumer cultures,
etc…
(Multi-confessional, multi-ethnical, and
multi-lingual Southeast Asia is a highly
diversified region).
Copyright © Jean Dautrey 2013
ALL THE MORE AS THERE WILL BE…
An Increased Mobility of the work
force with an Inflow/Outflow of
skilled workers that will exacerbate job
competition within the region…
(as a result of Mutual Recognition
Arrangements – MRAs and ASEAN
connectivity - eASEAN).
Copyright © Jean Dautrey 2013
MANY ORGANIZATIONS WILL HAVE…
A Multinational and Multicultural
workforce…
(As some countries are experiencing a
shortage of labor and multinational
corporations are setting up ASEAN
headquarters).
Copyright © Jean Dautrey 2013
Any managerial, organizational, financial
behavioral, legal, logistical, operational,
strategic, and marketing issues raised as
part of conducting activities in ASEAN and
working with a multicultural workforce…
Either in ASEAN-specific courses or
in the context of general courses.
Copyright © Jean Dautrey 2013
Can be turned into an opportunity to
talk about ASEAN and engage students
on a wide variety of ASEAN/AEC related
topics…
(Ranging, for example, from the meaning of
an ASEAN identity or the issue of ASEAN
branding to Islamic banking...)
Copyright © Jean Dautrey 2013
Table of Contents
Introduction
Southeast Asia: A Complex and Diverse Area
Achieving Unity: a Tall Order?
ASEAN’s Global Relevance
P art I
ASEAN’s Establishment and Enlargement
Chapter 1 Driving Forces Behind the Creation of ASEAN
Chapter 2 ASEAN’s Precursors
Chapter 3 ASEAN’s Constituent Document
Chapter 4 ASEAN’s Enlargement
Part II
ASEAN’s Evolution: from Political Cooperation toward Economic Integration
Chapter 5 From Political Cooperation Toward Economic Integration
Chapter 6 ASEAN Community 2015
Chapter 7 ASEAN Economic Community 2015
Part III
ASEAN’s Legal and Organizational Frameworks
Chapter 8 ASEAN’s Legal Framework
Chapter 9 The Legal Framework for intra-ASEAN Trade Relations
Chapter 10 ASEAN’s Dispute Resolution Mechanism
Chapter 11 ASEAN’s Organizational Structure and Decision Making Process
Part IV
ASEAN Economic Cooperation
Chapter 12 Trade in Goods
Chapter 13 Trade in Services
Chapter 14 Cross-Border Investments
Chapter 15 ASEAN e-Commerce
Part V
ASEAN Functional Cooperation
Chapter 16 Major Areas of Functional Cooperation
Chapter 17 Social and Cultural Issues in ASEAN
Part VI
ASEAN’s Sub-Regional Arrangements
Chapter 18 The Greater Mekong Sub-region
Chapter 19 Other Sub-Regional Arrangements
Part VII
ASEAN’s External Relations
Chapter 20 ASEAN’s External Economic Relations
Chapter 21 ASEAN’s Defense and Security Arrangements
Chapter 22 ASEAN and Global Issues
Chapter 23 ASEAN’s Changing External Relations
Concluding Remarks
For comparative purposes may also prove
helpful to stimulate discussions and stir
debates…
All the more as the EU is often perceived
either as:
 A model to emulate or
 A cautionary tale.
Copyright © Jean Dautrey 2013
A different perspective from which to reflect
on ASEAN’s achievements and help to
develop an appreciation of the issues
ASEAN is facing…
(References could also be made to some other
regional economic arrangements).
Copyright © Jean Dautrey 2013


Abbreviations (such as, for instance, ‘AMM’
or ‘AEMM,’ often used by local papers in their
headlines in reference to high-level ASEAN
Meetings) and
Terms such as, for example, “ASEAN
Depository Link”, “ASEAN Clearing Link” or
“ASEAN Stars.”
This is the jargon they will encounter.
Copyright © Jean Dautrey 2013

Being absolutely up-to-date is impossible.
ASEAN activities are evolving in response to its
AEC agenda and to external changes.

What is current today may be outdated
tomorrow (economic cooperation is a current
event)…
Accordingly, it is critical to regularly consult ASEAN home
page on the World Web Site (www.asean.org).
Copyright © Jean Dautrey 2013
Case studies and any material involving
ASEAN companies or ASEAN-specific issues
should be used to develop the skills and
knowledge which the new AEC realities demand.
To do so, however, will require more
cooperation and information-sharing
between the industry and AU.
Copyright © Jean Dautrey 2013
To focus on the holistic development of
each student:
 Build ethical values;
 Strengthen the moral compass; and
 Promote social accountability and
environmental responsibility.
Copyright © Jean Dautrey 2013
On the need to:
 Be open to the ideas and opinions of
others;
 Recognize that their standards and values
are as valid as our own;
 Put national agendas, religions, languages,
ethnicities, mutual suspicion, and historical
animosity behind; and
 Keep working toward more unity within
ASEAN.
Copyright © Jean Dautrey 2013
MOREOVER, SINCE BUSINESS CONSOLIDATION
ACROSS ASEAN…
Will spur more Local Companies
(large and not so large) to Venture
Outside ASEAN…
[With China as the most favored FDI destination,
in spite of lingering uncertainty about regulation
and strategic partners (e.g. Lebuan, Indorama…)].
Copyright © Jean Dautrey 2013
AND ENCOURAGE CLOSER TIES WITH THE
MAJOR REGIONAL ECONOMIES…
The Role of China as a Major Investor
and Key Driver of economic
development in ASEAN countries will
increase…
(and to a lesser extent, so will that of India
and South Korea).
Copyright © Jean Dautrey 2013
In addition to the language, students will need to
have some knowledge of Chinese norms and
values, business culture, market specificities, etc,
which in turn calls for….
 More
Exchange Programs
 More Case Studies involving Sino-Thai
or Sino-ASEAN issues and
 More Civilization Courses.
Copyright © Jean Dautrey 2013
 Should
be included in the curriculum
and
 Partnerships with THAI companies
doing business in these countries
should also be reinforced/developed.
Copyright © Jean Dautrey 2013
To recruit more Asian students and offer them
internships in Thai organizations doing business in
these students’ native countries…
(They could then go back home and work for those
Thai companies - something which AU has been doing
but could further developed).
Again, this calls for extended cooperation
between the industry and AU.
Copyright © Jean Dautrey 2013
SINCE THE AEC WILL ALSO…
Exacerbate the Need for Innovation,
especially with regard to SMEs...
(SMEs cannot win over the market with
lowest cost but can differentiate with high
value and innovation).
Copyright © Jean Dautrey 2013
CONTINUED EMPHASIS ON CORE SUBJECTS…
And the promotion of original thinking is
also essential to nurture innovation and
change.
Equally important is the critical examination
of prevailing concepts as opposed to merely
conforming to existing notions and
approaches.
Copyright © Jean Dautrey 2013
The importance of English as a lingua
franca.
However, the unstoppable prominence of
English poses the risk of eroding some
aspects of Thai culture.
 While the tides of change cannot be held
back, there may be a need for AU to put in
place strategies to preserve every aspect of
Thai culture.

Copyright © Jean Dautrey 2013
What About Stepping Up
Cooperation Within ASEAN?
Copyright © Jean Dautrey 2013
Are still for the most part essentially
organized at national levels.
Thus, effective cooperation
 Among institutions of higher learning and
 Between them and the industry
Needs to be intensified.
Copyright © Jean Dautrey 2013
It is imperative that policymakers,
universities, and the private sector foster
more collaboration in the area of
education, relevant research, publication,
and faculty development
So as to promote seamless working relationships
among all the stakeholders in education.
Copyright © Jean Dautrey 2013
An ASEAN University Network (AUN) since
1995, (27 members) cooperation among
ASEAN universities is still at a low level.
One of the main reasons is the wide range
of practices and standards among ASEAN
members in relation to education and
training that impede more cooperation and
recognition of qualifications.
Copyright © Jean Dautrey 2013
The overall process of introducing a
system of academic degrees that are easily
recognizable and comparable is moving
slowly…
The AUN plans to extend its ASEAN credit
transfer system to more universities across
ASEAN.
Copyright © Jean Dautrey 2013
All students should have the opportunity
during their studies to have a period of study or
a work placement in another ASEAN country
(A good example of what can be done is the EU’s socalled ‘Erasmus Program’ which funds around 200,000
students every year to study in any other EU country).
Copyright © Jean Dautrey 2013
1. As a broad concept, education focuses on a
limitless spectrum of issues to meet a
multiplicity of personal and societal needs.
Much the same can be said of ASEAN and the
almost limitless issues on which students can
be engaged, either in the context of ASEANspecific or general courses.
Copyright © Jean Dautrey 2013
2. AU has a vital role to play in forming informed,
responsible ASEAN-minded students who can
work efficiently in an AEC (and global) context
and develop a sense of community.
3. It is therefore essential for AU to keep adjusting
its curriculum to the AEC realities and the new
borders in order to meet employers’
expectations and students’ aspirations as well
as the demands of an increasingly more
competitive working environment.
Copyright © Jean Dautrey 2013
4. It is also critical for AU to strengthen its
cooperation with the industry, ASEAN Higher
Education institutions, feeder schools, and
governmental agencies.
5. In short, AU needs to remain innovative,
flexible and responsive to the dictates of the
changing environment.
Copyright © Jean Dautrey 2013
Question:
How do you spell ‘the future’
using only three letters?
Copyright © Jean Dautrey 2013
Answer:
A.E.C.
Copyright © Jean Dautrey 2013
THANK YOU
for
YOUR ATTENTION
Copyright © Jean Dautrey 2013