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FACULTY OF BUSINESS ADMINISTRATION 1 คูมือการศึกษาระดับปริญญาตรี
DEPARTMENT OF MARKETING application of marketing information system in planning, decision-
Courses in Marketing making, and creating competitive advantages in marketing.
Course code MKTG (705)
MKTG 343 PRINCIPLES 3(3/3-0/0)
MKTG 191 SMART CONSUMER 1(1-0-2) OF MARKETING RESEARCH
Pre: None (Formerly MKTG 429)
Pre: MKTG 211 and STAT 271
Roles of marketing in everyday life, understanding business
marketing strategies. knowing consumer right. knowing how to be a Introduction to nature, importance and roles of marketing research.
smart consumer in sufficiency economy. Types of marketing research. Problem formation and research
design. Techniques of data collection, data analysis and data
MKTG 211 MARKETING PRINCIPLES 3(3/3-0/0) interpretation. Preparation of proposal and research report.
(Formerly MKTG 321)
Pre: None MKTG 344 BUYER BEHAVIOR 3(3/3-0/0)
(Formerly MKTG 325)
Fundamentals of marketing: nature and concepts. Marketing Pre: MKTG 211 and PSY 103
management approach. Markets; consumer, consumer behavior,
market segmentation and market classification. Marketing The linkage between behavioral concepts and marketing strategy
environments. Marketing Mix: product, price, place and promotion. including the following aspects; the process of buyer decision
making, individual buyer's needs, the environmental influences on
MKTG 324 ADVERTISING AND 3(3/3-0/0) the buyer, the micro aspects of buyer behavior, and behavioral
SALES PROMOTION application related to the "Four P's" of marketing mix. Analyzing the
Pre: MKTG 211 buyer at the individual level, at the family level, and at the
organizational level.
Nature and importance of advertising. Anatomy of advertising:
objectives, agencies, media, controversy. Advertising management: MKTG 345 SOCIAL MARKETING 3(3/3-0/0)
planning, budgeting, media selection and preparation. Sales Pre: MKTG 211
promotion: functions, consumer stimulants, and middleman
stimulants. The definition, roles and importance of social marketing. The
differences and the similarities of social marketing and commercial
MKTG 326 PRODUCT AND PRICING 3(3/3-0/0) marketing. The development and management process of social
(Formerly MKTG 421) marketing strategies.
Pre: MKTG 211
MKTG 351 PRINCIPLES OF BRANDING 3(3/3-0/0)
Organizing for product management, attributes of a product, product Pre: MKTG 211
mix and product line decisions, developing new product and the
product life cycle. Pricing in theory and practice, price factors, Meaning of brand, concepts of branding, building brand image
pricing procedures and pricing the new product. basing on the brand identity. Elements of branding. Brand
positioning branding, principles, brand building process and brand
MKTG 331 MARKETING CHANNELS 3(3/3-0/0) success measurement.
OF DISTRIBUTION
Pre: MKTG 211 MKTG 431 SALES MANAGEMENT 3(3/3-0/0)
AND SALESMANSHIP
The concepts and process in designing marketing channels which are (Formerly MKTG 327)
suitable for existing marketing programs. The system concepts and Pre: MKTG 211
the elements in the physical distribution of a product. The options
available to marketers. Introduction to theories of selling. Elements of success. Sales force
management: planning, staffing, assigning, controlling, motivating,
MKTG 332 MARKETING 3(3/3-0/0) and sales force operations. Sales forecasting. Designing and
COMMUNICATION managing channels of distribution: retail market, and wholesale
(Formerly name: MARKETING market. Salesmanship concerning preparation for selling and selling
PROMOTION since 2008) process.
Pre: MKTG 211
MKTG 433 ADVERTISING MANAGEMENT 3(3/3-0/0)
The roles and theories related to marketing communication. The Pre: MKTG 211
management process for communication. Personal selling,
advertising, sales promotion, public relation, event marketing and The importance and role of advertising on business and the
direct marketing. economy. Advertising management, advertising creativity, media
selection, budget preparation and advertising strategy formulation to
MKTG 333 RETAIL MANAGEMENT 3(3/3-0/0) achieve specific advertising objectives.
(Formerly MKTG 323)
Pre: MKTG 211 MKTG 434 SALES PROMOTION 3(3/3-0/0)
AND PUBLIC RELATIONS
(Transferred to MKTG 461 since 2008) Pre: MKTG 211
MKTG 342 MARKETING 3(3/3-0/0) The classification and concept of cales promotion and public
INFORMATION SYSTEM relations. Managing and planning process, budging and case study.
Pre: MKTG 211
MKTG 435 DIRECT MARKETING 3(3/3-0/0)
The concepts, roles and functions of marketing information system. Pre: MKTG 211
The development process of marketing information system. The
FACULTY OF BUSINESS ADMINISTRATION 2 คูมือการศึกษาระดับปริญญาตรี
Role, scope and importance of direct marketing as part of an the instructor
integrated promotional marketing mix. The application of direct
marketing strategies and business-to-business direct marketing. The concepts and roles of electronic marketing. The study of
consumer behavior, market segmentation, market targeting,
MKTG 436 INTEGRATED MARKETING 3(3/3-0/0) strategies, implementation and control for electronic marketing.
COMMUNICATION Trends of electronic marketing. Ethical issues in electronic
Pre: MKTG 332 and 344 marketing.
The development of integrated marketing communication. The role MKTG 445 INDUSTRIAL MARKETING 3(3/3-0/0)
of brand in the integrated marketing communication. The planning Pre: MKTG 211
of integrated marketing communication. The use of integrated
marketing communication tools. The measurement and the The concepts of industrial marketing management. Understanding
evaluations of integrated marketing communication effectiveness. the industrial customers and examining industrial market
opportunities. Designing and managing the industrial marketing mix
MKTG 437 SALES PROMOTION 3(3/3-0/0) and controlling industrial marketing programs.
Pre: MKTG 211
MKTG 446 TOURISM MARKETING 3(3/3-0/0)
The importance of sales promotion. Theories and concepts of sales Pre: MKTG 211
promotion. Planning, designing, using sales promotion tactics, and
evaluating sales promotion. The natures of tourism products, marketing environment affecting
marketing tourism, segmentation, targeting and positioning.
MKTG 438 MARKETING PUBLIC 3(3/3-0/0) Consumer behavior in tourism. Psychology and techniques for
RELATIONS selling tourism products. Tourism marketing mix, strategic planning
Pre: MKTG 211 for tourism marketing.
The roles and importance of marketing public relations. Theories MKTG 447 HOSPITALITY 3(3/3-0/0)
and concepts relating to public relations and marketing public SERVICE MARKETING
relations. Planning and applying tactics of marketing public Pre: MKTG 211
relations.
Definition, scope, characteristics and components of hospitality
MKTG 439 BUSINESS EXHIBITION 3(3/3-0/0) service marketing. Marketing environment affecting hospitality
AND TRADE FAIR service business. An application of services marketing principles
Pre: MKTG 211 within the hospitality service industries. Strategic planning for
hospitality service marketing.
Historical development and the importance of exhibition and trade
fair. Types of exhibition. The composition of exhibition and trade MKTG 448 CUSTOMER RELATIONSHIP 3(3/3-0/0)
fair business. Organizations relevant to the exhibition and trade fair. MANAGEMENT
Marketing strategies for exhibition and trade fair. Exhibition and Pre: MKTG 332 and MKTG 344
trade fair future in Thailand.
The concepts and roles customer relationship management (CRM).
MKTG 441 INTERNATIONAL 3(3/3-0/0) Database system and CRM software. Customer classification and
MARKETING selection of appropriate tools in defining CRM strategies.
(Formerly MKTG 426) Development of people, process and technology for CRM.
Pre: MKTG 211 Evaluation of CRM.
An overview of international marketing and world business. MKTG 449 MARKETING 3(3/3-0/0)
Increased interest in foreign markets. Entering foreign markets. The ENVIRONMENT ANALYSIS
international marketing task: marketing controllables, domestic and (Formerly name: MARKETING
foreign uncontrollable. International trade concepts and theory. ENVIRONMENT since 2008)
Cultural dynamics, political and legal consideration in assessing (Formerly MKTG 424)
world markets. Planning and developing products for foreign Pre: MKTG 211
markets. Advertising abroad. Pricing in international markets. The
international distribution system. Structure and functions of marketing system. The analysis of
changes in marketing environment, which play an important role in
MKTG 442 SERVICES MARKETING 3(3/3-0/0) adapting to strategic planning and marketing operations.
(Formerly MKTG 422)
Pre: MKTG 211 MKTG 451 STRATEGIC BRANDING 3(3/3-0/0)
Pre: MKTG 344 and MKTG 351
An overview of the nature of services marketing and the unique
characteristics that separate services from goods. The applications of The importance of brands and branding, the concepts of branding,
marketing principles to services organizations. Marketing plans for consumer behavior versus brand concept and positioning. The
services and the human resources dimension in services management process of building a strong brand. Brand value chain. The concept
of brand identity, building brand identity, the source of brand equity,
MKTG 443 STRATEGIC MARKETING 3(3/3-0/0) measuring brand equity, strategic brand extensions, and the
MANAGEMENT management of brand portfolio.
Pre: MKTG 211 and MKTG 344
(Transferred to MKTG 492 since 2008) MKTG 452 MARKETING FOR 3(3/3-0/0)
NEW PRODUCT DEVELOPMENT
MKTG 444 ELECTRONIC MARKETING 3(3/3-0/0) Pre: MKTG 326
Pre: MKTG 321; and consent of
FACULTY OF BUSINESS ADMINISTRATION 3 คูมือการศึกษาระดับปริญญาตรี
Definition and categories of new products. Its roles and importance
of the new product for organizations. Success factors of new
products development and marketing in the knowledge-based
economy. Marketing innovation, marketing research and new
product development. New product development process and
marketing of the new product.
MKTG 461 RETAIL MANAGEMENT 3(3/3-0/0)
(Formerly MKTG 333 since 2008)
Pre: MKTG 211
Changing of the environment related to retailing, the retail
opportunities, the store itself and running the store. Operations and
management merchandise: buying, receiving, marking, controlling
and pricing. Also learning a specialty in retailing: promotion,
customer services and retail control.
MKTG 462 SUPPLY CHAIN 3(3/3-0/0)
MANAGEMENT AND LOGISTICS
Pre: MKTG 331
The conceptual framework of distribution. Logistics management
concept. Concepts of supply chain management and negotiation.
Information system for supply chain management and logistics.
Performance evaluation program of the supply chain and logistics.
MKTG 491 CASE PROBLEMS 3(3/3-0/0)
IN MARKETING
(Formerly MKTG 427)
Pre: MKTG 211
Cases of marketing problems. Investigation and measures to solve
the problems in different firms. Current problems.
MKTG 492 STRATEGIC 3(3/3-0/0)
MARKETING MANAGEMENT
(Formerly MKTG 443 since 2008)
Pre: MKTG 326, 331, 332, 344
The analysis and the formulation of business strategic plans to
determine marketing strategies. Marketing situation analysis. The
management process and marketing strategies for analyzing,
planning, developing, implementing, and controlling marketing
strategies to achieve competitive advantage.
MKTG 498 SELECTED TOPICS 3(3/3-0/0)
IN MARKETING
Pre: Fourth year standing or
consent of the instructor
Selected topics in the active field of marketing from the present-day
perspective.
MKTG 499 SEMINAR IN 3(3/3-0/0)
MARKETING
Pre: MKTG 326, 331, 332, 344
and fourth year standing
Students must be involved in intensive class participation, discussion
and presenting of marketing problems from real situations, including
marketing research, case studies and articles as well as problem
solving.
