MKT 2280       Principles of Marketing (3 Credits)

Principles and problems involved in transfer of goods and services from producer to consumer, consumer’s buying motives, basic product, distribution, price, promotion mix strategies, and improvement of marketing efficiency. Prerequisite: MGT 1101 Introduction to Business

  

MKT 3102       Integrated Marketing Communications (3 Credits)

Strategic use of various marketing communication elements including advertising, sales promotion, public relations, personal selling, event sponsorships and direct marketing to build and maintain brand equity, selection of alternative promotional tools, budgeting and allocation decisions, determining appropriate message strategy, developing media schedules for a given product/market, ethical principles in marketing communications, and effective integration of elements across promotional mix. Prerequisite: MKT 2280 Principles of Marketing

 

MKT 3515       Purchasing and Supply Chain Management (3 Credits)

Importance of purchasing and logistics in supply chain management, sourcing and purchasing strategy, price determination and cost management, negotiation, supplier selection and evaluation, supplier relationship management, ethics and green purchasing, logistics inventory management for cost saving, risk and time management, inventory and warehouse management systems that contribute to solid formulations of marketing and competitive advantages of a company. Prerequisite: MKT 2280 Principles of Marketing

 

MKT 3525       Sales Management (3 Credits)

Management of personal selling process in marketing, types of sales organizations and their relations with other departments of the business, place of sales research and planning in marketing, selection of selling methods, credit, collection and sales financing hiring, training, compensating and supervising of salesman. Prerequisite: MKT 2280 Principles of Marketing

 

MKT 3530       Consumer Behavior (3 Credits)

Nature and determinants of consumer behavior, influence of socio psychological factors such as personality, social groups, demographic variables, social class, and culture on the formation of consumers’ attitudes, consumption and purchasing behavior, steps in decision- making process starting from problem identification, information and fact finding, evaluation of alternatives, buying decision, and after-purchase evaluation. Prerequisites MKT 2280 Principles of Marketing AND MGT 2404 Managerial Psychology

 

MKT 3620       Global Marketing (3 Credits)

Principles and operations of international and global marketing concepts, international marketing environment, trade promotion activities of government and private agencies, environmental aspects of international market, financial features and instruments, marketing structure of international trade, terms of trade and credit, international marketing position, foreign market survey, segmentation, targeting and positioning, global market entry strategies, strategic elements of competitive advantage, global marketing mix including product decisions, pricing, channels of distribution, and global marketing communication mixes. Prerequisites: MKT 2280 Principles of Marketing AND Completion of at least 70 credits

 

MKT 3627       Sales Promotion (3 Credits)

Principles and practices in guiding management in making key decisions necessary in sales promotion program, selection of proper sales appeals, sales promotion directed towards company’s sales staff, middlemen and ultimate consumers, planning and evaluation of promotional activities, including merchandising functions. Prerequisite: MKT 2280 Principles of Marketing

 

MKT 3629       Pricing Strategy and Decisions (3 Credits)

Strategic pricing concept, cost structure, market-based pricing for profit, pricing influence on purchase decision, role of value in pricing, price sensitivity analysis, price elasticity, competitive pricing, proactive pricing, initial launch of integration of elements in profitable pricing, pricing for new products and different pricing schemes by segments, product-line pricing, pricing as a promotional tool, pricing to leverage competitive advantages, pricing psychology, and pricing ethics. Prerequisite: MKT 2280 Principles of Marketing

 

MKT 3803       Retail Management (3 Credits)

Principles and practices of small business in the area of retail operations, planning, operations and control in various retailing institutions, retailing opportunities and careers with major emphasis on the need to adopt decisions on store location, layout, building, fixtures, equipment and merchandise management, buying, handing, control and pricing, store promotion and customer services. Prerequisite: MKT 2280 Principles of Marketing

 

MKT 3804       Fashion Marketing (3 Credits)

Foundation of marketing, its techniques and activities in the fashion industry, fashion marketing environment, fashion marketing mix, branding, visual merchandising, how to develop, analyze and implement brand strategies, buying and merchandising practices, how to plan and execute effective advertising and promotional strategies including public relations and event planning related to fashion products. Prerequisite: MKT 2280 Principles of Marketing

  

MKT 3805       Healthcare Marketing (3 Credits)

Roles played by service providers (medical professionals), consumers as well as marketers who are responsible for expanding market and developing marketing strategies in healthcare industry, skills in segmenting customers and medical markets, social marketing skills to enhance communication strategy and development of marketing strategies of healthcare services in competitive market. Prerequisite: MKT 2280 Principles of Marketing

  

MKT 3806       Marketing in Asia (3 Credits)

Impacts of rising challenges and opportunities on marketing strategies of business firms in Asia, development of market entry strategies and strategic marketing plans in ASEAN Economic Community (AEC) and emerging markets in Asia using case studies emphasizing on building B to B relationships as well as cultivating B to C relationships while developing and implementing marketing strategies in Asia. Prerequisite: MKT 2280 Principles of Marketing

 

MKT 3807       Sport Marketing (3 Credits)

Marketing strategies of sport products/events, use of sports as a promotional tool for other products, development marketing plan for both upstream (sponsors) and downstream (sports fans/consumers) markets as well as other related topics such as sports branding, event sponsorship, sport celebrity endorsement, ambush marketing, and sport media. Prerequisite: MKT 2280 Principles of Marketing

  

MKT 3817       Sustainability Marketing (3 Credits)

Theories and practices of marketing activities and strategies integrating environment, ecology, production with using less natural resources, green supply chain activities as well as related topics including sustainable innovation, social enterprise and marketing for the benefit of community. Prerequisite: MKT 2280 Principles of Marketing

 

MKT 3823       Marketing Channel Strategy and Decision (3 Credits)

Distribution strategies, structure, functions, types, and operating problems of various institutions in the chain of distribution of different types of products and industries, segmentation for marketing channel design, channel strategy formulation and implementation, scope of distribution strategies including distribution intensity and vertical constraints, and strategic alliances in distribution. Prerequisite: MKT 2280 Principles of Marketing

 

MKT 3826       Merchandising and Display Strategies (3 Credits)

Duties and problems of store buyers, merchandise managers, demand forecasting, sources of buying information, buying policies and practices, selection and evaluation of resources, inventory planning and control, promotion strategies and tools used by retailers to achieve a multitude of objectives such as building store image, generating store traffic and immediate purchases, broad array of tools from the use of local advertising in broadcast and print media to in-store display and product/ visual merchandising. Prerequisite: MKT 2280 Principles of Marketing

 

MKT 3837       Service and Customer Relationship Management (3 Credits)

Service operations and all aspects of interaction a company has with its customers, including prospecting sales and service, identifying, acquiring, and retaining customers by enabling organizations to manage and coordinate customer interactions across multiple channels, departments, lines of business and geographies, how organizations use customers’ database to maximize value of every customer interaction and drive superior performance. Prerequisite: MKT 2280 Principles of Marketing

 

MKT 3839       Event Marketing and Public Relations (3 Credits)

Overview of events and sponsorship strategies, public relations for creating brand publicity and brand's relationship with modern-day consumers as social customers who not only respond to product attributes and traditional advertising but also increasingly prefer to interact with brands via experiential marketing in the form of company events, publicity stunts, and other forms of marketing engagement. Prerequisite: MKT 2280 Principles of Marketing

 

MKT 3867       Social Media and Online Marketing (3 Credits)

Practical marketing and communication applications for digital communication channels, especially the Internet and hi-technology devices, strategies and implementation of various digital formats to enhance the marketing of goods and services such as social media marketing, digital media, mobile, website, social networks and media including Facebook, Twitter, Tumblr, Instagram, Linkedln , Line and some other up-and-coming social networking sites, use of mobile services such as SMS/text messaging and mobile application in the promotion and selling of goods. Prerequisite: MKT 2280 Principles of Marketing

 

MKT 3868       Content Marketing (3 Credits)

Development, marketing strategy and planning of content for brands which engage and entice with the use of various media such as video, text, audio, photography and posters in the digital format, hand- on exercises for students to determine the best practices, and content solutions in using the web, wireless apps, widgets and mobile technologies. Prerequisites: MKT 2280 Principles of Marketing AND MKT 3867 Social Media and Online Marketing (For Marketing students)

 

MKT 3869       Digital Consumer Insights (3 Credits)

How to capture the consumer information and capitalize on it, use of big data of web analytics, social media monitoring, search activity, and online surveys which provide valuable data for decision making and creation of insights which speed up product development, strategies and find competitive edge and uncover real opportunities and management decision making. Prerequisites: BIS 1141 Business Software Applications AND BIS 2180 Information Technology AND MKT 2280 Principles of Marketing AND MKT 3867 Social Media and Online Marketing (For Marketing students)

  

MKT 4725       Competitive Analysis and Strategy (3 Credits)

Analytical concepts in competitive environment, efficient market functioning, industry analysis, strategic groups in industry and global competition, analysis of competitive advantage, vertical linkages, corporate diversification, competitive strategic alliances, rivalry using product positioning, competitive pricing, research and development in competitive environment. Prerequisites: MKT 2280 Principles of Marketing AND Completion of at least 90 credits

 

MKT 4726       Advertising and Creative Strategy (3 Credits)

Role of creative strategy in advertising and other promotional mix, examination and systematic development of creative brief or copy platform as a means of designing message strategies that evoke consistent value and identity, creative content and creative process beginning with market analysis and target market selection to brand attributes and value propositions to creative execution with emphasis on execution of the "big idea”. Prerequisite: MKT 3102 Integrated Marketing Communications

 

MKT 4727       Integrated Media Planning (3 Credits)

Nature of media, media business and media industry, roles of and relationships among media planners, buyers and sellers, characteristics of traditional, nontraditional and interactive media, general procedures in media planning, basic and advanced measurements in media analysis, evaluation and selection of media vehicles, strategic media plan (i.e. target audience selection, objective specification, media and vehicle selection, media buying), setting and allocating media budget, and media testing. Prerequisites: MKT 3102 Integrated Marketing Communications AND MKT 4726 Advertising and Creative Strategy

 

MKT 4730       Marketing Management (3 Credits)

Key marketing concepts company competencies, marketing research, market analysis, selecting target markets, consumer insights, product development, pricing, distribution, promotion, assessment of market opportunities, development of effective marketing strategies, marketing plan and implementation including financial and contingency plan. Prerequisites: MKT 2280 Principles of Marketing AND MGT 2900 Principles of Management AND Senior standing (106 credits)

 

MKT 4777       Communication and Digital Media Strategy (3 Credits)

Digital terminology, media, targeting strategies and search engine optimization (SEO) to build an effective advertising campaign exposing target audience with various available digital media advertising options and integration of communication tools for the creation of a digital media campaign. Prerequisites: MKT 3867 Social Media and Online Marketing AND Senior standing over 90 credits

 

MKT 4805       Business-to-Business Marketing (3 Credits)

Marketing problems of manufacturers and distributors of industrial goods such as machinery and equipment, raw and semi-fabricated materials, industrial supplies and component parts, industrial marketing system and concepts, demand and product characteristics, product and service definitions, market identification, evaluation and measurement of marketing performance, pricing, promotion and public relations, industrial channel strategy and logistics, performance standards and instruments of control. Prerequisite: MKT 2280 Principles of Marketing

  

MKT 4806       Product and Brand Management (3 Credits)

Management concepts concerning process of new product development including product concept, positioning, and branding used in developing product lines, pricing, distribution decisions in keeping up-to-date to both industrial and consumer goods, product line management, environment factors that have impacts on product, brand and price strategies. Prerequisites: MKT 2280 Principles of Marketing AND Completion of at least 90 credits

 

MKT 4808       Advanced Marketing Presentation (3 Credits)

Skills of communication and presentation of selling, marketing planning, structuring and delivery of formal and informal presentations for productive outcomes, essential elements of good communication and presentation in marketing field, how to put these principles into practice in an interactive session and to deliver presentations in a more confident and professional manner. Prerequisites: MKT 2280 Principles of Marketing AND Senior standing over 90 credits

  

MKT 4809       Marketing for Services (3 Credits)

Nature and characteristics of market and consumer behavior for various services, marketing mix for services, structure and development of institutions involved in selling services such as financial institution, banks, insurance companies, transportation firms, hotels and various travel industry agencies, comparison between marketing for goods and marketing for services. Prerequisites: MKT 2280 Principles of Marketing AND Senior standing over 90 credits

 

MKT 4810       Export-Import Management (3 Credits)

Principles and practices of international marketing management, foreign market exploration, exchange problems, practices and document preparation, customs clearances and forwarding practices, customs tariffs, duties and export-import premiums, landed cost calculation methods, commodity classification system of the Customs department, carrier selection decision making, management and organization of freight forwarding and customs clearance agencies, marketing communication for foreign products, management and organization of import and export departments of large commercial firms, relationship with financial and transportation intermediaries. Prerequisite: MKT 3620 Global Marketing

 

MKT 4811       Seminar in Marketing (3 Credits)

Integration of experience in all areas of marketing to play on the problems encountered by case study analysis, guest lecturers from business field, research, and others. Prerequisites: MKT 2280 Principles of Marketing AND Completion of at least 90 credits

 

MKT 4812       Individual Research (3 Credits)

Application of theoretical concepts to real world problems of any organization in a selected industry in Thailand. Any specific area of concentration will be chosen by the student upon agreement with an instructor selected from the faculty members of Marketing Department. Prerequisites: MKT 3530 Consumer Behavior AND MGT 3940 Business Research Methodology AND MKT 4855 Research in Marketing AND Senior standing AND Chairperson’s approval

 

MKT 4826       Contemporary Logistics (3 Credits)

Modern logistics, application of analytical tools useful in logistics, analysis of characteristics of logistics system elements, inventory and warehouse management systems, modes of transportation, fundamentals of logistics in today’s dynamic global landscape, value- added applications of logistics decision-making tools that lead to solid formulations of marketing and competitive advantages in the supply chain of a company. Prerequisite: MKT 2280 Principles of Marketing

  

MKT 4829       Marketing Decision Making (3 Credits)

Graduating Only or Department Chairperson’s Approval Advanced techniques and actual practices of marketing forecasting, demand analysis and evaluation of market potential with emphasis on market projection, sales budgeting, pricing, distribution index and CLV as a part of administrative planning and decisions for profit, market campaign planning, execution and control. Prerequisites: MKT 2280 Principles of Marketing AND Senior standing (112 credits)

 

MKT 4848       Contemporary Issues in Marketing (3 Credits)

Case studies covering how marketing practices and decisions lead to marketing wars, marketing mistakes and success, including the importance of outsourcing, mergers and acquisitions, employee commitments, customer relationships, CEOs’ characteristics, consumer analysis in developing and implementing successful marketing strategies, as well as current marketing trends and various marketing related topics. Prerequisite: MKT 2280 Principles of Marketing AND Completion of at least 90 credits

 

 

MKT 4849       IMC Campaign Planning (3 Credits)

Conceptual synthesis and practical application of business, research, media planning and creative principles used in the formulation of persuasive messages focusing on the development of a complete integrated marketing communications (IMC) campaign, both written and oral presentation of the campaign. Prerequisites: MKT 4726 Advertising and Creative Strategy AND MKT 4727 Integrated Media Planning AND Senior standing over106 credits

 

MKT 4855       Research in Marketing (3 Credits)

Principles and methods of marketing research, securing respondents, making test investigation, sampling, collecting data, types and errors of collected data, tabulating and analyzing information, interpreting findings and stating conclusion, application of research techniques and procedures to the solution of marketing problems: determination of market potential and sales quota, reduction of selling costs, forecasting and appraisal of sales promotional efforts, advertising program and channels of distribution. Prerequisites: MKT 2280 Principles of Marketing AND MGT 3940 Business Research Methodology AND Completion of at least 90 credits

 

MKT 4856       Brand Building Strategy (3 Credits)

Brand building and development, concepts, theories, principles and terminology of brand building strategy, brand equity, and integrated marketing communication tools, segmentation, target market identification, positioning, message strategy, media choice, advertising evaluation, aspects of raising brand awareness, creating relevant and distinctive brand identity, building high quality reputation, and shaping desired brand imagery for a brand and brand equity. Prerequisites: MKT 3102 Integrated Marketing Communications AND Completion of at least 90 credits

 

MKT 4857       Qualitative Research in Marketing (3 Credits)

Basic application of qualitative techniques in research including in-depth interviews, focus-group research and applicable psychological measurement techniques to understand the consumers’ buying decision making, data collection and analysis through content analysis, discourse analysis and others. Prerequisites: MKT 2280 Principles of Marketing AND MGT 3940 Business Research AND Senior standing over 106 credits

 

MKT 4887       Online Entrepreneurship (3 Credits)

Fundamentals of online entrepreneurship, how to conduct business online, processes in which online entrepreneurs start up their business including which online platform to choose, what strategies to employ and how to optimize the use of social media in their businesses. Prerequisites: MKT 3867 Social Media and Online Marketing AND Senior standing over 106 credits

 

MKT 4897       Marketing Internship (3 Credits)

Opportunity for students to experience practical marketing by carrying out work project or full-time work in marketing firms, retail business corporations, governmental entities, private or public organizations under the direct supervision of a designated executive or faculty member. Students will apply theoretical concepts to practice and gain valuable working experience. All internships must be approved in advance. Prerequisites: MKT 2280 Principles of Marketing AND Completion of at least 90 credits

 

MKT 4899       IMC Internship (3 Credits)

An off-campus training supervised work experience in the advertising and marketing communication organization. Regular meetings with the internship coordinator, periodic reports, as well as a final paper relating the work experience to the student's course work. Prerequisites: MKT 3102 Integrated Marketing Communications AND Completion of at least 90 credits

 

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