Marketing Programme overview

In marketing programmes, students will delve into consumer behavior, market analysis, digital marketing, and strategic planning. They’ll acquire the skills needed to develop, implement, and manage successful marketing campaigns for a wide range of industries.

Career Opportunities

These are the career opportunities that await you.

  • Advertising Director
  • Brand Director
  • Digital Marketing Director
  • Internet Marketing Director
  • Publicity Director
  • Marketing Manager
  • Project Manager
  • Market Research Manager
  • Product Manager
  • Marketing Consultant
  • Media Buyer
  • P.R Consultant

Bachelor of Business Administration

Earn a bachelor’s degree in 3 years

Total : 132 credits

courses

semester 1

Skills in listening, speaking, reading, and writing English, vocabulary and language structure, language skills for communication in daily life.

Psychological theories and principles of human nature, the process of learning and socialization, human relationship, life styles, adjustment and development of the quality of life.

Relationship between economics-business administration and better living. Roles and human living in economic society at household, community and societal levels. Learning about entrepreneurship, economic composition management. Key models and issues in economics and management.

Information and knowledge seeking; concept and theory of creative thinking; development process of creative thinking for application in daily life.

Art Fundamentals and understanding in the basic features, definition, value, differences and the relationship between the various categories of works of art including fine art, applied art, visual art, audio art, audiovisual art, and new media art. Through the artistic experience and basic practice on various types of art. For developing knowledge, understanding and indoctrinating aesthetic judgment that can be applied in daily life, harmonized with the social context in both the global and local levels.

Study of business models covering sole proprietorship, partnerships and limited companies, the nature of the business environment, production activities, marketing, finance, and personnel management, laws relating to business, financial institutions, credit and management documents, ethical business practices, to provide a foundation in concepts of business management and provide understanding of each area of business activity, which will be useful for further study in specific subjects.

semester 2

Listening, speaking, reading and writing skills in English in different situations with an emphasis on listening and speaking communication skills.

Art Fundamentals and understanding in the basic features, definition, value, differences and the relationship between the various categories of works of art including fine art, applied art, visual art, audio art, audiovisual art, and new media art. Through the artistic experience and basic practice on various types of art. For developing knowledge, understanding and indoctrinating aesthetic judgment that can be applied in daily life, harmonized with the social context in both the global and local levels.

Evolution of computer technology from past to present and a possible future, computer hardware, software and data, how a computer works, basic computer network, Internet and applications on the Internet, risks of a system usage, data management, information system, office automation software, multimedia technology, web-based media publishing, web design and development and an influence of technology on human society.

Scientific basis of discovery, invention and innovation, emphasizing on knowledge integration, case study analysis, creative thinking, problem solving and intellectual property awareness.

The application of Mathematics and Statistics for everyday life including banking and finance, business decision and statistics for data collection and basic decision making.

Study of the evolution of accounting, the role of accounting towards society, criteria, analysis, record-keeping, classification of financial reports and preparation of financial data, including study of the use of accounting data for business and limitations of accounting data, as well as ethics in the accounting profession.

courses

SEMESTER 1

Study business finance as finding interest rate in different ways, cost calculation for business finance like issuing corporate bond, increase share, borrowing, study about business finance such as acquiring and using cash, credit, fundamental financial ratio analysis, basic knowledge of financial organizations and institutions as US central bank, national bank, commercial bank, credit rating institutions, international monetary fund, international financial reserve.

Study human resource management from recruiting, positioning, selecting, motivating and supporting personnel. Business personnel management, personnel development, and basic organization development and study essential organization behaviors like collective grouping, organization behaviors from coercive influences, voluntary work, problems of organization conflicts, group influence, building relationship in organization, supporting and promoting work in team and organization behavior theories.

Study essential principles of marketing such as product, pricing, distribution and promotion. In addition, studying the marketing foundation for example, consumer behavior, factors and causes of consumption, general knowledge of marketing and marketing in different aspects as international marketing, industrial marketing, marketing and environment.

For students to have knowledge of mathematics Sufficiency Basic Statistical Concepts in Business Fundamentals Studies. And the use of data to analyze for forecasting and business decision making, both in theory and application. With a focus on students to apply mathematical techniques and study statistical methods the hypothesis testing is applied for analysis, administration and business decision making. And study the percentage and business applications Product pricing, trade discounts, bank discounts, annuity payments, derivatives applications. And integration in business.

Study of the concept and origin of ethics, reasoning and the need for ethics in business, management systems and good corporate governance in business organizations, roles, duties and awareness of corporate social responsibility, business ethics towards stakeholders, and discussion of case studies in various issues relating to business ethics.

Study service and operation management, service line, service layouts, managing planning and controlling service, management planning, quantitative and qualitative service, total quality management and techniques for service control.

SEMESTER 2

Study the foundation of financial accounting, cash flow management, financial accounting, financial forecasting, financial ratio, financial statement analysis, financial system and management, controlling and reporting of financial income statement.

Study business statistics and principles of statistics, statistical research, probability principles, assumption and hypothesis testing, process and principles of business statistics, statistical theories, use of t-test, z-test, pair-test, and others. Applying the SPSS for business statistics.

Study essential principles of micro and macroeconomics for business as consumption characteristics, consumption concepts, criteria for maximizing consumption utility, production and distribution for maximizing social benefits. Types of market, as monopoly, perfectly competitive marketing, basic knowledge of macroeconomics as business cycles, employment rate, inflation, deflation, concepts for solving economic problems influencing private sector and knowledge about general international economics like ASEAN Economic Community (AEC) and study principles of economics.

Study business laws in general from the start-up, types of business-like partnership, sole proprietorship, company, study law of persons, legal person in business, using checks, financial instrument, guaranteeing, pawing, mortgaging, and basic knowledge of business law in general.

Study of theories, principles, strategic planning process. For business owners and new businesses by setting goals and missions of the organization to create a competitive advantage. A study and analysis of the environment both inside and outside the organization that affect the strategy in the organization, including for business in terms of marketing, finance, production, management, and human resource management to bring strategies into action, focusing on the application of case studies to guide innovation planning. Including business strategy planning and evaluation.

Study and analyze issues and events That happened to business owners today This will affect the management and decision-making of the business owner. This includes the study of modern management concepts and techniques to guide the planning of business ownership strategies for maximum efficiency. Consistent with the current environment that is constantly changing.

courses

SEMESTER 1

Study about taxation management and types of taxes related to business as excise tax, value-added tax, purchase tax, property tax. In addition, personal tax, tax deductible for legal persons and individuals, general problems of tax and taxation for legal persons and individuals.

ET 401 Setting Up a Small Business Operation 3 (3-0-6)
Explore the processes, challenges, acquisition initiatives, and small business management. Marketing plan small business management Analyze various theories Use of management knowledge Current interesting topics Ethical issues Legal regulations that affect small businesses Analyze the important role of entrepreneurs in the local economy.
ET 402 Business Creativity and Innovation 3 (3-0-6)
Study issues of creativity, forming creativity, and problem solving by using creativity. In addition, study how to transfer creativity into innovation, adding value to the products and services by using creativity, managing organization and conflict by using creativity, creatively developing products and innovations in ways to response the needs of consumers and increase competitiveness for entrepreneurs.
ET 403 Family Business Management 3 (3-0-6)
Study of family business-related operations to help generate new ideas that can be developed in career planning and management of family structure and ties. Conflict mitigation Learning how to create opportunities, including empowering oneself to have a commercial advantage Which will result in family success
ET 404 Financing Small and Medium Business Operations 3 (3-0-6)
Study financial management in forms, as allocation of assets of small and medium enterprises, a study of acquiring capital for business and general financial institution and asset management, and other asset management.
ET 405 Business Planning 3 (3-0-6)
Study about the importance and process of writing a business plan for setting up a new and existing business as a planning tool. And review the concept of business operation to have a systematic and unified operation This includes understanding the principles of writing a business plan and how to present the business plan to the bank. Financial institution to request financial support or invite others to join in.
ET 406 Entrepreneurship in the Global Economy 3 (3-0-6)
Study the way of owning a business in the world market. By analyzing and evaluating the environmental factors of economic, political, social, legal and technological environment that affect the opportunities and obstacles of business operations. They study both theories and case studies to help students understand how to plan and assess the feasibility of business development in the global marketplace. Including studying methods of organization, marketing, financial management and human resource management. Knowledge management Cultural management of multinational companies for the benefit of managing business effectively.
ET 407 Leadership and Motivation 3 (3-0-6)
Study the meaning and style of leaders. The role of leaders in motivating And cooperation of personnel at all levels in the organization By enhancing personality human relations As well as practice skills And the ability to be an executive And develop the ability to lead effectively; study the role, meaning of motivation The importance of motivation Concepts and theories of motivation Monetary and non-monetary incentive theories. Factors that cause work motivation Concept of salary As well as applying motivation principles to appropriate applications to increase organizational productivity
ET 408 Managing a Small and Medium Enterprise 3 (3-0-6)
Study small and medium enterprise management and learn how to write business plan, developing concepts in managing small and medium enterprises, small and medium enterprise in different aspects such as marketing, finance, management, essential law and regulations for small and medium enterprises and study problems of small and medium enterprises such as lacking capital or sourcing of funds, shortage of production resources, threats from modern trade and study how to cope with the change, change management and business problem solving.

ET 409 Entrepreneurship and New Business Development 3 (3-0-6)
This course provides students with an overview of opportunity assessment and the entrepreneurial process that will enable them to define, develop and promote innovative initiatives, either through the creation of a new for-profit or non-profit venture or as a value-added component to an existing venture or within the corporate environment. The course explores the basic elements of idea generation, the entrepreneurial process, and the innovative business model, through readings, lectures, case analysis and discussion. This is a tactical and results oriented exercise, designed to be applied to new venture concept or to discover a fresh and innovative approach to a ‘current and real-world’ business problem. Graduates will be equipped with the capability to adopt innovative approaches subject to given circumstances in order to launch the business implementation plan.

Concentration Course (Supply Chain and Logistics Operations) (30 credits)
Credits (lecture-practice-self-study)
SL 501 Supply Chain and Logistics Management 3 (3-0-6)
The course surveys the main managerial and organizational challenges in logistics, including the role of information technology and the relationships between logistics and financial performance. Topics covered include the main functions of logistics operation including supply and demand management, distribution network management, warehouse and material management, transportation, and international operations. Students will be given opportunities to work in groups to analyze specific corporate problems in an experiential and stimulating classroom environment.
SL 502 Elements of Transportation 3 (3-0-6)
This course has been developed to promote an understanding of key concepts and practical knowledge of transportation as it applies to modern supply chain networks. The course introduces to the links of transportation in the global economy and supply chain management and exposes students to the different transportation technologies and their combination into multimodal systems. The core content of the course takes an applied view to study the transportation systems and the management of physical distribution across the channels types and structures. Students will be exposed to the various aspect of transportation management including transportation planning and optimization, transportation execution through the private fleet, and third-party logistics. The course introduces students to the key concepts and methods in determining costing and pricing for transportation, it covers the operational and regulatory processes as well required prior to shipping.
SL 503 Materials and Inventory Management 3 (3-0-6)
This course aims to provide students with comprehensive and practical knowledge in planning and controlling the flows of materials within and between warehouses to foster productivity and customer service. Students will be introduced to the various methods in demand forecasting, production planning, and its derivation in material requirement planning and purchasing. Emphasis will be placed on inventory management to familiarize students with the different types of inventories, their physical counting, and valuation methodologies. Includes the study of the various types of order quantity determination for dependent and independent demands.

SEMESTER 2

Study and doing project or research based on interest of students under instructor’s supervision.

courses

SEMESTER 1

Study and doing project or research based on interest of students under instructor’s supervision.

SEMESTER 2

Concentration Course

To provide students with the knowledge and skills to understand the fundamental factors that influence consumer behavior, their choices, and purchasing decisions.

This course will provide a contemporary view of the role and importance of Advertising and Public Relations in the 21st century. Advertising describes a process that entails the planning, creation, integration, and implementation of all diverse forms of mass communication that are delivered over time to a brand’s targeted customers and prospects. Students will learn how to influence or directly affect the buying behavior of targeted audiences.

  Study and understand the importance of stance and differentiation for entrepreneurial products and services. Learn about the management system of product names. Operational planning Operations to meet market needs Brand assessment and measurement and brand value management to be accepted in the long-term Fostering an Accurate Understanding of the Benefits of Brand Management to Entrepreneurs Including applying marketing communication techniques in creating strategies for developing brand value. 

This module will provide students with powerful tools in order to develop sensorial marketing strategies in fashion. Students will understand the variations in sensory perception and be able to adapt the texture, colors, fragrances, shape, assortment, and overall brand experience to every local market and fashion consumer. They will also have the needed knowledge to predict consumers’ purchasing behavior and assess the commercial appeal of a new product or fashion brand. 

Study the meaning, concept and function of strategic marketing management. Analysis of factors outside the organization such as consumers, customers, competitors, etc. and internal factors such as entrepreneurs and business groups in the organization Competitive marketing strategy Including strategies of various business units That have an impact on strategic marketing management to be able to implement strategic marketing plans such as cost leadership strategies. Differentiation strategy Focusing strategy to expand to other businesses and global marketing strategy Including the process of marketing management and operations for maximum efficiency in order to create a competitive advantage. 

This course provides an overview of retailing from a marketing and managerial perspective and examines the development, characteristics, and frontiers of the retail industry from a local and global perspective. Specific topics include: the retailing landscape, retail stakeholders and responsibilities, retail strategy development, merchandise management, the customer experience and omni-channel retailing. The focus of this course is twofold. First, service organizations differ from goods organizations and require their own distinctive approach with regard to the development and execution of marketing strategy. Secondly, goods organizations need to acknowledge the service aspects of their organizations and the ways in which service can be used as a source of competitive advantage. 

The success of entrepreneurs depends on selling, attracting employees, and to convince friends, relatives, and venture capitalists to provide funds, and most important to sell to potential customers. The course will focus on the professional selling process – identifying opportunities, gaining access to decision makers, building relationships with decision makers and influencers, presenting value proposals, handling resistance and objections, and completing the sale. 

Study the concepts of product management and planning. Product classification Product mix, brand, packaging, label, product life cycle New product development and pricing policy for both manufacturers and distributors As well as analyzing the competitive environment to create the highest satisfaction for consumers. And create a competitive advantage. 

Study of the marketing research process Designing research methods to suit the situation and available resources. Sampling Data analysis Building a storage model Data collection method Using statistics and software in processing. Research presentation and application of research results to marketing planning. 

Electives Course

The course focuses on culture and management, organization, and communication with greater emphasis on cross-cultural concepts which contains key ideas from leading theorists, thinkers and practitioners.

Study benefits and characteristics of Thai and international business networking by integrating a linkage of economic, social, culture and interest based, developing business networking in industrial sectors or areas of industrial and business entrepreneurs, developing cluster, and creating cluster, roles of government in promoting cluster networking, creating formal and informal business networking such as developing international, national and individual level of business networking.

Study of theories, concepts, processes, and tools in marketing management with the aim of developing skills and experience in making marketing plans; the course covers analysis of environment conditions affecting marketing activities, especially consumer behavior, competition and other factors, strategy formulation, marketing mix development, and including guidelines for plan implementation and control of digital marketing operations in accordance with ethics and social responsibility.

Study how to forecast market demand. How to forecast demand and sales Using different techniques as well as internal and external factors that influence sales forecasting. In addition, the methods of control and analysis were also studied, comparing the value of the forecast with the actual results. For the benefit of planning sales and improving sales plans in the future.

Study the factors that affect the choice of a business location. Patterns of strategic location selection Analysis of the flow of demand and supply for a product or service through a decision-making network. The best location determination models and methods, such as retail location determination Superstore, warehouse or distribution center, etc., including studies and analysis of relevant case studies.

Study of vendor procurement principles, inputs, recruiting, analysis of vendor selection decisions, inputs. Negotiating with vendors of inputs as well as techniques and methods forStudy of vendor procurement principles, inputs, recruiting, analysis of vendor selection decisions, inputs. Negotiating with vendors of inputs as well as techniques and methods for building relationships with sellers of inputs. It also studies techniques and methods for managing customer relationships.

Study thoughts, attitudes and ways of doing business of entrepreneurs in ASEAN Economic Community such as Vietnam, Indonesia, Malaysia, how to take advantages of being a country member in ASEAN Economic Community (AEC). Importance of ASEAN Economic Community (AEC) integration, characteristics and strategies to use in doing business for entrepreneurs in ASEAN Economic Community (AEC). Business opportunities, strategies and techniques to succeed in doing business in ASEAN region, general knowledge of ASEAN Economic Community (AEC) for interesting investors such as laws, societies and cultures, and economies.

Study of communication skills and styles, both internal and external to the organization, with regard to individual communication behavior and organization structures that affect effective communication; study concepts, techniques and systematic negotiation planning, as well as strategy selection and evaluation in negotiations for effective negotiations in complex situations.

Study of the role, importance and managing marketing strategies for e-commerce businesses; learning principles and theories related to digital marketing mixes, analysis of consumer behavior in transactions through electronic media; study of online marketing processes using various digital tools such as search tools, website design to attract customers and email marketing in order to be able to put effective strategies into place for e-commerce businesses.

Study of general knowledge relating to businesses for seniors, an overview of both domestic and international senior businesses, trends in senior businesses, related businesses, changes in senior consumer behavior; the ability to understand, develop and manage elderly businesses efficiently and sustainably.

Study of concepts and roles of social enterprise, both local and international, that drive creative change in society; learning systematic thinking skills, entrepreneurial spirit, starting and managing social enterprises, including developing creative approaches to solving social and environmental problems through modern innovations.

Study of the role of technology and innovative changes that affect business operations, the evolution of business organizations into the digital age, necessary skills and forms of work, values and organizational culture in the digital age, the development of the capacity and abilities of personnel to be ready and work in response to the rapid changes of the digital age.

Study about the definition and procedures of customer relationship management. Strategies for retaining existing customers and creating new ones Roles and duties of management, staff, technology and information. Messages to customer relationship management As well as applying customer relationship management techniques to create competitiveness. And satisfaction to consumers. Benefits and Mistakes Arising from Customer Relationship Management Using Case Studies of Business Organizations.

Study the overview of the hospitality and service business. These include hotels, travel, airlines, restaurants, spas, etc. Study management system. Environmental factors inside and outside the organization that affect the management and operation of hospitality and service businesses. As well as study planning Organizational structure, directive, coordination, control, leadership, and motivation. Human Resource Management, Marketing and Hospitality Services tourist and visitors as well as studying the writing of a hospitality and service marketing plan.

Study of the establishment of real operational planning organization and finding solutions to problems Students are required to complete an internship in the College’s internship program under the supervision of a program advisor. Or internship in various organizations for not less than 200 hours and students must prepare a summary report of the internship at the end of the internship.

Study the basic principles of investing Analysis of investment feasibility It takes into account the internal and external factors that affect the investment in the business and assesses the efficiency of resource utilization. Procurement and allocation of funding sources Risks and returns from investment Using both theoretical and field-based study methods This is useful for planning and making business decisions.

Study the meaning the importance of service management, tools and techniques for service management Service management strategy Service design and development Appropriate policy formulation in the service business Including the concept of service quality control and guidelines for continuous improvement in service quality in order to create value and customer satisfaction.

One of the most crucial and paramount tasks for Marketing Managers in the global marketplace is the ability to adapt to consumers from different cultures. Europe has always been particularly diverse – the European Union is currently comprised of 27 member countries, over 500 million people, and over 20 different languages. Five main religions are represented, and there are significant variations in cultural, social, economic, legal, and political systems. Consequently, huge consumer differences exist within countries as much as between countries. A similar situation can be found in Asia, Africa, and Latin America. In this course, students will understand the complexity, the interrelatedness, and the interaction of cultures, markets, and consumers in the globalized marketplace.

Study project management by studying planning, resource allocation, developing projects, budgeting in project management, possibility and feasibility study of project, studying techniques using in analyzing benefits and breakeven cost and profit in the future of project as calculating project cost, applying Gantt chart and excel computation.

This course covers the primary concepts and skills needed to perform various purchasing and buying responsibilities from an organization and supply chain management perspective. It focuses on the managerial, administrative, strategic, and tactical aspects of purchasing functions, including an overview of the principles and practices of quality assurance, quantity determination, price and cost analysis, legal issues, supplier relations, distribution, and inventory management systems.

This course analyzes hotel front office positions and the procedures involved in reservation, registration, accounting for, and checking our guests and principles and practices of night auditing.

Free Electives course

Study and practice various skills Essentials for enhancing the personality of a business professional include speaking in the community. Presentations Business communication in the form of speaking, listening, reading, and writing, effective meeting techniques. Personality development social etiquette as well as morality and ethics of businesspeople.

Study of the internal and external personality How to improve personality in appropriate dress. Dressing for men and women, maintenance of health, posing, presence in the community. Personal character development Study about human relations Thai etiquette and association etiquette Practice speaking in different ways Leadership personality Job application personality Meeting etiquette As well as Thai culture and traditions.

Study the process for setting the standards and goals of the work in accordance with the policy and business strategy of the organization. Personnel performance appraisal methods Appreciation Future performance improvement Including studying the meaning, principle, structure, criteria, and method of remuneration based on job appraisal Environmental factors both inside and outside the organization that affect compensation determination. As well as management techniques for wages, salaries, and various benefits.

Study the meaning and theoretical concepts of organizational development Importance of organizational development process Important behavioral variables in organizational development. Leader of change and organizational development Opposition to change in the organization Conflict Management in Organizational Development And evaluation of organizational development to assist organizations to modify organizational development techniques to be consistent with the changing environment.

Study of the different types and types of online digital media, creating techniques. Arrangement And storing digital media in standard formats Data transformation Using software tools to create online digital media, audio, stills, video, motion pictures. Creating a program to use the media as a component suitable for presenting on both computer and network storage media. Using programs to create different types of digital media suitable for use in different businesses.

Explore the processes, challenges, acquisition initiatives, and small business management. Marketing plan small business management Analyze various theories Use of management knowledge Current interesting topics Ethical issues Legal regulations that affect small businesses Analyze the important role of entrepreneurs in the local economy.