Degree Conferred:
Bachelor of Business Administration in Marketing
B.B.A. (Marketing)
Program Objectives:
- To provide a comprehensive range of coursework in the discipline of marketing which facilitates students’ learning of essential concepts, frameworks, core body of knowledge, and necessary technical skills to develop them as full potential marketing professionals.
- To produce graduates in marketing who are able to apply the theories of marketing in the real business world.
- To produce graduates in marketing who possess the capability to self improve, be flexible, be competent and well rounded in different domains, and handle well all aspects and dimensions of business problems confronting them.
- To produce quality graduates who are committed to sound and ethical decision-making by adopting scientific tools, technologies and models as learning and decision resources.
Requirements
| General Educational Courses | 40 |
| Business Core Courses | 48 |
| Major Required Courses | 30 |
| Plan A: Major Concentration Courses OR |
|
| Plan B: Business Concentration Courses OR |
15 |
| Plan C: Major Elective Courses |
|
| Free Elective Courses | 9 |
| Total | 142 |
General Educational Courses
| Credits |
|
| BG 1000 Communication in Thai | 3 |
| BG 1001 English I | 3 |
| BG 1002 English II | 3 |
| BG 2000 English III | 3 |
| BG 2001 English IV | 3 |
| BG 2400 Macroeconomics | 3 |
| BG 2401 Microeconomics | 3 |
| BG 1100 Physical Education | 1 |
| BG 2402 Ethics | 3 |
| BG 1200 Mathematics for Business | 3 |
| BG 1202 Science, Man and His Environment | 3 |
| GS 1003 World Civilization | 3 |
| MGT 1101 Introduction to Business | 3 |
| MGT 2404 Managerial Psychology | 3 |
Business Core Courses
| Credits |
|
| BG 1201 Statistics I | 3 |
| BG 2200 Statistics II | 3 |
| BG 1400 Business Law I | 3 |
| BG 1401 Business Law II | 3 |
| ACT 1600 Fundamentals of Financial Accounting | 3 |
| ACT 2620 Fundamentals of Managerial Accounting | 3 |
| FIN 2700 Money, Banking and Financial Markets | 3 |
| FIN 3701 Corporate Finance | 3 |
| IBM 2702 International Business Environment | 3 |
| MKT 2280 Principles of Marketing | 3 |
| MGT 2900 Principles of Management | 3 |
| MGT 3905 Operations Management | 3 |
| MGT 3907 Business Communication | 3 |
| MGT 3940 Business Research Methodology | 3 |
| MGT 4914 Entrepreneurship | 3 |
| BIS 1140 Microcomputer Applications | 0 |
| BIS 2180 Information Technology | 3 |
| BIS 3340 Computer Tools in Research | 0 |
Major Required Courses
| Credits | |
| BIS 3587 Principles of Electronic Commerce | 3 |
| MKT 3102 Integrated Marketing Communications | 3 |
| MKT 3515 Purchasing and Supply Chain Management | 3 |
| MKT 3525 Sales Management | 3 |
| MKT 3530 Consumer Behavior | 3 |
| MKT 3620 Global Marketing | 3 |
| MKT 4725 Competitive Analysis and Strategy | 3 |
| MKT 4730 Marketing Management | 3 |
| MKT 4829 Marketing Decision Making | 3 |
| MKT 4855 Research in Marketing | 3 |
Plan A - Major Concentration Courses
Students pursuing PLAN A must select ONE of the following concentrations in the major area and study its five specified courses:
| Retail Marketing |
Credits |
| MKT 3212 Retail Promotion | 3 |
| MKT 3803 Retail Management | 3 |
| MKT 3831 Retail Buying and Merchandising Management | 3 |
| MKT 4825 Logistics in Retailing | 3 |
| MKT 4831 Strategic Retail Planning | 3 |
| Strategic Marketing |
Credits |
| MKT 3629 Pricing Strategy and Decisions | 3 |
| MKT 3823 Marketing Channel Strategy and Decisions | 3 |
| MKT 4806 Product and Brand Management | 3 |
| MKT 4811 Seminar in Marketing | 3 |
| MKT 4848 Contemporary Issues in Marketing | 3 |
| Integrated Marketing Communications |
Credits |
| MKT 3627 Sales Promotion | 3 |
| MKT 3628 Public Relations | 3 |
| MKT 4726 Advertising and Creative Strategies | 3 |
| MKT 4727 Integrated Media Planning | 3 |
| MKT 4849 IMC Campaign Planning | 3 |
Plan B - Business Concentration Courses
Students pursuing PLAN B must select ONE of the following concentrations in other business areas and study its five courses:
| Management |
Credits |
| MGT 3915 Project Management | 3 |
| MGT 3917 Innovation and Change Management | 3 |
| MGT 3922 Introduction to New Ventures | 3 |
| MGT 4910 Productivity and Quality Management | 3 |
| MGT 4916 Negotiation Strategy | 3 |
| Finance and Banking |
Credits |
| FIN 3711 Investment | 3 |
| FIN 3712 Money and Capital Markets | 3 |
| FIN 3713 Business Analysis and Valuation | 3 |
| FIN 4813 Financial Management | 3 |
| FIN 4815 Bank Management | 3 |
| Business Information Systems |
Credits |
| BIS 3315 Programming and Algorithms | 3 |
| BIS 3635 Database Systems | 3 |
| BIS 3655 Data Communications and Networking | 3 |
| BIS 3666 Information Systems Analysis and Design | 3 |
| BIS 4675 Information Systems Project Management | 3 |
| Hospitality and Tourism Management |
Credits |
| HTM 3101 Introduction to Hotel Management | 3 |
| HTM 3102 Introduction to Tourism Industry Management | 3 |
| HTM 3103 Consumer Behavior in Hospitality and Tourism Industry | 3 |
| HTM 3205 Marketing for Hospitality and Tourism | 3 |
| HTM 3204 Human Resource Management in Hospitality and Tourism | 3 |
| Advertising |
Credits |
| AD 3106 Art Direction | 3 |
| AD 4108 Basic Copywriting (English) | 3 |
| AD 4112 Brand Communication | 3 |
| CA 2004 Introduction to Advertising | 3 |
| CD 3701 Computer Graphics for Communication Design | 3 |
Plan C - Major Elective Courses
Students pursuing PLAN C must select any five courses from the following list:
| Credits | |
| MKT 3212 Retail Promotion | 3 |
| MKT 3627 Sales Promotion | 3 |
| MKT 3628 Public Relations | 3 |
| MKT 3629 Pricing Strategy and Decisions | 3 |
| MKT 3803 Retail Management | 3 |
| MKT 3823 Marketing Channel Strategy and Decisions | 3 |
| MKT 3830 Direct Marketing | 3 |
| MKT 3831 Retail Buying and Merchandising Management | 3 |
| MKT 3832 Customer Relationship Management | 3 |
| MKT 3833 Marketing for Technological Products | 3 |
| MKT 3834 Internet Advertising | 3 |
| MKT 3835 International Marketing Communications | 3 |
| MKT 4726 Advertising and Creative Strategy | 3 |
| MKT 4727 Integrated Media Planning | 3 |
| MKT 4805 Business-to-Business Marketing | 3 |
| MKT 4806 Product and Brand Management | 3 |
| MKT 4807 Agricultural Marketing | 3 |
| MKT 4809 Marketing for Services | 3 |
| MKT 4810 Export-Import Management | 3 |
| MKT 4811 Seminar in Marketing | 3 |
| MKT 4812 Individual Research | 3 |
| MKT 4825 Logistics in Retailing | 3 |
| MKT 4831 Strategic Retail Planning | 3 |
| MKT 4845 IMC Research | 3 |
| MKT 4846 IMC and Build Brand Equity | 3 |
| MKT 4847 IMC Workshop | 3 |
| MKT 4848 Contemporary Issues in Marketing | 3 |
| MKT 4849 IMC Campaign Planning | 3 |
| MKT 4857 Qualitative Research in Marketing | 3 |
| BIS 3588 Digital Business Enterprise | 3 |
| FIN 4841 Credit and Risk Management | 3 |
| HTM 3101 Introduction to Hospitality Management | 3 |
| HTM 3102 Introduction to Tourism Management | 3 |
Free Electives Courses
Students can take free elective courses of 9 credits which are offered by their faculty or by the different faculties upon completion of the prerequisites.
Program of Study
Third and Fourth Years (Junior and Senior)
During the junior and senior years, students choose a program of study in a major of their own choice with the following structure:
- Ten Major Required Courses
- Plan A: Five Major Concentration Courses
OR
Plan B: Five Business Concentration Courses
OR
Plan C: Five Major Elective Courses - Three Free Elective Courses
Third Year (Junior)
First Semester
| Course Code | Course Title | Credits |
| BIS 3340 |
Computer Tools in Research | 0 |
| BIS 3587 |
Principles of Electronic Commerce | 3 |
| FIN 3701 |
Corporate Finance | 3 |
| MKT 3102 |
Integrated Marketing Communications | 3 |
| MKT 3530 |
Consumer Behavior | 3 |
| MKT 3620 |
Global Marketing | 3 |
| One Plan A OR Plan B OR Plan C Course | 3 | |
| Total | 18 |
Second Semester
| Course Code | Course Title | Credits |
| MGT 3905 |
Operations Management | 3 |
| MGT 3907 |
Business Communication | 3 |
| MGT 3940 |
Business Research Methodology | 3 |
| MKT 3515 |
Purchasing and Supply Chain Management | 3 |
| MKT 3525 |
Sales Management | 3 |
| One Plan A OR Plan B OR Plan C Course | 3 | |
| Total | 18 |
Fourth Year (Senior)
First Semester
| Course Code |
Course Title | Credits |
| MKT 4725 |
Competitive Analysis and Strategy | 3 |
| MKT 4730 |
Marketing Management | 3 |
| Two Plan A OR Plan B OR Plan C Courses | 6 | |
| Two Free Elective Course | 6 | |
| Total | 18 |
Second Semester
| Course Code | Course Title | Credits |
| MGT 4914 |
Entrepreneurship | 3 |
| MKT 4829 | Marketing Decision Making | 3 |
| MKT 4855 |
Research in Marketing | 3 |
| One Plan A OR Plan B OR Plan C Course | 3 | |
| One Free Elective Course | 3 | |
| Total | 15 |
on February 23, 2012 - March 6, 2012
