Department of Marketing Website
Reference : Undergraduate Bulletin 2015-2016

Degree Conferred: Bachelor of Business Administration (Marketing) B.B.A. (Marketing)

Program Objective: To produce graduates who have the characteristics, knowledge and skills as follows:

  • Morally sound, committed to acting justly and open to further growth
  • Knowledgeable of marketing principles, possess analytical tools and practical knowledge to make sound marketing decision
  • Flexible competent and well-rounded in confronting and solving business problems
  • Able to work as a team and motivate others to work
  • Have positive attitude, interpersonal, communication and presentation skills, IT skills and entrepreneurial skills

A. General Education Courses 40 Credits

Language

Language Courses 15 Credits
BG 1001 English I 3
BG 1002 English II 3
BG 2000 English III 3
BG 2001 English IV 3
GE 1403 Communication in Thai 3
or GE 1401 Language and Communication Skills (For international students) 3

Social Science

Social Science Courses 13 Credits
BG 2400 Macroeconomics 3
BG 2401 Microeconomics 3
GE 1204 Physical Education 1
GE 2202 Ethics 3
MGT 1101 Introduction to Business 3

Humanities

Humanities Courses 6 Credits
GE 2101 World Civilization 3
MGT 2404 Managerial Psychology 3

Science and Mathematics

Science and Mathematics Courses 6 Credits
GE 1301 Environmental Science 3
BG 1200 Mathematics for Business 3

B. Specialized Courses 93 Credits

Business Core Courses

Business Core Courses 48 Credits
ACT 1600 Fundamentals of Financial Accounting 3
ACT 2620 Fundamentals of Managerial Accounting 3
BG 1400 Business Law I 3
BG 1401 Business Law II 3
BIS 1141 Business Software Applications 0
BIS 2180 Information Technology 3
BIS 3340 Computer Tools in Research 0
FIN 2700 Money, Banking and Financial Markets 3
FIN 3701 Corporate Finance 3
IBM 2702 International Business Environment 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
MKT 2280 Principles of Marketing 3
SA 1201 Statistics I 3
SA 2200 Statistics II 3

Major Required Courses

Major Required Courses 30 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

Concentration Courses

Students must choose one of the three following plans as their concentration courses.
Plan A: Major Concentration Courses 15 Credits
Or Plan B: Business Concentration Courses 15 Credits
Or Plan C: Major Elective Courses 15 Credits

PLAN A

PLAN A – Major Concentration Courses 15 Credits
Students pursuing PLAN A must select a concentration in the major area and study the five specified courses.
Integrated Marketing Communications Credits
MKT 3627 Sales Promotion 3
MKT 3839 Public Relations & Event Marketing 3
MKT 4726 Advertising and Creative Strategy 3
MKT 4727 Integrated Media Planning 3
MKT 4849 IMC Campaign 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

PLAN B

PLAN B – Business Concentration Courses 15 Credits
Students pursuing PLAN B must select a concentration in other business areas and study the five specified courses.
Advertising Credits
AD 3106 Art Direction 3
AD 3112 Brand Communication 3
AD 3114 Interactive Advertising and Marketing Communication 3
AD 4108 Basic Copywriting (English) 3
CA 2013 Utilization of Multimedia Tools 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
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
Hospitality and Tourism Management Credits
HTM 3101 Introduction to Hospitality Management 3
HTM 3102 Introduction to Tourism Management 3
HTM 3103 Consumer Behavior in Hospitality and Tourism Industry 3
HTM 3205 Marketing for Hospitality and Tourism 3
HTM 3211 Food and Beverage Management 3
International Business Management Credits
IBM 3711 Comparative Management 3
IBM 3713 International Management 3
IBM 3714 Export-Import Policy and Strategy 3
IBM 4811 International Strategic Management 3
IBM 4820 International Cooperative Strategy 3
Industrial Management Credits
IDM 3203 Logistics and Supply Chain Management 3
IDM 3204 Industrial Safety and Risk Management 3
IDM 4201 Manufacturing Planning and Control 3
IDM 4203 Quality Management 3
IDM 4206 Industrial Environmental Management 3
Insurance Management Credits
INS 3101 Principles of Risk Management and Insurance 3
INS 3201 Property Insurance 3
INS 3202 Casualty Insurance 3
INS 3301 Principles of Life Assurance 3
INS 4302 Accident, Group and Health Insurance 3
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

PLAN C

PLAN C – Major Elective Courses
Students pursuing PLAN C must select any five major elective courses.
Course Code Course Title Credits
MKT 3627 Sales Promotion 3
MKT 3629 Pricing Strategy and Decisions 3
MKT 3803 Retail Management 3
MKT 3804 Fashion Marketing 3
MKT 3805 Healthcare Marketing 3
MKT 3823 Marketing Channel Strategy and Decisions 3
MKT 3826 Merchadising and Display Strategics 3
MKT 3830 Direct Marketing 3
MKT 3836 Merchandising and Promotion 3
MKT 3837 Service and Customer Relationship Management 3
MKT 3838 Event Marketing 3
MKT 3839 Public Relations and Event Marketing 3
MKT 3840 Digital Marketing 3
MKT 3867 Social Media and Online Marketing 3
MKT 3868 Content Marketing 3
MKT 3869 Digital Consumer Insights 3
MKT 4726 Advertising and Creative Strategy 3
MKT 4727 Integrated Media Planning 3
MKT 4777 Communication and Digital Media Strategy 3
MKT 4805 Business-to-Business Marketing 3
MKT 4806 Product and Brand Management 3
MKT 4807 Agricultural Marketing 3
MKT 4808  Advanced Marketing Presentation 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 4826  Contemporary Logistics 3
MKT 4848  Contemporary Issues in Marketing 3
MKT 4849  IMC Campaign Planning 3
MKT 4856  Brand Building Strategy 3
MKT 4857  Qualitative Research in Marketing 3
MKT 4887  Online Entrepreneurship 3
BIS 3448  Principles of Multimedia 3
HTM 3205  Marketing for Hospitality and Tourism 3

C. Free Elective Courses 9 Credits

Students can select courses of 9 credits which are provided by their faculty or by the different faculties upon completion of the prerequisite.

STUDY PLAN

First and Second Years (Freshmen and Sophomore) During the freshmen year, all students in Martin de Tours School of Management pursue the same study plan consisting of general education courses and business core courses, which provide them with the basic knowledge on all the disciplines in business. The study plan also prepares the students with adequate knowledge to select a concentration that suits his/her ability, background, and preferences.

Third and Fourth Years (Junior and Senior) During the junior and senior years, students who select the Marketing Major follow the Marketing program of studies:

  1. Ten Major Required Courses
  2. Five Concentration Courses
    Plan A: Major Concentration Courses
    Or Plan B: Business Concentration Courses
    Or Plan C: Major Elective Courses
  3. Three Free Elective Courses

FIRST YEAR

FIRST YEAR
First Semester
Course Code Course Title Credits
BG 1001 English I 3
BG 1400 Business Law I 3
GE 1204 Physical Education 1
GE 1301 Environmental Science 3
GE 1403 Communication in Thai 3
or GE 1401 Language and Communication Skills (For international students) 3
MA 1200 Mathematics for Business 3
SA 1201 Statistics I 3
  Total 19
Second Semester
Course Code Course Title Credits
ACT 1600 Fundamentals of Financial Accounting 3
BG 1002 English II 3
BG 1401 Business Law II 3
BG 2401 Statistics II 3
BIS 1141 Business Software Applications 0
BIS 2180 Information Technology 3
MGT 1101 Introduction to Business 3
SA 2200 Statistics II 3
  Total 21

SECOND YEAR

SECOND YEAR
First Semester
Course Code Course Title Credits
ACT 2620 Fundamentals of Managerial Accounting 3
BG 2000 English III 3
BG 2400 Macroeconomics 3
BIS 2180 Information Technology 3
MGT 2404 Managerial Psychology 3
MGT 2900 Principles of Management 3
  Total 18
Second Semester
Course Code Course Title Credits
BG 2001 English IV 3
FIN 2700 Money, Banking and Financial Markets 3
GE 2101 World Civilization 3
GE 2202 Ethics 3
IBM 2702 International Business Environment 3
MKT 2280 Principles of Marketing 3
  Total 18

THIRD YEAR

THIRD YEAR
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

FOURTH YEAR
First Semester
Course Code Course Title Credits
MKT 4725 Competitive Analysis and Strategy 3
MKT 4855 Research in Marketing 3
  Two Plan A or Plan B or Plan C Courses 6
  Two Free Elective Courses 6
  Total 18
Second Semester  
Course Code Course Title Credits
MGT 4914 Entrepreneurship 3
MKT 4730 Marketing Management 3
MKT 4829 Marketing Decision Making 3
  One Plan A or Plan B or Plan C Course 3
  One Free Elective Course 3
  Total 15