au tqf 2 bachelor’s degree · bachelor’s degree 3 11. external contexts or development...

AU TQF 2

Bachelor’s Degree

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Bachelor of Business Administration Program in Marketing Modified Program 2011

Institution Assumption University Campus/Faculty/Department Suvarnabhumi and Huamak Campus Martin de Tours School of Management Department of Marketing

Section 1: General Information 1. Code and Title of Program

Code 0101 Program Bachelor of Business Administration Program in Marketing (International Program)

2. Title of Degree and Major Field

Full Title Bachelor of Business Administration (Marketing) Abbreviated Title B.B.A. (Marketing)

3. Major Field (If any) - 4. Total Credits 142 Credits 5. Type of Program

5.1 Level: Bachelor’s Degree Four-year program

5.2 Medium of Instruction English

5.3 Admission Thai and international students

5.4 Collaboration with Other Institutions This program is AU program.

5.5 Type of Conferred Degree One degree (one major)

AU TQF 2 Bachelor’s Degree

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6. Program Status and Endorsement/Approval Modified Program 2011 Implementation Schedule: Semester 1, Academic Year 2011 This program was endorsed by the AU Academic Committee in its meeting 3/2010 on 19 November 2010 and approved by the University Council in its meeting 4/2010 on 16 December 2010 Professional Accreditation : Not applicable

7. Expected Year of Program Registration: 2013

8. Professions/Careers after Graduation (1) Marketing Planner (2) Marketing Analyst (3) Marketing Researcher (4) IMC Manager

)5( Public Relations Manager (6) Store Manager (7) Sales Executives/Sales Manager/Key Account Manager (8) Customer Relations Manager (9) Product/Brand Manager (10) Marketing Manager

9. Faculty Members Responsible for the Program 1. Mrs. Suwanna Kowathanakul I.D. No. 3100901931962

B.B.A (Cum Laude) (Marketing), Assumption University, Thailand, 1988 M.B.A. (Business Administration), Senshuu University, Japan, 1993 D.B.A. (Business Administration), University of South Australia, Australia, 2007

Academic Title : - 2. Mrs. Punnaluck Satanasavapak I.D. No. 4100900070104 B.B.A (Marketing), Assumption University , Thailand, 1994 M.Sc. (International Business), South Bank University, UK., 1996 Academic Title:- 10. Instructional Venue Martin de Tours School of Management, Suvarnbhumi and Huamak Campus


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11. External Contexts or Development Affecting Program Planning 11.1 Economic Context or Development

The Economic and Social Development Plan of Thailand (2008-2011), the fast changing technology and the political situation affect the overall consumer behaviour and formulation of marketing strategies. The adaptation of marketing strategies to these trends, its effects and marketing knowledge are crucial to contemporary marketing nowadays.

11.2 Social and Cultural Context or Development Social and cultural forces at local, national, and often regional levels have profound influence on consumers value and on the way consumers act. Understanding the local, national, and regional values through research provides insight to consumer behavior and the ways marketers create strategies. The inclusion of ethics and moral issues in business gives not only benefits to both consumers and organizations but it makes business sustainable in the long run.

12. Impact of item 11.1 and 11.2 on Program Development and Relations to AU Mission 12.1 Impact on Program Development

The Economic and Social Development Plan of Thailand (2008-2011), the rapid changes in the business and marketing industry from globalization and technological development results in changes in consumer behavior. Coupled with the highly competitive environment, the business industry needs to adjust its marketing strategies accordingly. The adaptation towards those trends for marketing strategies, its effect and marketing knowledge are crucial to contemporary marketing nowadays. In a rapidly changing business environment, the general acceptance of marketing activities in business organizations is an essential driving force for success, therefore, it deems essential that arts and science in marketing be adjusted accordingly and even sometimes proactively. There is also a high demand for marketers who can make wise and ethical decisions and valuable contribution to the organization, the society and the country. The Department of Marketing, Martin de Tours School of Management is committed in ameliorating the study program to be more vigorous, progressive, and responsive to the trends of demand of the Thai and international markets to prepare our graduates for business professions, further studies as well as professional accreditations. The modified curriculum proposed here will equip the students with sound knowledge, breadth and depth, in Marketing


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as a field of study to facilitate them to cope with the more demanding requirements of the changing business world and the globalization era.

12.2 Relations to AU Mission

Martin de Tours School of Management offers a wide range of undergraduate programs including the traditional disciplines of Marketing, Finance, Management and Accounting in conjunction with the emerging fields of study such as Business Information Systems, Hospitality and Tourism Management, International Business Management, Industrial Management, Insurance, Real Estate, and Business Economics for students wishing to work in private and public sectors. Through an innovative, practical, and high-quality teaching program, the students have an opportunity to develop sound knowledge and practical skills to adapt to the fast changing, highly competitive business world. They can develop the ability to analyze and solve problems and make business decisions and are equipped with communication skills and the ability to handle a variety of information, innovation, and communication technology including the development of new marketing strategies. The program also encompasses the total development of students in terms of spiritual, intellectual and emotional facets. The program also prepares the students for a wide range of careers including working as professionals and entrepreneurs, being leaders in the business community.

13. Relationships with Other Programs Offered by Faculties/Departments within AU 13.1 Courses Offered by Other Programs

Subjects offered by Accounting Department, School of Management ACT 1600 Fundamentals of Financial Accounting 3 (3-0-6) ACT 2620 Fundamentals of Managerial Accounting 3 (3-0-6)

Subjects offered by Business Information System Department, School of Management

BIS 1140 Microcomputer Applications 0 (0-1-1) BIS 2180 Information Technology 3 (3-0-6) BIS 3340 Computer Tool in Research 3 (3-0-6) BIS 3315 Programming and Algorithms 3 (3-0-6) BIS 3587 Principles of Electronic Commerce 3 (2-2-5) BIS 3635 Database Systems 3 (3-0-6) BIS 3655 Data Communications and Networking 3 (3-0-6) BIS 3666 Information Systems Analysis and Design 3 (3-0-6)


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BIS 4675 Information Systems Project Management 3 (3-0-6) Subjects offered by Finance and Banking Department, School of Management

FIN 2700 Money, Banking and Financial Accounting 3 (3-0-6) FIN 3701 Corporate Finance 3 (3-0-6) FIN 3711 Investment 3 (3-0-6) FIN 3712 Money and Capital Markets 3 (3-0-6) FIN 3713 Business Analysis and Valuation 3 (3-0-6) FIN 3715 Personal Finance 3 (3-0-6) FIN 3724 Financial Feasibility Planning 3 (3-0-6) FIN 4813 Financial Management 3 (3-0-6) FIN 4815 Bank Management 3 (3-0-6)

Subjects offered by Hospitality and Tourism Management Department, School of Management

HTM 3101 Introduction to Hospitality Management 3 (3-0-6) HTM 3102 Introduction to Tourism Management 3 (3-0-6) HTM 3103 Consumer Behavior in Hospitality and Tourism

Industry 3 (3-0-6)

HTM 3204 Human Resource Management in Hospitality and Tourism

3 (3-0-6)

HTM 3205 Marketing for Hospitality and Tourism 3 (3-0-6) Subjects offered by International Business Management Department, School of Management

IBM 2702 International Business Environment 3 (3-0-6) IBM 3711 Comparative Management 3 (3-0-6) IBM 3713 International Management 3 (3-0-6) IBM 3714 Export-Import Policy and Strategy 3 (3-0-6) IBM 4811 International Strategic Management 3 (3-0-6) IBM 4820 International Cooperative Strategy 3 (3-0-6)

Subjects offered by Industrial Management Department, School of Management

IDM 3203 Logistics and Supply Chain Management 3 (3-0-6) IDM 3204 Industrial Safety and Risk Management 3 (3-0-6) IDM 4201 Manufacturing Planning and Control 3 (3-0-6)


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IDM 4203 Quality Management 3 (3-0-6) IDM 4206 Industrial Environmental Management 3 (3-0-6)

Subjects offered by Insurance Management Department, School of Management

INS 3101 Principles of Risk Management and Insurance 3 (3-0-6) INS 3201 Property Insurance 3 (3-0-6) INS 3202 Casualty Insurance 3 (3-0-6) INS 3301 Principles of Life Assurance 3 (3-0-6) INS 4302 Accident, Group and Health Insurance 3 (3-0-6)

Subjects offered by Management Department, School of Management MGT 2900 Principles of Management 3 (3-0-6) MGT 3905 Operations Management 3 (3-0-6) MGT 3907 Business Communication 3 (3-0-6) MGT 3915 Project Management 3 (3-0-6) MGT 3917 Innovation and Change Management 3 (3-0-6) MGT 3922 Introduction to New Ventures 3 (3-0-6) MGT 3940 Business Research Methodology 3 (3-0-6) MGT 4910 Productivity and Quality Management 3 (3-0-6) MGT 4914 Entrepreneurship 3 (3-0-6) MGT 4916 Negotiation Strategy 3 (3-0-6)

Subjects offered by Mathematics, School of Management BG 1201 Statistics I 3 (3-0-6) BG 2200 Statistics II 3 (3-0-6)

Subjects offered by Faculty of Communication Arts AD 3106 Art Direction 3 (3-2-5) AD 3112 Brand Communication 3 (3-0-6) AD 4108 Basic copywriting (English) 3 (3-2-5) CA 2004 Introduction to Advertising 3 (3-0-6) CA 2013 Utilization of Multimedia Tools 3 (2-2-5)

Subjects offered by Faculty of Law BG 1400 Business Law I 3 (3-0-6) BG 1401 Business Law II 3 (3-0-6)


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13.2 Course (s) Offered to Other Programs The Marketing Department offers the following courses as business concentration (Marketing) for other programs of School of Management and as minor in Marketing for the Bachelor of Arts Programs of the Faculty of Arts.

MKT 3102 Integrated Marketing Communications 3 (3-0-6) MKT 3525 Sales Management 3 (3-0-6) MKT 3530 Consumer Behavior 3 (3-0-6) MKT 4725 Competitive Analysis and Strategy 3 (3-0-6) MKT 4730 Marketing Management 3 (3-0-6) MKT 4809 Marketing for Services 3 (3-0-6)

13.3 Management

- The courses offered by other programs are under the supervision of the faculties/departments concerned. The same course outlines and teaching standards are used. The Marketing Department follows up the students’ performances in those courses and provides feedback concerning the needs and problems of the marketing students.

- The marketing courses offered to other programs are under the supervision of the Marketing Department. The same course outlines and standards are used. The students’ needs and problems are regularly conveyed to the faculties/departments concerned.

Section 2: Program Specific Information

1. Philosophy, Significance and Objectives of Program 1.1 Philosophy:

In a rapidly changing business environment, the general acceptance of marketing activities in business organizations as an essential driving force for success has been recognized, therefore, it deems essential that marketing strategies be adjusted correspondingly and proactively. The Department of Marketing, Martin de Tours School of Management is committed to ameliorate the study program to be more vigorous, progressive, and responsive to the marketing trends and demand of the Thai and international labor market.

The proposed modified curriculum will equip the students with sound knowledge, breadth and depth, in the field of marketing to facilitate them to cope with the more demanding requirements of changing business world and advent of globalization era. Graduates are able to apply the


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theories of marketing in the real business world, possess the capability to self-improve, to be flexible, to be competent and to be well rounded in different domains, committed to sound and ethical decision-making by adopting art and scientific tools, technologies and models as learning and decision resources and handle well all aspects and dimensions of business problems confronting them.

1.2 Objectives: To produce graduates who have the characteristics, knowledge and skills as follows:

(1) Morally sound, committed to acting justly and open to further growth. (2) Knowledgeable of marketing principles, possess analytical tools and practical knowledge to

make sound marketing decision (3) Flexible, competent and well-rounded in confronting and solving business problems. (4) Able to work as a team and motivate others to work. (5) Have positive attitude, interpersonal, communication and presentation skills, IT skills and

entrepreneurial skills

2. Program Improvement and Modification Plan The program and modification plan is expected to be completed in 4 years.

Improvement/Modification Plan Strategies Evidence/Indicators - Develop faculty members for the teaching of specialized courses offered

- Send faculty members to attend specialized trainings and workshops

- Average level of students’/new graduates’ satisfaction with the quality of the modified program

- Contact industry specialists to share knowledge and experience with faculty members

- Average level of graduate employers’ satisfaction with graduates under the new program

- Prepare new course outlines, lesson plan

- Set up teams to prepare each new course’s lesson plan, syllabus and TQF3 - Arrange textbooks and supplementary materials

- Program assessment report - Employer’s satisfaction survey - The average level of graduate employers’ satisfaction with new graduates under the new program at least 3.5 out of 5.0 points with ethics, knowledge, cognitive skills, interpersonal skills and numerical analysis, communication and IT skills


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Improvement/Modification Plan Strategies Evidence/Indicators

- Promote the new modified curriculum and PR plan

- Create new brochure, on-line website, poster to disseminate information of new courses

- Students’ complaints or queries

Section 3: Educational Management System, Implementation and Curriculum Structure

1. Educational Management System 1.1 System

Semester System, 15 weeks per semester

1.2 Summer Session A summer session of 8 weeks is offered.

1.3 Credit Equivalent to Semester System : None 2. Program Implementation 2.1 Study Period

First Semester : June - October Second Semester : November - March Summer Session : April – May

2.2 Admission Requirements 1. Applicants must have M.6 Certificate (grade 12) or its equivalent as issued by the Ministry

of Education. 2. Applicants must be physically and mentally healthy. 3. Applicants must demonstrate good behavior and good attitudes toward their studies and

strictly conform to the University’s rules and regulations. 2.3 Problems of Newly Enrolled Students

Students need the basic courses of Mathematics and English because these basic skills are important for the study of marketing.

2.4 Strategies for Solving Problems/ Limitations of Students Specified in Item 2.3 To improve Mathematics and English skills, the class will be divided into a lecture class and a tutorial class. Students have more chance for discussion and presentation as well as making queries. Thus, teaching and learning becomes interactive in the small class. Students need to pass both Mathematics and English courses to enroll some required courses.


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2.5 Student Enrollment Plan and Expected Numbers of Graduates in 5 Years

Number of Students Year of Study 2011 2012 2013 2014 2015

1st Year 400 400 400 400 400

2nd Year - 400 400 400 400

3rd Year - - 400 400 400

4th Year - - - 400 400 Total 400 800 1,200 1,600 1,600 Expected to graduate

- - - - 400

2.6 Expenses Estimated expenses for the whole program per Thai student = 428,800 Baht Estimated expenses for the whole program per international student = 453,300 Baht

2.7 Teaching and Learning Mode Classroom Mode 2.8 Credit Transfer, Course Transfer and Cross-University Registration

Students who formerly studied in other institutions may have their courses and credits transferred to their current programs in accordance with the Commission on Higher Education’s Criteria of Degree Transfer B.E. 2545. Cross-university registration can be done whereby AU allows students of other programs recognized by the Commission on Higher Education to register for courses at AU.

3. Curriculum and Faculty Members 3.1 Curriculum

3.1.1 Number of credits : 142 Credits

3.1.2 Duration of Study Students must complete all the requirements for the degree in a maximum of 8 years.

3.1.3 Curriculum Structure Total number of credits 142 Credits A. General Education Courses 40 Credits Language Courses 15 Credits

Social Science Courses 12 Credits Humanities Courses 7 Credits


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Science and Mathematics Courses 6 Credits B. Specialized Courses 93 Credits

Business Core Courses 48 Credits Major Required Courses 30 Credits

Concentration Courses 15 Credits C. Free Elective Courses 9 Credits 3.1.4 Course Code

ACT Accounting Courses

BIS Business Information Systems Courses

FIN Finance and Banking Courses

BG/GS General Education Courses

IBM International Business Management Courses

IDM Industrial Management Courses

INS Insurance Management Courses

HTM Hospitality and Tourism Management Courses

MGT General Management Courses

MKT Marketing Courses

AD Advertising Courses in Bachelor of Communication Arts Program CA Core Courses in Bachelor of Communication Arts Program

First Number Year of Study Program

Second Number Level of difficulty/semester of study

No. 1 Introduction courses planned for 1st semester No. 2 Introduction courses planned for 2nd semester No. 3 Basic courses planned for 1st semester No. 4 Basic courses planned for 2nd semester No. 5 Intermediate courses planned for 1st semester No. 6 Intermediate courses planned for 2nd semester No. 7 Advanced courses planned for 1st semester No. 8 Advanced courses planned for 2nd semester No. 9 Comprehensive courses for the final semester


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Third Number Group of courses No. 1 Programming No. 2 Hardware No. 3 Data No. 4 Software Package No. 5 Network No. 6 Analysis and Design No. 7 Management No. 8 Business Applications No. 9 Seminar/Direct Study

Fourth Number Series number of courses No. 0 Offered to all BBA students No. 1-4 Offered mainly to non Marketing students No. 5-6 Offered as Marketing major required courses No. 7-9 Offered as Marketing major elective courses

3.1.5 Courses A. General Education Courses 40 Credits

Language Courses 15 Credits GE 1403 Communication in Thai 3 (3-0-6) BG 1001 English I 3 (3-3-7) BG 1002 English II 3 (3-3-7) BG 2000 English III 3 (3-3-7) BG 2001 English IV 3 (3-3-7)

Social Science Courses 12 Credits BG 2400 Macroeconomics 3 (3-0-6) BG 2401 Microeconomics 3 (3-0-6) GE 2202 Ethics 3 (3-0-6) MGT 1101 Introduction to Business 3 (3-0-6)

Humanities Courses 7 Credits GE 1103 Physical Education 1 (1 -0- 2) GE 2101 World Civilization 3 (3-0-6) MGT 2404 Managerial Psychology 3 (3-0-6)

Science and Mathematics Courses 6 Credits BG 1200 Mathematics for Business 3 (3-0-6)


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GE 1301 Environmental Science 3 (3-0-6)

B. Specialized Courses 93 Credits Business Core Courses 48 Credits

ACT 1600 Fundamentals of Financial Accounting 3 (3-0-6) ACT 2620 Fundamentals of Managerial Accounting 3 (3-0-6) BG 1201 Statistics I 3 (3-0-6) BG 1400 Business Law I 3 (3-0-6) BG 1401 Business Law II 3 (3-0-6) BG 2200 Statistics II 3 (3-0-6) BIS 1140 Microcomputer Applications 0 (0-1-1) BIS 2180 Information Technology 3 (3-0-6) BIS 3340 Computer Tools in Research 0 (0-1-1) FIN 2700 Money, Banking and Financial Markets 3 (3-0-6) FIN 3701 Corporate Finance 3 (3-0-6) IBM 2702 International Business Environment 3 (3-0-6) MGT 2900 Principles of Management 3 (3-0-6) MGT 3905 Operations Management 3 (3-0-6) MGT 3907 Business Communication 3 (3-0-6) MGT 3940 Business Research Methodology 3 (3-0-6) MGT 4914 Entrepreneurship 3 (3-0-6) MKT 2280 Principles of Marketing 3 (3-0-6)

Major Required Courses 30 Credits BIS 3587 Principles of Electronic Commerce 3 (2-2-5) MKT 3102 Integrated Marketing Communications 3 (3-0-6) MKT 3515 Purchasing and Supply Chain Management 3 (3-0-6) MKT 3525 Sales Management 3 (3-0-6) MKT 3530 Consumer Behavior 3 (3-0-6) MKT 3620 Global Marketing 3 (3-0-6) MKT 4725 Competitive Analysis and Strategy 3 (3-0-6) MKT 4730 Marketing Management 3 (3-0-6) MKT 4829 Marketing Decision Making 3 (3-0-6) MKT 4855 Research in Marketing 3 (3-0-6)


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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 – 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 MKT 3627 Sales Promotion 3 (3-0-6) MKT 3628 Public Relations 3 (3-0-6) MKT 4726 Advertising and Creative Strategy 3 (3-0-6) MKT 4727 Integrated Media Planning 3 (3-0-6) MKT 4849 IMC Campaign Planning 3 (3-0-6) Strategic Marketing MKT 3629 Pricing Strategy and Decisions 3 (3-0-6) MKT 3823 Marketing Channel Strategy and Decisions 3 (3-0-6) MKT 4806 Product and Brand Management 3 (3-0-6) MKT 4811 Seminar in Marketing 3 (3-0-6) MKT 4848 Contemporary Issues in Marketing 3 (3-0-6)

Retail Entrepreneurship MKT 3803 Retail Management 3 (3-0-6) MKT 3836 Merchandising and Promotion 3 (3-0-6) MKT 3837 Service and Customer Relationship Management 3 (3-0-6) MKT 4897 Marketing Internship 3 (0-9-3)

MKT 4898 Seminar in Entrepreneurship 3 (3-0-6) 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 AD 3106 Art Direction 3 (3-2-5)


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AD 3112 Brand Communication 3 (3-0-6) AD 4108 Basic Copywriting (English) 3 (3-2-5) CA 2004 Introduction to Advertising 3 (3-0-6) CA 2013 Utilization of Multimedia Tools 3 (2-2-5)

Business Information Systems BIS 3315 Programming and Algorithms 3 (3-0-6) BIS 3635 Database Systems 3 (3-0-6) BIS 3655 Data Communications and Networking 3 (3-0-6) BIS 3666 Information Systems Analysis and Design 3 (3-0-6) BIS 4675 Information Systems Project Management 3 (3-0-6)

Finance and Banking FIN 3711 Investment 3 (3-0-6) FIN 3712 Money and Capital Markets 3 (3-0-6) FIN 3713 Business Analysis and Valuation 3 (3-0-6) FIN 4813 Financial Management 3 (3-0-6) FIN 4815 Bank Management 3 (3-0-6) Hospitality and Tourism Management HTM 3101 Introduction to Hospitality Management 3 (3-0-6) HTM 3102 Introduction to Tourism Management 3 (3-0-6) HTM 3103 Consumer Behavior in Hospitality and Tourism

Industry 3 (3-0-6)

HTM 3204 Human Resource Management in Hospitality and Tourism

3 (3-0-6)

HTM 3205 Marketing for Hospitality and Tourism 3 (3-0-6) International Business Management IBM 3711 Comparative Management 3 (3-0-6) IBM 3713 International Management 3 (3-0-6) IBM 3714 Export-Import Policy and Strategy 3 (3-0-6) IBM 4811 International Strategic Management 3 (3-0-6) IBM 4820 International Cooperative Strategy 3 (3-0-6) Industrial Management IDM 3203 Logistics and Supply Chain Management 3 (3-0-6) IDM 3204 Industrial Safety and Risk Management 3 (3-0-6) IDM 4201 Manufacturing Planning and Control 3 (3-0-6)


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IDM 4203 Quality Management 3 (3-0-6) IDM 4206 Industrial Environmental Management 3 (3-0-6) Insurance Management INS 3101 Principles of Risk Management and Insurance 3 (3-0-6) INS 3201 Property Insurance 3 (3-0-6) INS 3202 Casualty Insurance 3 (3-0-6) INS 3301 Principles of Life Assurance 3 (3-0-6) INS 4302 Accident, Group and Health Insurance 3 (3-0-6) Management MGT 3915 Project Management 3 (3-0-6) MGT 3917 Innovation and Change Management 3 (3-0-6) MGT 3922 Introduction to New Ventures 3 (3-0-6) MGT 4910 Productivity and Quality Management 3 (3-0-6) MGT 4916 Negotiation Strategy 3 (3-0-6)

PLAN C – Major Elective Courses Students pursuing PLAN C must select any five major elective courses.

MKT 3627 Sales Promotion 3 (3-0-6) MKT 3628 Public Relations 3 (3-0-6) MKT 3629 Pricing Strategy and Decisions 3 (3-0-6) MKT 3803 Retail Management 3 (3-0-6) MKT 3804 Fashion Marketing 3 (3-0-6) MKT 3823 Marketing Channel Strategy and Decisions 3 (3-0-6) MKT 3830 Direct Marketing 3 (3-0-6) MKT 3836 Merchandising and Promotion 3 (3-0-6) MKT 3837 Service and Customer Relationship Management 3 (3-0-6) MKT 3838 Event Marketing 3 (3-0-6) MKT 3840 Digital Marketing 3 (3-0-6) MKT 4726 Advertising and Creative Strategy 3 (3-0-6) MKT 4727 Integrated Media Planning 3 (3-0-6) MKT 4805 Business-to-Business Marketing 3 (3-0-6) MKT 4806 Product and Brand Management 3 (3-0-6)

MKT 4807 Agricultural Marketing 3 (3-0-6) MKT 4808 Advanced Marketing Presentation 3 (3-0-6) MKT 4809 Marketing for Services 3 (3-0-6)


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MKT 4810 Export-Import Management 3 (3-0-6) MKT 4811 Seminar in Marketing 3 (3-0-6) MKT 4812 Individual Research 3 (3-0-6) MKT 4826 Contemporary Logistics 3 (3-0-6) MKT 4845 IMC Research 3 (3-0-6) MKT 4848 Contemporary Issues in Marketing 3 (3-0-6) MKT 4849 IMC Campaign Planning 3 (3-0-6) MKT 4856 Brand Building Strategy 3 (3-0-6) MKT 4857 Qualitative Research in Marketing 3 (3-0-6) MKT 4897 Marketing Internship 3 (0-9-3) MKT 4898 Seminar in Entrepreneurship 3 (3-0-6) MKT 4899 IMC Internship 3 (0-9-3) FIN 3715 Personal Finance 3 (3-0-6) FIN 3724 Financial Feasibility Planning 3 (3-0-6) HTM 3101 Introduction to Hospitality Management 3 (3-0-6) HTM 3102 Introduction to Tourism Management 3 (3-0-6)

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.

3.1.6 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


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3. Three Free Elective Courses First Year

First Semester Course Code Course Title Credits

GE 1403 Communication in Thai 3 (3-0-6) BG 1001 English I 3 (3-3-7) GE 1103 Physical Education 1 (1-0-2) BG 1200 Mathematics for Business 3 (3-0-6) BG 1201 Statistics I 3 (3-0-6) GE 1301 Environmental Science 3 (3-0-6) BG 1400 Business Law I 3 (3-0-6) Total 19(19-3-39)

Second Semester Course Code Course Title Credits

ACT 1600 Fundamentals of Financial Accounting 3 (3-0-6) BG 1002 English II 3 (3-3-7) BG 1401 Business Law II 3 (3-0-6) BG 2200 Statistics II 3 (3-0-6) BG 2401 Microeconomics 3 (3-0-6) BIS 1140 Microcomputer Applications 0 (0-1-1) MGT 1101 Introduction to Business 3 (3-0-6) Total 18(18-4-38)

Second Year First Semester

Course Code Course Title Credits ACT 2620 Fundamentals of Managerial Accounting 3 (3-0-6) BG 2000 English III 3 (3-3-7) BG 2400 Macroeconomics 3 (3-0-6) BIS 2180 Information Technology 3 (3-0-6) MGT 2404 Managerial Psychology 3 (3-0-6) MGT 2900 Principles of Management 3 (3-0-6) Total 18(18-3-37)


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Second Semester

Course Code Course Title Credits BG 2001 English IV 3 (3-3-7) GE 2202 Ethics 3 (3-0-6) FIN 2700 Money, Banking and Financial Markets 3 (3-0-6) GE 2101 World Civilization 3 (3-0-6) IBM 2702 International Business Environment 3 (3-0-6) MKT 2280 Principles of Marketing 3 (3-0-6) Total 18(18-3-37)

Third Year


BIS 3340 Computer Tools in Research 0 (0-1-1) FIN 3701 Corporate Finance 3 (3-0-6) BIS 3587 Principles of Electronic Commerce 3 (2-2-5) MKT 3102 Integrated Marketing Communications 3 (3-0-6) MKT 3530 Consumer Behavior 3 (3-0-6) MKT 3620 Global Marketing 3 (3-0-6) One Plan A or Plan B or Plan C Course 3 (3-0-6) Total 18(17-3-36)

Second Semester

Course Code Course Title Credits MGT 3905 Operations Management 3 (3-0-6) MGT 3907 Business Communication 3 (3-0-6) MGT 3940 Business Research Methodology 3 (3-0-6) MKT 3515 Purchasing and Supply Chain Management 3 (3-0-6) MKT 3525 Sales Management 3 (3-0-6) One Plan A or Plan B or Plan C Course 3 (3-0-6) Total 18(18-0-36)


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Fourth Year


MKT 4725 Competitive Analysis and Strategy 3 (3-0-6) MKT 4855 Research in Marketing 3 (3-0-6) Two Plan A or Plan B or Plan C Courses 6 (6-0-12) Two Free Elective Courses 6 (6-0-12) Total 18(18-0-36)

Second Semester

Course Code Course Title Credits MGT 4914 Entrepreneurship 3 (3-0-6) MKT 4730 Marketing Management 3 (3-0-6) MKT 4829 Marketing Decision Making 3 (3-0-6) One Plan A or Plan B or Plan C Course 3 (3-0-6) One Free Elective Course 3 (3-0-6) Total 15(15-0-30)

3.1.7 Course Description See Course Description from page 60 to page 85.

3.2 Faculty Members 3.2.1 Faculty Members Responsible for the Program

1. Mrs. Suwanna Kowathanakul I.D. No. 3100901931962 B.B.A (Marketing) (Cum Laude), Assumption University, Thailand, 1988 M.B.A. (Business Administration), Senshuu University, Japan, 1993 D.B.A. (Business Administration), University of South Australia, Australia, 2007

Academic Title : - Teaching Load: 6 hours/week

2. Mrs. Punnaluck Satanasavapak I.D. No. 4100900070104 B.B.A (Marketing), Assumption University , Thailand, 1994 M.Sc. (International Business) South Bank University, UK., 1996 Academic Title : - Teaching Load: 9 hours/week


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3.2.2 Full-time Program Faculty Members

Mrs. Suwanna Kowathanakul I.D. No. 3100901931962 1. B.B.A. (Marketing) (Cum Laude), Assumption University, Thailand, 1988 M.B.A. (Business Administration), Senshu University, Japan, 1993 D.B.A. (Business Administration), University of South Australia, Australia, 2007 Academic Title : - Teaching Load: 6 hours/week

2. Mrs. Punnaluck Satanasavapak I.D. No. 4100900070104 B.B.A. (Marketing), Assumption University, Thailand, 1994

M.Sc. (International Business), South Bank University, UK., 1996 Academic Title : - Teaching Load: 9 hours/week Mrs. Yokfar Phungphol I.D. No. 3101400883915 3. B.B.A. (Marketing,) Assumption University, Thailand, 1980 M.B.A. (Marketing), North Texas State University, USA., 1983 Certificate (Advanced Studies in Educational Sciences: Educational Management), Katholieke Universiteit Leuven, Belgium, 1998 Ph.D. (Education), Adamson University, Philippines, 2003 Academic Title : - Teaching Load: 9 hours/week MS. Cho Mun Aung Passport. No. 299563 4. B.B.A. (Marketing), Assumption University, Thailand, 1994 M.B.A. (Business Administration), Assumption University, Thailand, 2001 Academic Title : - Teaching Load: 12 hours/week Ms. Arpawadee Visetbhakdi I.D. No. 3100400189830 5. B.A. (English) (Magna Cum Laude), Chulalongkorn University, Thailand,1996 M.A. (Communication Studies), University of Leeds, UK., 1994 M.B.A.(Marketing),Sasin Graduate Institute of Business Administration of Chulalongkorn University, Thailand, 1999 Academic Title : - Teaching Load: 12 hours/week Ms. Suchira Phoorithewet I.D. No. 3100904734912 6. B.B.A. (Marketing), Assumption University, Thailand, 1998


22

M.B.A. (Business Administration), Assumption University, Thailand, 2003 Academic Title : - Teaching Load: 12 hours/week Ms. Amornrat Pattarakitham I.D. No. 3100202012631 7. B.B.A. (Marketing), Assumption University, Thailand, 1997 M.Sc. (Logistics), University of Wollongong, Australia, 2004 Academic Title : - Teaching Load: 12 hours/week Mr. Porameth Tosupant I.D. No. 3309901624543 8. B.B.A. (International Business Management), Assumption University, Thailand, 2001 M.Com. (Marketing), University of Sydney, Australia, 2003 Academic Title : - Teaching Load: 12 hours/week Ms. Kitima Pongsatha I.D. No. 3709700016496 9. B.A. (Advertising Management), Assumption University, Thailand, 1995 M.B.A. (Business Administration), Assumption University, Thailand, 2000 Academic Title : - Teaching Load: 12 hours/week Ms. Piyarat Sripusitto I.D. No. 3110101782385 10. B.A. (Business English), Assumption University, Thailand, 2002 M.A. (International Marketing Management), Bournemouth University, UK., 2005 Academic Title : - Teaching Load: 12 hours/week Ms. Varaporn Sirawut I.D. No. 3100903865843 11. B.B.A. (International Business Management) (Cum Laude), Assumption University, Thailand, 2000 M.B.A. (Marketing Management), Drexel University, USA., 2003 Academic Title : - Teaching Load: 12 hours/week Mr. Suppasit Sornsri I.D. No. 3102002483128 12. B.B.A. (Marketing), Assumption University, Thailand, 1998 M.A. (Business Economics and Management), Chulalongkorn University, Thailand, 2003 Academic Title : -


23

Teaching Load: 12 hours/week Ms. Pair Sajampun I.D. No. 3100503362046 13. B.A. (Business Administration) (English Program), Mahidol University, Thailand, 2001 M.Com. (Marketing with International Business), University of Sydney, Australia, 2003 Academic Title : - Teaching Load: 12 hours/week Mr. Nitipan Ratanasawetwad I.D. No. 3101201214029 14. B.B.A. (Marketing), Chulalongkorn University, Thailand, 1994

M.S. (Business Management), University of Wisconsin-Milwaukee, USA., 1995 Ph.D. (Marketing), University of Wisconsin-Milwaukee, USA. Academic Title : - Teaching Load: 12 hours/week Ms. Junjira Deenavasakunchaisiri I.D. No. 3100700463457 15. B.B.A. (Marketing), Assumption University, Thailand, 2001 M.Bus.(Marketing), University of Technology, Australia, 2004 Academic Title : - Teaching Load: 12 hours/week Ms. Nawarat Yoosamran I.D. No. 3100900295400 16. B.B.A. (Marketing) (Cum Laude), Assumption University, Thailand, 2000 M.B.A. (Business Administration), Assumption University, Thailand, 2005 Academic Title : - Teaching Load: 12 hours/week Mr. Pongpol Kasemchaoenwong I.D. No. 3101402269483 17. B.S. (Communication: Organizational Communication, Marketing), Southwest Missouri State University, USA., 1999 M.A. (Communication: Integrated Marketing Communications), Drury University, USA., 2002 Academic Title : - Teaching Load: 12 hours/week Ms. Roongthiwa Sivachan I.D. No. 3100601173108 18. B.A. (Public Relations), Chulalongkorn University, Thailand, 1998 M.Sc. (Direct and Interactive Marketing), New York University, USA., 2001 Academic Title : - Teaching Load: 12 hours/week


24

Mrs. Donyawan Yotviriyapanit I.D. No. 3100602932371 19. B.B.A. (Marketing), Assumption University, Thailand, 2005 M.I.T. (E-Business), University of Newcastle, Australia, 2006 Academic Title : - Teaching Load: 12 hours/week

20. Ms. Sukunya Thongthaweephon I.D. No. 3100900286753


25

25.

26. 27. 28. 29. 30.

Teaching Load: 12 hours/week Ms. Chulaluck Tanakhachorn I.D. No. 3969800191581 B.B.A. (Marketing), Assumption University, Thailand, 2006 M.B.A. (Business Administration), Assumption University, Thailand, 2008 Academic Title : - Teaching Load: 12 hours/week Mr. Henzel Tagalog Embalzado Passport. No. SS0958698 B.A. (Mass Communication), University of Mindanao, Philippines, 1997 B.A.(Psychology), University of Mindanao, Philippines, 1998 M.S.( Psychology), Ateneo De Davao University, Philippines, 2005 Academic Title : - Teaching Load: 12 hours/week

Ms. Nathrada Lekatanachol I.D. No. 3101202871999 B.A. (Psychology), Thammasat University, Thailand, 2002 M.M. (Innovation in Management) (International Program), Mahidol University, Thailand, 2007 Academic Title : - Teaching Load: 12 hours/week Mr. Nattapon Thaweewat I.D. No. 3100503010930 B.A.( Advertising Management), Assumption University, Thailand, 2001 M.A. (Business Economics), Kasetsart University, Thailand, 2005 Academic Title : - Teaching Load: 12 hours/week Mr. Palliparambil Surej John Passport. No. E0050694 B.Tech. (Instrumentation and Control Engineering), University of Calicut, India, 2002 M.B.A. (Marketing), Assumption University, Thailand, 2004 Academic Title : - Teaching Load: 12 hours/week Ms. Rachana Sschasiri I.D. No. 3100901998561 B.A. (Business Administration) (Distinction), University of Bradford, UK., 2001 M.B.A (Business Administration), Assumption University, Thailand, 2003 Academic Title : - Teaching Load: 12 hours/week


26

31. 32. 33. 34. 35. 36.

Rev. Bro. Joy Ittierha Madavana I.D. No. Z-1357088 B.A. (History), University of Madras, India, 1990 M.A. (English), University of Madras, India, 1993 M.B.A. (Business Administration; Marketing), Assumption University, Thailand, 2007 Academic Title : - Teaching Load: 12 hours/week Ms. Salila Suebsook I.D. No. 3101701934128 B.A. (Business English), Assumption University, Thailand, 2002 M.I.B. (International Business), Deakin University, Australia, 2004 Academic Title : - Teaching Load: 12 hours/week Ms. Sasirin Sayasonti I.D. No. 5759999001020 B.B.A. (Insurance Management), Assumption University, Thailand, 1998 M.B.A (Business Administration), Assumption University, Thailand, 2001 D.B.A. (Business Administration), University of South Australia, Australia, 2005 Academic Title : - Teaching Load: 6 hours/week Ms. Sikankaew Panthongprasert I.D. No. 5470100031118 B.Eng. (Computer Engineering), King Mongkut's Institute of Technology Ladkrabang, Thailand, 1997 M.B.A (Business Administration), Chulalongkorn University, Thailand, 2001 Academic Title : - Teaching Load: 12 hours/week Ms. Sunate Phocharatsaengkoon I.D. No. 3101401803974 B.A. (Economics), Thammasat University, Thailand, 1992 M.B.A. (Business Administration), Western Michigan University, USA., 1995 Academic Title : - Teaching Load: 12 hours/week Mr. Surachai Suwannamai I.D. No. 3749900313591 B.B.A. (Management), Chulalongkorn University, Thailand, 1988 M.B.A. (International Trade), Sul Ross State University, USA., 1989 Academic Title : - Teaching Load: 12 hours/week


27

37. 38. 39. 40.

Ms. Tipa Sriyabhand I.D. No. 3102200551871 B.S.C. (Computer Science & Information System), Centro Escolar University, Philippines, 1997 M.Sc. (Management), Assumption University, Thailand, 2008 Academic Title : - Teaching Load: 12 hours/week Ms. Toungporn Pinudom I.D. No. 3100701061638 B.B.A. (Finance and Banking), Assumption University, Thailand, 1998 M.Com. (General Economics), University of Wollongong, Australia, 1999 Academic Title : - Teaching Load: 12 hours/week Mr. Vindhai Cocracul I.D. No. 3100400218694 B.B.A. (Marketing), Assumption University, Thailand, 1976 M.P.A. (Public Administration), Pepperdine University, USA., 1978 M.B.A.(Business Administration), Pepperdine University, USA., 1980 D.M. (Educational Management), De La Salle University, Philippines, 1990 Academic Title : - Teaching Load: 3 hours/week Mrs. Viphasiri Jantasri I.D. No. 3339900085878 B.A. (Mass Communication), Kasetsart University, Thailand, 1994 M.A.(International Communication), Macquarie University, Australia, 1999 Academic Title : - Teaching Load: 12 hours/week

3.2.3 Full-time Faculty Members (Full-time faculty members of other programs who teach

in this Program) None

3.2.4 Part-time Faculty Members 1. Mr. Phothiphong Banluewong I.D. No. 4120100003097 B.B.A. (Marketing), Assumption University, Thailand,1977 Academic Title :- Teaching Load : 3 hours/week 2. Ms. Nittayanun Korprasert I.D. No. 3101701560279 B.A.(Economics), Thammasat University, Thailand, 1991 M.B.A.(Marketing), Cleveland State University, USA., 1995


28

Academic Title :- Teaching Load : 3 hours/week

3. Mr. Ekbodin Densutham I.D. No. 3101201367917 B.B.A.(Business Administration), Wichita State University, USA., 1999 M.B.A.(Business Administration), Wichita State University, USA., 2000

M.A. (Economics), Wichita State university, Kansas, USA., 2002 Academic Title :- Teaching Load : 3 hours/week

4. Manop Rungseanuvatgul I.D. No. 4100100008064 B.B.A.(General Management), Assumption University, Thailand, 1993

M.B.A.(Business Administration), Assumption University, Thailand, 2000 Academic Title :-

Teaching Load : 3 hours/week 5. Mr. Mingmith Roongwatanayothin I.D. No. 3101400379397 B.Eng. (Mechanical Engineering), King Mongkut’s Institution of Technology Thonburi,

Thailand, 1989 M.B.A. (Executive), Sasin Graduate Institute of Business Administration of

Chulalongkorn University, Thailand, 2008 Academic Title :- Teaching Load : 3 hours/work

6. Mr. Voravit Serisuthikulchai I.D. No.3100701240311 B.B.A. (Marketing), Assumption University, Thailand, 1986 M.B.A. (Business Management), University of Dallas, USA., 1991 Academic Title :- Teaching Load : 3 hours/week

4. Field Experience Components From the employee’s satisfaction survey, it was found out that they need graduates who have got some working experience or summer internship. Therefore, MKT4897 Marketing Internship is offered as the required course in Plan A: Retail Entrepreneurship and elective course in Plan C: Major Elective Courses, and MKT 4899 IMC Internship as the elective course in Plan C: Major Elective Courses.

4.1 Standard Learning Outcomes of Field Experience The expected learning outcomes of field experience are:

(1) the application of theory to practice


29

(2) the application of knowledge in business setting (3) the development of good relationships to work with others (4) the development of discipline, realization of organization culture (5) the exposure and innovations for future works

4.2 Semester and Year First or second semester or summer session of the fourth year of study

4.3 Time Allocation and Scheduling 135 hours/ semester

5. Project or Thesis Requirements 5.1 Brief Description of Task

The individual project is the requirement for MKT4812 Individual Research which is an elective course in Plan C: Major Elective Courses. Students are required to do research on the assigned topics involved with marketing or marketing strategies. Article review is a must. Individual student has to present the proposal and get approval for carrying out the project. Students must submit the project as scheduled. The final presentation must be made to the appointed committee or responsible faculty members.

5.2 Standard Learning Outcomes Independent learning is done individually. Students will gain knowledge of tools in research.

5.3 Scheduling First or second semester or summer of the fourth year of study 5.4 Number of Credit

3 Credits 5.5 Preparation

Advising and assistance are given on individual basis. Students are assigned an advisor whom they meet regularly. Advice on research topics and process is given.

5.6 Evaluation Process The improvement and progress of each assigned task and on-time submission of all work are noted by advisor to evaluate students’ performance. The project is presented to the appointed committee and the evaluation is done by the committee.


30

Section 4 : Learning Outcomes, Teaching and Evaluation Strategies

1. Development of Students’ Special Characteristics

Special Characteristics Strategies or Student Activities 1. Personality

1. Classroom activities such as discussion, presentation, workshop, and on-the-job training are designed for many courses to improve the students’ interpersonal skills, presentation skills, communication skills and confidence.

2. Last orientation and special seminars about career development, further studies and other business related issues are provided to enhance the students’ total development.

3. AU and classroom regulations are practiced to shape the students’ behavior and performance. These are also observed by lecturers.

2.Leadership and Discipline

1. Classroom activities such as group projects, term projects, and assignments are utilized in all courses to improve the students’ discipline, team management skills and leadership skills.

2. AU and classroom regulations are enforced in all courses to ensure the students’ good discipline.

3. Professional Ehics

1. Ethics aspects are included in many courses i.e. MKT4848 Contemporary Issues in Marketing, which emphasizes on green marketing, ethical issues in business. Students can develop morals and ethics when dealing with marketing strategies, organization and society.

2. Special seminars regarding ethical issues are also regularly organized.

3. Students are required to attend the Business and Profession Ethics Seminar, on social, professional and ethical issues and their roles as responsible citizens 2 times every semester until graduation, totaling 16 times.


31

2. Development of Learning Outcomes in Domains of Learning 2.1 Morals and Ethics

2.1.1 Morals and Ethics to be developed (1) Possess ethical, moral and honest behavior academically and professionally (2) Have self discipline and responsibility (3) Pay respect to other people’s rights and opinions (4) Comply with rules and regulations of the university, the organizations and the society (5) Comply with professional codes of conduct (6) Make valuable contributions to the society (7) Good marketers

2.1.2 Teaching Strategies (1) Class discussions (2) Case studies (3) Lectures (4) Assignments (5) Role models 2.1.3 Evaluation Strategies (1) Observe students’ behaviors, conduct and discipline in and outside of classes (2) Evaluate students’ discussions on case studies or moral issues (3) Evaluate group projects, reports and presentations.

2.2 Knowledge 2.2.1 Knowledge to be acquired (1) Possess thorough understanding of theories, principles, practices and new developments in

marketing and related areas (2) Able to integrate subject knowledge in related fields in making effective business decisions (3) Able to apply the research findings to handle business problems and develop new business knowledge

(4) Keep abreast of business advancements, norms and practices 2.2.2 Teaching Strategies (1) Lectures and tutorial classes in basic subjects (2) Lectures and discussions (3) Group projects, reports, individual assignments (4) Presentations and group discussions


32

(5) Field trips and business exposures with assigned reports (6) On the job trainings, summer internships (7) Computer lab, practices and assignments (8) Role models (9) Simulations (10) Marketing competitions 2.2.3 Evaluation Strategies (1) Evaluate quizzes and tests (2) Evaluate mid-term and final examinations (3) Evaluate assigned tasks, classroom discussions, and feedback from competitions and

internship (4) Evaluate reports and projects (5) Evaluate presentations

2.3 Cognitive Skills 2.3.1 Cognitive Skills to be developed (1) Able to apply theories and principles to the real world business practices (2) Possess logical and critical thinking skills (3) Able to integrate theories and practical knowledge to develop effective action plans (4) Able to initiate new ways in dealing with business problems 2.3.2 Teaching Strategies (1) Case studies (2) In-class workshops in groups (3) Assignments for further development and research (4) Business exposures from special lecture by distinguished and professional guest speakers 2.3.3 Evaluation Strategies (1) Evaluate assigned tasks (2) Conduct self or peer evaluation (3) Evaluate students’ portfolios (4) Observe students’ behaviors (5) Observe in-class performance

2.4 Interpersonal Skills and Responsibilities 2.4.1 Interpersonal Skills and Responsibilities to be developed (1) Able to work as a team and motivate others to work (2) Able to communicate effectively in a diverse team


33

(3) Have responsibility in the assigned tasks (4) Able to manage emotional behaviors in oneself

(5) Continuously engage in self and professional development (6) Open and willing to learn and reasonably accept criticism

(7) Possess leadership qualities (8) Have responsibility to society and community

2.4.2 Teaching Strategies (1) Embed students’ responsibilities in all assigned tasks (2) Assign group work/term project that requires cooperation and communication among group

members (3) Organize workshop and/or on-the job training 2.4.3 Evaluation Strategies (1) Evaluate assigned tasks (2) Conduct self or peer evaluation (3) Evaluate students’ portfolios (4) Observe students’ behaviors (5) Observe in-class performance

2.5 Numerical Analysis , Communication and Information Technology Skills 2.5.1 Numerical Analysis , Communication and Information Technology Skills to be developed (1) Possess solid mathematical and statistical knowledge for analyzing and interpreting data

(2) Apply appropriate quantitative tools and techniques in dealing with business problems (3) Possess communication skills, both written and spoken, in Thai and English (4) Possess information technology knowledge and skills (5) Able to apply IT information to identify, analyze and solve business problems appropriately 2.5.2 Teaching Strategies (1) Practices of numerical analysis skills (2) Practices of computer skills and use of software for analysis (3) Practices of searching for information via information technology (4) Presentations with the use of information technology 2.5.3 Evaluation Strategies (1) Evaluate mid-term and final examinations (2) Evaluate assigned tasks


34

(3) Evaluate the students’ competency in utilizing analytical tools, computers and statistical packages (4) Evaluate presentations

3. Curriculum Mapping

Meaning of Learning Outcomes in the Curriculum Mapping Each course is designed to allocate the development of learning outcomes and its importance in 5 domains of learning as follows: 3.1 General Education Courses Domain 1: Morals and Ethics 1. Develop moral character and ethical principles 2. Contribute to the well-being of others at multiple levels of society 3. Develop courteous manners towards teachers and classmates 4. Value honesty and personal responsibility Domain 2: Knowledge 1. Acquire reading and writing skills in an academic context in English and Thai 2. Achieve competence and fluency in listening and speaking skills in English and Thai 3. Comprehend and effectively respond to various forms of English and Thai texts for

academic and professional purposes 4. Understand a wide variety of knowledge areas and contemporary issues through studies in

Humanities, Social Sciences, Languages, and Science and Mathematics 5. Associate a wide variety of knowledge areas with other related subjects Domain 3: Cognitive Skills 1. Transfer and apply concepts/knowledge in life 2. Engage in inquiry and acquisition of knowledge 3. Develop competence in critical thinking, such as problem-solving, decision-making, and

analytical reasoning Domain 4: Interpersonal Skills and Responsibilities 1. Participate effectively in group activities 2. Develop responsibility in completing given assignments and tasks 3. Communicate with others effectively to achieve mutual benefit 4. Develop competence in intercultural communication 5. Recognize multicultural differences in personal and professional contexts Domain 5: Numerical Analysis, Communication and Information Technology Skills 1. Think logically, using both inductive and deductive reasoning


35

2. Solve problems using quantitative, logical, and computational approaches 3. Enhance creativity and innovation using ICT tools 4. Search for and make proper use of information from various media 5. Develop communication skills with the use of ICT tools

AU TQF 2

Bachelor’s Degree

36

Curriculum Mapping Illustrating the Distribution of Program Standard Learning Outcomes General Education Courses

Major Responsibilities O Minor Responsibilities

General Education Courses 1. Morals

and Ethics

2. Knowledge 3. Cognitive skills

4. Interpersonal Skills and Responsibilities

5. Numerical Analysis, Communication

and Information Technology Skills

1 2 3 4 1 2 3 4 5 1 2 3 1 2 3 4 5 1 2 3 4 5

1.1 Humanities

GE 1103 Physical Education O O O O O O O O O O O O O

GE 2101 World Civilization O O O O O O O O O O O

MGT 2404 Managerial Psychology O O O O O O

1.2 Social Science

BG 2400 Macroeconomics O O O O O O O O O O O O O O O

BG 2401 Microeconomics O O O O O O O O O O O O O O O

GE 2202 Ethics O O O O O O O O

MGT 1101 Introduction to Business O O O O O O

1.3 Science and Mathematics

BG 1200 Mathematics for Business O O O O O O O O O O GE 1301 Environmental Science

O O O O O O O O O O O O O


37

General Education Courses 1. Morals

and Ethics

2. Knowledge 3. Cognitive skills


5. Numerical Analysis, Communication

and Information Technology Skills

1 2 3 4 1 2 3 4 5 1 2 3 1 2 3 4 5 1 2 3 4 5

1.4 Language

BG 1001 English I O O O O O O O O O O O O

BG 1002 English II O O O O O O O O O O O O

BG 2000 English III O O O O O O O O O O O O

BG 2001 English IV O O O O O O O O O O O O

GE 1403 Communication in Thai O O O O O O O O O

AU TQF 2

Bachelor’s Degree

38

3.2 Specialized Courses Morals and Ethics

(1) Possess ethical, moral and honest behavior academically and professionally (2) Have self discipline and responsibility (3) Pay respect to other people’s rights and opinions (4) Comply with rules and regulations of the university, the organizations and the society (5) Comply with professional codes of conducts (6) Make valuable contributions to the society (7) Good marketers

Knowledge (1) Possess thorough understanding of theories, principles, practices and new developments in

marketing and related areas (2) Able to integrate subject knowledge in related fields in making effective business decisions (3) Able to apply the research findings to handle business problems and develop new business knowledge

(4) Keep abreast of business advancements, norms and practices Cognitive skills

(1) Able to apply theories and principles to the real world business practices (2) Possess logical and critical thinking skills (3) Able to integrate theories and practical knowledge to develop effective action plans (4) Able to initiate new ways in dealing with business problems

Interpersonal Skills and Responsibilities (1) Able to work as a team and motivate others to work (2) Able to communicate effectively in a diverse team (3) Have responsibility in the assigned tasks (4) Able to manage emotional behaviors in oneself

(5) Continuously engage in self and professional development (6) Open and willing to learn and reasonably accept criticism

(7) Possess leadership qualities (8) Have responsibility to society and community

Numerical Analysis, Communication and Information Technology (1) Possess solid mathematical and statistical knowledge for analyzing and interpreting data

(2) Apply appropriate quantitative tools and techniques in dealing with business problems


39

(3) Possess communication skills, both written and spoken, in Thai and English (4) Possess information technology knowledge and skills (5) Able to apply IT information to identify, analyze and solve business problems

appropriately

AU TQF 2

Bachelor’s Degree

40

Curriculum Mapping Illustrating the Distribution of Program Standard Learning Outcomes to Course Level Specialized Courses

Major Responsibilities O Minor Responsibilities

Course Code

Course Title

1. Morals and Ethics

2. Knowledge

3. Cognitive Skills


5. Numerical Analysis, Communication and

Information Technology Skills

1 2 3 4 5 6 7 1 2 3 4 1 2 3 4 1 2 3 4 5 6 7 8 1 2 3 4 5 Business Core Courses

ACT 1600 Fundamentals of Financial ACT 2620

Fundamentals of Managerial Accounting

BG 1201 Statistics I

BG 1400 Business Law I

BG 1401 Business Law II

BG 2200 Statistics II

BIS 1140 Microcomputer Applications

BIS 2180 Information Technology

BIS 3340 Computer Tools in Research

FIN 2700

Money, Banking and Financial Markets

FIN 3701 Corporate Finance IBM 2702 International Business

Environment

MGT 2900 Principles of Management

MGT 3905 Operations Management

MGT 3907 Business Communication


41

Course Code

Course Title


2. Knowledge

3. Cognitive Skills




1 2 3 4 5 6 7 1 2 3 4 1 2 3 4 1 2 3 4 5 6 7 8 1 2 3 4 5 MGT 3940

Business Research Methodology

MGT 4914 Entrepreneurship MKT 2280 Principles of Marketing

Major Required Courses BIS 3587

Principles of Electronic Commerce

MKT 3102

Integrated Marketing Communications

MKT 3515

Purchasing and Supply Chain Management

MKT 3525 Sales Management

MKT 3530 Consumer Behavior

MKT 3620 Global Marketing MKT 4725

Competitive Analysis and Strategy

MKT 4730 Marketing Management

MKT 4829 Marketing Decision Making

MKT 4855 Research in Marketing

Plan A: Major Concentration Courses

Integrated Marketing Communications

MKT 3627 Sales Promotion

MKT 3628 Public Relations MKT 4726

Advertising & Creative Strategy


42

Course Code

Course Title


2. Knowledge

3. Cognitive Skills




1 2 3 4 5 6 7 1 2 3 4 1 2 3 4 1 2 3 4 5 6 7 8 1 2 3 4 5 MKT 4727 Integrated Media Planning MKT 4849 IMC Campaign Planning

Strategic Marketing MKT 3629

Pricing Strategy and Decisions

MKT 3823

Marketing Channel Strategy and Decisions

MKT 4806

Product and Brand Management

MKT 4811 Seminar in Marketing MKT 4848

Contemporary Issues in Marketing

Retail Entrepreneurship

MKT 3803 Retail Management

MKT 3836 Merchandising and Promotion

MKT 3837

Service and Customer Relationship Management

MKT 4897 Marketing Internship

MKT 4898 Seminar in Entrepreneurship

Plan B: Business Concentration Course

Advertising AD 3106 Art Direction

AD 3112 Brand Communication

AD 4108 Basic Copywriting (English)


43

Course Code

Course Title


2. Knowledge

3. Cognitive Skills




1 2 3 4 5 6 7 1 2 3 4 1 2 3 4 1 2 3 4 5 6 7 8 1 2 3 4 5 CA 2004 Introduction to Advertising CA 2013

Utilization of Multimedia Tools

Business Information Systems BIS 3315 Programming and Algorithms BIS 3635 Database Systems BIS 3655

Data Communications and Networking

BIS 3666

Information Systems Analysis and Design

BIS 4675

Information Systems Project Management

Finance and Banking FIN 3711 Investment FIN 3712 Money and Capital Markets FIN 3713 Business Analysis and

Valuation

FIN 4813 Financial Management

FIN 4815 Bank Management

Hospitality and Tourism Management HTM 3101

Introduction to Hospitality Management

HTM 3102

Introduction to Tourism Management

HTM 3103

Consumer Behavior in Hospitality and Tourism Industry


44

Course Code

Course Title


2. Knowledge

3. Cognitive Skills




1 2 3 4 5 6 7 1 2 3 4 1 2 3 4 1 2 3 4 5 6 7 8 1 2 3 4 5 HTM 3204

Human Resource Management in Hospitality and Tourism

HTM 3205

Marketing for Hospitality and Tourism

International Business Management IBM 3711 Comparative Management IBM 3713 International Management IBM 3714

Export-Import Policy and Strategy

IBM 4811

International Strategic Management

IBM 4820

International Cooperative Strategy

Industrial Management IDM 3203

Logistics and Supply Chain Management

IDM 3204

Industrial Safety and Risk Management

IDM 4201

Manufacturing Planning and Control

IDM 4203 Quality Management

IDM 4206

Industrial Environmental Management

Insurance Management INS 3101

Principles of Risk Management and Insurance

INS 3201 Property Insurance


45

Course Code

Course Title


2. Knowledge

3. Cognitive Skills




1 2 3 4 5 6 7 1 2 3 4 1 2 3 4 1 2 3 4 5 6 7 8 1 2 3 4 5 INS 3202 Casualty Insurance INS 3301 Principles of Life Assurance INS 4302

Accident, Group and Health Insurance

Management

MGT 3915 Project Management

MGT 3917 Innovation and Change Management

MGT 3922 Introduction to New Ventures

MGT 4910 Productivity and Quality Management

MGT 4916 Negotiation Strategy

Plan C: Major Elective Courses FIN 3715 Persona Finance FIN 3724 Financial Feasibility Planning HTM 3101

Introduction to Hospitality Management

HTM 3102

Introduction to Tourism Management

MKT 3627 Sales Promotion

MKT 3628 Public Relations MKT 3629

Pricing Strategy and Decisions


46

Course Code

Course Title


2. Knowledge

3. Cognitive Skills




1 2 3 4 5 6 7 1 2 3 4 1 2 3 4 1 2 3 4 5 6 7 8 1 2 3 4 5 MKT 3803 Retail Management

MKT 3804 Fashion Marketing MKT 3823

Marketing Channel Strategy and Decisions

MKT 3830 Direct Marketing

MKT 3836 Merchandising and Promotion

MKT 3837

Service and Customer Relationship Management

MKT 3838 Event Marketing

MKT 3840 Digital Marketing MKT 4726

Advertising & Creative Strategy

MKT 4727 Integrated Media Planning MKT 4805

Business-to-Business Marketing

MKT 4806

Product and Brand Management

MKT 4807 Agricultural Marketing MKT 4808

Advanced Marketing Presentation

MKT 4809 Marketing for Services

MKT 4810 Export-Import Management

MKT 4811 Seminar in Marketing

MKT 4812 Individual Research

MKT 4826 Contemporary Logistics MKT 4845 IMC Research


47

Course Code

Course Title


2. Knowledge

3. Cognitive Skills




1 2 3 4 5 6 7 1 2 3 4 1 2 3 4 1 2 3 4 5 6 7 8 1 2 3 4 5 MKT 4848

Contemporary Issues in Marketing

MKT 4849 IMC Campaign Planning MKT 4856 Building Brand Strategy MKT 4857

Qualitative Research in Marketing

MKT 4897 Marketing Internship MKT 4898 Seminar in Entrepreneurship MKT 4899 IMC Internship

AU TQF 2

Bachelor’s Degree

48

Section 5: Student Evaluation Criteria

1. Regulations and Criteria for Allocation and Distribution of Grades 1.1 Grading System Letter grades are used to show the academic standing of all students with the following meanings and values.

GRADE MEANING POINT VALUE A Excellent 4.00 A- Almost Excellent 3.75 B+ Very Good 3.25 B Good 3.00 B- Fairly Good 2.75 C+ Fair 2.25 C Satisfactory 2.00 C- Minimum Satisfactory 1.75 D Poor 1.00 F Failure 0.00 R Course repeated later - S Satisfactory - U Unsatisfactory - W Withdrawal with Permission - WF Withdrawal with F 0 Withdrawal from course after time limit AUD Audit and non-credit - I Incomplete, used in case a student fails to complete

his/her assignment within the time limit or is absent from the examination with approval from the University due to exceptional reasons

WP/IP Work in progress NR No Report TR Transfer Credits


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1.2 Course Evaluation Evaluation of student’s performance in each course is based on:

• At least 80% of class attendance • Mid-term and final examinations • Quizzes • Assignments, reports, projects or presentations • Class participation

1.3 Minimum Grade Requirements At least a “C” grade is required for all major required courses and English Courses in General Education.

2. Verification Process of Student Achievements 2.1 Verification of Student Achievements while Studying (1) External committee who monitors and assesses the exam papers of all courses regarding contents and mark allocation

(2) Grade approval by department chairperson, dean and external committee 2.2 Verification of Student Achievements after Graduation (1) Graduates’ survey: employment rate, time spent on seeking for jobs, relation of careers and courses (2) Employers’ satisfaction survey

(3) Feedback from external committees and lecturers on students’ knowledge, learning process and development

3. Graduation Requirements Assumption University confers the degree of Bachelor of Business Administration in Marketing upon students who meet all of the following requirements:

• Complete the total number of credits of the curriculum • Obtain a cumulative grade point average of at least 2.00 • Participate in 16 sessions of the Business and Professional Ethics Seminar • Have library and financial clearance with the University • Have demonstrated good behavior and discipline


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Section 6: Faculty Development

1. Preparation of New Faculty Members (1) Organize an orientation for new faculty members to familiarize with the university’s policies, the faculty’s program, policies, rules and regulations, and the department’s responsibilities (2) Assign a mentor to provide advice on teaching and learning techniques and classroom

management (3) Organize trainings, seminars for academic and professional development

2. Knowledge and Skills Development for Faculty Members

2.1 Teaching, Measuring and Evaluation Skills Development 2.1.1 Teaching and Presentation Skills

(1) All courses under the School’s curriculum are conducted in English (except for certain courses offered by other Faculties which are conducted in Thai). Faculty members are also required to use English as a medium of instruction in all teaching and learning activities. Furthermore, the School, in an effort to promote “International environment” has strongly encouraged all faculty members to use English with their students outside the classrooms.

(2) Information technology such as software application, simulation are utilized in order to facilitate teaching and learning activities, create interactive classroom environment, and enhance faculty members’ competency in IT utilization.

(3) Updated and practical examples related to the current business environment are provided to students in all courses. Examples related to Thai contexts are emphasized in most courses in order to facilitate the students’ understanding in the subject matter and ability to apply theories into the real world business practices. However, examples related to international context are also utilized where appropriate. Case studies, both Thai and international context, are also utilized in most junior and senior courses. To ensure faculty members’ development in teaching and evaluation, the school will see to it that: 1. Seminars and trainings are organized to update faculty members with current

business issues and cases, and broaden their professional knowledge. 2. Faculty members are encouraged and supported in developing their teaching

skills, e.g. participation in trainings or workshops related to teaching


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methodology. 2.1.2 Lecturers’ Teaching Performance Evaluation

To ensure quality and effective teaching and learning process in all the courses offered by the Martin de Tours School of Management, the School has set up the policy that teaching performance evaluation must be conducted at the end of each semester for all faculty members including part-time members. This teaching performance evaluation performed by students is one of the criteria in performance evaluation.

The evaluation of faculty members under Martin de Tours School of Management comprises of two elements: 1. Once a year evaluation of faculty members by 30% of randomly selected

students in each course without prior notice by using a standard questionnaire developed by Martin de Tours School of Management.

2. Twice a year in-class-observation done by the Department Academic Committee and the Chairperson.

The Department Academic Committee as well as the Chairperson will make recommendations as for areas that need improvement for each faculty member for better teaching and learning.

2.1.3 Lecturers’ Annual Performance Evaluation To ascertain the commitment of all faculty members under Martin de Tours School of Management in their assigned responsibilities i.e. teaching and learning, administrative work – advising, proctoring and other duties assigned by the Chairperson and the Dean – participation in the University’s and the School’s functions, as well as research, all faculty members’ performance pertaining to the aforementioned responsibilities are subject to semestral as well as annual performance evaluation by the Chairperson and the Dean.

2.2 Academic and Professional Development The School as well as the Department continuously supports faculty members to pursue academic and professional development through the promotion of scholarly endeavours, innovation, scholarship for teaching and learning, research and professional training, and curriculum development. This is achieved through: (1) Encouraging faculty members to conduct academic research and attend conference or research workshops. (2) Supporting faculty members in obtaining new knowledge and skills by attending


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academic and professional seminars and workshops. (3) Encouraging faculty members to provide academic services to society and organizations. (4) Encouraging faculty members to participate in activities related to communities and to

the development of morals and ethics.

Section 7 : Program Quality Assurance

1. Program Management Program management is the responsibility of the Program Committee which consists of the Department Chairperson and responsible faculty members under the Dean’s management and guidance. The Chairperson will update information for program modification and development every 5 years with objectives, actions and measurements. The program management activities include the following:

1.1 Curriculum is modified and developed to be updated, flexible and relevant to the current business environment and market needs.

1.2 Quality of teaching and learning is improved through the use of different teaching and learning techniques and updated resources.

1.3 Program assessment is conducted every year by the Internal Audit Committee and every 5 years by the Program Evaluation Committee.

1.4 Faculty members should hold at least a master’s degree or are experts in marketing field. 1.5 Class evaluation, number of research and number of professions in marketing area are summarized in the annual report of the Department. 1.6 Encouragement and support for faculty members’ academic and professional development locally and internationally, are provided. 1.7 Database and information of self assessment report are prepared for committees’ assessment. 1.8 Survey of graduates’ and employers’ satisfaction is conducted every year to ensure the quality of the program and to determine the needs of the market.

2. Teaching and Learning Resources Management 2.1 Budget Management

(1) The Faculty prepares the One-Year Plan and Project (OYPB) which covers the budget for teaching and learning, research, academic service and preservation of art and culture. The OYPB is endorsed by the University Planning and Budgeting Committee prior to the beginning of the academic year and implemented according to the university regulations.


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(2) The faculty is allocated sufficient annual budget for textbooks, instructional media, computers, etc.

2.2 Existing Teaching and Learning Resources

(1) Library The AU Library provides and manages services for lending books, text books, journals and on-line database.

1. Total number of the AU Library staff 50 persons 2. Total number of books in the AU Library 413,406 books

Thai 148,618 books English 256,093 books E-books in English 8,695 books

3. Total number of books in Business Administration 78,538 books Thai 17,441 books English 56,006 books E-books in English 5,091 books

4.Total number of journal titles in the AU Library 3,392 titles Thai 460 titles English 1,462 titles E-journals in English 1,470 titles

5. Total number of journal titles in Business Administration 731 titles Thai 86 titles English 355 titles E-journals in English 290 titles

6. Total number of Online Database Full text 5 databases 1. ABI/Inform Complete 2. Bloomberg 3. H.W. Wilson 4. JSTOR

Business I Collection Business II Collection

5. Thai LIS Digital Collection (TDC) 7. Total number Online Databases Abstracts 2 databases

1. ProQuest Dissertations and Theses: A&I 2. Thai Theses Online


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(2) Equipment and Electronic Media 1. Computers 2. Internet access 3. Projectors

4. LCD 5. Related software

2.3 Provision of Additional Teaching and Learning Resources (1) There is close cooperation with the Central Library and the bookstore for textbooks ordered

and needed. Faculty members are supported with new textbooks and materials. Each faculty member including part-time instructor can recommend new textbooks, supportive materials and tools for the courses. There are other units to support additional teaching and learning facilities upon request.

(2) Industry Network The Department creates network with both public and private organizations and arrange business exposure activities, e.g. short visit, field trip, practicum or internship for students to gain knowledge and experience from business settings.

2.4 Assessment of Sufficiency of Teaching and Learning Resources The Central Library cooperates in providing new textbooks by ordering and making them available at the Library. Staff of the Bookstore are responsible for placing order for textbooks available for sale to students in each semester. Staff of the Office of IT Services Unit support all media tools for presentations and teaching.

3. Faculty Management 3.1 Recruitment of New Faculty Members

(1) Recruitment and selection The process of recruitment and selection of a new faculty member is the responsibility of the Chairperson. Teaching demonstration and interview are required and mentored by the Martin de Tours School of Management’s committee in order to recruit a qualified faculty member, approved by the Dean and the President.

(2) Qualifications Applicants are given a written exam, do a teaching demonstration and have an interview in the recruiting process in order to ensure that the following criteria are met:

1. Have English proficiency 2. Have thorough knowledge of the subject and are able to deliver the knowledge

effectively and professionally


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3. Have good attitude, personality and sociable nature 4. Willing to abide by the University’s regulations 5. Willing to work hard 6. Have a thorough grasp of the nobility of the teaching profession 7. Initiative and enthusiastic

3.2 Faculty Members’ Participation in Program Planning, Monitoring and Reviewing The Chairperson, the Deputy Chairperson and the faculty members responsible for the program

organize meetings for lesson planning, scheduling, and assessment. The data of students’ satisfaction, complaints, focus group survey, students’ feedback, faculty members’ interview are evaluated to ensure the quality of the program. Results will be concluded and shared during the Department meeting. Revision of courses are carried out by course coordinators and all the faculty members responsible for the subject concerned.

3.3 Appointment of Part-time Faculty Members (1) Recruitment and selection

- Part-time faculty members must have appropriate qualifications and a thorough grasp of the course(s) they wish to teach. They can be a faculty member from a public or private institution.

- Part-time faculty members can be experts having working experiences in relation to the course and must have the ability to impart such experiences to the students.

- The School or department can appoint a part-time faculty member when a full-time faculty member is not available for teaching.

- The School or department can appoint a faculty member from overseas with special competence to be a part-time faculty member.

- The School or department can appoint a part-time faculty member when the number of enrolled students is still uncertain or in any case when additional faculty member(s) is/are urgently needed or for temporary basis.

(2) Guidelines for part-time faculty member appointment - The process of selection is similar to full-time faculty members’ but there is no probation period. - A part-time lecturer is selected and approved to take responsibility of a specific subject.

- The Chairperson will monitor performance of part-time faculty members regularly in a semester.

- A part-time faculty member takes full responsibility of all assigned tasks and preparation of teaching contents, materials, quiz, marking as the schedule specifies. - A part-time faculty member must strictly follow the course syllabus and scheduling.


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- Remuneration is paid on an hourly basis or per subject depending on the qualifications and assigned tasks.

4. Support Staff Management

4.1 Qualifications (1) Obtain at least a bachelor degree (2) Have fair English proficiency (3) Have good IT knowledge and skills such as Microsoft Office applications (4) Capable of utilizing a variety of office facilities, such as fax machines, photocopiers,

scanners, and telephone systems (5) Have good communication and interpersonal skills (6) Have English and Thai typing competency (7) Have high responsiveness and responsibility

4.2 Enhancement of Knowledge and Skills The School continuously offers on-the-job training for support staff. Trainings can be offered by the School, other support units within the university or outside support. For example, staff may attend training sessions or participate in online education to learn how to operate new office technologies, such as visual presentation, illustrator and new updated software packages.

5. Student Support and Advising 5.1 Academic Advice and Counseling

All full-time faculty members provide counseling and academic advice to students. Each student will be assigned an academic advisor by the Academic Advising Center and is required to attend the advising session during specific date and time at the end of the final examination period of regular semesters. The advisor will provide guidelines regarding study plan, assist and advise students when students face academic as well as non-academic problems during the semester, help students explore various fields of interest, select a specific academic major, provide career guidance, and develop appropriate study plans for their educational goals.

5.2 Student Appeals (1) Students reserve the right to submit the petition to the respective Chairperson for reviewing their grade and checking their exam papers within one month after the grades have been officially announced by the Office of Registrar. Appropriate action will be taken by the Chairperson to ensure fairness and transparency. (2) Should the need arise, a committee may be appointed by the Chairperson or the Dean to investigate the case and recommend necessary action.


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6. Labor Market Needs, Social Needs and/or Employer Satisfaction. (1) A survey of market needs and social needs will be carried out every 5 years for program revision. (2) A survey of employers’ satisfaction will be carried out every year.

7. Key Performance Indicators

Performance Indicator 2011 2012 2013 2014 1. At least 80% of full-time faculty members are

involved in the planning, following up and reviewing the program performance.

- ⁄ ⁄ ⁄

2. The Program Specification (TQF 2 Form) in accordance with the Thai Qualification Frameworks for Higher Education is provided.

⁄ ⁄ ⁄ ⁄

3. The Course Specification (TQF 3 Form) and the Field Experience Specification (TQF 4 Form) (if any) of all courses are provided before the semester begins.

⁄ ⁄ ⁄ ⁄

4. The Course Report (TQF 5 Form) and the Field Experience Report (TQF 6 Form) (if any) of all courses are completed within 30 days after the semester ends.

⁄ ⁄ ⁄ ⁄

5. The Program Report (TQF 7 Form) is completed within 60 days after the academic year ends.

⁄ ⁄ ⁄ ⁄

6. The students’ learning achievements according to the learning outcomes specified in the TQF 3 and TQF 4 (if any) of at least 25% of the courses offered in each academic year are verified.

⁄ ⁄ ⁄ ⁄

7. The teaching and learning process, the teaching strategies or the evaluation strategies are developed/improved according to the performance evaluation reported in the TQF 7 of the previous year.

- ⁄ ⁄ ⁄

8. All new faculty members (if any) are given orientation or advice on teaching and learning.

⁄ ⁄ ⁄ ⁄


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Performance Indicator 2011 2012 2013 2014 9. All full-time faculty members participate in academic

and/or professional development programs at least once a year.

⁄ ⁄ ⁄ ⁄

10. At least 50% of support staff participate in academic and/or professional development programs each year.

⁄ ⁄ ⁄ ⁄

11. The average level of fourth-year students’/new graduates’ satisfaction with the quality of the program is at least 3.5 out of 5.0.

- - - ⁄

12. The average level of graduate employers’ satisfaction with new graduates is at least 3.5 out of 5.0.

- - - -

Section 8: Program Evaluation and Improvement

1. Evaluation of Teaching Effectiveness 1.1 Evaluation of Teaching Strategies

(1) Teaching performance evaluation by students (2) Coordinator or peer evaluation (3) Class observation by Chairperson and/or Department Academic Committee

1.2 Evaluation of Faculty Members’ Skills in Using Teaching Strategies (1) Teaching performance evaluation by students

(2) Qualitative survey of students’ focus groups (3) In-depth interview of students (4) Observation by Chairperson and/or Department Academic Committee

2. Overall Program Evaluation The overall program evaluation is conducted by: (1) current students and graduates (2) external experts in the industry (3) employers and/or other stakeholders The program evaluation is conducted every 5 years. The first evaluation will be done in 2016.


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3. Evaluation of Program Performance The Program performance is evaluated according to the Key Performance Indicators specified in Section 7, Item 7. The evaluation is conducted by the Evaluation Committee of at least 3 members, comprising of at least 1 external expert, appointed by the University. Evaluation Criteria Good: Indicators 1-5 are achieved and at least 80% of the indicators are achieved each year. Very Good: Indicators 1-5 are achieved and all indicators are achieved each year.

4. Review of Program Evaluation and Improvement Plan (1) Meeting are arranged to discuss the results of evaluation obtained from students, graduates, employers, other stakeholders, course coordinators, Chairperson, and Academic Committee. (2) Improvement plan are prepared accordingly. (3) All faculty members are involved in setting up strategies for improvement plan.


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Course Description

1. General Education Courses GE 1403 Communication in Thai 3 (3-0-6) Credits (Required course for Thai students) Skills in Thai usage, listening, speaking, reading and writing, main ideas finding, information search by state-of-the-art tools, effective public speaking. BG 1001 English I 3 (3-3-7) Credits Lower intermediate academic English, with activities to foster reading, writing, listening and speaking skills in English through communicative activities in a meaningful academic context. BG 1002 English II 3 (3-3-7) Credits Prerequisite: BG 1001 English I Intermediate academic English, reinforcing fluency and grammar with task-driven oral and writing exercises, developing vocabulary and sentence writing skills with combined reading comprehension exercises and writing practice. GE 1103 Physical Education 1 (1-0-2) Credits Improving physical fitness and psychomotor skills, creating unity among students, and developing the sportive mind. BG 1200 Mathematics for Business 3 (3-0-6) Credits Relation and various functions: linear, polynomial, exponential, logarithmic, rational and their applications in business and economics, linear programming, mathematics of finance and differential calculus: limits, derivatives, and optimization. GE 1301 Environmental Science 3 (3-0-6) Credits General science, scientific approaches, understanding the interrelationships of the nature, identification and analysis of environmental problems, application and alternative solutions for preventing and solving the environmental problems.


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BG 2000 English III 3 (3-3-7) Credits Prerequisite: BG 1002 English II Advanced English for academic and career purposes, emphasizing organization of ideas and clarity of expression and understanding. BG 2001 English IV 3 (3-3-7) credits Prerequisite: BG 2000 English III Advanced English for academic and career purposes, emphasizing critical and analytical skills, and formulating logical and coherent opinions. BG 2400 Macroeconomics 3 (3-0-6) Credits Overall picture of economic systems, relationship between micro-economics and macro-economics, theories and methods of measurement of output and national income, saving and investment, government expenditure, balances of trade and payment as well as various economic problems and their solutions: inflation, deflation, unemployment and business cycles, importance and role of macroeconomics in basic economic development. BG 2401 Microeconomics 3 (3-0-6) Credits Economic concepts and theories useful for decision making at firm level and consumer level such as pricing mechanism, demand, supply and market equilibrium, consumption behavior and utility maximization, basic economic theory through the perfectly competitive model, including output and input markets and connection between them, market structures, theory of price determination, profit-maximization and wage determination. GE 2202 Ethics 3 (3-0-6) Credits Pre-requisite: BG 2000 English III GE 2202 Ethics 3 (3-0-6)

Nature of man, society, and the world, self-discovery, self-love, self-respect, self-actualization, relationship between man and man, man and society, and man and the world, possible problems of living together in the society and their analysis, and ways to live a meaningful and happy life. GE 2101 World Civilization 3 (3-0-6) Credits Development of human society, rise and fall of civilizations, achievements and heritages of Western and Eastern civilizations since ancient time in order to understand their roots and their impacts on modern societies.


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MGT 1101 Introduction to Business 3 (3-0-6) Credits General introduction to business, philosophy, objectives and responsibility of business enterprises, business vocabulary, business and its environment emphasizing fundamental principles of organization, legal forms of business ownership, business activities concerning personnel, accounting, marketing, production and finance. MGT 2404 Managerial Psychology 3 (3-0-6) Credits Concepts and scope of social psychology, basic psychological factors and how they relate to business organization, language symbol, perception, memory, emotion, social attitudes, persuasion, social and cultural environment, role and status, personality, leadership, group behavior, morale and application of these factors in the human relation of business, especially in creation of morale, motivation of workers, and solutions of business and social problems. 2. Specialized Courses (A) Business Core Courses ACT 1600 Fundamentals of Financial Accounting 3 (3-0-6) Credits Prerequisite: For Martin de Tours School of Management Students Basic accounting theory and procedures for service and merchandising firms including analysis of business transactions, basic double-entry system in the recording process: journalizing, posting to the ledgers and preparation of trial balance, adjusting entries, worksheets and closing entries, as well as special journals and preparation of basic financial statements and also including basic accounting theory pertaining to accounting for merchandise inventory, cash, receivable, plant assets, natural resources, intangible assets, investments, liabilities, owner’s equity, principle and method of voucher system.

ACT 2620 Fundamentals of Managerial Accounting 3 (3-0-6) Credits Prerequisite: ACT 1600 Fundamentals of Financial Accounting Role that managerial accounting plays in servicing informational needs of managers in planning, organizing and controlling through study of systematic structuring of business decisions and identifying the information relevant to decision making, profit planning and budgeting, cost-volume-profit analysis, variance analysis, preparation statement of cash flows and segment report. BG 1201 Statistics I 3 (3-0-6) Credits


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Descriptive statistics, probability theory and inferential statistics, summarizing of data in tables and graphs, computation of descriptive statistics, rules of probability, probability distributions, confidence interval estimate of population parameters, and hypothesis testing. BG 1400 Business Law I (Civil & Commercial) 3 (3-0-6) Credits Legal principles and practices of civil and commercial laws, fundamental principles of law, legal relationship between persons, nature of law, definition, types, interpretation, application, and cancellation of law and the judicial system, law on persons, types and capacity of persons, things, property, movable and immovable property, juristic acts, contract, obligation, torts, prescription, specific contracts e.g. purchase and sell contract, exchange, gift, hire of property, hire-purchase, hire of works, hire of services, carriage, loan, deposit, surtyship, mortgage, pledge, agency, brokerage, and insurance. BG 1401 Business Law II (Partnership & Company) 3 (3-0-6) Credits Prerequisite: BG 1400 Business Law I Law of juristic person namely partnership and limited company, relationship among partners, shareholders and third person, establishment, management, auditing, increasing and decreasing of registered capital, dissolution and liquidation, relationship with the commercial bank concerning the bill of exchange, promissory note, cheque, and other legal instruments. BG 2200 Statistics II 3 (3-0-6) Credits Prerequisite: BG 1201 Statistics I Inferential statistics, chi-square, non parametric, anova, index number, correlation and regression analysis, time series, and their applications in business and economics. BIS 1140 Microcomputer Applications 0 (0-1-1) Credits Training of students how to use various software packages for personal and business applications with emphasis on word processing, electronic spreadsheet, Internet applications, and presentation tools. BIS 2180 Information Technology 3 (3-0-6) Credits


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Prerequisite: BIS 1140 Microcomputer Applications Types of information technology including system unit, I/O devices, storage devices, communications devices, software, data and information processing, functions and their applications in businesses. BIS 3340 Computer Tools in Research 0 (0-1-1) Credits Prerequisite: BIS 1140 Microcomputer Applications Training of how to use statistical software tools to conduct research including data collection, processing and presentation, and software analytical features. FIN 2700 Money, Banking and Financial Markets 3 (3-0-6) Credits Prerequisite: BG 1200 Mathematics for Business Financial system including functions and evolutions of money, roles of the central bank, types and roles of financial institutions, determinants of interest rates and how interest rates influence the economy, impact of monetary and fiscal policies on money supply, types of financial markets and securities, analysis of financial statements, pricing of debt instruments, time value of money, and international financial system. FIN 3701 Corporate Finance 3 (3-0-6) Credits Prerequisite: FIN 2700 Money, Banking and Financial Markets OR ECO3713 Economics of Money and Banking Introduction to financial management by corporations, comprehensive overview from managerial perspectives, time value of money, management of working capital, planning needs for short-term and long-term funds and raising funds, stock and bond valuation, determination of cost of capital, and risk/return trade-off. IBM 2702 International Business Environment 3 (3-0-6) Credits Prerequisite: BG 2401 Microeconomics Global business environment focusing on economics, social-cultural, and political, regulatory and legal dimensions of international business environment, international business theories, global business environment, FDI, trade polices, institutional arrangements, government business relationships, global perspectives, challenges and opportunities in the competitive business environment. MGT 2900 Principles of Management 3 (3-0-6) Credits


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Prerequisite: MGT 1101 Introduction to Business Principles of management: planning, organizing, leading and controlling, theory of management as applied to modern corporate structure, management policies, departmentalization, centralization and decentralization, line and staff functions, and human resources management. MGT 3905 Operations Management 3 (3-0-6) Credits Prerequisite: MGT 2900 Principles of Management Fundamentals of industrial management from the point of view of organization structure, product, product development and research, standardization, plant location and layout, materials handling, machines equipment and maintenance, and overall operation of production and control.

MGT 3907 Business Communication 3 (3-0-6) Credits Prerequisite: BG 2001 English IV Patterns of communication in business in both theories and practices of the business professional, business letters, essays and reporting, memoranda, conversation interviewing, presentation advertising and public relations, reading and listening techniques, electronic mail, videoconferencing, decision support systems, collaborative writing systems, group scheduling systems, and Internet-based communications.

MGT 3940

Business Research Methodology

3 (3-0-6) Credits Prerequisite: BG 2200 Statistics II

BIS 3340 Computer Tools in Research Scientific research methods for business decision-making and problem-solving with emphasis on nature of research, choosing a problem and scope for research in business administration, planning and organizing research project, methodology and techniques in data collection, design of research project, processing, analysis and presentation of data in appropriate report format.

MGT 4914 Entrepreneurship 3 (3-0-6) Credits Prerequisites: MKT 2280 Principles of Marketing FIN 3701 Corporate Finance MGT 3940 Business Research Methodology MGT 3905 Operations Management Senior standing (112 credits) for Marketing students Principles, theories and practical aspects of entrepreneurship, pre-start-up, start-up and early growth of new venture, writing business plan and making existing enterprises profitable.


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MKT 2280 Principles of Marketing 3 (3-0-6) Credits Prerequisite: MGT 1101 Introduction to Business 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. (B) Major Required Courses BIS 3587 Principles of Electronic Commerce 3 (3-2-5) Credits Prerequisites: BIS 1140 Microcomputer Applications BIS 2180 Information Technology Principles of electronic commerce with emphasis on how to establish electronic commerce together with its necessary mechanism, HyperText Markup Language (HTML), web-developing tools, multimedia, skills and techniques in implementation of e-commerce, and multimedia concepts. MKT 3102 Integrated Marketing Communications 3 (3-0-6) Credits Prerequisite: MKT 2280 Principles of Marketing 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. MKT 3515 Purchasing and Supply Chain Management 3(3-0-6) Credits Prerequisite: MKT 2280 Principles of Marketing Scope and objective of negotiation in procurement, participation and relationship of functional elements of organization of purchasing department, preparation, conduct and recording of negotiations, analysis of sources of supply, contract cost, price, profit, investment and risk, cost principles, techniques of negotiation, make or buy, and transportation service. MKT 3525 Sales Management 3(3-0-6) Credits Prerequisite: MKT 2280 Principles of Marketing 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


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supervising of salesman. MKT 3530 Consumer Behavior 3(3-0-6) Credits Prerequisites: MKT 2280 Principles of Marketing MGT 2404 Managerial Psychology 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. MKT 3620 Global Marketing 3(3-0-6) Credits Prerequisite: MKT 2280 Principles of Marketing 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. MKT 4725 Competitive Analysis and Strategy 3(3-0-6) Credits Prerequisite: MKT 2280 Principles of Marketing Completion of at least 90 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. MKT 4730 Marketing Management 3(3-0-6) Credits Prerequisites: MKT 2280 Principles of Marketing MGT 2900 Principles of Management Senior standing (106 credits) Scope and field of marketing management, need of marketing and product planning for promotion purpose, need of planning for new products to replace existing products, planning for new


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marketing techniques including pricing and pricing policies, techniques of market survey, its objectives and limitations, management of personal selling, coordination of advertising with all other aspects of marketing, development of policy toward changing items comprising product lines, and control of marketing operation. MKT 4829 Marketing Decision Making 3(3-0-6) Credits Prerequisites: MKT 2280 Principles of Marketing Senior standing (112 credits) Graduating Only or Department Chairperson’s Approval Principles, techniques and actual practices of marketing forecasting, demand analysis and evaluation of market potential with emphasis on market projection, sales budgeting, pricing, production and distribution scheduling as a part of administrative planning for profit, market campaign planning, execution and control. MKT 4855 Research in Marketing 3(3-0-6) Credits Prerequisites: MKT 2280 Principles of Marketing MGT 3940 Business Research Methodology

Completion of at least 90 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. C) Concentration Courses Plan A Major Concentration Courses and Plan C Major Elective Courses

FIN 3715 Personal Finance 3(3-0-6) Credits Prerequisites: FIN 2700 Money, Banking and Financial Markets OR ECO 3713 Economics of Money and Banking Management of income, use of funds, personal financial planning and wealth management, personal income and budgeting, consumer credit and credit instruments, types of insurance and investment products, taxes implications and property planning.


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FIN 3724 Financial Feasibility Planning 3(3-0-6) Credits Prerequisite: FIN 3701 Corporate Finance Theories and practice to evaluate structure, procedures and data of an investment project in order to evaluate its feasibility, relationship between financial feasibility and other operating factors such as marketing, economy, and interpretation of information for the purpose of making decisions.

HTM 3101 Introduction to Hospitality Management 3(3-0-6) Credits Prerequisite: MKT 2900 Principles of Management Fundamentals of hotel management, hotel structure and staff, receptions, public relations, other hotel services encompassing foods and beverage, housekeeping and engineering. HTM 3102 Introduction to Tourism Management 3(3-0-6) Credits Prerequisite: MKT 2900 Principles of Management Aspects of tourism demand and supply-element of tourism, model of consumer behavior and decision-making process, impacts of tourism together with role and importance of tourism planning in minimizing those impacts of tourism and developing strategies to ensure sustainable evolution, and ticketing process.

MKT 3627 Sales Promotion 3(3-0-6) Credits Prerequisite: MKT 2280 Principles of Marketing 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.

MKT 3628 Public Relations 3(3-0-6) Credits Prerequisite: MKT 2280 Principles of Marketing Public relations process and job skills of public relations professionals, role of public relations organizations and role of public relations in organizations, promotional campaigns in which public relations plays a key element, techniques and tools used in the field of public relations. MKT 3629 Pricing Strategy and Decisions 3(3-0-6) Credits Prerequisite: MKT 2280 Principles of Marketing


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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.

MKT 3803 Retail Management 3(3-0-6) Credits Prerequisite: MKT 2280 Principles of Marketing 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.

MKT 3804 Fashion Marketing 3(3-0-6) Credits Prerequisite: MKT 2280 Principles of Marketing 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.

MKT 3823 Marketing Channel Strategy and Decision 3(3-0-6) Credits Prerequisite: MKT 2280 Principles of Marketing 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.

MKT 3830 Direct Marketing 3(3-0-6) Credits Prerequisite: MKT 2280 Principles of Marketing Methods of direct marketing to consumers and businesses without using conventional retailers or sales forces, use of direct marketing techniques to enhance traditional marketing methods, scope of direct marketing, strategic planning, planning and positioning database management, direct mail, telemarketing, catalogs, direct response advertising, and marketing applications and


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concepts. MKT 3836 Merchandising and Promotion 3(3-0-6) Credits Prerequisites: MKT 2280 Principles of Marketing MKT 3803 Retail Management (For students who select plan A: Retail

Entrepreneurship) Duties and problems of store buyer, merchandise manager, 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 displays and product/ visual merchandising.

MKT 3837 Service and Customer Relationship Management 3(3-0-6) Credits Prerequisite: MKT 2280 Principles of Marketing 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.

MKT 3838 Event Marketing 3(3-0-6) Credits Prerequisite: MKT 2280 Principles of Marketing Comprehensive coverage of events and sponsorship strategies, basic principles of motivation for participants and spectators, application of broad principles underlying why consumers attend events in a variety of context and situations, basic marketing, target marketing and segmentation, sponsorship, event marketing, promotions, sponsorship proposals, and implementation of marketing plans. Students will develop a customized sponsorship proposal on behalf of a designated event organization and selling techniques, and then deliver a sales presentation.

MKT 3840 Digital Marketing 3(3-0-6) Credits Prerequisite: MKT 2280 Principles of Marketing


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Overview of practical marketing and communication applications for digital communication channels, especially the Internet and hi-technology devices, strategy and implementation of various digital formats to enhance the marketing of goods and services such as social media marketing, digital media, mobile, website, social networking, and search engine marketing with focus on evolving behavior of digital consumer and new digital opportunities, how to plan, buy, track, report and evaluate each digital marketing tool/device to solve current marketing problems, digital marketing terminology and metrics such as page view, unique visitor, dwelling time, and pay-per-performance.

MKT 4726 Advertising and Creative Strategy 3(3-0-6) Credits Prerequisite: MKT 3102 Integrated Marketing Communications 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”.

MKT 4727 Integrated Media Planning 3(3-0-6) Credits Prerequisites: MKT 3102 Integrated Marketing Communications MKT 4726 Advertising and Creative Strategy 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. MKT 4805 Business-to-Business Marketing 3(3-0-6) Credits Prerequisite: MKT 2280 Principles of Marketing 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.


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MKT 4806 Product and Brand Management 3(3-0-6) Credits Prerequisite: MKT 2280 Principles of Marketing 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. MKT 4807 Agricultural Marketing 3(3-0-6) Credits Prerequisite: MKT 2280 Principles of Marketing Nature and problems of marketing agricultural product with emphasis on Thai agricultural marketing, nature of Thai agricultural products and their marketing systems, survey of local and foreign agricultural marketing, environmental factors of agricultural markets, grading, storing and transporting products, promotional activities and policies of government and private agencies.

MKT 4808 Advanced Marketing Presentation 3(3-0-6) Credits Prerequisite: MKT 2280 Principles of Marketing Senior standing over 90 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.

MKT 4809 Marketing for Services 3(3-0-6) Credits Prerequisite: MKT 2280 Principles of Marketing Senior standing over 90 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.

MKT 4810 Export-Import Management 3(3-0-6) Credits Prerequisite: MKT 3620 Global Marketing 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,


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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.

MKT 4811 Seminar in Marketing 3(3-0-6) Credits Prerequisites: MKT 2280 Principles of Marketing

MKT 4730 Marketing Management (for Marketing students) Completion of at least 90 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.

MKT 4812 Individual Research 3(3-0-6) Credits Prerequisites: MKT 3530 Consumer Behavior MGT 3940 Business Research Methodology MKT 4855 Research in Marketing Senior standing and Chairperson’s approval 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.

MKT 4826 Contemporary Logistics 3 (3-0-6) Credits Prerequisite: MKT 2280 Principles of Marketing 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. MKT 4845 IMC Research 3 (3-0-6) Credits Prerequisites: MKT 3102 Integrated Marketing Communications MKT 3530 Consumer Behavior MGT 3940 Business Research Methodology Aspects of conducting marketing and communications research and presenting research findings, marketing communications research topics such as media effects research, advertising


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effectiveness research, audience and segmentation research and concept testing, research approaches such as qualitative research, content analysis, survey research, and experimental research. MKT 4848 Contemporary Issues in Marketing 3 (3-0-6) Credits Prerequisite: MKT 2280 Principles of Marketing

Completion of at least 90 credits

Current issues in marketing such as regional marketing strategies, viral marketing, ethical issues in marketing, and green marketing to create sustainability for business, recent marketing news in different sectors. MKT 4849 IMC Campaign Planning 3 (3-0-6) Credits Prerequisites: MKT 4726 Advertising and Creative Strategy

MKT 4727 Integrated Media Planning Senior standing (106 credits) Conceptual synthesis and practical application of business, research, media planning, and creative principles used in the formulation of persuasive messages, development of a complete integrated marketing communications (IMC) campaign for sales promotion, and both written and oral presentation of the campaign.

MKT 4856 Brand Building Strategy 3(3-0-6) Credits Prerequisite: MKT 3102 Integrated Marketing

Communications Completion of at least 90 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. MKT 4857 Qualitative Research in Marketing 3(3-0-6) Credits Prerequisite: MKT 4855 Research in Marketing


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Senior standing (106 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. MKT 4897 Marketing Internship 3(0-9-3) Credits Prerequisite: MKT 2280 Principles of Marketing Completion of at least 90 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.

MKT 4898 Seminar in Entrepreneurship 3(3-0-6) Credits Prerequisite: MKT 2280 Principles of Marketing Senior standing (106 credits) Starting and running of a business, legal organization of firm, branding, financing, franchising, location and site selection, employee management, buying and customer support functions, retail environment and application of new technologies, retail marketing mix components (such as branding, merchandising, pricing and margin planning, store management, layout and visual merchandising), internal and external promotions, traits and characteristics of successful entrepreneurs. MKT 4899 IMC Internship 3(0-9-3) Credits Prerequisite: MKT 3102 Integrated Marketing Communications Senior standing (106 credits) and Chairperson’s approval 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.

Plan B Business Concentration Courses 1. Advertising


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AD 3106 Art Direction 3 (2-2-5) Credits Prerequisite: CA 2004 Introduction to Advertising Art direction, development of basic art skills and its impact in terms of color combination, layout format, typography and visual composition in both print and TV on effective advertising.

AD 3112 Brand Communication 3 (3-0-6) Credits Prerequisite: AD 3101 Principles of Marketing Communication Theories and principles of brand communication, brand positioning and repositioning, brand equity measurement, brand leverage and integrated brand communications, including current topics of branding. AD 4108 Basic Copywriting (English) 3 (2-2-5) Credits Prerequisite: AD 3101 Principles of Marketing Copywriting in English through analyzing the effectiveness of advertisements in the media, significant characteristics of advertisements appropriately applied, and practice in the art of copywriting in English.

CA 2004 Introduction to Advertising 3 (3-0-6) Credits Theories in advertising and basic methods of advertising, role of advertising, products and services to consumers, analysis of products, markets and consumers, process of advertising, advertising planning, selection of media, judgment of advertising execution, creation of advertisements, function and services of advertising agency, ethics and responsibility in advertising.

CA 2013 Utilization of Multimedia Tools 3(2-2-5) Credits Strategies to use broadcast and multimedia applications for communication to get students familiar with multimedia tools and various computer applications for creation of communication materials.

2. Business Information Systems BIS 3315 Programming and Algorithms 3 (3-0-6) Credits Prerequisite: BIS 1140 Microcomputer Applications Concepts in programming based on selected programming languages, essential programming tools, logics and algorithms, as well as program coding and debugging.

BIS 3635 Database Systems 3 (3-0-6) Credits Prerequisites: BIS 1140 Microcomputer Applications


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BIS 2180 Information Technology Data models with focus on relational database systems and design through entity-relationship diagram and normalization, database management system (DBMS), query, integrity and security of database.

BIS 3655 Data Communications and Networking 3 (3-0-6) Credits Prerequisite: BIS 2180 Information Technology Data communications and computer networks, communication devices, transmission media, various network protocols, network design, security, and management.

BIS 3666 Information System Analysis and Design 3 (3-0-6) Credits Prerequisite: BIS 3655 Database Systems Methodical approach by emphasizing strategies, tools and techniques of systems analysis and design, existing systems with DFD and feasibility study to design interfaces, databases, processes, management reports as well as planning deployment and maintenance.

BIS 4675 Information Systems Project Management 3 (3-0-6) Credits Prerequisite: Senior standing (106 credits) Concepts of information system project management, how to oversee or take part in all project activities, project planning and modeling, budgeting, information technology management, and business objective realization.

3. Finance and Banking FIN 3711 Investment 3 (3-0-6) Credits Prerequisite: FIN 3701 Corporate Finance Features and trading methods of the securities markets, analysis of risk and return in the context of formal pricing models such as the Capital Asset Pricing Model and the Arbitrage Pricing Theory, basic techniques of securities valuation and management of securities in a portfolio context, analysis of bonds, duration, and convexity, valuation of stocks using models such as discounted cash flow models, P/E multiples, and alternative-pricing models, implication of efficient market theory and anomalies on fundamental and technical analysis, the concept of portfolio diversification and the construction of optimal portfolios such as mean-variance efficient portfolios and introductions to options and futures markets. FIN 3712 Money and Capital Markets 3 (3-0-6) Credits Prerequisite: FIN 2700 Money, Banking and Financial Markets


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OR ECO 3713 Economics of Money and Banking Structural characteristics of the money and capital markets such as operations, regulations, management, instruments, market participants, and their roles in the financial environment, including how the intermediaries facilitate the flow of funds and how interest rates change with the market conditions. FIN 3713 Business Analysis and Valuation 3 (3-0-6) Credits Prerequisite: FIN 3701 Corporate Finance Use of financial statements as framework for business analysis applying concepts not only from accounting but also economics and business perspectives to make sound business decisions, going beyond accounting concepts to evaluate the companies’ performance and value the companies. FIN 4813 Financial Management 3 (3-0-6) Credits Prerequisite: FIN 3701 Corporate Finance Senior standing (106 credits) Case-study approach to strategically evaluate the performance of corporations and create value for shareholders, working capital management, capital budgeting, cost of capital, dividends policy, and financing and capital structure.

FIN 4815 Bank Management 3 (3-0-6) Credits Prerequisite: FIN 3712 Money and Capital Markets Aspects of bank management, nature of commercial banking, assets, liability and capital management, liquidity management, credit management, risk management, and current issues in banking industry.

4. Hospitality and Tourism Management HTM 3101 Introduction to Hospitality Management 3 (3-0-6) Credits Prerequisite: MGT 2900 Principles of Management Fundamentals of hotel management, hotel structure and staff, receptions, public relations, other hotel services encompassing foods and beverage, housekeeping and engineering.

HTM 3102 Introduction to Tourism Management 3 (3-0-6) Credits Prerequisite: MGT 2900 Principles of Management


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Aspects of tourism demand and supply-element of tourism, model of consumer behavior and decision-making process, impacts of tourism together with role and importance of tourism planning in minimizing those impacts of tourism and developing strategies to ensure sustainable evolution, and ticketing process. HTM 3103 Consumer Behavior in Hospitality and Tourism

Industry 3 (3-0-6) Credits

Prerequisite: MKT 2280 Principles of Marketing Diversity of tourists and their consumer behavior, traditional, social and cultural backgrounds, sociological and psychological factors, social groups, demographic variables, social strata and culture that form tourist attitudes, consideration, purchasing behavior and consumption, tourist behavior with qualitative and quantitative approaches to assure better understanding of diversity of tourist behavior.

HTM 3204 Human Resource Management in Hospitality

and Tourism 3 (3-0-6) Credits

Prerequisites: HTM 3101 Introduction to Hotel Management HTM 3102 Introduction to Tourism Management Overview of policies, practices, and procedures that can be used to attract, select, develop, and retain quality employees, factors that influence human resource management policies and practices, substantive situations to be faced as a future hospitality and tourism professional.

HTM 3205 Marketing for Hospitality and Tourism 3 (3-0-6) Credits Prerequisites: HTM 3101 Introduction to Hotel Management HTM 3102 Introduction to Tourism Management HTM 3103 Consumer Behavior in Hospitality and Tourism Industry Application of knowledge and skills acquired in principles of marketing and consumer behavior to the hospitality and tourism industry, evaluation of the industry, analyzing and developing marketing plans, application of various promotional strategies and tools to achieve organization’s marketing objectives, department’s structure, functions, and responsibilities of key personnel.

5. International Business Management IBM 3711 Comparative Management 3 (3-0-6) Credits


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Prerequisite: IBM 2702 International Business Environment Differences and similarities of managerial systems and management practices in different cultural settings, definitions and concepts of culture, cultural differences at the national, organizational and managerial levels, regional and country cultural characteristics, complexities and challenges of running global organizations.

IBM 3713 International Management 3 (3-0-6) Credits Prerequisite: IBM 3711 Comparative Management Management of assets and operations beyond the borders of one’s home country, managers’ fundamental responsibilities for planning, organizing, leading and controlling the firm’s activities across cultures. IBM 3714 Export-Import Policy and Strategy 3 (3-0-6) Credits Prerequisite: MKT 3620 Global Marketing Issues involved in developing comprehensive export/import strategies at national sector and firm levels, government institutions and their roles in balancing exports and imports among sectors, strategic use of export-import organizations to promote economic and competitive advantages, procedures and practices of export-import financing, documentation, export/import compliance, export/import channels, foreign trade zones, and transportation modes. IBM 4811 International Strategic Management 3 (3-0-6) Credits Prerequisite: IBM 3713 International Management Senior standing (IBM Major) Strategic management amidst the phenomena of globalization to encourage students to integrate and apply knowledge and skills learned in earlier courses, critical business skills of understanding and managing strategic issues in international settings, environmental analysis, challenges and benefits of globalization, design of global corporate strategies, system of value creation, and evaluation of corporate strategies. IBM 4820 International Cooperative Strategy 3 (3-0-6) Credits Prerequisite: IBM 3713 International Management Systematic conceptual framework of international cooperative strategies and managerial skills and competencies necessary to form and manage effective cross-border partnerships, issues related to various typologies and frameworks for strategic alliances and partner selection, ownership structure decision, design of management control systems, performance assessment, inter-partner fit/trust


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building, and evolution and stability of alliances over time. 6. Industrial Management IDM 3203 Logistics and Supply Chain Management 3 (3-0-6) Credits Prerequisites: MGT 3905 Operations Management MKT 2280 Principles of Marketing Logistics system, logistics collaboration, tools and techniques for logistical analysis, trade-off between cost and service level, logistic functions, customer accommodation strategies, procurement strategies, manufacturing strategies, logistical strategies and operations, order processing, inventory, transportation, warehousing, network design, and logistical performance measurement. IDM 3204 Industrial Safety and Risk Management 3 (3-0-6) Credits Prerequisite: MGT 2900 Principles of Management Principles of risk management and its process, methods of handling risks especially loss prevention, how to manage safety procedures and how safety cultures can be built and established among organizational members, how safety can lead to cost reduction, productivity and efficiency improvement for the company as a whole. IDM 4201 Manufacturing Planning and Control 3 (3-0-6) Credits Prerequisite: MGT 3905 Operations Management Production systems, materials planning and control, production aspects, market demand management, functional linkages, determination of production schedule and dispatching, and production control system, implementation, and inventory management. IDM 4203 Quality Management 3 (3-0-6) Credits Prerequisite: MGT 3905 Operations Management Principles and practices of quality management during production process, application of techniques in quality improvement and quality control, modern concept of quality with emphasis on the Malcolm Baldrige criteria for performance excellence and six-sigma which increase efficiency and effectiveness in industrial business. IDM 4206 Industrial Environmental Management 3 (3-0-6) Credits Prerequisite: GE 1301 Environmental Science


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Concepts of environmental studies, water system, water supply, wastewater treatment, air quality, meteorology and natural purification process, engineering system for air pollution control, solid waste control and management, and ISO 14000. 7. Insurance Management INS 3101 Principles of Risk Management and Insurance 3 (3-0-6) Credits Concepts of risk, terminologies used in risk management and insurance, risk management process and methods of handling risk, principles that underline the field of insurance, various types of insurance contracts, such as property, liability, life, health, and government insurance, nature and operator of the insurance business.

INS 3201 Property Insurance 3 (3-0-6) Credits Prerequisite: INS 3101 Principles of Risk Management and Insurance Analysis of an insurance contract and measurement of property and net income loss exposures of family and business firm in general, major insurance policies and extension available in the Thai market, fire insurance and allied lines, Industrial All Risk business interruption insurance, motor insurance, ocean and inland marine insurance and other modern property insurance for business firm. INS 3202 Casualty Insurance 3 (3-0-6) Credits Prerequisite: INS 3101 Principles of Risk Management and Insurance Analysis of source of legal liability, major sources of liability loss exposures of both family and business firm and insurance coverage designed to meet those loss exposures, personal liability insurance, public liability insurance, fidelity guarantee insurance, workers’ compensation employer’s liability insurance, professional liability insurance, products liability insurance, surety bond, and a variety of miscellaneous liability insurance.

INS 3301 Principles of Life Assurance 3 (3-0-6) Credits Prerequisite: INS 3101 Principles of Risk Management and Insurance Features of life insurance industry, life insurance contract, life insurance policy, life insurance products and supplemental benefits, life insurance policy provisions, policy ownership rights, paying life insurance policy proceeds and group life insurance. INS 4302 Accident, Group and Health Insurance 3 (3-0-6) Credits Prerequisite: INS 3301 Principles of Life Assurance


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Analysis and measurement of personal loss exposure in respect of family and business firm, scope of coverage and extension of personal accident insurance, health insurance for medical expense benefit, disability benefit, theory of group insurance, master contract and certificate, various aspects and clauses under group insurance contract including marketing and distribution of group insurance and evaluation of current trends. 8. Management MGT 3915 Project Management 3 (3-0-6) Credits Prerequisite: MGT 3905 Operations Management Project planning procedure by considering factors in determining project objectives, setting of work system, allocation of resources, project feasibility analysis, matrix model organization, management techniques and operation procedures in accomplishing goal such as implementation, communication, coordination, controlling and evaluation of project. MGT 3917 Innovation and Change Management 3 (3-0-6) Credits Prerequisite: MGT 2900 Principles of Management Concepts of innovation and change management, innovation as a management process with external linkages, role of innovation and how to manage innovation within firms, new product and services development as part of innovation. MGT 3922 Introduction to New Ventures 3 (3-0-6) Credits Prerequisite: MGT 2900 Principles of Management New venture formation, how to launch a new business venture, how to get ideas to reality, and how to develop strategy. MGT 4910 Productivity and Quality Management 3 (3-0-6) Credits Prerequisite: MGT 3905 Operations Management Philosophy, principles and practices of productivity and quality management, concepts, tools, techniques and systems associated with productivity and quality including Quality Circle, TQM, ISO, Benchmarking and Six Sigma. MGT 4916 Negotiation Strategy 3 (3-0-6) Credits Prerequisites: MGT 2404 Managerial Psychology


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MGT 2900 Principles of Management Principles and practices of domestic and international negotiations, for example in the fields of political, marketing and financial negotiations, impact of verbal and non-verbal communications upon negotiating process, development of skills in managing conflict resolutions within organization, how to manage negotiating process and how to handle the hard bargainer.

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