Global Marketing
Global Marketing
1.1 To enable students to develop a thorough understanding of international marketing theory and key concepts. Topics of particular emphasis will
include:
1.1.1 International differences in consumer behaviour
1.1.2 Challenge of managing and delivering high quality service to customers in a cross-cultural context
1.1.3 International branding strategies and issues
1.1.4 Global marketing strategies from a European perspective
1.2 To develop a knowledge and understanding of vocabulary associated with international/ global marketing strategy in different types of economies, organizations and market situations.
1.3 To appreciate the complexities of international and global marketing.
1.4 To create an awareness of processes, context and influences associated with international and global marketing strategies.
1.5 To develop appreciation of strategies and plans for a mix of international and global economies.
1.6 To develop an understanding of the implications for implementation, monitoring and control of the international marketing planning process.
include:
1.1.1 International differences in consumer behaviour
1.1.2 Challenge of managing and delivering high quality service to customers in a cross-cultural context
1.1.3 International branding strategies and issues
1.1.4 Global marketing strategies from a European perspective
1.2 To develop a knowledge and understanding of vocabulary associated with international/ global marketing strategy in different types of economies, organizations and market situations.
1.3 To appreciate the complexities of international and global marketing.
1.4 To create an awareness of processes, context and influences associated with international and global marketing strategies.
1.5 To develop appreciation of strategies and plans for a mix of international and global economies.
1.6 To develop an understanding of the implications for implementation, monitoring and control of the international marketing planning process.
None
The course covers issues and concepts which result from globalization. The course aims to evaluate the forces of risk, culture and macro and national level economic factors to analyze firm strategy. It considers particularly the role and importance of global marketing to the firm and the principles of global marketing management including: policy setting, planning, strategy formulation, market entry scenarios, product and service adaptation requirements, pricing issues, challenges in logistics and distribution, and global branding and communication issues when products and services enter the global marketplace.
- The faculty member provides academic advice and guidance to students
(Individual/group) 4 hours/week.
The faculty member announces the advising schedule by announcing through website
(Individual/group) 4 hours/week.
The faculty member announces the advising schedule by announcing through website
Graduates can handle problems related to morality, ethics, and their work
by using their discretion based on values, feelings of others, core values, and professional ethics. Graduates can express moral and ethical behavior in conducting research, and generally through their sense of responsibility, honesty, sacrifice, being a good role model, comprehending others and their world etc.
Graduates show leadership, self-sufficiency lifestyle, teamwork skills, career adaptation, morals and ethics, honesty, responsibility, openness to others’ opinions, and professionalism with respect to the rules and regulations, maintain Thainess, and show social responsiveness; to themselves, society, environment, organizations, including cross-cultural society.
1.1.1 Understand the concepts of ethics, morals and business professionalism, recognize their social responsibility, the value of morals, sacrifice, non-exploitation of others, honesty to themselves and others
1.1.2 Have self-sufficiency, diligence, perseverance, discipline, punctuality, responsibility for themselves, society, and environment.
1.1.3 Follow rules and regulations of the organization and society.
by using their discretion based on values, feelings of others, core values, and professional ethics. Graduates can express moral and ethical behavior in conducting research, and generally through their sense of responsibility, honesty, sacrifice, being a good role model, comprehending others and their world etc.
Graduates show leadership, self-sufficiency lifestyle, teamwork skills, career adaptation, morals and ethics, honesty, responsibility, openness to others’ opinions, and professionalism with respect to the rules and regulations, maintain Thainess, and show social responsiveness; to themselves, society, environment, organizations, including cross-cultural society.
1.1.1 Understand the concepts of ethics, morals and business professionalism, recognize their social responsibility, the value of morals, sacrifice, non-exploitation of others, honesty to themselves and others
1.1.2 Have self-sufficiency, diligence, perseverance, discipline, punctuality, responsibility for themselves, society, and environment.
1.1.3 Follow rules and regulations of the organization and society.
Contribution to organizational culture; students can express their ethical behavior, such as their discipline, responsibility by attending class on time, and wearing university uniform properly. Moreover, students should be good leaders as well as being a good team member. Show honesty by avoiding copying, plagiarizing others work, etc. Lecturers should be concerned about morals and ethics by adopting morals and ethics activities, such as promoting a good model for students and promoting those who self-sacrifice.
1.3.1 Evaluate students’ punctuality, submission of assignments on time, and
students’ participation.
1.3.2 Evaluate their self-sacrifice and willingness to participate in activities.
1.3.3 Determine the number of frauds, (if any) in examinations.
1.3.4 Evaluate students’ responsibilities toward assignments and job commitment.
students’ participation.
1.3.2 Evaluate their self-sacrifice and willingness to participate in activities.
1.3.3 Determine the number of frauds, (if any) in examinations.
1.3.4 Evaluate students’ responsibilities toward assignments and job commitment.
Graduate has extensive knowledge in major and specific areas of business awareness of the principles and theories of relevant knowledge. For professional courses, graduate has an understanding of the advancement of knowledge in specific subject areas and aware of current research which is related to solutions and to further knowledge. The course focuses on the practical aspect, particularly the realization in practice that rules and regulations vary according to the situation.
Graduates show extensive and systematic knowledge of the essence of their major. They can properly learn the principles and theories of mathematics, statistics or related issues, apply the knowledge studied in their major. and integrate knowledge from their major studies. They can compete at international level including; numerical analysis skills, communication, language and using information technologies to support the business operation. They can select the appropriate form of presentation to develop themselves, society and local community.
Graduates show leadership, self-sufficiency lifestyle, teamwork skills, career adaptation, morals and ethics, honesty, responsibility, ability to listen to others’ opinions, and professionalism with respect to rules and regulations. They can maintain Thainess and demonstrate social responsiveness to themselves, society, environment, organizations, including cross-cultural society.
2.1.1 Have knowledge about principles, theories and practices in the area of their major; can appropriately integrate the knowledge of major study with other knowledge involved, and can continually develop their knowledge by utilizing their academic skills and experience.
2.1.2 Have knowledge and understand the essence of relevant knowledge; apply knowledge and skills in problem analysis; understand and be able to explain requirements related to the field of study, including application of knowledge and skills in order to choose the right tools to solve problems and issues in daily life.
2.1.3 Have knowledge and understand the essence of the management process in planning, organization structure, operation, control and operational performance; able to improve plans and methods in response to situations.
2.1.4 Have knowledge about academic progress and business administration career, including an understanding of changing situations and their impact.
Graduates show extensive and systematic knowledge of the essence of their major. They can properly learn the principles and theories of mathematics, statistics or related issues, apply the knowledge studied in their major. and integrate knowledge from their major studies. They can compete at international level including; numerical analysis skills, communication, language and using information technologies to support the business operation. They can select the appropriate form of presentation to develop themselves, society and local community.
Graduates show leadership, self-sufficiency lifestyle, teamwork skills, career adaptation, morals and ethics, honesty, responsibility, ability to listen to others’ opinions, and professionalism with respect to rules and regulations. They can maintain Thainess and demonstrate social responsiveness to themselves, society, environment, organizations, including cross-cultural society.
2.1.1 Have knowledge about principles, theories and practices in the area of their major; can appropriately integrate the knowledge of major study with other knowledge involved, and can continually develop their knowledge by utilizing their academic skills and experience.
2.1.2 Have knowledge and understand the essence of relevant knowledge; apply knowledge and skills in problem analysis; understand and be able to explain requirements related to the field of study, including application of knowledge and skills in order to choose the right tools to solve problems and issues in daily life.
2.1.3 Have knowledge and understand the essence of the management process in planning, organization structure, operation, control and operational performance; able to improve plans and methods in response to situations.
2.1.4 Have knowledge about academic progress and business administration career, including an understanding of changing situations and their impact.
2.2.1 Instructors use a variety of teaching formats that differentiate the content of courses by focusing on theoretical and practical knowledge to achieve the body of knowledge:
2.2.2 Student centered activities are provided in learning and teaching.
2.2.3 Assign projects, reports and presentation in the class.
2.2.4 All students gain hands-on experience from enterprises by training in cooperative education or Work Integrated Learning.
2.2.2 Student centered activities are provided in learning and teaching.
2.2.3 Assign projects, reports and presentation in the class.
2.2.4 All students gain hands-on experience from enterprises by training in cooperative education or Work Integrated Learning.
2.3.1 Topic tests and assignments.
2.3.2 The mid-term tests and final tests
2.3.3 Assessment of reports done by students
2.3.4 Assessment of business plans or program proposals
2.3.5 Assessment of report presentation in class
2.3.6 Assessment of cooperative education courses
2.3.2 The mid-term tests and final tests
2.3.3 Assessment of reports done by students
2.3.4 Assessment of business plans or program proposals
2.3.5 Assessment of report presentation in class
2.3.6 Assessment of cooperative education courses
Graduates find facts, understand and evaluate information and new evidence from a variety of sources and use that information to solve problems and other issues by themselves. They can study complex problems and suggest ways to resolve problems constructively with regard to theoretical knowledge, practical experience and the impact of decisions. For professional courses, students can regularly practice and find a new approach to properly resolve problems.
A well-rounded graduate can search for information and facts, understand and evaluate the information, extract theories and new evidence from a variety of sources that are beneficial for different situations. They can apply knowledge from theory and experience to systematically consider, analyze, synthesise, solve problems and propose ways to resolve issues rationally.
3.1.1 Able to search, interpret, analyze data, and evaluate information from multiple sources in order to creatively solve problems according to the business environment and make appropriate decisions on their own.
3.1.2 Able to suggest alternatives and outcomes using multiple approaches; able to make choices that are consistent with the situation, and which in turn can build business competitive advantages.
3.1.3 Have critical and systematic thinking, are creative and logical; can integrate knowledge from studies and experience to solve business problems and general situations.
A well-rounded graduate can search for information and facts, understand and evaluate the information, extract theories and new evidence from a variety of sources that are beneficial for different situations. They can apply knowledge from theory and experience to systematically consider, analyze, synthesise, solve problems and propose ways to resolve issues rationally.
3.1.1 Able to search, interpret, analyze data, and evaluate information from multiple sources in order to creatively solve problems according to the business environment and make appropriate decisions on their own.
3.1.2 Able to suggest alternatives and outcomes using multiple approaches; able to make choices that are consistent with the situation, and which in turn can build business competitive advantages.
3.1.3 Have critical and systematic thinking, are creative and logical; can integrate knowledge from studies and experience to solve business problems and general situations.
3.2.1 Case studies that apply the theory of international business management.
3.2.2 Utilize cognitive skills: analysis and synthesis.
3.2.3 Provide students with learning situations based on practical, real life problems.
3.2.2 Utilize cognitive skills: analysis and synthesis.
3.2.3 Provide students with learning situations based on practical, real life problems.
3.3.1 ability to analyze a case and provide well reasoned solutions.
3.3.2 ability to analyze and synthesize material from different sources to provide a coherent outcome.
3.3.3 ability to present and/or defend problem solution through written or oral assessment.
3.3.2 ability to analyze and synthesize material from different sources to provide a coherent outcome.
3.3.3 ability to present and/or defend problem solution through written or oral assessment.
Graduates are able to contribute to the resolution of problems creatively within
their group by serving as a leader or member. They are able to take a leadership role in all uncertain situations and use innovative ways to solve problems using personal knowledge and group inputs. This forms the basis for their ongoing learning and the development of their professionalism.
Graduates have curiosity and follow up their academic progress to develop themselves and their own careers. They demonstrate critical thinking, creative thinking; can apply, analyze and integrate knowledge to practice. They help and contribute to the proper solution of a problem based on their own contribution and that of their group.
4.1.1 Have leadership and followership within a team; have responsibility; listen
to and respect other ideas; able to resolve conflict appropriately and adopt a professional attitude.
4.1.2 Show ability in proposing initial ideas, comment on different views, new ideas, and advance ideas to support their team; can use their knowledge to solve their team’s problem in social issues appropriately.
4.1.3 Have responsibility to both develop their own learning and to continue in their career.
their group by serving as a leader or member. They are able to take a leadership role in all uncertain situations and use innovative ways to solve problems using personal knowledge and group inputs. This forms the basis for their ongoing learning and the development of their professionalism.
Graduates have curiosity and follow up their academic progress to develop themselves and their own careers. They demonstrate critical thinking, creative thinking; can apply, analyze and integrate knowledge to practice. They help and contribute to the proper solution of a problem based on their own contribution and that of their group.
4.1.1 Have leadership and followership within a team; have responsibility; listen
to and respect other ideas; able to resolve conflict appropriately and adopt a professional attitude.
4.1.2 Show ability in proposing initial ideas, comment on different views, new ideas, and advance ideas to support their team; can use their knowledge to solve their team’s problem in social issues appropriately.
4.1.3 Have responsibility to both develop their own learning and to continue in their career.
4.2.1 Assign tasks that require contact and coordination with others.
4.2.2 Assign tasks that require interpersonal communication skills.
4.2.3 Assign tasks that require brainstorming and working together.
4.2.4 Provide activities to enhance their personal interaction.
4.2.2 Assign tasks that require interpersonal communication skills.
4.2.3 Assign tasks that require brainstorming and working together.
4.2.4 Provide activities to enhance their personal interaction.
4.3.1 Assessment of the students’ behavior in group activities.
4.3.2 Assessment of the results of both an individual student and groups.
4.3.3 Assess student ability to communicate in a variety of situations.
4.3.4 Co-assessment products of both instructors and students.
4.3.2 Assessment of the results of both an individual student and groups.
4.3.3 Assess student ability to communicate in a variety of situations.
4.3.4 Co-assessment products of both instructors and students.
5.1 Learning outcome on numerical skills, communication and
information technology skills
Students can study and understand important issues. They are able to choose and apply mathematical or statistical techniques appropriate to issues involved in their study. They can also suggest ways to solve questions. They can use technology to collect data, process, interpret and present their findings. Moreover, they have the ability to communicate effectively both orally and in writing by selecting a presentation form appropriate to their audience.
Graduates have knowledge about the essence of their education within their specialization in terms of skill and professionalism. They study the principles and theories of mathematics and statistics related to their specific field. They can integrate their knowledge across different fields of study. They are able to perform at an international level. They demonstrate numerical, communication, language, and IT skills that are appropriate for doing business and they can present outcomes in a manner that develops their own society and community.
5.1.1 Have ability to apply mathematics, statistics, and qualitative analysis for making business decision and daily life.
5.1.2 Have ability to communicate, explain, and promote understanding by using media techniques, methodology, communication tools and technology in the right way for both written and oral presentation efficiently and creatively.
5.1.3 Have ability to communicate effectively in Thai and a foreign language as is necessary in business.
5.1.4 Able to use information technology appropriately and bring technology to a business to support effective operation.
information technology skills
Students can study and understand important issues. They are able to choose and apply mathematical or statistical techniques appropriate to issues involved in their study. They can also suggest ways to solve questions. They can use technology to collect data, process, interpret and present their findings. Moreover, they have the ability to communicate effectively both orally and in writing by selecting a presentation form appropriate to their audience.
Graduates have knowledge about the essence of their education within their specialization in terms of skill and professionalism. They study the principles and theories of mathematics and statistics related to their specific field. They can integrate their knowledge across different fields of study. They are able to perform at an international level. They demonstrate numerical, communication, language, and IT skills that are appropriate for doing business and they can present outcomes in a manner that develops their own society and community.
5.1.1 Have ability to apply mathematics, statistics, and qualitative analysis for making business decision and daily life.
5.1.2 Have ability to communicate, explain, and promote understanding by using media techniques, methodology, communication tools and technology in the right way for both written and oral presentation efficiently and creatively.
5.1.3 Have ability to communicate effectively in Thai and a foreign language as is necessary in business.
5.1.4 Able to use information technology appropriately and bring technology to a business to support effective operation.
5.2.1 Assign activities for students to analyze simulations or scenarios and present appropriate solutions.
5.2.2 Provide activities for students to learn technical applications, data analysis for decision making in different situations.
5.2.3 Provide opportunity to work with information communication technology.
5.2.2 Provide activities for students to learn technical applications, data analysis for decision making in different situations.
5.2.3 Provide opportunity to work with information communication technology.
5.3.1 Assessment of students’ outcomes/activities relating to numerical analysis.
5.3.2 Assessment of the individual student’s searching and using information communication technology.
5.3.3 Assessment of students’ communicative skills and presentation in class.
5.3.2 Assessment of the individual student’s searching and using information communication technology.
5.3.3 Assessment of students’ communicative skills and presentation in class.
| กิจกรรมที่ | ผลการเรียนรู้ * | วิธีการประเมินผลนักศึกษา | สัปดาห์ที่ประเมิน | สัดส่วนของการประเมินผล |
|---|---|---|---|---|
| 1 | 1 | Class participant | Whole semester | 10% |
| 2 | 4,5 | Weekly Activities | Whole semester | 20% |
| 3 | 1,4,5 | Group project | 17 | 20% |
| 4 | 1,2 | Quiz | Whole semester | 20% |
| 5 | 1,2 | Final Exam | 18 | 30% |
Warren J. Keegan, Mark Green, 2010, Global Marketing, 6th Edition, Pearson Education Inc., Upper Saddle River
Hollensen S, 2011, Global Marketing:A decision-oriented approach 5th Edition, Prentice Hall,
Helsen, K & Kotabe, M 2011, Global Marketing Management 5th Edition, John iley & Son, (Asia) Pte Ltd, Hoboken
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None
1. Observe from the interest and enthusiasm of students
2. Online evaluation from the students
3. Assess from the achievement of the students
2. Online evaluation from the students
3. Assess from the achievement of the students
1. Observe from the participation of students in the class
2. Assess from the achievement of the students
3. Online evaluation from the students
2. Assess from the achievement of the students
3. Online evaluation from the students
1. Consider the suggestions from the result of the evaluation
2. Attend training session and seminar in order to improve teacher’s skills
3. Improve the teaching materials by adapting with the situation
2. Attend training session and seminar in order to improve teacher’s skills
3. Improve the teaching materials by adapting with the situation
1. Observe from the participation of students in the class
2. Assess from the achievement of the students from each test
2. Assess from the achievement of the students from each test
Improve from the evaluation of teaching and feedback by students