Principles of Marketing

Principles of Marketing

1. To provide students with a basic knowledge of the principles of marketing.
2. To enable students to analyze the marketing needs of a business enterprise.
3. To enable students to provide practical application of their knowledge.
4. All basic able to apply their marketing practical project including roles of marketing, marketing concepts, marketing activities, STP, Marketing mix and so on.
1. Marketing is one of the fundamentals of business success
2. Marketing knowledge and skills equip students to excel as business entrepreneurs/managers.
3. Marketing knowledge and skills are essential for employment in business.
4. More updated case studies that are more related to global marketing and Marketing 4.0
Examine fundamental marketing roles, marketing concepts, marketing activity functions, market segmentation, market target, market positioning, and marketing mix. The course explores the basics of marketing strategies in branding, researching, and customer purchasing patterns and behaviors.
-          The faculty member provides academic advice and guidance to students                (Individual/group) 3 hours/week.
The faculty member announces the advising schedule by announcing and noticing in class and posting to Microsoft Team.
1. 1. 1 Understand the concepts and values of ethics, morals, business
professionalism, sacrifice, non-exploitative qualities, and honesty to themselves and others.
1.1.2 Have self-sufficiency, diligence, perseverance, discipline, punctuality, and responsibility for themselves, society, and the environment.
1.1.3 Follow the rules and regulations of organizations and society.
1. 2. 1 Lecturers promote moral and ethical lifestyles through appropriate activities.
1.2.2 Lecturers pay attention to students’ punctuality, ethics, and discipline.
1.2.3 Case studies are adopted to enhance students’ ethics.
1.3.1 Evaluate students’ punctuality to class and submission of assignments.
1.3.2 Evaluate their willingness to participate in activities and their willingness for self-sacrifices.
1.3.3 Determine what concepts students do not understand via examination results.
1.3.4 Evaluate the number of responsibilities students take for assignments and job commitments.
2.1.1 Graduates with knowledge of principles, theories, and practices in their major can appropriately integrate the knowledge of their major with other areas of study. They can continually develop their education by utilizing their academic skills and experience.
2.1.2 Graduates understand the essence of relevant knowledge, can apply their knowledge and skills in problem analysis and can understand and be able to explain requirements related to their field of study, including the application of knowledge and skills in order to choose the right tools to solve problems and issues in daily life.
2. 1. 3 Graduates understand the essence of organizational structures, operations, and the management process in planning. Graduates are able to improve plans and methods in response to various situations.
2.1.4 Graduates have knowledge of business administration careers and are aware of the impact that changes in society have on those careers.
2.2.1 Instructors use a variety of teaching formats that differentiate the courses from one another by focusing on theoretical and practical knowledge to create the body of content:
2.2.2 Student-centered activities are administered in learning and teaching.
2.2.3 Projects, reports, and presentations are assigned.
2.2.4 Hands-on experience is gained via enterprises by training in cooperative education or the Work Integrated Learning program.
2.3.1 Topic tests and assignments.
2.3.2 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 presentations in class.
2.3.6 Assessment of cooperative education courses.
4.3.1.1 Graduates are able to research, interpret, analyze data, and evaluate information from multiple sources in order to creatively solve current problems in business environments using effective decision-making.
4.3.1.2 Graduates are able to suggest alternative approaches regarding business decisions with different possible outcomes. They are able to make choices that are applicable to, and appropriate for, any given situation. This in turn allows graduates to successfully craft their respective businesses’ competitive advantages.
 4.3.1.3 Graduates have critical, logical, systemic, and creative thinking capabilities. They are able to integrate knowledge from studies and experiences to solve business problems and everyday issues.
3.2.1 Case studies related to 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.
3.3.1 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 problems and solutions through written or oral assessment.
4.1.1 Have leadership and fellowship within a team, have a responsibility, listen to and respect others’ ideas, be able to resolve conflict appropriately, and adopt a professional attitude.
4.1.2 Demonstrate ability to initiate proposal ideas, comment on different views, contribute new ideas, support their team, and use their skills to solve their team’s problems.
4.1.3 Have a responsibility to continue learning and growing 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 teamwork.
4.2.4 Provide activities to enhance student interaction.
4.3.1 Assessment of the student's behavior in group activities.
4.3.2 Assessment of the results of both individual students and groups.
4.3.3 Assess students' ability to communicate in a variety of situations.
4.3.4 Co-assessment of both instructors and students.
5.1.1 Have ability to apply mathematics, statistics, and qualitative analysis to business decision-making and daily life situations.
 4.5.1.2 Have ability to communicate, explain, and promote understanding by using media outlets, methodology, communication tools and technology in the right way for both efficient and creative written and oral presentations.
 4.5.1.3 Have ability to communicate effectively in Thai and a foreign language as is necessary in business settings.
 4.5.1.4 Able to use information technology appropriately to support effective business operation.
4.5.2.1 Assign activities in which students analyze simulations or scenarios and present appropriate solutions.
4.5.2.2 Provide activities for students to learn how to utilize technical applications and data analysis to aid in decision-making in different situations.
4.5.2.3 Provide opportunities 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 research and usage of information communication technology.
5.3.3 Assessment of students’ communicative and presentation skills in class.
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แผนที่แสดงการกระจายความรับผิดชอบมาตรฐานผลการเรียนรู้จากหลักสู่รายวิชา (Curriculum Mapping)
กลุ่มวิชา Ethics Knowledge Intellectual skills Interpersonal relationship and responsibility Numerical skills, communication and information technology skills
ลำดับ รหัสวิชา ชื่อวิชา 1 2 3 1 2 3 4 1 2 3 1 2 3 1 2 3 4
1 BBAIB902 Principles of Marketing
กิจกรรมที่ ผลการเรียนรู้ * วิธีการประเมินผลนักศึกษา สัปดาห์ที่ประเมิน สัดส่วนของการประเมินผล
1 1.3.1, 1.3.2, 4.2.2, 4.2.3, 5.3.2 Class participation, attendance, and classwork 1-15 10
2 1.3.1, 1.3.4, 2.3.1, 2.3.3, 2.3.5, 4.2.1, 4.2.2, 4.2.3, 5.3.2, 5.3.3 Marketing project with presentation 17 15
3 1.3.3, 3.3.1 Quiz 1,2 and 3 4,7,14 15
4 1.3.3, 2.3.2, 3.3.1 Midterm Exam 9 30
5 1.3.3, 2.3.2, 3.3.1 Final Exam 18 30
1.1 Philip Kotler, Gray Armstrong, (2014) Principle of Marketing 14th Edition, Pearson, New Jersey
1.2 Philip Kotler, Hermawan Kartajaya, Iwan Setiawan (2017) Marketing 4.0: Moving from Traditional to Digital, John Wiley& Sons,            Inc., New Jersey
2.1 Geoff Lancester, LesTer Massingham, Ruth Ashford, Essentation of Marketing (2002), Fourth edition, MaGraw-Hill Education, UK
2.2 James L. Burrow (2009), Marketing, South-western Cengage learning, USA
2.3 Lamb Hair Mcdaniel ((2008), MKTG, Cengage Learning, USA
2.4 Books, journals, websites and other documents recommended for additional reading) - Recent Articles on Marketing.
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