product satisfaction research, new product development
research. Marketing research will study both qualitative and
quantitative techniques, applying statistics and calculation for
marketing research
IMK 422 Special Topics in Marketing
(3 Credits)
Pre-requisite: IMK 212 Principles of Marketing or Dean’s Approval
Study special issues in marketing that are interesting in the
moment, for example, corporate social responsibility, marketing
responsibility, electronic commerce, creative marketing and other
interesting issues.
IMK 423 Seminar in Marketing
(3 credits)
IMK 424 International Marketing
(3 credits)
Pre-requisite: IMK212 Principles of Marketing or Dean’s Approval
Study interesting issues of marketing by emphasizing
on responsing, questioning, debating the interesting topics in
marketing. The seminar encourages students’participation in
giving opinions and listening to new marketing knowledge.
Pre-requisite: IMK212 Principles of Marketing or Dean’s Approval
Study internatinational marketing in different types
as direct export, using middleman, expanding oversea division,
franchising, licensing, greenfield operation, study international
marketing and international selling techniques as developing
communication and products for international selling.
IMK 425 Marketing Planning and Competitive Analysis (3 Credits)
Pre-requisite: IMK 212 Principles of Marketing or Dean’s Approval
Study marketing planning starting from market demand
study, SWOT analysis, concepts of demand management for
launching products and services, marketing planning process,
intermediate and long-term marketing planning, competitive
analysis, benchmarking, positioning for competition and strategies used in competiion, strategic alliance.
IMK 426 Marketing Management and Strategy
(3 Credits)
IMK 427 Pricing Strategy
(3 Credits)
Pre-requisite: IMK 212 Principles of Marketing or Dean’s Approval
Study marketing management as marketing management
system, marketing management unit as marketing department,
study marketing management planning, marketing management,
marketing budgeting, marketing management evaluation, and
other marketing management knowledge like study management
strategy marketing, positioning, competitive analysis and study
how to select strategy in marketing management, marketing
strategy, SWOT analysis for marketing strategies in use in order
to develop a successful marketing plan and management.
Pre-requisite: IMK 212 Principles of Marketing or Dean’s Approval
Study concepts and strategies in pricing as pricing
based on market characteristics or product cost. Pricing based
economics principles, using underlying, follow competitor pricing, pricing for marketing promotion or sales promotion. Study
factors influencing pricing of goods and services such as emotion, reasons, and experiences.
BANGKOK UNIVERSITY INTERNATIONAL COLLEGE 63