2605311 PRIN MKTG
| Course Number | 2605311 | |
|---|---|---|
| Course Credits | 3 (3-0-6) | |
| Course Abbrviation | PRIN MKTG | |
| Course Title (TH) | หลักการตลาด | |
| Course Title (EN) | PRINCIPLE OF MARKETING | |
| Responsible Unit | Faculty of Commerce and Accountancy, Department of Marketing | |
| Type of Course | International Course | |
| Semester | Intl 2nd semester | |
| Academic Year | 2024 | |
| Course Coordinator | ||
| Measurement Method | ||
| Type of Course | Semester Course | |
| Course Condition | None | |
| Course Status | ||
| Instructors / staffs | ||
| Enrollment conditions | None | |
| Degree level | Bachelor | |
| Related curricular | Bachelor of Science in Biotechnology (2562) | |
| Bachelor of Science in Biotechnology (2567) | ||
| Course description (TH) | แนวคิดพื้นฐานและหน้าที่ทางการตลาด สภาพแวดล้อมทางการตลาด ระบบข้อมูล ทางการตลาดและการวิจัยการตลาด พฤติกรรมผู้บริโภค การแบ่งส่วนตลาด การเลือกตลาดเป้าหมาย การวางตําแหน่งผลิตภัณฑ์ การบริหารผลิตภัณฑ์ การตั้งราคา ช่องทางการจัดจําหน่าย และการกระจายสินค้า การจัดการโลจิสติกส์และโซ่อุปทาน การส่งเสริมการตลาด การตลาดระหว่างประเทศ การตลาดเพื่อสังคม | |
| Course description (EN) | Basic concepts and functions of marketing; marketing environment; marketing information systems and marketing research; consumer behavior; segmentation; selection of targeted market; product positioning; product management; pricing; channels and distribution; logistics management and supply chain; marketing promotions; international marketing; social marketing. | |
| Curriculum mapping | / | CU-1.1: Behavioral Objectives Possessing well-rounded knowledge |
| / | CU-1.2: Possessing in-depth knowledge | |
| / | CU-2.1: Being moral and ethical | |
| CU-2.2: Having an awareness of etiquette | ||
| / | CU-3.1: Being able to think critically | |
| / | CU-3.2: Being able to think creatively | |
| / | CU-3.3: Having skills in problem solving | |
| CU-4.1: Having professional skills | ||
| CU-4.2: Having communication skills | ||
| CU-4.3: Having skills in information technology | ||
| CU-4.4: Having mathematical and statistical skills | ||
| CU-4.5: Having management skills | ||
| / | CU-5.1: Having an inquiring mind | |
| / | CU-5.2: Knowing how to learn | |
| CU-5.3: Having leadership qualities | ||
| CU-5.4: Maintaining well-being | ||
| CU-5.5: Being community-minded and possessing social responsibility | ||
| CU-5.6: Sustaining Thainess in a globalized world | ||
| subPLO1.1 Explain biotechnology knowledge in practice. | ||
| subPLO1.2 Analyze biotechnology knowledge in practice. | ||
| subPLO1.3 Apply biotechnology knowledge in practice. | ||
| PLO2 Employ biotechnology-related technology and scientific tools. | ||
| PLO3 Communicate effectively in English within the Biotechnology field. | ||
| / | PLO4 Demonstrate behavior that aligns with ethical principles, moral values, and professional ethics. | |
| / | PLO5 Demonstrate social responsibility, courage, and creativity. | |
| Course learning outcome (CLO) | 1. Students are able to understand the news and articles about marketing. | |
| 2. Students are observant and able to apply marketing knowledge with their daily life. | ||
| 3. Students are able to apply the marketing knowledge to develop marketing plans. | ||
| 4. Students know how to look for information needed and solve the problems. |
| # | Date | Time | Learning content | Instructor | CLO | Remark |
|---|---|---|---|---|---|---|
| 1 | Class Introduction and Discussion | • | ||||
| 2 | Analyzing the Marketing Environment | • | ||||
| 3 | Consumer Behavior | |||||
| 4 | Marketing Research | |||||
| 5 | Segmentation, Targeting, Differentiation and Positioning | |||||
| 6 | Products, Services and Brands | |||||
| 7 | New Products and Product Life Cycle | |||||
| 8 | Product Life Cycle (Cont.) & Pricing | |||||
| 9 | Marketing Channels | |||||
| 10 | Retailing and Wholesaling | |||||
| 11 | Advertising and Public Relations | |||||
| 12 | Personal Selling and Sales Promotion Direct Marketing | |||||
| 13 | Marketing Strategic Planning | |||||
| 14 | Wrap-up | |||||
| 15 | Case presentation | |||||
| 16 |
| Teaching/learning media | White/blackboard | ||
| PowerPoint media | |||
| Electronic media & websites | |||
| Communication channels / LMS | |||
| Type | Channel identifier / URL | Remarks | |
| Learning Management System (LMS) | |||
| Assessment method | Level of assessment | Related CLO | Percentage |
| Assignment of academic knowledge (Pop quizzes/Exam) | 60% | ||
| Group projects | 25% | ||
| Attendance & participation | 5% | ||
| Peer evaluation | 10% | ||
| Grading | Grading System | Letter Grad (A-F) | |
| Grading method | Criterion-referenced Grading (อิงเกณฑ์) | ||
| Minimum Passing Level (MPL) | 50 | ||
| Reading list | |||
| Type | Title | Remarks | |
| Textbook | Marketing: An Introduction, 11th Edition (2013), Armstrong and Kotler, Pearson Education Limited. | None | |
| Course evaluation | Course evaluation system | myCourseVille | |
| Details of improvement from previous evaluation | – | ||
| Course quality control | Responses to complaints / petitions from students | Directly to the instructor |