2605311 PRIN MKTG

Course Number 2605311
Course Credits3 (3-0-6)
Course AbbrviationPRIN MKTG
Course Title (TH)หลักการตลาด
Responsible UnitFaculty of Commerce and Accountancy, Department of Marketing
Type of CourseInternational Course
SemesterIntl 2nd semester
Academic Year2024
Course Coordinator
Measurement Method
Type of CourseSemester Course
Course ConditionNone
Course Status
Instructors / staffs
Enrollment conditionsNone
Degree levelBachelor
Related curricularBachelor 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
#DateTimeLearning contentInstructorCLORemark
1Class Introduction and Discussion
2Analyzing the Marketing Environment
3Consumer Behavior
4Marketing Research
5Segmentation, Targeting, Differentiation and Positioning
6Products, Services and Brands
7New Products and Product Life Cycle
8Product Life Cycle (Cont.) & Pricing
9Marketing Channels
10Retailing and Wholesaling
11Advertising and Public Relations
12Personal Selling and Sales Promotion Direct Marketing
13Marketing Strategic Planning
15Case presentation
Teaching/learning mediaWhite/blackboard
PowerPoint media
Electronic media & websites
Communication channels / LMS
TypeChannel identifier / URLRemarks
Learning Management System (LMS)
Assessment methodLevel of assessmentRelated CLOPercentage
Assignment of academic knowledge (Pop quizzes/Exam)60%
Group projects25%
Attendance & participation5%
Peer evaluation10%
GradingGrading SystemLetter Grad (A-F)
Grading methodCriterion-referenced Grading (อิงเกณฑ์)
Minimum Passing Level (MPL)50
Reading list
TextbookMarketing: An Introduction, 11th Edition (2013), Armstrong and Kotler, Pearson Education Limited.None
Course evaluationCourse evaluation systemmyCourseVille
Details of improvement from previous evaluation
Course quality controlResponses to complaints / petitions from studentsDirectly to the instructor