IMK 340
IMK 422
IMK 424
IMK 430
IMK 490
ICO 301
Customer Relationship Management
Special Topics in Marketing
International Marketing
Cooperative Education
Independent Study
Pre-Cooperative Education
3
3
3
6
3
3
Free Electives (6 credits)
Courses: Marketing
IMK 212 Principles of Marketing (3 credits)
Free Electives includes all other courses offered by
Bangkok University International or those approved by BU
International Policy Committee.
Pre-requisite: IMG 101 or Dean’s Approval
A study of core basic principles in the marketing
field, such as analyzing marketing environment, understanding
consumer behavior, defining target market group, designing
customer value-driven strategy, implementing the marketing
mix (4P: product mix management, pricing strategies,
distribution policies and integrated marketing communication
system), and using societal marketing.
IMK 321 Consumer Behavior
(3 credits)
Pre-requisite: IMK 212 or Dean’s Approval
A study of consumer behavior in relation to
decision making in buying a particular product or service,
principles of consumer behavior analysis that concern an
individual’s perception of problems and motivations, the
decision-making process, theories of learning attitudes and
goodwill, determinants of consumer behavior, the influence of
socio-psychological structures such as personality, values,
social groups, demographic variables, social class, and
culture on the formation of consumers’ attitudes, the study of
social influences like family groups and society, as well as
cultural and traditional factors that affect consumer behavior.
IMK 322 Product and Brand Management (3 credits)
IMK 323 Sales Management (3 credits)
Pre-requisite: IMK 212 or Dean’s Approval
A study of product and brand management from
developing new products, new services, product design, and
new product management to market testing and market
acceptance. Students will study new production management
concepts such as environmentally-friendly product management,
brand management for promotion objectives, and how to
develop and create value in products/services for memorability.
Other topic include how to promote value, the consumer,
components in brand management (logos, slogans, event
management) for brand building, tools selection for publicity,
and brand advertising.
Pre-requisite: IMK 212 or Dean’s Approval
This course covers sales management starting
from buyers need analysis, selecting the products to sell,
sales management, using quota, sales segmentation, sales
compensation as bonus, commission, international trips, and
characteristics of sales leaders such as sales manager,
developing sales team, and evaluating sales of salespeople.
Additional topics include writing sales management plans,
developing sales teams, sales techniques, and negotiation
techniques.
BANGKOK UNIVERSITY INTERNATIONAL 59