Bulletin 2017-2018 BUI 2017-2018 - Page 64

IMK 422 Special Topics in Marketing ( 3 credits )
Pre-requisite : IMK 212 or Dean ’ s Approval
A study of special issues in marketing that are interesting at the moment ; for example , corporate social responsibility , marketing responsibility , electronic commerce , creative marketing , and other interesting issues .
IMK 423 Seminar in Marketing ( 3 credits )
Pre-requisite : IMK 212 or Dean ’ s Approval
This course explores interesting issues in marketing by emphasizing responding , questioning , and debating the interesting topics in marketing . The seminar encourages students ‘ participation in giving opinions and listening to new marketing knowledge .
IMK 424 International Marketing ( 3 credits )
Pre-requisite : IMK 212 or Dean ’ s Approval
A study of international marketing in different types , like direct export , using middlemen , expanding overseas division , franchising , licensing , greenfield operation , as well as international marketing and international selling techniques like developing communication and products for international selling .
IMK 425 Marketing Planning and Competitive ( 3 credits ) Analysis
Pre-requisite : IMK 212 or Dean ’ s Approval
The course covers a review of marketing concepts , branding and product differentiation , product life cycles , product portfolios , and the marketing plan of marketing mix ( 4Ps ), segmentation , targeting , positioning , situation analysis , competitive analysis , and SWOT analysis . The course also includes the latest marketing trends of digital and online
62 BANGKOK UNIVERSITY INTERNATIONAL developments and social media , big picture market changes , consumer and market research , and international business .
IMK 426 Marketing and Management and Strategy ( 3 credits )
Pre-requisite : IMK 212 or Dean ’ s Approval
This course aims to study the principal concepts and tools of contemporary marketing management , from market segmentation and product positioning to the design of distribution channels and communications strategy . Learn how to evaluate the competitive advantage and potential of the unique goods and services an organization offers . This course studies marketing management concepts such as marketing management systems ; and marketing management units such as marketing departments . Students learn about marketing management planning , marketing management , marketing budgeting , and marketing management evaluation ; and gain other marketing management knowledge like the study of management strategy marketing , positioning , competitive analysis , and how to select strategy in marketing management , as well as SWOT analysis for marketing strategies to use in order to develop a successful marketing plan .
IMK 427 Pricing Strategy ( 3 credits )
Pre-requisite : IMK 212 or Dean ’ s Approval
A study of concepts and strategies in pricing based on market characteristics , product life cycles , and cost structure . The course draws on the fundamental disciplines of microeconomics , statistics and psychology to shed light on good pricing practice . The course covers sound pricing decisions : costs , customers and competition . Additional topics include current pricing strategies , tactics and their applications : pricing over the product life cycle ; product line pricing ; pricing through the marketing channel ; price discrimination ;
IMK 422 Special Topics in Marketing (3 credits) Pre-requisite: IMK 212 or Dean’s Approval A study of special issues in marketing that are interesting at 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: IMK 212 or Dean’s Approval This course explores interesting issues in marketing by emphasizing responding, questioning, and debating the interesting topics in marketing. The seminar encourages students ‘participation in giving opinions and listening to new marketing knowledge. Pre-requisite: IMK 212 or Dean’s Approval A study of international marketing in different types, like direct export, using middlemen, expanding overseas division, franchising, licensing, greenfield operation, as well as international marketing and international selling techniques like developing communication and products for international selling. IMK 425 Marketing Planning and Competitive Analysis (3 credits) Pre-requisite: IMK 212 or Dean’s Approval The course covers a review of marketing concepts, branding and product differentiation, product life cycles, product portfolios, and the marketing plan of marketing mix (4Ps), segmentation, targeting, positioning, situation analysis, competitive analysis, and SWOT analysis. The course also includes the latest marketing trends of digital and online 62 BANGKOK UNIVERSITY INTERNATIONAL developments and social media, big picture market changes, consumer and market research, and international business. IMK 426 Marketing and Management and Strategy (3 credits) Pre-requisite: IMK 212 or Dean’s Approval This course aims to study the principal concepts and tools of contemporary marketing management, from market segmentation and product positioning to the design of distribution channels and communications strategy. Learn how to evaluate the competitive advantage and potential of the unique goods and services an organization offers. This course studies marketing management concepts such as marketing management systems; and marketing management units such as marketing departments. Students learn about marketing management planning, marketing management, marketing budgeting, and marketing management evaluation; and gain other marketing management knowledge like the study of management strategy marketing, positioning, competitive analysis, and how to select strategy in marketing management, as well as SWOT analysis for marketing strategies to use in order to develop a successful marketing plan. IMK 427 Pricing Strategy (3 credits) Pre-requisite: IMK 212 or Dean’s Approval A study of concepts and strategies in pricing based on market characteristics, product life cycles, and cost structure. The course draws on the fundamental disciplines of microeconomics, statistics and psychology to shed light on good pricing practice. The course covers sound pricing decisions: costs, customers and competition. Additional topics include current pricing strategies, tactics and their applicatio 3&6rfW"FR&GV7BƖfR76S&GV7BƖR&6s&6rF&VvFR&WFr6Vò&6RF67&֖F