CHULALONGKORN UNIVERSITY

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CHULALONGKORN UNIVERSITY 1 2 History of Chulalongkorn University 4 History of Chulalongkorn Business School (CBS) 5 Master of Business Administration Program (MBA) 8 Curriculum 12 MBA English Program 14 Required and Elective Courses 16 Course Structure 17 Course Description

2 MBA PROGRAM: CHULALONGKORN BUSINESS SCHOOL History of Chulalongkorn University Chulalongkorn University, Thailand's first institution of higher learning, officially came into being in March, 1917. The groundwork and preparation for it in terms of planning and development, however, took place more than a century ago. The worldwide economic, social and political changes in the late nineteenth century contributed to Siam's decision to adapt herself in order to avoid being colonized by the Western powers ( Siam became Thailand in the year 1939). Thus King Chulalongkorn (Rama V) has royal policy to strengthen and improve government so that the country could successfully resist the tide of colonialism. One of the major parts of the policy, which would later prove to be deep-rooted and highly effective, was to improve the Siamese educational system so as to produce capable personnel to work in both the public and private sectors. As a result, a school was founded in 1871 at the Royal Pages Barrack within the Grand Palace compound. In 1899 Prince Damrong Rajanupab, a younger brother of King Chulalongkorn who was the Minister of Interior at the time, submitted a proposal to found the Civil Service Training School with Phraya Wisutsuriyasak as the principal. However, since the students of the school had to work as royal page trainees in their third year of study before graduation, the name of the school was changed to the Royal Pages School in 1902. The Royal Pages School progressed steadily and produced an increasing number of graduates for the government each year. However, King Vajiravudh (Rama VI) saw that the original intention of his father, King Chulalongkorn, was to establish an institution of higher learning. In the beginning, the course of study was focused on government, but as time passed the curriculum should be expanded to include more disciplines so as to meet the expanding needs of the kingdom. Such disciplines included law, international relations, commerce, agriculture, engineering, medicine and teacher education. Thus King Vajiravudh ordered that the Royal Pages School become an institution of higher education and gave it the name the "Civil Service College of King Chulalongkorn" on January 1, 1911. After the Civil Service College had been in operation for some time, King Vajiravudh considered that it had achieved a level of readiness. Therefore, he declared that it should become Chulalongkorn University, in honor of King Chulalongkorn, on March 26, 1917.

CHULALONGKORN UNIVERSITY 3 The development of Chulalongkorn University continued to 1958, the university emphasized improvement of undergraduate education; thus more faculties were established. In 1961 the university set up the Graduate School to be responsible for graduate level education. From 1962 on, the university started to focus on graduate education and began to set up research centers and institutes. At present, Chulalongkorn University is composed of 19 faculties, 23 colleges and research institutes. Currently there are over 38,000 students including 24,951 undergraduates, 13,391 postgraduates (10,881 in the Master's Degree and 2,150 in the Doctoral Degree programs) and 2,800 faculty members. Pillar of the Kingdom Chulalongkorn University Strategies 2012 2016 has been undertaken to formulate guidelines for the university s development plan for the period 2012 2016. The initiative focuses on different aspects of development and improvement with the objective of raising the university to a level of excellence that will qualify it as a World Class National University. To fulfill its mission to become the Pillar of the Kingdom, in commemoration of the 100th anniversary of its founding, Chulalongkorn University is employing six strategies "Advancement", "Admiration", "Efficiency", "Sustainablility", "Care", and "Happiness"

4 MBA PROGRAM: CHULALONGKORN BUSINESS SCHOOL History of Chulalongkorn Business School (CBS) For more than 75 years, Chulalongkorn Business School (CBS) has been the leading educational institution that produces finest quality graduates to contribute to Thailand s business society. CBS offers business programs with world-class qualities and encourages faculty members to originate intellectual contributions, hence, playing key roles to lay out Thailand s solid fundamental educational structure to facilitate the country s development. not only are the curricula carefully designed to fulfill the country s needs in business and industrial sector but new business programs are also added continually to ensure that students can keep-pace with dynamic business trends. Vision of CBS The Pillar of the Kingdom in Business Education.

CHULALONGKORN UNIVERSITY 5 Master of Business Administration program (MBA) The Master of Business Administration program at Chulalongkorn Business School (CBS) was established in 1982 with an aim to produce graduates, who would be knowledgeable in management-related fields and able to put acquired knowledge into practice, allowing them to thrive in a competitive business environment. At the beginning, the full-time program was launched to offer classes during normal business hours. This newly launched program gained much public interest as we had received a great number of applications. Later, in 1986, CBS launched another MBA program to be offered to the target group of students who are executives in order to meet the demand stemmed from those executives who would be able to attend classes only after normal business hours. Likewise, the program had quickly gained much popularity as the number of applications had greatly exceeded the number of applicants we were able to take. As a result, in 1993, we established another MBA program to target young executives enabling us to meet a high demand and impose a clearer division among different target groups of applicants. In turn, all of our three MBA programs gained much popularity. It goes without saying that changes in economic situations locally and internationally form an immense impact on businesses and accelerate competitions. This increased competition involves a great number of international competitors as well as various products imported from other countries. Consequently, international communication has becomed increasingly important. In 2005, CBS therefore launched an MBA program fully taught in English as MBA English Program. MBA Programs Offered REGULAR EXECUTIVE YOUNG EXECUTIVE ENGLISH PROGRAM

6 MBA PROGRAM: CHULALONGKORN BUSINESS SCHOOL Studying in the MBA at Chulalongkorn University Our MBA programs are opened to applicants with a bachelor degree in any disciplinary areas, who would like to learn more about business administration. Because of this, courses offered during the first academic year include a variety of business-related disciplines, consisting of accounting, management, marketing, and finance as well as subjects introducing analytical tools such as statistics, economics, and decision science. After having been comprehensively introduced to business administration in the first academic year, students goes onto the second academic year through elective courses serving each student s own interests. Students can choose elective courses within the same subject areas, for example, management, marketing, and finance in order to gain a certain level of expertise. Alternatively, students could choose elective courses from a variety of offered elective courses without concentrating on any particular subject areas in order to be exposed to a wide range of knowledge related to business administration. After having completed core courses and elective courses, students are required to take the business strategy course in order to apply lessons learned from earlier courses into analyzing and planning an organizational strategy. In addition to taking the business strategy course, students must conduct an independent study (Plan B) or write up a Master Thesis (Plan A). A variety of learning and teaching approaches are employed in our MBA programs. Apart from such classic approaches as classroom lecturing by highly qualified lecturers, knowledge stemmed from real work experience is shared by guest lecturers who are business owners. In addition, students learn through analyzing various real business cases, producing reports in which students are encouraged to apply theories into practice, and participating in local and international study trips. Furthermore, we organize many activities aiming to enhance our students managerial skills, for example, business communication, business negotiation, and business game. Activities with a particular aim for socialization are also organized throughout the period of study, for example, orientation event, sports day, and farewell events.

CHULALONGKORN UNIVERSITY 7 ñ Duration of Study

8 MBA PROGRAM: CHULALONGKORN BUSINESS SCHOOL Our MBA programs have employed the trimester system and been structured to enable students to graduate within 2 years, with the maximal length of study limited to 6 years. Trimester system works as follows : First Semester : August - November Second Semester : December - March Third Semester : April - July According to Chulalongkorn University s regulation, students must attend classes at least 80% of class sessions Curriculum Students who are admitted into the program must take 4-6 weeks Pre-MBA courses prior to the beginning of the first semester of the program. Subsequently, students must fulfill the requirement of 51 credit of core courses, elective courses, and thesis or independent study. There are two study plans for MBA students: Plan A and Plan B. The full-time MBA students can choose either plan while the part-time MBA students must enroll in plan B Plan A 1 Core courses 33 credit hours Elective courses 6-12 credit hours Thesis 12 credit hours Total 51-57 credit hours 1 MBA Full Time Program only

CHULALONGKORN UNIVERSITY 9 Students who have no background in business must take at least 12 credits of elective courses prior to working on their thesis. Plan B Core courses Elective courses Independent study Total 30 credit hours 18 credit hours 3 credit hours 51 credit hours After completing 51 credits of required course with the cumulative GPA of at least 3.00, students in Pan B must take the comprehensive examination. Comprehensive Examination Comprehensive examination is a written-based exam focusing on analysis of a case study and requires students to apply such principles as management, marketing, and finance into analyzing and planning business strategies. The comprehensive examination can be taken twice. The second failure in the examination will result in an academic dismissed.

10 MBA PROGRAM: CHULALONGKORN BUSINESS SCHOOL Facilities It may not be adequate these days to study only theories, therefore, the faculty has built various labs to assist students in practical learning. These facilities include Financial Lab, Management Theatre, Management Cockpit and Information Technology Business Operation Center where students can practice along with the courses they take to gain experience from the study.

CHULALONGKORN UNIVERSITY 11 International Exposure The program encourages students to take part in student exchange programs with top universities around the world and other international academic activities such as a case study competition or a business planning competition Case Studey Competition

12 MBA PROGRAM: CHULALONGKORN BUSINESS SCHOOL

CHULALONGKORN UNIVERSITY 13 MBA ENGLISH PROGRAM About Program : MBA program fully taught in English Program of Study : Plan B ( Independent study and comprehensive exam ) Trimester System Classes : Classes run on workdays evening (between Monday and Friday) around 50 students per group Application Schedule : October - March (annually) Applicants qualification : Applicants must hold a bachelor degree in any field of study. Applicants must have at least 1 year of work experience after the receipt of bachelor degree and must possess score of CU-TEP (English Exam ) and CU-BEST ( Business Analysis and Mathmatics Exam) that meet the minimum requirements prior to submission of their applicants within the application period The Master of Business Administration (English Program) is a part-time graduate program entirely taught in English. The program is particularly designed for working business enthusiasts or young graduates possessing at least 1 year of work experience. Students admitted to the program will be provided with both cutting-edge management capabilities and Business communication skills. The degree granted for this program is "Master of Business Administration (MBA)"

14 MBA PROGRAM: CHULALONGKORN BUSINESS SCHOOL Required and Elective Courses Required Courses 2601512 Financial Accounting 2601515 Management Accounting 2602541 Operations Management 2602545 Decision Making in Business 2602613 Leadership and Organizational Behaviors 2602650 Strategic Management 2602680 Business Research * 2603532 Statistics for Business Administration 2604502 Foundation of Financial Management 2604677 Economics for Business Management 2605501 Marketing Management * Subject for Plan A only Elective Courses 2601517 Business Tax Accounting Management- 2602601 Electronic Commerce and Digital Enterprises 2602635 Human Resource Management 2602642 Entrepreneurship and New Venture Creation 2602644 Management of Innovation and Technology 2602645 Arts and Sciences of Managing Conflict and Negotiation 2602646 Supply Chain Strategy 2602648 Business Problem Simulation 2602655 Learning Organization and Knowledge Management in Business 2602656 Project Management 2602657 Management Consulting 2602658 Management and Arts 2602660 Business Creativity

CHULALONGKORN UNIVERSITY 15 2602661 International Business Management 2602690 Seminar in Contemporary Topics in Management 2602691 Leadership Experience Seminar 2604644 Investment Analysis 2604653 International Business Finance 2604656 Money and Capital Markets 2604689 Derivatives 2604691 Seminar in Financial Management 2605611 Competitive Marketing Strategy 2605624 Brand Management and Product 2605615 International Marketing Management 2605616 Integrated Marketing Communications 2605620 Consumer Behavior Analysis 2605671 Marketing Research 2605691 Seminar in Marketing Management Finance Marketing-

16 MBA PROGRAM: CHULALONGKORN BUSINESS SCHOOL Course Structure (For MBA English Program) YEAR 1 Semester 1 Credit hours 2601512 Financial Accounting 3 2602613 Leadership and Organizational Behaviors 3 2603532 Statistics for Business Administration 3 Total 9 Semester 2 2601515 Managerial Accounting 3 2602545 Decision Making in Business 3 2604677 Economics for Business Management 3 Total 9 Semester 3 2602541 Operations Management 3 2604502 Foundation of Financial Management 3 2605501 Marketing Management 3 Total 9 YEAR 2 Semester 1 Credit hours XXXXXXX Elective 3 XXXXXXX Elective 3 XXXXXXX Elective 3 Total 9 Semester 2 2602650 Strategic Mgt. 3 XXXXXXX Elective 3 XXXXXXX Elective 3 Total 9 Semester 3 XXXXXXX Elective 3 2600700 Special Project 3 Total 6 After completing 51 credits of required courses, student must take comprehensive examination.

CHULALONGKORN UNIVERSITY 17 Course Description 2600700 Special Project 3(0-0-12) Independent study for business administration problem. 2600811 Thesis 12(credits) THESIS 2601512 Financial Accounting 3(3-0-9) FIN ACCTG Accounting concepts and principles; usefulness of accounting information and financial reports; financial reports for service and merchandising business; accounting and control for cash; accounting for accounts receivable, notes receivable, inventories, investments, property, plants and equipment, intangible assets, liabilities, and owners equity; statement of cash flows; financial report analysis. 2601515 Management Accounting 3(3-0-9) MGT ACCTG Prerequisite: 2601512 or by consent of faculty Nature of management accounting; behavior of costs and cost-volume-profit relationship; full costing; variable costing; standard costing and production costs variance analysis; use of accounting information for decision making; use of accounting information for control; responsibility accounting; budgeting; reporting and analysis of performance. 2601517 Business Tax 3(3-0-9) BUS TAX Concepts of taxation; tax components; corporate tax bases; principles of corporate tax calculation; concepts and principles of value added tax, special business tax, and duty stamp; business tax problems. 2602541 Operations Management 3(3-0-9) OPERATIONS MGT Operation function; operation strategy; quality management; statistical quality control; product and service design; process design; layout design; human resources in operation management; supply chain management; management of technology; forecasting; capacity planning; production scheduling; project management; inventory management; material requirement planning; just-in-time production; environmental management and pollution control.

18 MBA PROGRAM: CHULALONGKORN BUSINESS SCHOOL 2602545 Decision Making in Business 3(3-0-9) DECI MAKG BUS Prerequisite: 2603532 or by consent of faculty Principles and theories related to modeling for decision making applications of decision making models in solving business problems: linear programming, non-linear programming, integer programming, transportation model, assignment model, network model, decision theory, queuing model, simulation; ethics in decision making. 2602601 Electronic Commerce and Digital Enterprises 3(3-0-9) ECOMM DIGITAL ENT Information technology and its roles in transforming organizations, markets, industries, the global economy and social; electronic commerce, electronic business, digital economy and digital enterprise management; fundamental enabling technologies, including World Wide Web; social Network; design principles for electronic commerce; business models, electronics market, Web analytics, trust, privacy and security, the social and ethical impacts of e-commerce. 2602613 Leadership and Organizational Behavior 3(3-0-9) LEADER ORG BEHAV Leadership theories and leadership style; Leadership s role as a change agent, leader s ethics. Human behavior concepts and principles useful in creating high performance work places. Methods of managing individuals, groups and organizations; concepts and theories of motivation, power and influence, group behavior and teams, decision making, conflict and collaboration, organization design, culture and leading change, current research issue in leadership and organizational behavior. 2602635 Human Resource Management 3(3-0-9) HUMAN RESOURCE MGT Roles and duties of executives in human resource management; ethics in human resource management; human resource planning; recruitment and selection; training and development; career planning; wage and salary administration; labor relation; safety and health; legal issues pertinent to human resource management. 2602642 Entrepreneurship and New Venture Creation 3(3-0-9) ENTRE & NEW VENT Characteristics of entrepreneurs; necessary skills for entrepreneurs; developing and evaluating entrepreneurial opportunities; roles and responsibilities of venture capitalists in creating new ventures; developing plan for new ventures; processes of new venture creation; other important issues in entrepreneurial management; ethics of entrepreneurship.

CHULALONGKORN UNIVERSITY 19 2602644 Management of Innovation and Technology 3(3-0-9) MGT INNO TECH Core concept and foundation in innovation and technology management process; technology forecasting; acquisition of innovation and technology; systematic strategy for innovation and technology management; techniques and tools for effective transfer of innovation strategy to business strategy; roles of leaders in innovation and technology management; initiation of creative thinking and teamwork management; execution of innovation and technology ideas for successful commercialization; innovation and technology for competitive advantage. 2602645 Arts and Sciences of Managing Conflict and Negotiation 3(3-0-9) ART/SCI CON & NEGO Theories and process of managing conflict and negotiation in organizations; frameworks for analyzing conflicts and techniques for solving conflicts; manager s role in dealing with conflict; dimensions of conflict including psychological, interpersonal, organizational and cultural dynamics; strategy and tactics in mediation and arbitration; strategic and tactical implementation; fair negotiation. 2602646 Supply Chain Strategy 3(3-0-9) SUPPLY CHAIN STRAT Prerequisite: 2602541 or by consent of faculty Concepts of managing the flow of products; supply chain strategies to market, demand forecasting, procurement, inventory strategy, distribution strategy, facility strategy, managing information, adding customer service value; managing supply chain finance; role of e-business; social responsibility in product distribution. 2602648 Business Problem Simulation 3(3-0-9) BUS PROB SIM Prerequisite: 2602540 or by consent of faculty Concepts of simulation for business problem; applications of various types of business simulation; development of models; data collection and preparation; generation of random numbers; computer programming for simulation systems; analysis of results of business simulation, ethic in business problem simulation. 2602650 Strategic Management 3(3-0-9) STRAT MGT Prerequisite: 2602613 and 2604502 and 2605501 or by consent of faculty Basic concepts and processes in strategy development; characteristics of efficient strategy; analysis of business environment, industry, and competitors; generic forms of strategy used to enhance competitive advantage; application of basic concepts in strategic management; development and enhancement of specialization of business; leadership and strategic management; mechanisms for integration of functional strategies; techniques for promoting effective implementation of strategies; ethics in strategy implementation in organization; strategic control systems.

20 MBA PROGRAM: CHULALONGKORN BUSINESS SCHOOL 2602655 Learning Organization and Knowledge Management in Business 2(2-0-6) Organizations LRNG ORG/KM BUS Characteristics and elements of learning organizations; concepts and approaches in developing a business organization towards a learning organization; characteristics of knowledge in business organizations, concepts, approaches, and roles of knowledge management within business organizations; technologies for knowledge management; case studies related to learning organizations and knowledge management in business organizations. 2602656 Project Management 3(3-0-9) PROJ MGT Prerequisite: 2602541 and 2602545 or by consent of faculty Unique characteristics of projects; project management lifecycle; project selection; project definition and project planning; project organization; work breakdown structure; project estimation; work dependency, work plan, Gantt chart, and critical path; resource planning; budget planning; risk management and problems management; project monitoring and control; project audit; project closure; roles of a project manager and project team management. 2602657 Management Consulting 3(3-0-9) MGT CONS Prerequisite: 2602613 และ 2602541 และ 2604502 และ 2605501 or by consent of faculty Management consulting business; roles of management consultants; management consulting process; developing a proposal; framing the problem; designing the analysis; gathering intelligence and interviewing; interpreting results; making a presentation; leading change; working with client team; case studies on management consulting; management consulting practice. 2602658 Management and Arts 2(2-0-6) MGT/ARTS Foundation of action; connection between body and expression; improving communication and imagination skills; behaving in different situations: learning of leadership, decision making, and management from scripts. 2602660 Business Creativity 2(2-0-6) BUS CREAT Creation of creative thinking and innovation; skills and ability to find, develop, manage, and present new ideas; Different thinking processes and techniques for finding and developing new ideas; applications of new ideas in businesses; problem solving skills in business environment of uncertainty and dynamic changes; Effective development of innovation in different aspects.

CHULALONGKORN UNIVERSITY 21 2602661 International Business Management 3(3-0-9) INTL BUS MGT Analysis of components in international business operations; constraints of cultures, education, politics, economics, and society in managing international business; concepts of international business management in terms of organizational strategy, marketing, finance, and management, ethics in international business. 2602680 Business Research 3(3-0-9) BUS RESEARCH Prerequisite: 2603532 or by consent of faculty Philosophy and concepts of business research; research methods; research design; design and development of research tools; sampling methods; sources of data and data collection methods; data analysis; summarization of research. 2602690 Seminar in Contemporary Topics in Management 3(3-0-9) SEM CONT TOPIC MGT Prerequisite: 2602613 Discussion on strategies and problems pertinent to contemporary management including ethical problems of management. 2602691 Leadership Experience Seminar 2(2-0-6) LEAD EXP SEM Management experiences from top executives; key issues from leadership experiences. 2603532 Statistics for Business Administration 3(3-0-9) STAT BUS ADMIN Statistics and its role in business; statistics and business decision making; concepts of statistics in business; business data and its types; statistical data analysis; descriptive statistics; inferential statistics; regression and correlation analysis; time-series analysis and index number; enumeration data analysis; nonparametric data analysis; classification techniques. 2604502 Foundation of Financial Management 3(3-0-9) FOUND FIN MGT Objectives of financial management; concepts and applications of risk and return; analysis and forecast of financial statements; time value of money; working capital management; sources of funds; capital structure; capital budgeting under certainty; ethics in finance.

22 MBA PROGRAM: CHULALONGKORN BUSINESS SCHOOL 2604644 Investment Analysis 3(3-0-9) INVESTMENT ANALY Prerequisite: 2604502 or by consent of faculty Characters and functions of securities market; changes in securities markets; analysis and tests of efficient market hypothesis; basic knowledge of portfolio management; capital market theory; decision making by using theory of valuation; aggregate stock market analysis; economic and industry analysis; analysis of the firms; security analysis in theory and practices; evaluation of portfolio performance. 2604653 International Business Finance 3(3-0-9) INTER BUS FIN Prerequisite: 2604502 or by consent of faculty International monetary systems; balance of payment and adjustment process; foreign exchange market and forecasting of exchange rates; exchange rate risk evaluation and management; multinational corporate finance; theories and techniques of investment under different currencies exchange systems, tax laws and political situations; constraints on transformation of funds; financial structure and cost of capital; borrowing in international financial markets; import and export financing; financial control for multinational corporations. 2604656 Money and Capital Markets 3(3-0-9) MONEY/CAP MKTS Prerequisite: 2604502 or by consent of faculty Roles and importance of financial markets; classification of financial markets; financial instruments in money market and capital market; types and roles of financial institutions; levels and term structure of interest rates; laws and government policies related to the development of financial markets. 2604677 Economics for Business Management 3(3-0-9) ECON BUS MGT Economics concepts and application; roles of economics in management decision making; economic optimization; risk analysis; demand analysis and estimation; production analysis and estimation; cost analysis; market structure analysis; pricing theory and practices; roles of business in society; economic factors affecting level of business activities; economic indicators; economics forecasting; roles of governments affecting business. 2604689 Derivatives 2(2-0-6) DERIVATIVES Prerequisite: 2604502 or by consent of faculty Type of derivatives, forward, futures, swaps and options; application of derivatives in insurance, hedging, and strategies; other relationships ot options; binomial option pricing; the Black - Scholes formula.

CHULALONGKORN UNIVERSITY 23 2604691 Seminar in Financial Management 2(2-0-6) SEM FIN MGT Prerequisite: 2604502 or by consent of faculty Current issues in financial management and financial institutions. 2605501 Marketing Management 3(3-0-9) MARKETING MGT Roles and functions of marketing in business; internal and external environment affecting marketing management; strategic market planning; competition analysis; consumer behavior; marketing information system and marketing research; market segmentation, targeting and product positioning; marketing mix decisions; marketing control; ethics in marketing management. 2605611 Competitive Marketing Strategy 3(3-0-9) COMP MKTG STRAT Prerequisite: 2605501 Market analysis and environmental analysis; competitor analysis; customer analysis; integration of marketing functions with other business functions; strategies to gain competitive advantage; valueadded in marketing; qualitative and quantitative analysis for marketing decisions. 2605614 Brand Management and Product Development 3(3-0-9) BRAND MGT/PROD DEV Prerequisite: 2605501 Meaning, importance and roles of brand; customer based brand equity model; measuring sources of brand equity; components of brand; brand positioning; brand value measurement; meaning and importance of products; types of products; product life cycle; new product and service development process. 2605615 International Marketing Management 3(3-0-9) INTL MKT MGT Prerequisite: 2605501 Roles of international marketing; impacts of economic, social, political, legal and cultural environment on international marketing management; steps in international marketing decision; modes of international marketing entry; International marketing mix decisions; international marketing planning and control; decision related to international marketing organizational structure; international marketing research; World Trade Organization; government and private organizations involved with international marketing.

24 MBA PROGRAM: CHULALONGKORN BUSINESS SCHOOL 2605616 Integrated Marketing Communication Strategy 3(3-0-9) IMC STRATEGY Prerequisite: 2605501 Roles and importance of integrated marketing communications; internal and external environment of integrated marketing communications; types of integrated marketing communication; integrated marketing communications strategies; integrated marketing communications planning and controlling; budget allocation; data analysis and measurement of the effectiveness of integrated marketing communications; integrated marketing communications plan. 2605620 Consumer Behavior Analysis 3(3-0-9) CONS BEHAV ANA Prerequisite: 2605501 Roles and importance of consumers; models of consumer behavior; consumer segmentation; factors influencing consumer decision-making; consumer research; culture; social classes; family; reference groups; hierarchy of needs; motivation and involvement; perception; learning; attitudes and changing of attitudes; personality; consumer information processing; types of purchasing decisions; consumer decision processes. 2605671 Marketing Research 3(3-0-9) MARKETING RES Prerequisite: 2605501 and 2603532 or by consent of faculty Importance and roles of marketing research in marketing management; type of marketing research; marketing research process; problem identification and objectives; research design; sampling; sources of data; data collection procedures and tools data analysis and research report writing; measurement of consumer attitudes; validity and reliability of the measurement; statistical data analysis techniques. 2605691 Seminar in Marketing Management 3(3-0-9) SEM MKT MGT Prerequisite: 2605618 or by consent of faculty Applications of marketing concepts; analysis of problems in marketing operations and recommendations for problem, solving; contemporary issues in marketing.