Master's Degree Program in Marketing (English Language) 1) Name of Curriculum: Master's Degree Program in Marketing (English Language) 2) Name of Degree: Master of Science in Marketing or M.S. (Marketing) 3) Responsible Institution: Faculty of Commerce and Accountancy, Thammasat University 4) Rationale and Objectives 4.1 To produce Marketing graduates who are as knowledgeable as those graduated from top business schools abroad. 4.2 To produce Marketing graduates who are eligible in both academic and management issues which can be applied in real business especially in the problem solving and decision making processes, and according to the theories and practices in business management. 4.3 To produce Marketing graduates who are able to work in management levels in both private and government sectors, socially responsible with ethics. 4.4 To produce Marketing graduates who are able to teach in universities and other educational institution. 5) Time Schedule: The Master's Degree Program in Marketing (English Language) has started since the academic year of 1990. 6) Admission Requirements: Students applying for the Master's Degree Program in Marketing must meet the following requirements: 6.1 Hold at least a Bachelor's Degree in any field from a university formally recognized by the Thammasat University Council. 6.2 Have a few years of working experience after completing a bachelor's degree, though not an obligation but will be an advantage. 6.3 Have knowledge of the English language at a satisfactory level. 6.4 Have interest in Marketing professions and likely to use knowledge in Strategic Marketing in future careers. 6.5 Pass written and interview examinations according to Thammasat University's regulations. 6.6 Meet the requirements indicated in Item 8 of the Thammasat University Graduate School's regulations (1998). 7) Selection Criteria: The entrance examination, both written and interview, will be used in selecting suitable candidates. All examinations will be conducted in the English language. The written examination will focus on
quantitative analysis (GMAT style) and general business knowledge (essay writing). The admission and selection processes will be in accordance with regulations issued by the Faculty of Commerce and Accountancy, Thammasat University. 8) Program Structure: 8.1 The Master's Degree Program in Marketing (English Language) operates on an evening trimester system. 8.2 The teaching and learning methods focus on "Action Learning" based on both individual and group assignments as follows: - Lectures and Discussions - Case Studies - Marketing Games - Marketing Simulations - Presentations - Field Trips 8.3 Assessments of credits earned will be as follows: - Taught Course: 16 hours of lectures throughout a trimester will be counted as 1 credit - Project Work Course: 32 or 48 hours of practice throughout a trimester will be counted as 1 credit 8.4 The Oral Comprehensive Examination will be held during the final trimester and after the completion of the taught courses. The Master's Degree Program in Marketing (English Language) will arrange for the oral comprehensive examination twice per year and will announce the examination date to students at least 4 weeks in advance. The result of this examination will be either "P" (Pass) or "N" (Not Pass). Student must pass the oral comprehensive examination with a grade of "P" in no more than 3 attempts. If they fail to do so they shall be dismissed from Thammasat Graduate School. 8.5 Students will choose either Plan A. or Plan B. as follows: 8.5.1 Plan A. Thesis Plan A. student will study altogether not less than 42 credits of coursework in which a thesis of 12 credits is included. Plan A. student will be exempted from studying the courses Project Work in Marketing I and II (6 credits) and also exempted from studying another 6 credits of elective courses. 8.5.2 Plan B. Non-thesis Plan B. student will study altogether not less than 42 credits of coursework which will include two courses of Project Work in Marketing (I and II) which are compulsory ( each). 8.6 Student must study the preparatory course MK 500: Introduction to Business and must pass with the grade of "P" (Pass). Student has to complete this course prior to the beginning of the first trimester. There is no credit given from this course and the grade will not be accumulated in the grade-point average calculation. 9) Length of Study: To complete the Master's Degree Program in Marketing (English Language) student must be registered for not less than 4 trimesters and not more than 16 trimesters.
10) Registration: Registration will be done in accordance with the regulations of Thammasat University's Graduate School (1998). 11) Student Assessment and Graduation Requirements 11.1 Student Assessment: Details of the grading system will be in accordance with Thammasat University's regulation number 13 for Graduate Studies, 1998. 11.1.1 The nine final course grades are as follows: Grade A A- B+ B B- C+ C D F Point 4.00 3.67 3.33 3.00 2.67 2.33 2.00 1.00 0 11.1.2 There are two grades for non-credits course. They are P for pass and N for fail. 11.1.3 Under certain circumstances there might be two grades for the credit courses. Those are S for pass and U for fail. 11.1.4 Total credits counted include the one with S or at least C only. Those with D or F in either compulsory courses or electives will be included in calculating grade point average. 11.1.5 Students who get U or D or F in any compulsory course may register for that course again once. This time he or she must earn an S or at least C, otherwise he or she will be dismissed. If the student gets a U or D or F in any elective course, he or she may register for that course again or register for any other elective course. A student who gets C in any course cannot register for that course again. 11.2 Graduation Requirements: For a student to be awarded a Master of Science in Marketing, he or she must fulfill the following requirements: 11.2.1 The student must complete all courses according to the program curriculum and fulfill all rules, regulations of the Faculty of Commerce and Accountancy, Thammasat University. 11.2.2 The student must attain a minimum cumulative grade point average of 3.00. 11.2.3 The student must pass the oral comprehensive examination. 11.2.4 Plan A. student must receive an S in oral-defending his or her thesis which is published and bound and submitted to the Faculty of Commerce and Accountancy according to Thammasat University s regulation. 11.2.5 The student must be in good financial standing with Thammasat University. 12) Cost: Each student is required to pay Baht 455,590 for the entire two-year program (University's fees excluded).
13) Curriculum 13.1 Total 42 credits for the entire program 13.2 Curriculum Structure Plan A. Plan B. Thesis Non Thesis Compulsory Course 27 33 Credits Elective Course 3 9 Credits Thesis 12 - Credits Total 42 42 Credits 13.3 Course Name 13.3.1 Preparatory Course MK. 500 Introduction to Business 13.3.2 Compulsory Course Management Tools MK. 601 Economic Analysis MK. 602 Financial Analysis and Planning MK. 603 Organization Behavior and Management MK. 604 Marketing Management MK. 605 Marketing Information Systems Marketing Tools MK. 611 Behavioral Science in Marketing MK. 612 Research Methodology in Marketing MK. 621 Competitive Strategies in Marketing MK. 622 International Marketing MK. 631 Project Work in Marketing MK. 632 Project Work in Marketing (1) MK. 633 Project Work in Marketing (2) 13.3.3 Elective Course MK. 721 Product Management MK. 722 Direct Marketing MK. 723 Sales Management MK. 724 Marketing Profitability MK. 725 Marketing Communication MK. 726 Production Management 6 credits
MK. 727 Channel Management MK. 728 Physical Distribution Management MK. 729 Marketing Decision Making Theory MK. 730 Selected Topic in Marketing (1) MK. 731 Selected Topic in Marketing (2) 13.3.4 Thesis MK. 800 Thesis 12 credits Course Descriptions Preparatory Corse MK500 Introduction to Business The purpose of this course is to equip students with basic business principles which will be used for further courses. The course will emphasize basic principles of economics, marketing, managerial accounting, finance, personal computer operation, case analysis and presentation techniques. Compulsory Course MK601 Economic Analysis The course integrates key aspects of microeconomics and macroeconomics. It involves basic economic problems, international finance and economic forecast. MK602 Financial Analysis and Planning This course is a combination of principles of managerial accounting and principles of corporate finance. It is designed to provide managers with financial analysis, decision making and financial statement, analyzing cash flow, budgeting, cost analysis and ratio analysis. It also involves concepts about cost of capital, present value and capital budgeting. MK603 Organization Behavior and Management The course focuses on organizational behavior and management theory as it relates to marketing organizations including values and attitudes, motivation, group dynamics and behavior, group decision making, power and conflict, management styles, leadership, management of change, self-development, and time management. MK604 Marketing Management A study of the managerial functions of the marketing management process. The course prepares marketing managers for undertaking any marketing task. The topics include marketing research, consumer behavior, marketing
information systems, market segmentation, product development, packaging, product differentiation, pricing, advertising, promotion, sales management, distribution channels, and business ethics. MK605 Marketing Information Systems This course involves the design of marketing information gathering systems and the process of collecting the most useful information. Various information systems will be presented together with their advantages and disadvantages. Information management is the key area to determine the efficiency of management in decision making which often affects the success or failure of the organization. Quantitative analysis in marketing will be an important part of this course. MK611 Behavioral Science in Marketing Prerequisites: MK. 603 Organization Behavior and Management and MK. 604 Marketing Management This course explores consumer behavior which includes market segmentation, cultures, social class, family, reference group, attitudes, perception, lifestyle, personality, self-concept, motivation, learning, innovation and consumer decision-making models. MK612 Research Methodology in Marketing This course emphasizes the organization, processes, and applications of marketing research in making marketing decision. Topics include the stages of the marketing research process, experimental design, sampling methods, test of hypothesis, analysis of data, evaluation of research costs, results achieved and applications of research to marketing decision areas. A research project is required involving data collection and analysis. MK621 Competitive Strategies in Marketing A study of strategy formulation and implementation in marketing is required for this course. It focuses on different methods and techniques for analyzing company s positions in a particular sector or market, as well as those of its competitors. It includes company strategies and policies that can be implemented as a competitive advantage strategic plan. MK622 International Marketing Prerequisites: MK. 604 Marketing Management and MK. 621 Competitive Strategies in Marketing This course provides students with knowledge of international trading practices concentrating on export marketing. Topics involve selecting an export market, type of export business, analysis of financial risk, economic risk and political risk, strategy in entering foreign markets, action plan related to the marketing program, and implementation.
MK631 Project Work in Marketing 6 credits Prerequisites: MK. 604 Marketing Management and MK. 612 Research Methodology in Marketing This is an advanced course which is designed to train students in solving complex marketing problems under realistic conditions. Students are required to identify a problem, either in the domestic or in the international marketing arena, and to collect the necessary information in order to present a satisfactory marketing solution. This course is ideal for enterprising students as it often provides the students with relevant marketing information and opportunities to look for new business. MK632 Project Work in Marketing (1) Prerequisites: MK. 604 Marketing Management and MK. 612 Research Methodology in Marketing This course aims to train students to understand the analysis of market opportunities under real business situation in order to launch new products or services to the market. Students will also learn how to evaluate the business feasibility, how to write a business plan, how to do the budget planning and how to adopt the strategy formation that will bring success to new businesses or services. MK633 Project Work in Marketing (2) Prerequisites: MK. 604 Marketing Management and MK. 612 Research Methodology in Marketing and MK. 632 Project Work in Marketing (1) This course is a subsequent course to MK 632: Project Work in Marketing (1). It aims to train students in writing business plans for real business. Students will work in team of around four, compose business plan for new products or services, and present their plan to investment bankers. Students must prepare to answer all questions related to their plan and convince those investors that their plan will be succeeded if funded. This course will equip students with marketing knowledge and practice for being successful entrepreneurs that can be linked with other functions of business. Elective Course MK721 Product Management This course examines the role of the product manager in a modern marketing organization. It aims to develop an active understanding of the interrelations between technology and marketing, both at the early phases of development of products and markets and at the keen competition in the mature phases. Topics include research and development, pricing, environments for innovation, product abandonment, and management of product strategies. MK722 Direct Marketing This course concentrates on the techniques of direct marketing which is becoming more important in marketing today. Although the concepts are not complicates, success depends on thoroughly understanding the techniques and process of direct marketing and key success factors. Topics include strategic marketing planning, direct mail, broadcast media, telemarketing, research, positioning, copywriting and direct marketing economics.
MK723Sales Management This course analyzes the role of the sales manager in a modern marketing organization. The emphasis is on personal selling, recruiting and training sales people, sales forces organization, motivation, communication and control, forecasting, budgeting and evaluating. Current empirical research and case studies are used. MK724 Marketing Profitability Prerequisites: MK. 602 Financial Analysis and Planning and MK. 604 Marketing Management This course provides a business-oriented approach to profitability analysis. The focus is on marketing decisions in the organizational context of other company decisions. The course will concentrate on the identification and description of the most salient and profitable factors in marketing and the application of quantitative methods in improving corporate financial performance. MK725 Marketing Communication Prerequisites: MK. 603 Organization Behavior and Management and MK. 604 Marketing Management This course is concerned with the decision-making of marketing managers on the firm s promotional mix, particularly advertising, sales promotion, packaging and publicity. It emphasizes practical strategies for analyzing, planning and coordinating a firm s promotional activities. MK726 Production Management This course is about product in manufacturing companies. It covers controlling each step in the production process for optimal benefits. It involves production strategies, product design, plant location, plant layout, job analysis, capacity planning, production planning and control, inventory control and quality control. MK727 Channel Management This course emphasizes the development of marketing channels, the determination of distribution efforts including planning, organizing, analyzing and doing research in marketing channel systems. The selection and control of marketing channels together with managing the marketing mix in channel systems are also included in this course. MK728 Physical Distribution Management This course integrates important activities in physical distribution. These are inventory, warehousing, packaging, material handling, plant location, distribution centers, transportation cost and distribution regulations in order to design an effective physical distribution system.
MK729 Marketing Decision Making Theory This course integrates key aspects of macromarketing decision theory and micromarketing decision theory. It includes the study of demand function, cost function, profit function, marketing mix determination, competitive strategy and uncertainty in macromarketing decision theory. For micromarketing decision theory, the topics are models of distribution decisions, price decisions, sales force decisions, advertising decisions and market behavior. MK730 Selected Topic in Marketing (1) This course focuses on interesting topics or issues in marketing which are useful for students. MK731 Selected Topic in Marketing (2) This course focuses on interesting topics or issues in marketing which are useful for students. Thesis MK800 Thesis 12 credits