INTERNATIONAL PROGRAM

The International Program mission at CMMU is to produce students who are more self-confident to work in a complex global business world.

MARKETING AND MANAGEMENT (MM)

Marketing is an essential part of enhancing business success. With the competitive scene increasingly moving to become international, and with more and more players, the need for specialized marketing skills continues to grow. Functional differentiation is not a guarantee of success. Learning and applying marketing skills will help you rise above your competition and enhance your effectiveness.

Marketing is a language, a way to learn about consumer wants and needs and offer them products and services that they desire. What should we make? How should we brand it? What should we say when advertising?

By studying marketing at CMMU, MM students will tap into state-of-the art knowledge and theories from around the world. While many theories are from abroad, they are customized to fit applications within Thai and Asian societies.

WHO SHOULD TAKE THIS MAJOR?

If you are interested in understanding consumer behavior so that you can develop more effective branding and marketing communications, this program is the right option for you. Elective classes are offered to help expand your abilities, such as international marketing and digital marketing. The teaching is a blend of theory and practice, with an emphasis on practical application in the real world.

CAREER OPPORTUNITY

Those working (or interested in) areas such as marketers or marketing managers, those in advertising, consumer analysts, market researchers, product analysts, or retail marketers

DUAL DEGREE OPTIONS

Second Degree from UTS Sydney



The qualified students in the Marketing and Management (MM) program have the opportunity to study at UTS in Sydney, Australia, which is one of the world's leading international business schools. CMMU MM program students can earn a second Masters degree (Masters in Marketing) by studying at UTS for one term and taking 4 courses in the Master in Marketing Program at UTS.
,br> Students are required to take four more subjects at UTS.
  • Marketing Channel Management
  • Marketing Analytics
  • Pricing and Revenue Management
  • Business Project: Marketing
Dual Degree from Macquarie University Sydney



MM students have the opportunity to study 3 terms at CMMU and then continue their studies at Macquarie University, Sydney, Australia for 1 year. They will receive a Master in Management from CMMU and a Master of Commerce with a specialization in Marketing from Macquarie University. A scholarship of 10,000 AUD is available from Macquarie University for this program.

Contact and Enquiries

CMMU regular business hours
  • Open 9.30 - 18.30 Weekday
  • Open 9.30 - 16.00 Weekend
Tel: (66) 02 206 2000
email: This email address is being protected from spambots. You need JavaScript enabled to view it.
  • Curriculum
    Core Course
    (Total 15 Credits)
    • Organization Behavior and Human Resource Management
    • Management Information Systems
    • Asian Economy in Global Context
    • Financial Management
    • Strategic Marketing Management
    Foundation Course
    (Select 3 subjects Total 9 Credits)
    • Consumer Behavior
    • Decision Skills
    • Research Methodology in Marketing
    Capstone Project
    (Total 6 Credits)
    Specialization Course
    (Select 4 subjects Total 12 Credits)
    • Business Creativity
    • Marketing Communications and Promotions
    • Services Marketing
    • Marketing Channel Strategies
    • Retail Marketing
    • Strategic Brand Management
    • Product Development
    • Managerial Negotiation Strategy
    • Customer Relationship Management
    • International Marketing
    • Digital Marketing
    • Seminar in Marketing
    Free Elective
    (Total 3 Credits)
    Total 45 credits

    *Note: This structure is the normal curriculum structure. It may change without prior notice. please check with program educator.
    • Organization Behavior and Human Resource Management

      Meaning, Individual behavior, personal decision making, value, attitudes and job satisfaction, role of motivation and performance, group behavior, communication and decision making in group, leadership and ethics, power and monetary, conflict, negotiation and group behavior, organization structure, organization design , person policies, morals, ethics and social responsibility, corporate culture and environment, planning and goal setting, stress in workplace, management and organizational behavior, organizational development and change


      Management Information Systems

      Information systems from the business viewpoint; identification of an organizations information needs, the information technology and application systems to support the needs from operational to strategic levels, development and acquisition of the systems


      Asian Economy in Global Context

      Microeconomics, demand and supply, elasticity, government policies, production and output, costs, perfect competition market, monopoly, monopolistic competition, oligopoly, game theory, market failures. Macroeconomic, measuring GDP, economic growth, inflation, unemployment, monetary policy, fiscal policy, business cycle, international trade, and international finance, the examples and cases of real situations happened in Asian economies


      Financial Management

      An overview of financial management, financial statements, financial statement analysis, risk and return, time value of money, bonds and their valuation, stocks and their valuation, cost of capital, capital budgeting, cash flow estimation, risk analysis and real options, long-term financial planning, capital structure decisions, issuing securities, refunding operation, current asset management, short-term financing, derivatives and risk management

       


      Strategic Marketing Management

      Marketing, building customer satisfaction, marketing process and marketing planning, marketing information system and marketing research, scanning the marketing environment, analyzing consumer markets and buyer behavior, analyzing business market and business buyer behavior, analyzing industry and competition, demand measurement, market segmentation and selecting target market, differentiate, positioning, developing, testing and offering new product, the product life cycle, designing market-leader strategies, market- challenger strategies, market- follower strategies and market-nicher strategies, designing global market offering, managing product line, brands and packaging, managing services, channel management, managing retailing, wholesaling and market logistic, managing integrated marketing communications, design direct marketing and public relation, managing sales force, evaluation and control.

    • Consumer Behavior

      This course is designed to help improve marketing effectiveness for businesses in Thailand. Whether working for SMEs or MNCs, understanding consumer behavior is an integral part of business development and marketing success. The course provides guidelines for understanding consumer and buyer behavior and factors influencing that behavior, with an emphasis on local examples and situations. Special emphasis is placed on practical business applications and questions several concepts that are widely taught and believed today by both academics and business practitioners.

      Decision Skills

      Managers in modern organizations are assuming increasing responsibility and making decisions of far-reaching consequence for the organization.

      This course explores frameworks for effective decision-making. It presents models and tools for decision makers, discusses the use of information, cultural and organizational factors that affect decisions, and ethical dimensions of decisions. Students complete the course with knowledge of both rational, objective approaches to decision-making and of subjective aspects of executive decisions.

      Research Methodology in Marketing

      Marketing information collection methodology from consumer or business markets, problem recognition, research design, questionnaire design, and data collection in order to maximize the value of information, statistical methods and computer software for data analysis.
    • Business Creativity

      The course strongly emphasizes active learning and the direct application of the learned creativity concepts and techniques. At all times, the emphasis is on the programs being extremely interactive; the objective is always to demonstrate and teach thinking skills vis-à-vis creativity and innovation. The learning objectives will be achieved by using a variety of instructional techniques: exercises, competitive games, self-assessments, and multimedia, amongst others.

      Customer Relationship Management

      Customer relationship management (CRM), to promote and maintain customer loyalty, is key to business profitability in a competitive business environment. For success in today's markets, enterprises must become customer-centric by adopting a customer-driven approach across all customer access points. This course explores the CRM concept and benefits, components and processes. The course covers CRM project execution and explores the factors in successful implementation.

      Derivatives

      Definition of the derivatives and the markets. Various types of derivatives currently used in the market. Systematic risk, restrictions, regulations and theories related to the derivatives. The market for derivatives, risks and return rates, characteristics of innovation financial instruments.


      Digital Marketing

      Plan, manage and execute successful digital marketing campaigns, build brands and generate sales using digital techniques, search marketing, online display advertising, email marketing, social media and mobile


      International Marketing

      Introduction to international marketing and international marketing planning, internationalization or globalization, economic environment, cultural environment, political and legal environments, competitive environment and researching international markets, entry & expansion strategies, product decisions, pricing decisions, promotion decisions, and distribution decisions.

      Marketing Communications and Promotions

      The application of communication process to marketing management. Consumer behavior analysis, Branding concept, product positioning in consumer’s mind, relationship between marketing factors, advertising, public relation, promotion and consumer behavior in new market system along with customer relationship management.

      Managerial Negotiation Strategy

      This course integrates the process of negotiation from the view of the manager. It approaches negotiation as a managerial tool used to influence one's peers, superiors, subordinates, suppliers, customers, labor unions, government agencies, trade associations and other entities.

      Negotiation is simply a tool that managers use to accomplish their objectives. The course covers different frameworks for effective negotiation strategy and makes extensive use of case studies and role plays to develop knowledge and skills in negotiation.

      Marketing Channel Strategies

      Analyzing relationship and coordination system among manufacturing or service organization and customers which are either industry sector, institute or consumer. Efficiency and effectiveness of distribution structure consisting manufacturer, wholesaler, retailer, transporter, and other members in distribution process. The analysis of behavior of relationship among channel members, their authority, conflict, and communication. The effect from government policy and other limitation.

      Product Development

      This subject covers the process of innovation that begins with the development of new products through to the commercialization stage. The subject includes the application of technology in the marketplace, market research, product testing, and investment feasibility. It also addresses techniques that entrepreneurs can use to accelerate the product development cycle to meet market demand.

      Retail Marketing

      Develop knowledge of retail marketing and retail strategies. Management of store and non-store retailing. Retail analysis, shopper behavior analysis, category management, managing store layout and store visibility, store’s profit and loss analysis, direct marketing, and direct selling.

      Services Marketing

      In-depth analysis of different marketing management between product and service, case studies in several service patterns such as tourism, professional service, hospital, banking, hotel, fitness center, theme park, marketing management in service sector, relationship between service provider and customer, service providing process, customer satisfaction, and service quality.

      Seminar in Marketing

      Seminars by using case studies as a mean to apply marketing theory and model. The seminar topic might be;
      • Technology Marketing
      • Entertainment Culture and Marketing
      • Sports Marketing
      • Culture Consumption and Marketing
      • Contextual Inquiry and Consumer Experience
      • Creating an Innovation Mindset

      Strategic Brand Management

      Definition of Brand, the concept of brand, equity building a new brand, customer knowledge brand equity identity and positioning, creating a brand platform, choosing brand elements branding and marketing strategy, using secondary associations brand hierarchy & project feedback managing brands overtime, revitalization managing brand overtime, brand extension and globalization.
  • Item Pre-Course
    Period
    1st Year 2nd Year Total
    Term1
    Term2
    Term3
    Term4
    Term5
    1. Matriculation - 35,000 35,000 35,000 35,000 35,000 175,000
    2. Entrance Fee 38,000 - - - - - 38,000
    3. Tuition Fee(1) (4,800 Baht/credit) - 43,200 43,200 43,200 43,200 43,200 216,000
    Total Academic Expenses 38,000 78,200 78,200 78,200 78,200 78,200 429,000

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    Remark

    1. All students are required to achieve at least 45-credits program of study. The fee (exclude text book) of 216,000 THB (4,800 THB/credit x 45 credits) charged for the Master of Management (International Program) is considered a "total program fee".
  • Successful completion of the Masters Program requires students to meet several quality standards set by the College. Students must register to maintain their status as active students during every trimester of study until they graduate. In order for students to do this, they must register for a minimum of three (3) credit hours per trimester. As noted earlier, the maximum number of credits that a student may take in one trimester is twelve hours. The Program Chair and the Director of Academic Programs must approve exceptions to the above policy.

    Students who have satisfied the general requirements for admission or successfully transferred from Conditional Status will be admitted as Graduate Students. To retain Graduate Status in the Master program, a student must maintain an overall GPA of 3.00 or higher.

    Overall GPA
    Students must earn an overall GPA of at least 3.0 in their Masters program.

    Pass Written Comprehensive Examination
    The purpose of the Written Comprehensive Exam is for students to demonstrate their mastery of core material drawn from the CMMU management curriculum.

    TOEFL ITP score of 520+ prior to graduation
    (Equivalent to TOEFL IBT 68, IELTS 5.0 or MU GRAD TEST 70)

69 Vipawadee Rangsit Road
Samsennai, Phayathai District,
Bangkok, Thailand 10400
Tel: 662 206 2000 Fax: 662 206 2090
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