MBA Online

College of Graduate Study in Management at Khon Kaen University

Facilities & Support Services

Academic and Administrative Services

The Sunthorn-Araya Arunanonchai building is the home for CGSM. Its name is devoted to honor Mr. Sunthorn and Mrs. Araya Arunanonchai who donated more than 39 million Baht for the construction of such building which is well equipped with state - of - the art audiovisual equipment and facilities to ensure the high quality of teaching and learning environment. Moreover, CGSM library and computer center facilities will support the students to ensure their Internet access and self-learning opportunity.

MBA students can also enjoy the privilege access to all the university’s facilities; Library Services, Computer Services, Training, International student Service, Accommodations, Sport facilities, Bank, Post Office , and Commercial Complex.

ICS , Graduate School of International Corporate Strategy

[Term 4] Brand Management (S. Akutsu) (2009/Term 3&4 (Spring&Summer))

This is an advanced marketing elective course that focuses on the development and implementation of brand management. Managers in charge of a brand(s) face many challenges, such as (1) developing brand strategies that synthesize internal resources and competitive strategy, (2) clarifying brand philosophies, (3) generating and motivating brand identities, (4) understanding the brand images of key customers in depth, (5) communicating brand identities effectively with customers, (6) designing a comprehensive brand architecture, (7) developing and implementing brand building programs, (8) evaluating brand’s value conceptually and quantitatively, and (9) managing brands over time and across cultures.

The goal of this course is to provide students with concepts, theories, models, and methods that will help resolve these challenges. It is complementary to the database-marketing elective as it places more emphasis on concepts and theories, while the database-marketing course stresses empirical methods and quantitative data analysis.
Course Structure

In the first class, the course overview is provided. Fundamental questions concerning brand are discussed such as (1) what is brand, (2) why it is important, (3) to whom it is important, (4) when it is important, (5) where it is important, how to build it, and who should be in charge. Guidelines for the group project are also provided.

Thereafter, the course is structured in three modules. The first module introduces key concepts and models of brand management. In particular, it closely examines different conceptualizations of brand equity and brand identity. Insights and implications each conceptualization conveys, as well as other related concepts, are discussed. A variety of measurement models and scales of brand equity are also introduced.

The second module covers the basic models of brand strategy and branding, as well as their relationships with organizational capabilities and market opportunities. Organizational capabilities of brand building are identified and their roles are discussed. Akutsu and Ishida’s Context Branding Model is introduced as a frame of branding that has been developed and proven in the Japanese and other overseas markets.

The third module covers brand portfolio strategy and other advanced topics of brand strategy and branding. David A. Aaker’s Brand Portfolio Model is introduced and its relation to Context Branding Model is discussed. Other topics include branding nations and branding in Asia.
Teaching Method

While this course consists primarily of case discussions, lectures, videos, and guest speaker sessions are combined to effectively teach both theory and practice. Due to the nature of this advanced elective course, students are expected to enthusiastically prepare for and participate in the class. Students have an opportunity to present the outcome of their group project in a later session.

ICS , Graduate School of International Corporate Strategy

[Term 1] Knowledge Management (I. Nonaka / K. Ichijo) (2008/Term 1&2 (Fall&Winter))

The objective of this course is to offer an overview of knowledge management through philosophy, academic articles, and case studies. Starting with the definition of knowledge, students will learn various aspects of knowledge creation and utilization and are expected to understand the theory of knowledge creation as well as the practical application of knowledge management.
Course Structure

The course starts with the definition of knowledge by such philosophers as Descartes, Nishida, and Plato. Next, classical organization theoretical works, such as those of Barnard, Simon, and Maslow will be discussed to see how organizational knowledge-creating theory is based on them, and how it differs from them. Then, the theory of organizational knowledge creation will be discussed, including various components such as ba, knowledge assets, leadership, and enablers.

The theoretical part is followed up by the study of case studies to learn how firms have built their knowledge-based business systems. Companies such as Suntory, Seven-Eleven, Eisai, Honda, NTT DoCoMo, and the U.S. Marines will be studied.

Students will also learn about theory building methodologies to construct their own theory. Finally, the application of knowledge creating theory to broader fields, such as regional or national knowledge creation, will be discussed.
Teaching Method

The theoretical part of the course will be conducted mostly through the use of lectures and the dialectic approach. The application part of the course, which deals with knowledge creation within companies, will be conducted mostly through the use of case studies and discussion, augmented by outside speakers representing the respective companies taken up in the case studies. Also, throughout the course, students are required to make presentations in small groups on what they have learned.

Service Marketing (EKM 3110)

This course examines the differences between the marketing concept for services and tangible goods. It explains the relevant three main models for the service marketing activities; service triangle, service marketing mix and gaps model from the service quality. With special reference to these models, students are expected to analytically investigate challenges faced by service firms and hence to be able to develop services marketing strategies and tactics for gaining competitive advantage. The objective of this course is to provide students with an understanding of decision-making processes performed by marketing managers in service firms. Students are expected to acquire basic knowledge to assist decision making related to: managing consumers’ expectations and perceptions; efforts of building consumer relationship and service recovery; efforts of collaborating strategies with design and service standards; efforts of developing service performance, service promises, and minimizing service gaps.