College of Graduate Study in Management at Khon Kaen University
900 714 Marketing Management
Current marketing and principles in marketing management; analysis of marketing environment; analysis of consumer market, buying behavior and competition in the market; market segmentation, market targeting and market positioning; development of new market and launching new product; promotion strategy; service strategy; and marketing development.
Marketing Management
This course introduces students to marketing decisions, decisions that are born of competition and form the core of business activity, such as: (1) What are we going to sell?
(2) What customers will we target?
(3) How can we convince them of our product’s value?
(4) What price will we charge?
(5) What is our competitive advantage?
The focus in the first part of the course is on the role of marketing in business, the guiding principle of value creation, and marketing analysis.
Analysis covers consumer and institutional buyer behavior, and the role of the market and competitors in marketing strategy, including market segmentation. In the second part of the course, we concentrate on how elements of the marketing mix interact with the environment to create competitive advantage. Topics include product development and positioning, pricing, promotion, advertising, sales and distribution.
Marketing Management (EKM 2102)
This is a follow on from Marketing Management which explores in greater depth the basic marketing concepts. The course explains the methods, techniques, and processes of formulating and developing a marketing plan to achieve their marketing objectives through certain steps in the marketing plan which includes activities such as segmentation, targeting, marketing strategies and programs formulation technically called product, price, place or distribution and promotion, and action plan. The objectives of this course are to enrich students with a better understanding about (1) the mechanism of making marketing decisions, (2) basic marketing concepts and recent development in marketing, (3) the role of marketing managers, and (4) the ability to implement the marketing concepts they learn into a marketing planning project/exercise.
This course is supported by economics, behavioral science and modern theory of management. As a function of management, it will help to identify the requirement and appetency of the customer, to select the target market that the corporation will serve, and to design the proper product, service, price, channel and means of promotion in order to meet the demand of the market.
The course consists of 6 sections.
In the first section, we introduce the evolvement and the latest trends of marketing.
In the second section, we want to let the students experience the art of modeling in marketing. Without using those complicated models, we choose the useful tools which can help the supervisor to make decisions.
The third section contains some applied marketing research technology, including the ways and means of survey and sales expanding model.
Then in the fourth section, the students will be asked to grasp the theory and methods of marketing, from marketing research to other management knowledge.
The fifth section focus on the marketing strategy and marketing mix in the times of information.
And we also prepared some case studies for the students in the last section.
The EMBA courses
The EMBA courses include:
Management & Leadership
Economic Institutions and Management Philosophy
Software Application (Optional)
Mathematic of Management (Preparatory Workshop)
Macroeconomics Analysis & Policy
Organizational Behavior
Statistical Decision Analysis
Managerial Economics
Financial Reporting & Analysis
Law and the Corporate Manager
Business Negotiations
Human Resource Management
Marketing Management
Managerial Accounting
Operations Management
Corporate Finance
Information Technology Management
Capital Markets & Financing Strategy
International Business
Corporate Strategy Executive Seminars & Forums
Field Project