BA6200 MARKETING MANAGEMENT
1. Program of Study Master of Business Administration (Flexible MBA)
2. School NIDA Business School
3. Course Code BA 6200
4. Course Title Marketing Management
5. Number of Credit 3
6. Semester/Academic year 1/2568
7. Instructor: Asst. Prof. Dr. Piya Ngamcharoenmongkol
Assoc. Prof. Dr. Khanyapuss Punjaisri
8. Prerequisite none
9. Status Core Course
10. Course Description
Marketing philosophy and concepts, marketing plans, marketing strategy for business
growth. Market opportunity analysis, evaluation of market attractiveness. Determination of
marketing programs and effective marketing control.
11. Course Outline
11.1 MBA Learning Objectives. This course fulfills the following MBA learning objectives:
1. Ethics and Social Responsibility.
1.1 Students are aware of ethical issues in doing business.
1.2 Students can function as a responsible citizen in a society.
2. Functional Knowledge
2.2 Students can identify and analyze business problems in functional areas
3. Problem Solving and Communication Skills
3.1 Students can initiate business decisions appropriately to solve functional problems.
3.2 Students can communicate business ideas and information clearly and effectively.
4. Quantitative Data Analysis Skills
4.1 Students possess quantitative data analysis skills.
4.2 Students can apply information technology to solve business problems.
11.2 Course Objective
1. Students can do situation analysis and come up with marketing objectives
2. Students can design a marketing plan with all details of marketing mix elements
3. The marketing plan covers details that can be possibly implemented with business
ethics and good corporate governance practices.
4. The marketing plan should demonstrate social concern and CSR activities
5. Students can apply their quantitative and communication skills for marketing purposes.
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11.3 Content
Date (8:00-11:00) Topics Professor
9/8 Course Introduction & Marketing Overview Piya
16/8 Marketing Plan Piya
23/8 Marketing Information System Khanyapuss
30/8 Loyalty Relationships Khanyapuss
6/9 Buying Behaviors Khanyapuss
13/9 Segmentation, Targeting and Positioning Piya
20/9 Product Strategy Piya
27/9 Service Marketing Piya
18/10 Pricing Strategies Khanyapuss
25/10 Marketing Channels Khanyapuss
1/11 Integrated Marketing Communications Piya
8/11 Communications Mix Piya
15/11 Term Project Consultation Piya
22/11 Term Project Presentations I Piya
29/11 Term Project Presentations II and Course Wrap-up Piya
11.4 Teaching Methods
§ Lectures and discussions on focal areas of marketing management
§ Case studies of successful and not-so-successful marketing programs
§ Group works and presentations
§ Term project on marketing strategy and plan
11.5 Instructional Materials – uploaded on Microsoft Teams
§ Lecture slides
§ Research articles/academic papers
11.6 Evaluations
§ Coursework and Participation 15 %
§ Term Project 35 %
§ Final Examination 50 %
12. Texts and Supplementary Materials
12.1 Required texts
§ Kotler, Philip, K. Keller, and A. Chernev. (2022) Marketing Management, 16th
Edition, Harlow: Pearson Education
12.2 Supplementary texts
12.3 Research articles/academic papers (if any)
12.4 Electronic Media/Internet
13. Incorporation of instructor’s own research
§ Auemsuvarn, Piyaporn and Piya Ngamcharoenmongkol (2022), “Destination
personality: a dimensions analysis and a new scale development in Thailand,”
International Journal of Tourism Cities, 8(4), 1019-1041.
§ Nuansi, Phimai and Piya Ngamcharoenmongkol (2021), “Proactive Complaint
Management: Effects of Customer Voice Initiation on Perceived Justices,
Satisfaction, and Negative Word-of-Mouth,” SAGE Open, 11(3), 1-17.
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§ Ngamcharoenmongkol, Piya and Piyaporn Auemsuvarn (2020), “Brand
Personality: Conceptualization and Measurement,” NIDA Business Journal,
27(2), 60-75.
§ Ongsakul, Viput, Piya Ngamcharoenmongkol, Warat Kaewpijit, and Boonyawat
Soonsiripanichkul (2019), “Customer-based cold chain equity: the application of
customer-based brand equity on the food cold chain,” Journal for Global Business
Advancement, 12(5), 648-669.
§ Phimai Nuansi and Piya Ngamcharoenmongkol (2019), “Promoting responsible
service policy: The impact of complaint invitation on perceived service recovery
performance,” Journal of Business and Retail Management Research, 13, 24-34.
§ Ngamcharoenmongkol, Piya (2018), “Central Food Retail: Business Expansion
& Brand Architecture Strategy,” Asian Case Research Journal, 22 (1), 199-218.
§ Ngamcharoenmongkol, Piya (2016), “Corporate Brand Synthesis: A Case Study
of Corporate Brand Image in the Service Sector,” NIDA Business Journal, 19, 65-
79.
§ Ngamcharoenmongkol, Piya (2014), “Consumers, Reference Groups, and Brand
Imagery in Approach and Avoidance Behaviors,” In Academy of Marketing –
Marketing Dimensions: People, Places, and Spaces, Bournemouth, July, 2014.
§ Ngamcharoenmongkol, Piya and Margaret K. Hogg (2014), “Self-Brand Image
Congruence Measurement: A New Method”, In Association for Consumer
Research – Back to Fun, Baltimore, October, 2014.
§ Ngamcharoenmongkol, Piya (2014), “Consumers and their Brands: A Consumer-
Brand Imagery Perspective,” In 48th NIDA Anniversary Annual Conference –
Toward ASEAN Development Administration, Bangkok, April, 2014.
§ Ngamcharoenmongkol, Piya and Margaret K. Hogg (2013), “Consumer-Brand
Congruence: Identifying and Measuring Positively and Negatively Valued
Brands,” In Consumer-Brand Relationships Conference – the (R)evolution of
Consumer-Brand Relationships, Boston, MA, May, 2013.
NIDA Business School utilizes the student-centered teaching method where students are
encouraged to be active in class. All the business activities students proposed in this course
must follow good business ethics. The School constantly encourages students to practice good
corporate governance practices.
GUIDELINE TO GROUP PROJECT
The theme of the group project for this semester is to write a MARKETING PLAN for a brand
of your choice. This can be a real or hypothetical brand. The content of a marketing plan
generally includes:
1. Executive Summary
2. Situation Analysis: Macroenvironmental, Industry, Market, Consumer, Company Analysis
3. Marketing Strategy: Segmentation, Targeting and Positioning
4. Marketing Tactics: Product, Price, Channel. and Communication
5. Financial Projections
6. Implementation Controls
The instructor will closely monitor the progress of this project and is ready to offer assistance
to all students on this very interesting and helpful project.
