IMK 336 Electronic Marketing
(3 credits)
Pre-requisite: IMK212 Principles of Marketing or Dean’s Approval
Study electronic commerce, influence of electronic
commerce, characteristics and importance of electronic
commerce and trading via electronic ways as e -commerce, using
publicity media, stimulating sales via electronic way, selling on
websites, and study problems from electronic commerce such
as legal, tax issues and shipping cost.
IMK 337 Service Marketing
(3 credits)
Pre-requisite: IMK212 Principles of Marketing or Dean’s Approval
Study services marketing by using 8p’s (physical
evidence, people, process, productivity quality) added more
from general marketing mixes (4p’s). Study problems and
consideration for services marketing such as problems from
service expectation from service quality, problem in controlling
services and service communication. Study case study of services
marketing from interesting industries like hotel industry, transportation
industry, aviation industry and services marketing management.
IMK 338 Integrated Marketing Communication (3 Credits)
Pre-requisite: IMK 212 Principles of Marketing or Dean’s Approval
Study integrated marketing communication used in essential
marketing, study different media tools influencing consumers,
good and weak points of developing and using media tools for
encouraging consumers, ability in learning and memorizing of
consumers, using media tools effectively and evaluate and
audits of media tools.
62 BANGKOK UNIVERSITY INTERNATIONAL COLLEGE
IMK 339 Sustaining Business Marketing
(3 Credits)
IMK 340 Customer Relationship Management
(3 Credits)
Pre-requisite: IMK 212 Principles of Marketing or Dean’s Approval
Study sustaining business marketing for business organizations that buy for using in organizations or resale as company,
foundation, government, retailer. Study marketing concepts for
sustaining business marketing, sustaining business for marketing management, and promotion for business marketing. Study
unqiue characteristics of important business buyers such as
government, wholesalers, non-profit-seeking organization, and
retailer.
Pre-requisite: IMK 212 Principles of Marketing or Dean’s Approval
Study customer relationship management, creating and
seeking new customers, developing relationship with the
existing customers, using customer relationship management
(CRM) by using database, implementing system for customer
relationshipmanagement (CRM), creating activities for promoting
good relationship with customers, study customer relationship
in different forms of customers as wholesaling, retalining and,
service customers.
IMK 421 Marketing Research
(3 credits)
Pre-requisite: IMK212 Principles of Marketing or Dean’s Approval
Study marketing research, process for doing marketing
research like assumption and hypothesis testing, questionnaire
design, collection, presenting marketing research, types of
marketing researches, like consumer marketing research,