EIP Mathayom Course Description

Second Semester

Subject: Marketing 2 Department: Math

Grade: Mathayom 6 Course Code: 33214
Periods: 3 Credit: 1

Course Description:

In the second semester we will take a more strategic view of marketing. We will consider the
process involved in planning marketing including how effective marketing planning involves
understanding the market and its trends as well as the strengths and weaknesses of the business
itself to set appropriate objectives, to set a budget, and to develop a marketing strategy. We will
also consider influences on the marketing plan such as the elasticity of demand. Students will
learn to analyze what factors influence a marketing plan, why producing a plan is useful and the
key elements of a plan. The course will also cover international marketing which has become
increasingly important in recent years. We will consider the advantages and problems of
targeting international markets and discuss why international markets offer important
opportunities for businesses, how businesses can enter markets, and the reasons why they might
fail.

Course Objectives:

1. Examine the importance of market planning.

2. Understand the different forms of elasticity such as income, cross-price, and promotional.
3. Define the importance of product development.
4. Discuss the value of research and development.
5. Learn the value of protecting ideas.
6. Discuss the significance of forecasting.
7. Look at the value of market analysis.
8. Understand the importance of a coordinated marketing mix.
9. Discuss the factors influencing a marketing strategy.
10. Define the meaning and significance of globalization.
11. Discuss strategies for international marketing.
 EIP Mathayom Course Description
Second Semester

Cambridge International AS and A Level

Marketing

Chapter 25: Marketing

25.1 Marketing planning
25.2 Elasticity of demand
25.3 Product development
25.4 The need to forecast marketing data
25.5 The need for and development of a coordinated marketing mix

Chapter 26: Globalization and international marketing

26.1 Economic globalization
26.2 International markets

Grade breakdown:

Chapter 25 test 10%

Chapter 26 test 10%

Project work 20%

Homework 15%
Participation 5%

Midterm exam 20%

Final exam 20%