NAMU CMMU case studies
NAMU CMMU · Put your knowledge to work in context.
The NAMU CMMU is a marketing management credential aimed at early- to mid-career marketers, team leads, and generalists who want a structured, exam-verified signal of competence across the full marketing function. Rather than testing a single channel, it spans eight domains: marketing management fundamentals, market research and consumer behavior, brand and product management, digital marketing and social media, sales and channel management, marketing analytics and performance measurement, integrated marketing communication, and marketing strategy and ethics. The NAMU CMMU case studies are 5 cases and about 3,533 words.
1Nok Roast: Kiosk Economics and Cannibalization
Nok Roast is a Chiang Mai specialty coffee roaster with 38 company-owned cafés in Thailand. FY2025 revenue was THB 640 million at an average ticket of THB 178; gross margin is 66% and store-level EBITDA margin 11%.
669 words, about 3 min2CocoVida: From Purchase Intent to Real Trial
CocoVida, a Thai coconut-water brand, commissioned an online panel of 400 Bangkok adults aged 18–45. Sixty-one percent chose the top two boxes on a seven-point purchase-intention scale ('definitely/probably would buy') when shown a concept at THB 35 per 330 ml bottle.
752 words, about 4 min3FiberFuel: Blended CAC, Returns and Channel Attribution
FiberFuel sells a psyllium-fibre supplement direct-to-consumer in Thailand. Monthly media spend is THB 2.1 million: THB 1.8 million on Meta and THB 300,000 on nine TikTok creators.
707 words, about 4 min4Siam Sports: Promotion Profitability and Regression Traps
Siam Sports operates 62 sporting-goods stores. Marketing spend is THB 10 million a month: THB 3 million TV, THB 1 million radio, THB 2 million digital and THB 4 million price promotions.
672 words, about 3 min5HerbalPlus: Immunity Claims, Subscription Trust and Growth Options
HerbalPlus sells a THB 690 herbal immunity supplement through Facebook, TikTok and 1,200 pharmacies. Revenue is THB 480 million; 18% comes from a 'subscribe and save' plan that renews automatically after a seven-day trial and requires a phone call to cancel.
733 words, about 4 min