NAMU CMMU study plan
NAMU CMMU · Give each week a clear focus.
8 weeks · About 6 hours per week
Marketing Management Fundamentals
Define the core marketing management vocabulary (needs, wants, demand, value, exchange, market) and write one original example of each from a Thai or regional brand you know.
Map the 4Ps and the extended 7Ps onto two contrasting industries, then explain in writing which elements change and why.
Explain the STP process end to end and produce a segmentation table for one product category using at least three segmentation bases.
Distinguish production, product, selling, marketing, and societal marketing orientations, and identify one real campaign that fits each.
Your checkpoint
A one-page STP summary plus a 10-term glossary, each term with your own example and a note on how it would be tested.
Marketing Management Fundamentals & Marketing Strategy and Ethics
Compare the Ansoff matrix, BCG growth-share matrix, and Porter's generic strategies, and apply each to a single company to show where they agree and conflict.
Analyze the marketing environment with a PESTEL and a five-forces scan for one industry, ranking the three forces with the biggest profit impact.
Outline the marketing planning cycle from situation analysis to control, and state what evidence closes each stage.
Identify the main ethical and legal issues in marketing (misleading claims, targeting vulnerable groups, data privacy, greenwashing) and match each to a defensible action.
Your checkpoint
A 400-word strategy brief for one company that includes a PESTEL summary, a five-forces ranking, and one ethics risk with a mitigation step.
Market Research and Consumer Behavior
Differentiate exploratory, descriptive, and causal research designs, and select the right design for three stated business questions.
Evaluate sampling approaches (probability vs non-probability, sample size logic) and explain how each choice biases results.
Write six survey questions that avoid leading, double-barreled, and ambiguous wording, and note the fix applied to each.
Explain the consumer decision process and the internal and external factors (motivation, perception, learning, attitudes, reference groups, culture) that shape it.
Your checkpoint
A 10-question survey draft with a stated sampling plan, plus a paragraph on the main bias risk and how you would control it.
Market Research and Consumer Behavior & Brand and Product Management
Interpret positioning maps and perceptual maps, and place four competing brands on a two-axis map you construct.
Define brand equity using a recognized model and list the measurable indicators for each level of it.
Distinguish brand identity, image, and positioning, and write a positioning statement in the standard for-who/what/unlike format.
Classify a company's offerings across the product mix (width, depth, line) and identify one extension opportunity with its risk.
Your checkpoint
A brand audit sheet for one brand covering a positioning statement, a perceptual map with four competitors, and three brand-equity indicators with data sources.
Brand and Product Management & Digital Marketing and Social Media
Apply the product life cycle to one category and recommend a pricing, promotion, and distribution adjustment for its current stage.
Develop a new-product launch outline covering idea screening, concept testing, and a go-to-market sequence.
Distinguish paid, owned, and earned media, and match each channel type to a funnel stage with a justification.
Explain content marketing and social media engagement metrics, and critique one campaign's channel mix against its stated objective.
Your checkpoint
A one-page launch plan for a new product or service that names the target segment, channel mix by funnel stage, and two success metrics.
Digital Marketing and Social Media & Sales and Channel Management
Compare digital pricing and promotion tactics (search, display, social, affiliate, email) on cost, control, and measurability.
Design a channel structure for one product, choosing between direct, indirect, and hybrid, and justify the choice with coverage and control trade-offs.
Explain channel conflict (vertical and horizontal) and propose two resolution mechanisms.
Build a sales management outline covering territory design, pipeline stages, and compensation structure.
Your checkpoint
A channel and sales plan for one product: channel structure diagram in text, one conflict scenario with a resolution, and a five-stage pipeline with entry/exit criteria.
Marketing Analytics and Performance Measurement & Integrated Marketing Communication
Calculate and interpret core metrics: ROMI, CAC, CLV, conversion rate, and share of voice, showing the formula and one worked example for each.
Distinguish attribution models (first-touch, last-touch, linear, data-driven) and explain how model choice changes budget decisions.
Design a KPI dashboard for one campaign with leading and lagging indicators and a stated reporting cadence.
Explain IMC planning: message consistency across touchpoints, budget allocation methods, and the role of a creative brief.
Your checkpoint
A metrics worksheet with five worked calculations, an attribution comparison, and a dashboard layout naming four KPIs and their data sources.
Marketing Management Fundamentals & Marketing Analytics and Performance Measurement & Marketing Strategy and Ethics
Synthesize all domains into a single marketing plan outline for one brand, connecting objectives, strategy, tactics, and measurement.
Review and correct weak areas using your own error log, prioritizing the two domains with the lowest practice scores.
Practice timed case-style reasoning: read a scenario and produce a structured recommendation in under 15 minutes.
State the ethical and analytical checks you would apply before recommending any campaign budget shift.
Your checkpoint
A full mock marketing plan of 800-1,000 words with an executive summary, budget logic, KPI table, and one ethics control point.
Milestones
Week 2: You can explain STP, the 4Ps/7Ps, and the main strategy frameworks from memory and apply each to a company without notes.
Week 4: You can write a positioning statement and place four brands on a perceptual map, and you score at least 70% on a self-made 20-question quiz covering domains 1-3.
Week 6: You can justify a channel structure and a launch channel mix in writing, and you have completed at least one timed 15-minute case response.
Week 8: You have finished the full mock plan, your error log shows no repeated mistakes in domains 1-3, and you can compute ROMI, CAC, and CLV without reference.