Abstract: This qualitative research has 2 objectives: to study
marketing management of the cultural learning center in
Suansunandha Rajabhat University and to suggest guidelines to
improve its marketing management. This research is based on a case
study of the Arts and Culture Office in Suansunandha Rajabhat
University, Bangkok.
This research found the Art and Culture Office has no formal
marketing management. However, the marketing management is
partly covered in the overall business plan, strategic plan, and action
plan. The process can be divided into 5 stages. The marketing
concept has long been introduced to its policy but not apparently put
into action due to inflexible system. Some gaps are found in the
process.
The research suggests the Art and Culture Office implement the
concept of marketing orientation, meeting the needs and wants of its
target customers and adapt to the changing situation. Minor
guidelines for improvement are provided.
Abstract: This research aims to study value-creation process of
producing monk-s bowls, Thai traditional handicrafts, which is facing problems in adapting to the changing society. It also aims to identify
problems and obstacles to value creation. This research is based on a case study of monk-s bowl manufactures from Ban-Baat Village,
Bangkok. The conceptual framework is based on the model of value
chain to analyze the process.
The research methodology is qualitative. This research found that the value-creation process of monk-s bowls consists of eight
activities contributing to adding value to the products and increasing
profits to the producers in return. Five major problems and obstacles
are found.
The research suggests that these problems and obstacles limit the manufacturers- potential for creating more valued product and lead to business stagnation. These problems should be addressed and solved with collaboration among the government, the private sector and the
manufacturers.