Journal article Open Access

Marketing Management and Cultural Learning Center: The Case Study of Arts and Cultural Office, Suansunandha Rajabhat University

Pirada Techaratpong

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
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.

Files (241.5 kB)
Name Size
241.5 kB Download
  • G. Lancaster and P. Reynolds, Marketing Made Simple. Oxford: Elsevier Science, 2002.

  • N. G. Kotler, P. Kotler and W.I. Kotler, Museum Marketing and Strategy: Designing Missions, Building Audiences, Generating Revenue and Resources. San Francisco, CA: Jossey-Bass, 2008.

  • P. Kotler, Marketing Management. San Francisco: Jossey-Bass Inc., 2003

  • P. Mork, "Marketing", Running a Museum: A Practical Handbook (Book style). Paris: ICOM International Council of Museums, 2004, pp. 161-180.

  • The Art and Culture Office, Suansunandha Rajabhat University Retrieved from

  • The Art and Culture Office, Suansunandha Rajabhat University.

All versions This version
Views 1818
Downloads 1212
Data volume 2.9 MB2.9 MB
Unique views 1818
Unique downloads 1212


Cite as