A DEVELOPMENT OF TRAINING PROGRAM FOR MARKETERS IN 21st CENTURY VIA BUDDHIST PSYCHOLOGY

Abstract

The objectives of this research were: 1) to understand current problems and important competencies among Thai Marketers 2) to develop a training program to enhance their marketing competencies within the 21^st century using Buddhist psychology and 3) to study the results of the training program among 15 volunteered marketers. Mixed methodology research was exploited. The results are as follows: (1). Current Thai marketers lack of 8 key competencies included 1. Ability to write professionally 2. Ability to use English for business fluently 3. Ability to understand modern digital media 4. Ability to create tangible social responsibility program (CSR) 5. Ability to prepare Marketing Plan 6. Ability to manage work stress 7. Ability to understand key marketing theories and 8. Ability to reach 21^st century data (2). The training Program covers 3 modules with 12 activities under “MARKETER TREE” concept behind integration of Buddhism, marketing and psychology. (3). the training program was well responded at .05 confident level after the training program vs. before with both cognitive and performance competencies have improved significantly and affective competencies have improved with no significant difference.