HEALTH_Vol33No3_10

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Ωñ°Õ∫√¡À≈—° Ÿµ√°“√∫√‘À“√∑’Ë School of Business University of Michigan ‰¥â‡√’¬π√ŸâÕ–‰√∫â“ß?

Ωñ°Õ∫√¡À≈—° Ÿµ√°“√∫√‘À“√∑’Ë School of Business University of Michigan

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¡¡’‚Õ°“ ‰¥â√∫— ∑ÿπ√—∞∫“≈ (∑ÿπ °.æ.) ”À√—∫‡µ√’¬¡ºŸâ∫√‘À“√√–¥—∫ Ÿß ‰ª Ωñ ° Õ∫√¡¥â “ π°“√∫√‘ À “√À√◊ Õ çExecutive Programé ≥ ª√–‡∑» À√—∞Õ‡¡√‘°“ ‡¡◊ÕË ªï 2550 (24 ¡‘∂πÿ “¬π - 20 °√°Æ“§¡ 2550) ∑’Ë Kellogg School of Management ; North Western University ; Evanston, Illinois, USA. ·≈– ∑’Ë æ÷Ë ß ºà “ π¡“ªï 2553 (25 ‡¡…“¬π - 21 情¿“§¡ 2553) ∑’Ë Ross School of Business, University of Michigan ; Ann Arbor, Michigan USA. ∂◊Õ«à“‡ªìπ‚™§¥’¢Õß º¡∑’Ë¡’‚Õ°“ π’È ·≈–°“√‰ªΩñ°Õ∫√¡®–‡ªìπ‰ª‰¡à ‰¥â ‡ ≈¬∂â “ ‰¡à ‰ ¥â √— ∫ §«“¡°√ÿ ≥ “®“°∑à “ πÕ∏‘ ∫ ¥’ °√¡Õπ“¡—¬ ·≈–ºŸ∫â √‘À“√√–¥—∫ Ÿß¢Õß°√¡Õπ“¡—∑’ˉ¥â°√ÿ≥“ π—∫ πÿπ·≈–Õπÿ≠“µ„À⺡¡’‚Õ°“ —¡º— §«“¡°â“«Àπâ“∑“ß«‘™“°“√¥â“π∫√‘À“√ (®÷ß ¢Õ· ¥ß§«“¡¢Õ∫§ÿ≥µàÕ∑à“πÕ¥’µÕ∏‘∫¥’°√¡ Õπ“¡—¬ 𓬷æ∑¬å≥√ߧ廰— ¥‘Ï Õ—ß§– ÿ«æ≈“, ·≈– ∑à“πÕ∏‘∫¥’°√¡Õπ“¡—¬ªí®®ÿ∫—π ¥√.𓬷æ∑¬å ¡¬» ¥’ √— » ¡’ ·≈–∑à “ π√ÕßÕ∏‘ ∫ ¥’ 𠓬·æ∑¬å

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ª√–¡“≥‡¥◊ Õ π¡’ π “§¡ °“√‡ πÕ¢Õ√— ∫ ∑ÿ π ¡’ ¢â Õ ·¡â «à “ ºŸâ ¡— § √µâ Õ ß‰¥â √— ∫ °“√µÕ∫√— ∫ ®“° ¡À“«‘∑¬“≈—¬∑’ˇ√“®–‰ªΩñ°Õ∫√¡°àÕπ ©–π—Èπ ‡√“ µâÕߥ”‡π‘π°“√ª√– “π·≈– apply ‰ª∑’Ë¡À“ «‘∑¬“≈—¬π—ÈπÊ ´÷Ëß∂â“¡À“«‘∑¬“≈—¬µÕ∫√—∫‡√“°Á µâÕßπ”À≈—°∞“π°“√µÕ∫√—∫‰ª ¡—§√∑’Ë ”π—°ß“π °.æ. ‡æ◊ËÕ¢Õ√—∫∑ÿπµàÕ‰ª §√—∫øíߥŸ°Áßà“¬ Ê ‰¡à¡’ Õ–‰√¬ÿà߬“° ·µà∑ÿ°Õ¬à“ß°Á·≈â«·µà¥«ß‡À¡◊Õπ°—π ª√– ∫°“√≥å¢Õߺ¡‰¡à„™à«à“®– ”‡√Á®‰ª∑ÿ°§√—Èß ‡æ√“–‡√‘¡Ë ·√°º¡ apply ‰ª∑’Ë Harvard Kennedy School of Government √Õ‡«≈“∂÷ß 4 —ª¥“Àå ∂÷ßµÕ∫«à“ 牡à√∫— é ∑”„Àâ‡√“‡ ’¬‡«≈“√Õ‰ª‡ª≈à“Ê 1 ‡¥◊Õπ À—π°≈—∫¡“ apply µàÕ∑’Ë Ross school of Business, University of Michigan ‰¥â„∫µÕ∫√—∫ °Á ¡—§√‰ª∑’Ë °.æ. ª√“°Ø«à“™â“‰ª ‡ ’¬·≈â« ∑ÿπ °.æ.¡Õ∫‰ªÀ¡¥·≈â« ‡≈¬·À⫉ª ‡≈¬§√—∫ ”À√—∫ªï 2552 ‡√◊ËÕ߬—߉¡à®∫§√—∫ ‡æ√“–°“√µÕ∫√—∫ ¢Õß¡À“«‘∑¬“≈—¬‰¡à‰¥âµÕ∫√—∫‡©¬Ê ·µà¡„’ ∫‡ √Á® §à“‡√’¬πµ“¡¡“¥â«¬ §◊Õ $35,900 US (ª√–¡“≥ 1.2 ≈â“π∫“∑) ‘Ëß∑’˵âÕß∑” §◊Õ ¢Õ§ß ‘∑∏‘„π °“√‡¢â“Õ∫√¡·≈–‡≈◊ÕË π‡ªìπ Course ªïµÕà ‰ª À√◊Õ ®–·®âß ≈– ‘∑∏‘Ï °√≥’π’Ⱥ¡‰¡à∂Õ¬‡≈¬¢Õ≈ÿâπ∑ÿπ °.æ. ªïÀπâ“ (2553) ´÷Ëß°Á‰¥â√—∫°“√ª√– “π‡ªì𠉪µ“¡∑’Ë µâ Õ ß°“√§◊ Õ ‡≈◊Ë Õ π‰ª ªï 2553 ¡“ ª√– “π¬◊Ëπ‡√◊ËÕ߇æ◊ËÕ¢Õ∑ÿπ °.æ. ´÷Ëߧ√—Èßπ’ȉ¡à æ≈“¥§√—∫ ‰¥â ‰ª·≈⫧√—∫ Michigan ! À≈—ß®“°π—Èπ°Á‡ªìπ°√–∫«π°“√ª√– “π, ß“π‡Õ° “√, ∑” — ≠ ≠“µ‘ ¥ µà Õ §à “ „™â ®à “ ¬, µ—«Î ‡§√◊ÕË ß∫‘π, ®à“¬§à“‡≈à“‡√’¬π (‚¥¬ °.æ.) µ√«® Õ∫‡√◊ËÕß Passport, VISA ´÷Ëß°ÁµâÕ߉¥â√—∫ §«“¡™à«¬‡À≈◊ÕÕ¬à“ߥ’®“°§ÿ≥Õ—¡æ√ °‘µµ‘ ¬“¡ ´÷ßË °Á¢Õ¢Õ∫§ÿ≥Õ’°§√—ßÈ §√—∫ √ÿª‡∫◊ÈÕßµâπ¢Õß°“√§‘¥®–‰ª —¡º—

Ωñ°Õ∫√¡À≈—° Ÿµ√°“√∫√‘À“√∑’Ë School of Business University of Michigan ‰¥â‡√’¬π√ŸâÕ–‰√∫â“ß?

燡◊ÕßπÕ°‡¡◊Õßπ“é ‡¢â“ Course °“√∫√‘À“√ ‘Ëß∑’ˇ√“µâÕß¡’Õ—π¥—∫·√°§◊Õ ç§«“¡‡™◊ËÕ¡—Ëπ„πµ—« ‡Õßé ‡™◊ÕË «à“‡√“∑”‰¥â ‡√“®–øíßΩ√—ßË æŸ¥‰¥â, ◊ÕË “√ °—∫æ«°‡¢“‰¥â Õà“π, ‡¢’¬π ‚µâµÕ∫‡¢“‰¥â æ° §«“¡¡—Ëπ„®º ¡§«“¡∫â“∫‘Ëπ‰«â°àÕπ ¡’·§àπ’È°Á æÕ·≈â« ”À√—∫≈ÿ¬µàÕÕ¬à“ßÕ◊πË «à“°—π∑’À≈—ß ‡æ√“– ‘Ë ß µà Õ ‰ ª ∑’Ë ‡ √ “ µâ Õ ß ∑” §◊ Õ ° “ √ ‚ µâ µ Õ ∫ °— ∫ ¡À“«‘∑¬“≈—¬ºà“π∑“ß E-mail °«à“®– ”‡√Á® µâÕ߇¢’¬π mail §ÿ¬‰ª§ÿ¬¡“‡ªìπÀ≈“¬ ‘∫©∫—∫∑’ ‡¥’¬«§√—∫ ¡’∫“ߧπ∫Õ°º¡«à“ ç¿“…“Õ—ß°ƒ… ‰¡à „ ™à ¿ “…“·¡à ‡ √“ ©–π—È π ¿“…“Õ— ß °ƒ…‰¡à „ ™à ªí≠À“¢Õ߇√“ ·µà‡ªìπªí≠À“¢ÕßΩ√—Ëß∑’Ë®–øí߇√“ ¡—π°Áøßí ¥Ÿ¥§’ √—∫ ·µà¡π— ®–„™â‰¡à‰¥â°∫— Course ·∫∫ π’ȇæ√“–∂Ⓡ√“ ◊ËÕ°—∫‡¢“‰¡à‰¥â ‡¢“°Á‰¡à ◊ËÕ°—∫‡√“ µ√ßπ’È·À≈–§◊Õªí≠À“∑’˵“¡¡“¢ÕߺŸâ√—∫∑ÿπ °.æ. ‰ª‡√’¬π·≈⫉¡à‡µ√’¬¡µ—«¥â“π¿“…“„À⥒®–‡°‘¥ §«“¡‡§√’¬¥¡“°Ê ®πÕ“®¡’º≈∑”„Àâ‰¡à “¡“√∂ ®∫À≈—° Ÿµ√µà“ßÊ π’ȉ¥â ·∂¡°≈—∫¡“¡◊Õ‡ª≈à“ §√—∫ «°¡“∫∑ √ÿª¢Õß çThe Michigan Executive Program University of Michigané ¥’°«à“ À≈—° Ÿµ√π’ȇªìπÀ≈—° Ÿµ√∑’ËÕÕ°·∫∫‡ªìπ 摇»…„Àâ‡À¡“– ¡°—∫∫ÿ§≈“°√∑’ˇªìπ À√◊Õ®–‡ªìπ ºŸâ ∫ √‘ À “√√–¥— ∫ Ÿ ß ¢ÕßÕß§å ° √ „π°“√∫√‘ À “√ ®—¥°“√Õߧå°√„Àâ¡’ª√– ‘∑∏‘¿“æ Ÿß ‚¥¬‡πâπ„π ¥â “ π°“√æ— ≤ π“·π«§‘ ¥ ‡™‘ ß °≈¬ÿ ∑ ∏å · ≈–®— ¥ °“√ ‡√◊ÕË ß∑’¬Ë ßÿà ¬“°∑”„Àâß“à ¬‚¥¬°“√®—¥°“√ºà“π√Ÿª·∫∫ (Module) ´÷Ëß®–‡ªìπ‡§√◊ËÕß¡◊Õ„À⺟â∫√‘À“√«“ß π‚¬∫“¬À√◊Õ°”Àπ¥∑‘»∑“ß·≈– Position „π °“√‡ª≈’Ë ¬ π·ª≈ߢÕßÕß§å ° √ ·≈–§«∫§ÿ ¡ ∂“π°“√≥å„À⇪≈’ˬπ·ª≈߉ªµ“¡∑’˵âÕß°“√‰¥â ‚¥¬ “¡“√∂π”π‚¬∫“¬ Ÿà°“√ªØ‘∫—µ‘‰¥âÕ¬à“߇ªìπ √Ÿª∏√√¡ πÕ°®“°π’ȇπ◊ËÕß®“°‡ªìπ¡À“«‘∑¬“≈—¬∑’Ë µ‘¥Õ—π¥—∫ 3 ¢Õß‚≈° ∑“ߥâ“π Business À≈—° Ÿµ√

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‰∑¬ ´÷Ëß°Á‡ªìπ¢âÕ¡Ÿ≈ ”§—≠„π°“√∑’˺Ÿâ‡¢â“√—∫°“√ Õ∫√¡ “¡“√∂𔉪ª√–¡«≈º≈ ‡æ◊ËÕ°”À𥇪ìπ ¬ÿ ∑ ∏»“ µ√å ¢ ÕßÕß§å ° √‚¥¬‡©æ“– à « π¢Õß Government part πÕ°‡Àπ◊Õ®“°¡ÿ¡¡Õß∑“ß ¥â“π°“√µ≈“¥·≈– Finance ∑’Ë°≈à“«¡“ ¢≥–‡¥’¬«°—πÀ≈—° Ÿµ√‰¥â‡æ‘Ë¡¡ÿ¡¡Õߥâ“π °ÆÀ¡“¬ À√◊Õ Legal Responsibility of Management ·≈–°“√∑”ß“π°—∫ Non-traditional Partner §◊Õ Õߧå°√°“√°ÿ»≈À√◊Õ NGO µà“ßÊ ‡æ◊ÕË ‡µ‘¡‡µÁ¡„Àâ°—∫°“√∫√‘À“√®—¥°“√„π∞“π– GM (General Manager) „Àâ§√∫∑ÿ°Ê ¥â“π °“√‡√’¬π°“√ Õπ‡ªìπ·∫∫ Extensive course §◊Õ °“√‡√’¬π„πÀâÕ߇√’¬π, °“√· ¥ß §«“¡§‘¥‡ÀÁπ, Role play, Case study °“√ ·∫àß°≈ÿ࡬àÕ¬‡æ◊ËÕ«‘‡§√“–Àå ·≈– Apply ∑ƒ…Æ’ À√◊Õ Module ∑’ˉ¥â ·≈â«°≈—∫¡“·≈°‡ª≈’ˬπ ‡√’ ¬ π√Ÿâ °— π „π°≈ÿà ¡ „À≠à ´÷Ë ß „π°√–∫«π°“√¥— ß °≈à“«‡ªìπ°“√‡ªî¥‚Õ°“ „À⺟⇢â“√à«¡°“√Õ∫√¡ ‰¥âπ”ª√– ∫°“√≥å°“√∑”ß“π¢Õßµπ‡Õß ·≈– §«“¡√Ÿ¥â “â π∑ƒ…Æ’ ¡“ª√–¬ÿ°µå„™â„π°“√«‘‡§√“–Àå Case Studies µà“ßÊ ¥â«¬ ¡’°“√ assign ß“π ‡¥’¬Ë «·µà≈–§π„π∞“π– çGMéGeneral Manager 122 °√°Ø“§¡ - °—𬓬π 2553 °√¡Õπ“¡—¬

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‡°Á∫‡°’ˬ«Õ–‰√‰¥â∫â“ߥâ“π Concept, ∑ƒ…Æ’, Model, Tools „π°“√∫√‘À“√√–À«à“ß°“√Ωñ°Õ∫√¡ ·≈–¡’¢âÕ§‘¥®–𔉪·°â‰¢ªí≠À“¢ÕßÕߧå°√¢Õß ‡√“Õ¬à“߉√∫â“ß ‡¡◊ËÕ°≈—∫®“°°“√Ωñ°Õ∫√¡ ¡’ Õ–‰√®–‡ πÕ‡æ◊ËÕ°“√‡ª≈’ˬπ·ª≈ß„Àâ°—∫Õߧå°√ ¢Õ߇√“ πÕ°®“°π—Èπ°Á¡’À—«¢âÕ‡æ◊ËÕ‡ πÕ„π∑’Ë ª√–™ÿ¡„π∞“π–ß“π°≈ÿ࡬àÕ¬√–À«à“ߺŸâ‡¢â“√—∫°“√ Õ∫√¡ ®–‡ÀÁπ‰¥â«à“µâÕß„™â∑—°…–∑—Èߥâ“π°“√查, °“√øíß, °“√Õà“π ·≈–§«“¡‡¢â“„®„π ‘Ëßµà“ßÊ „π °“√Õ∫√¡ ·≈–„ΩÉÀ“§«“¡√Ÿâ ‡æ◊ËÕ°“√‡√’¬π√Ÿâ§àÕπ ¢â“ß¡“° ·≈–¢¬—π¢—π·¢Áß ‚¥¬‡©æ“–‡Õ° “√∑’Ë µâÕ߇µ√’¬¡µ—«Õà“π„π·µà≈–«—π¡’§àÕπ¢â“ß¡“°·≈– µâÕß√—∫º‘¥™Õ∫ ¡‘©–π—Èπ®–‡√’¬π‰¡à§àÕ¬∑—πÀ√◊Õ ‰¡à√Ÿâ‡√◊ËÕß·≈–‰¡à “¡“√∂‡¢â“√à«¡°“√ª√–™ÿ¡°≈ÿà¡ ¬àÕ¬‰¥â ‚§√ß √â“ßÀ≈—° Ÿµ√ Michigan Executive Program À≈—° Ÿµ√ÕÕ°·∫∫§√Õ∫§≈ÿ¡°“√‡ªìπ GM (General Manager) ∑’¥Ë ‚’ ¥¬¡’‡π◊ÕÈ À“À≈—°Ê Õ’° 6 À—«¢âÕ¥—ß√“¬≈–‡Õ’¬¥¥—ßµàÕ‰ªπ’È 1. The General Managerûs Agenda 查‚¥¬√«¡¢Õß°“√‡ªìπ GM ∑’¥Ë ’ °“√‡ªìπ Leader ·≈–°“√∫√‘À“√®—¥°“√∑’Ë¥’ ‡π◊ÈÕÀ“ à«ππ’È¡’√“≈–‡Õ’¬¥«‘™“¥—ßµàÕ‰ªπ’È - The general Managerûs agenda - Creating and Describing a business model - A leaderûs framework for decision making - How Successful leaders think ‡π◊ÈÕÀ“À≈—° Ÿµ√π’ȇªìπ¿“æ√«¡„À¡à¢Õß °“√∫√‘À“√®—¥°“√„π∞“π– GM (General Manager) ¡’ª√–‡¥Áπ∑’˺¡§‘¥«à“πà“®–‡ªìπª√–‚¬™πå µàÕ°“√∫√‘À“√ß“π„π°√¡Õπ“¡—¬∑’ÕË ¬“°®– Share §◊Õ‡√◊ËÕߢÕß çA leaderûs framework for de-

Ωñ°Õ∫√¡À≈—° Ÿµ√°“√∫√‘À“√∑’Ë School of Business University of Michigan ‰¥â‡√’¬π√ŸâÕ–‰√∫â“ß?

cision makingé ·≈– çHow Successful leaders thinké ‚¥¬ √ÿªÀπâ“∑’Ë ”§—≠Õ—πÀπ÷ËߢÕߺŸâ ∫√‘À“√ §◊Õ ç°“√µ—¥ ‘π„®é °“√µ—¥ ‘π„®¢ÕߺŸâ ∫√‘À“√¡—°‡ªìπ°√–∫«π°“√¢Õß unconcious process ®“°ª√– ∫°“√≥凥‘¡∑’ˇ§¬¡’ º ¡°—∫ °“√„™â µ‘„π°“√æ‘®“√≥“ (emotional tagging) π—Èπ§◊Õ ¬‘ËߺŸâ∫√‘À“√¡’ª√– ∫°“√≥å¡“° ¡’ µ‘¡“° °“√µ— ¥ ‘ π „®°Á ‡ ªì π Õ— µ ‚π¡— µ‘ ∑’Ë ‡ √Á « ·≈–¡’ ª√– ‘∑∏‘¿“æ ·µà∫“ߧ√—Èß°“√µ—¥ ‘π„®Õ“®∂Ÿ° √∫°«π¥â«¬ 3 ªí®®—¬∑’˵âÕß√–«—ߧ◊Õ 1. self - interest 2. emotional attachment 3. misleading ∑’Ë®–¡“√∫°«π°“√µ—¥ ‘π„®¢ÕߺŸâ∫√‘À“√ øíߥŸ§ÿâπ‰À¡§√—∫º¡«à“ªí®®—¬ 3 µ—« ∑’˵”√“„π Modern Business School °≈à“«¡“µ√ß°—∫ ‘Ëß ∑’˪√“°Ø„πæ√–ªîÆ°∑’ˇ¢’¬π∂÷ß°‘‡≈ 3 §◊Õ ‚≈¿ ‚°√∏ À≈ß π—Ëπ·À≈–§√—∫ ·µà∑’˺¡«à“ª√–‡¥Áπ„π °“√µ—¥ ‘π„®Õ“®µâÕߢ÷Èπ°—∫ ∂“π°“√≥å¢≥–π—Èπ ¥â«¬«à“‡ªìπ‡™àπ‰√ À≈—° Ÿµ√π’È¡’ Model ∑’Ë®–™à«„π°“√§‘¥·°âªí≠À“¥â«¬°√–∫«π°“√∑’Ë™—¥‡®π ‡√’¬°«à“ çCynefen Framework for decision making (Õà“π«à“ ku - nev - in ‡ªìπ¿“…“ Welsh) ‚¥¬ Model π’È®–·∫àß ∂“π°“√≥å∑’Ë¡’ º≈°√–∑∫µàÕ°“√µ—¥ ‘π„®¢ÕߺŸ∫â √‘À“√‡ªìπ 4 ·∫∫ §◊Õ 1. ∂“π°“√≥å·∫∫ª°µ‘, ßà“¬Ê (Simple) 2. ∂“π°“√≥å·∫∫‰¡à∏√√¡¥“ (Complicated) 3. ∂“π°“√≥å·∫∫´—∫´âÕπ (Complex) 4. ∂“π°“√≥å·∫∫ —∫ π (Chaotic) ´÷Ëß·µà≈– ∂“π°“√≥å°Á®–¡’·π«∑“ß·∫∫ Best Practice „π°“√„™â‡ªìπ·π«„π°“√µ—¥ ‘π „®·≈–·°â‰¢ªí≠À“„À⺟â∫√‘À“√ (√“¬≈–‡Õ’¬¥¬—ß¡’

Õ’°¡“°§√—∫ ‰«âº¡À“‡«≈“‡¢’¬π‡≈à“√“¬≈–‡Õ’¬¥ „Àâøíß„π‚Õ°“ µàÕ‰ª¥’°«à“§√—∫) 2. Marketing À≈—° Ÿµ√ à«ππ’È°≈à“« ¿“æ√«¡, concept À≈—°·≈– Model ¥â“π Marketing ·≈– Tools µà “ ßÊ ∑’Ë Õ “®π”¡“„™â ª√–‚¬™πå°—∫Õߧå°√ à«π√“™°“√´÷Ëß∂◊Õ«à“‡ªìπ®ÿ¥ ÕàÕπÕ—πÀπ÷ËߢÕß¿“§√“™°“√‚¥¬¡’√“¬≈–‡Õ’¬¥ ¢Õß«‘™“¥—ßπ’È - The Foundation of marketing - Re-Thinking marketing - Marketing analysis and strategy - Segmentation, Targeting and Positioning - The marketing mix : product - The marketing mix : price place and promotion à«ππ’æÈ ¥Ÿ ∂÷ßÀ≈—°°“√æ◊πÈ ∞“π·≈– concept √«¡∂÷ß°“√‡Õ“À≈—°°“√∑“ß°“√µ≈“¥¡“„™â°—∫ °“√«“ß·ºπ¬ÿ∑∏»“ µ√å¢ÕßÕߧå°√ ´÷ËߥŸ‡À¡◊Õπ ®– “¡“√∂π”¡“ª√–¬ÿ°µå„™â°—∫°“√∑”ß“π¢Õß °√¡Õπ“¡—¬´÷ËßµâÕ߇¢â¡¢÷Èπ„π¥â“π°“√µ≈“¥‡æ◊ËÕ À«— ß º≈„π°“√∑”ß“π„π ¿“æ·«¥≈â Õ ¡∑’Ë ‡ª≈’ˬπ·ª≈ß√«¥‡√Á«·≈–√ÿπ·√ß„π¢≥–π’È ‘Ëß∑’Ë Õ¬“°®– Share °—∫æ«°‡√“∫â“ß °√¡Õπ“¡—¬„π À—«¢âÕ ç°“√µ≈“¥é §◊Õ‡√◊ËÕߢÕß 1. Business Model Schematic 2. Marketing Model ´÷ßË √«¡‰ª∂÷ß°“√∑” Marketing Research „π°“√«“ß·ºπ¬ÿ∑∏»“ µ√å¢Õß°√¡Õπ“¡—¬‡æ◊ËÕ ¡ÿ¡¡Õß„π·ßà Segmentation, Targetting ·≈– Positioning „π¥â“π°“√µ≈“¥¢Õß ‘π§â“·≈– ∫√‘°“√¢Õß°√¡ ‡æ◊ËÕ°“√®—¥‚§√ß √â“ß·≈–æ—π∏ °‘ ® ¿“¬„µâ ®ÿ ¥ ‡¥à π ¢ÕßÕß§å ° √„Àâ ‰ ¥â ª √–‚¬™πå Ÿß ÿ¥„π°“√µ≈“¥µàÕ‰ª (Marketing Offering)

THAILAND JOURNAL OF HEALTH PROMOTION AND ENVIRONMENTAL HEALTH July - September 2010

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‡ « ∑’ · ≈ ° ‡ ª ≈’Ë ¬ π ‡ √’ ¬ π √Ÿâ

(µ√ßπ’È√“¬≈–‡Õ’¬¥°Á¡’‡¬Õ–‡À¡◊Õπ°—π§√—∫‰«âº¡ ¢Õ‰ª‡®√®“°—∫∑à“π ÿ§π∏å „π°“√À“‡π◊ÈÕ∑’Ë„Àâ ‡¢’¬π‡≈à“ Ÿà°—πøíß°—∫™“«°√¡Õπ“¡—¬„π™à«ß‡«≈“ µàÕ‰ª¥â«¬) 3. Strategy and value creation 124 °√°Ø“§¡ - °—𬓬π 2553 °√¡Õπ“¡—¬

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À≈—° Ÿµ√ à«ππ’È查∂÷ß ¡ÿ¡¡Õß„À¡à„π°“√°”Àπ¥ Positioning ·≈– Strategy ¥â “ π New Competitive Landscape æ√âÕ¡¡’ Model „π °“√™à « ¬§‘ ¥ ¬ÿ ∑ ∏»“ µ√å √«¡‰ª∂÷ ß °“√ √â “ ß Corporate Govermance ∑’Ë¥’ √“¬≈–‡Õ’¬¥¢Õß

Ωñ°Õ∫√¡À≈—° Ÿµ√°“√∫√‘À“√∑’Ë School of Business University of Michigan ‰¥â‡√’¬π√ŸâÕ–‰√∫â“ß?

«‘™“¥—ßµàÕ‰ªπ’È - The New Competition Landscape: Challenger for Service Management - Value Creation and Strategic Innovation : The New Rules of Competition Advantage - Strategic Resource Deployment : Shaping In-dustry Future - Corporate Strategy and Corporate Govermance - Creating the globally Competitive Corporation

4. Management and Organization and Human Resource Management À≈—° Ÿµ√π’Ë查∂÷ß°“√∫√‘À“√¿“¬„π„Àâ Fully engaged ¡’‡§√◊ËÕß¡◊Õ„π°“√«‘‡§√“–ÀåÕߧå°√·≈– ·π«∑“ß„π°“√ create value „ÀâÕߧå°√·≈–°“√ ∫√‘ À “√°“√‡ª≈’Ë ¬ π·ª≈ß √«¡∂÷ ß Talent

- Issues in the European union - Meeting the challenge of ASIAûs Rise à«ππ’È查∂÷ß¡ÿ¡¡Õß„À¡à „π°“√°”Àπ¥ ¬ÿ∑∏»“ µ√å∑’˧‘¥«à“Õ¬“°®– Share °—∫æ«°‡√“ ™“«°√¡Õπ“¡— ¬ §◊ Õ Model „π°“√§‘ ¥ ¬ÿ ∑ ∏»“ µ√å ¢ Õß°√¡Õπ“¡— ¬ «à “ §«√®–°â “ « Õ¬à “ ߉√„π°≈à Õ ß‰Àπ„π 4 °≈à Õ ß ¢Õß ¬ÿ∑∏»“ µ√å·π«„À¡à¥ß— ·ºπ¿Ÿ¡‘ çChanging Nature of Competitive Challengeé ·πàπÕπ §√—∫√“¬≈–‡Õ’¬¥§ßµâÕßµ‘¥µ“¡µÕπµàÕ‰ª§√—∫

Management √“¬≈–‡Õ’¬¥¢Õß«‘™“¥—ßµàÕ‰ªπ’È - Overview and Stage Setting - Abundance Tools : Enggecunt and PMI - Leading for Engagement - High-Leverage Leadership

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‡ « ∑’ · ≈ ° ‡ ª ≈’Ë ¬ π ‡ √’ ¬ π √Ÿâ Development - The Competing values Framework - Integrating Abundance and competing Values Framework - Leading Transformation Change - Talent and Retention Management à«ππ’Ȫ√–‡¥Áπ∑’ËÕ¬“° Share °—∫æ«°‡√“ §◊Õ ‡√◊ËÕߢÕß Talent Management À√◊Õ°“√ ®—¥°“√°—∫∑√—欓°√¡πÿ…¬å ´÷ËߥŸ‡À¡◊Õπ‡ªìπ ªí≠À“Õ¬à“ß¡“°¢Õß°√¡Õπ“¡—¬¢≥–π’È ‡π◊ÕË ß®“° GAP „π°≈ÿࡧπ∑”ß“π ‚¥¬‡©æ“–°“√‡µ√’¬¡ ∫ÿ§≈“°√∑’Ë®–‡ªìπ Second Line ‡æ◊ËÕ√—∫ß“π°“√ ∫√‘ À “√µà Õ ‰ª„πÕ𓧵 ¡’ ‡ §√◊Ë Õ ß¡◊ Õ ¥’ Ê ‡™à π Critical Eye for Talent ∑’˵âÕߧÿ¬°—π„π√“≈–‡Õ’¬¥§√—∫‚ª√¥µ‘¥µ“¡µÕπµàÕ‰ª!

5. Accounting and The Role of Finance in Business : Value Creating Strategies, Financing Decisions and Risk Management ‡π◊ËÕß®“°‡ªìπ School of Business À≈—° Ÿµ√®÷߇πâπ‡√◊ËÕߢÕß finance Õ¥ ·∑√°„π¡ÿ ¡ ¡Õßµà “ ßÊ µ—È ß ·µà ‡ √◊Ë Õ ß¢Õß°“√ °”Àπ¥¬ÿ∑∏»“ µ√å, °“√ª√–‡¡‘π, °“√µ—¥ ‘π„®, °“√µ‘¥µ“¡º≈ °“√∫√‘À“√§«“¡‡ ’Ë¬ß ‡ªìπ¡ÿ¡ ¡Õß„Àâ‡ÀÁπ«à“ ®√‘ßÊ ·≈â« finance ‡ªìπ‡√◊ËÕß„°≈â µ—« ”À√—∫ºŸâ∫√‘À“√·¡â·µà¿“§√“™°“√°ÁµâÕß√Ÿâ À≈—°√Ÿâ°«â“ß√Ÿâ≈÷°„π finance ‡æ◊ËÕπ”ª√–‚¬™πå¡“ „™â°—∫°“√∫√‘À“√ß“π à«π√“™°“√∑’˵âÕ߇°’ˬ«‚¬ß °— ∫ ∏ÿ √ °‘ ® Õ¬Ÿà ¥’ „ πÕ𓧵∑’Ë ¡’ ° “√‡ª≈’Ë ¬ π·ª≈ß Õ¬à“ß√«¥‡√Á«·≈–√ÿπ·√ß.... ∂÷ß·¡â®–‡ªìπ‡√◊ËÕß ¬“°„π¡ÿ ¡ ¡Õß¿“§√— ∞ ·µà °Á ∑â “ ∑“¬¥’ ! √“≈–‡Õ’¬¥¢Õß«‘™“¡’¥—ßπ’È - Accounting Fundamentals - Financial Statement Analysis - Value-Based Management 126 °√°Ø“§¡ - °—𬓬π 2553 °√¡Õπ“¡—¬

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- Resource allocation for value creation - Hidden traps in Decision Making - Growth Though Acquisitions - Financing Decisions - Risk Management - Performance evaluation 6. À— « ¢â Õ Õ◊Ë π Ê ∑’Ë ‡ °’Ë ¬ «¢â Õ ß°— ∫ °“√ ∫√‘À“√®—¥°“√∑’ËπÕ°¡ÿ¡¡Õß∑“ß∏ÿ√°‘® ‡™àπ ‡√◊Ë Õ ß∑“ß°ÆÀ¡“¬∑’Ë § «√∑√“∫„π°“√∫√‘ À “√ Õߧå°√·≈–°“√∑”ß“π√à«¡°—∫ Non-Traditional Partners ‡™àπ ™ÿ¡™πÕߧå°√∫√‘À“√„πæ◊πÈ ∑’Ë NGO À—«¢âÕ√“¬≈–‡Õ’¬¥¢Õß«‘™“¡’¥—ßπ’È - Legal Responsibilities of Management - Strange Bedfellows : Collaborating with Non-Traditional Partners µ“√“ß„π°“√Õ∫√¡ ‡«≈“µ—Èß·µà 08.00 16.00 π. ¡’™à«ß Brake ™à«ß‡™â“ 2, ∫à“¬ 2 °“√ Õ∫√¡µ√ßµàÕ‡«≈“¡“°™à«ß‡™â“ 08.00 π. ‚¡ßµ√ß, ∫à“¬ 13.30 π. µ√߉¡à¡’°“√≈à“™â“ §√—∫‡ªìπ¢âÕ √ÿª‡π’ÕÈ À“«‘™“°“√∑’Ë Update ·≈–§‘¥«à“‡ªìπ çSomething to Shareé °—∫ æ«°‡√“™“«°√¡Õπ“¡— °Á ∂◊ Õ «à “ ‡ªì π ª√– ∫°“√≥å∑’Ëπà“®¥®”„π°“√∑”ß“π„π∞“π–ºŸâ ∫√‘À“√¢Õß°√¡Õπ“¡—¬∑’ˉ¥â¡’‚Õ°“ ¥’Ê ®“°°“√ π—∫ πÿπ¢ÕߺŸâ∫√‘À“√√–¥—∫ Ÿß¢Õß°√¡Õπ“¡—‡æ◊ËÕ„Àâ§√∫∂â«π°√–∫«π°“√ º¡¢Õ √ÿª„π¿“æ √«¡„πª√–‚¬™πå∑’ˉ¥â√—∫®“°°“√‰¥â√—∫∑ÿπ‰ªΩñ° Õ∫√¡À≈—° Ÿµ√ çThe Michigan Executive Programé §√—Èßπ’È §◊Õ ª√–‚¬™πåµàÕµπ‡Õß - ‰¥â ‡ ÀÁ π √–∫∫°“√‡√’ ¬ π√Ÿâ ¢ Õßµà “ ß ª√–‡∑»∑’Ë¡’®ÿ¥¥’„π¥â“π

Ωñ°Õ∫√¡À≈—° Ÿµ√°“√∫√‘À“√∑’Ë School of Business University of Michigan ‰¥â‡√’¬π√ŸâÕ–‰√∫â“ß?

‡∑§π‘§°“√ Õπ∑’ˇªìπ Professional √–∫∫∑’ˇÕ◊ÈÕµàÕ°“√‡√’¬π√Ÿâ ª√– ‘∑∏‘¿“æ¢ÕߺŸâ Õπ, ºŸâ∑”ß“π, ºŸâª√– “π - ª√– ∫°“√≥å™’«‘µ„πµà“ß·¥π : √Ÿâ®—° µ—«‡Õß¡“°¢÷Èπ, ¡—Ëπ„®„π°“√„™â‡∑§‚π‚≈¬’, ¢âÕ¡Ÿ≈ µà“ßÊ - ‡ªî¥‚≈°∑—»πå°—∫§«“¡°â“«Àπ⓵à“ßÊ - New Knowledge - Active learning - English! English! + Slang - Fast Reading + Concentration for context!

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¢ÕßÀπ૬ߓπ ·≈–¥â“π Market view À√◊Õ¡ÿ¡ ¡Õߥâ“π Financal, À≈—°°“√„π°“√µ—¥ ‘π„® ¢ÕߺŸ∫â √‘À“√ 2. ‡ªìπ®ÿ¥‡™◊ÕË ¡‚¬ß®“°°“√‡ªìπ Alumni „Àâ∫ÿ§§≈Õ◊ËπÊ „π°√¡Õπ“¡—¬ “¡“√∂‡¢â“‰ª√—∫ °“√Õ∫√¡„πÀ≈—° Ÿµ√µà“ßÊ ¢Õß University of Michigan ªí≠À“/Õÿª √√§ 1. ¥â“π¿“…“ : µâÕßΩñ°°“√查·≈–°“√ øíß„Àâ¡“° ‡π◊ËÕß®“°°“√‡√’¬π°“√ Õπ„™â¿“…“ Õ—ß°ƒ…∂â“øí߉¡à‡¢â“„® ‰¡à∑π— ®–≈”∫“°„π°“√∑” Case analysis and group discussion 2. ¥â“π‡π◊ÈÕÀ“‚¥¬‡©æ“–‡√◊ËÕ߇°’ˬ«°—∫ Finance ‡ªìπ‡√◊ÕË ß∑’‰Ë ¡à§πÿâ ‡§¬°—∫¿“§√—∞∫“≈ ·≈– ß“π “¬ “∏“√≥ ÿ¢´÷Ëß®–„™â¥â“π finance πâÕ∑”„Àâª√– ∫ªí≠À“¥â“π°“√∑”§«“¡‡¢â“„®°—∫ ‡π◊ÈÕÀ“·≈–°“√ª√–¬ÿ°µå„™â‡°‘¥§«“¡≈”∫“°„® ·≈–Õ÷¥Õ—¥‡¡◊ËÕ‡¢â“°≈ÿ࡬àÕ¬ ¬‘Ëß∂⓪√–°Õ∫°—∫ ªí≠À“¥â“π¿“…“®–¬‘ßË ∑”„À⇰‘¥§«“¡‡§√’¬¥Àπ—° ‡æ√“–°“√Ωñ°Õ∫√¡‡πâπ„À⺟âÕ∫√¡‡ªìπ active player „π°√–∫«π°“√‡√’¬π√Ÿâ, class discussion ·≈–°“√∑”ß“π∑’Ë∂Ÿ° assign ‡æ◊ËÕ°“√‡√’¬π√Ÿâ„π °≈ÿ¡à ¬àÕ¬´÷ßË µâÕßÕ“»—¬¢âÕ§‘¥‡ÀÁπ®“°∑ÿ°§π„π°≈ÿ¡à 3. ¡ÿ¡¡Õߥâ“π∏ÿ√°‘® : ‡π◊ËÕß®“°‡ªìπ°“√ ‡√’¬π°“√ Õπ¢Õß Business school ®–¡ÿà߇πâπ

THAILAND JOURNAL OF HEALTH PROMOTION AND ENVIRONMENTAL HEALTH July - September 2010

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