This course is structured as a practitioner-led programme combining instructor input, peer discussion, and applied team workshop practice. Each session introduces a core topic, engages students in sharing findings and open discussion, presents the relevant conceptual framework, and concludes with a workshop in which teams apply the session directly to their chosen business context.

The course bridges the gap between global perceptions and the realities of doing business in Thailand, bringing together Thai and international students within each team. Guest speakers with direct, on-the-ground experience in the Thai market contribute to selected sessions. The course culminates in a structured running-deck workshop, followed by final team presentations.