The case for studying AI with a school that takes business practice seriously
Not every approach to AI education is built for the same kind of learner. What follows is an honest account of what Setthi Code offers, who tends to find it most useful, and how it differs from other options available in the market.
Back to HomeSix things that distinguish how we work
Built for business roles
Designed for people making decisions about AI rather than building it.
Small cohorts always
Enrolment is limited so each participant gets genuine access to faculty.
Writing-centred learning
Exercises produce real documents — briefs, strategy sections, evaluation notes.
Updated each cohort
Material is reviewed and revised before every new programme begins.
Part-time and workable
All programmes fit alongside a full working schedule without significant disruption.
Southeast Asian context
Case material and discussion grounded in regional business environments.
Practitioner expertise
Professional backgroundFaculty at Setthi Code are not career academics who have moved into AI education. They are people who have worked in business strategy, product management, and applied technology roles — people who have sat in the meetings where AI decisions are made, and who understand what it looks like when those decisions go wrong as well as when they go right.
This background shapes the teaching. The programmes focus on the questions that actually arise in business contexts, and the writing exercises are grounded in the kinds of documents that professionals actually need to produce.
Current, grounded content
Technology and curriculumAI tools change rapidly, and so do the business contexts in which they are deployed. We review programme content before each cohort to ensure that the material reflects the current state of available tools, current limitations, and the current thinking on how organisations are using — and not using — AI in practice.
We are careful to distinguish between what tools can reliably do today and what vendors are claiming they will be able to do. This distinction is central to the Business AI Literacy course and runs through all three programmes.
Genuine participant support
Service and accessSmall cohorts mean that participants have actual access to faculty — not a ticketing system, not a forum that gets checked weekly, but direct communication with the people teaching the programme. For the Product Development Track and Strategy Programme, this includes scheduled one-to-one time.
We also respond to enrolment enquiries directly, and we are happy to discuss which programme would be the most useful fit before anyone commits to a place.
Transparent fees, no add-ons
Value and pricingOur fee structure is simple. The fee covers the full programme — all sessions, all reading materials, and all one-to-one time included in the programme design. There are no separate charges for materials, no premium tiers, and no subscription required after the programme ends.
- Business AI Literacy — ฿4,400 (8 weeks)
- AI Product Development Track — ฿11,200 (14 weeks)
- AI Strategy & Implementation — ฿14,000 (5 months)
Practical outputs, not certificates
Results and outcomesThe measure of a programme's success, in our view, is whether participants can do something differently when they return to work. Our programmes are structured around written exercises that produce documents participants can actually use — an evaluation framework, a programme brief, a strategy section — rather than multiple-choice assessments or completion points.
We collect structured feedback after each programme and use it directly in planning the next cohort.
Setthi Code versus typical AI education options
| Feature | Typical Online Courses | Setthi Code |
|---|---|---|
| Designed for non-technical roles | Rarely | Always |
| Taught by working practitioners | Varies | Yes |
| Content reviewed each cohort | Rarely | Yes |
| Small cohort, direct faculty access | Rarely | Yes |
| Part-time, fits working schedule | Usually | Yes |
| Southeast Asian business context | Rarely | Yes |
| No upsells or add-on fees | Often | Yes |
| Written exercises produce usable documents | Rarely | Yes |
Distinctive aspects of the Setthi Code approach
Designed for decision-makers, not developers
We do not include coding exercises or software development modules as requirements in any of our programmes. Our participants are people who will be directing, evaluating, or commissioning AI work — not building the systems themselves. The programmes reflect that distinction clearly and consistently.
Individual pacing for longer programmes
The Strategy and Implementation Programme is built around regular one-to-one meetings between each participant and a faculty member. This allows the pace and focus of the work to be calibrated to the participant's own organisational context — a feature that cohort-only programmes cannot easily provide.
Structured for professional development budgets
We issue formal invoices addressed to employers or organisations on request, with the documentation format typically required for professional development expense claims. This makes the enrolment process straightforward for participants whose employer is supporting the cost.
We teach critical evaluation alongside capability
A significant part of what we teach is how to read vendor claims carefully and how to identify where AI tools are being applied in contexts that exceed their actual capabilities. This is not a peripheral topic in our programmes — it is treated as a core professional skill for anyone working with or alongside AI systems.
Milestones and professional markers
Thailand Digital Economy Alliance
Member organisation — acknowledged for contribution to professional AI education in Thailand's business community.
April 2025Bangkok Business Education Forum
Featured as a recommended provider for applied technology education for management professionals at the 2024 annual gathering.
November 2024ISO-aligned privacy practice
Our data handling and participant privacy protocols are structured in line with ISO 27001 principles, reviewed annually by an independent consultant.
Reviewed January 2025A brief conversation is the most direct starting point
We are happy to discuss which programme would be the most useful fit before you make any commitment. Write to us with your situation and we will respond within one working day.
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