Marketing Management: Theory and Application

Course unit title

Marketing Management: Theory and Application

Course unit code

MP601

Type of course unit (compulsory, optional)

Compulsory

Level of course unit (according to EQF: first cycle Bachelor, second cycle Master)

Level 7 – Second Cycle Degree (Master)

Year of study when the course unit is delivered (if applicable)

-

Semester/trimester when the course unit is delivered

1

Number of ECTS credits allocated

4.8

Name of lecturer(s)

1. Sri Gunawan, DBA
2. Dr. M. Yusak Anshori

Learning outcomes of the course unit

Graduate Learning Outcomes

1. Attitude

1. Faith to God Almighty and a religious attitude (A1)
2. Upholding humanity in carrying out duties based on religion, morals, and ethics (A2)
3. Contributing to improving the life quality of society, nation, state, and the advance of civilization based on Pancasila (A3)
4. Playing a role as a proud citizen, who has a great deal of nationalism and a sense of responsibility to the country and nation (A4)
5.  Appreciating the diversity of culture, view, religion, belief, as well as the opinions or original findings of others (A5)
6. Cooperating, having social sensitivity, and concerning society and the environment (A6)
7. Obeying the law and being discipline in social life (A7)
8. Internalizing academic values, norms, and ethics (A8)
9. Demonstrating responsible attitudes in their areas of expertise independently (A9)
10. Internalizing independence, struggle, and entrepreneurship (A10)

1. General Skills

1. Being able to carry out academic validation or study according to their field of expertise for solving problems in the related communities or industries (B2)
2. Being able to organize ideas, thoughts, and scientific arguments responsibly according to academic ethics, as well as communicate them to the academic and wider community through the media (B3)

1. Knowledge

1. Students are able to identify theories, concepts, and basic practices of management and business (C1)
2. Students are able to use tools for management and business practices (C2)
3. Students are able to understand basic knowledge for character development (C3)
4. Students understand current management and business principles and issues (C4)

1. Specific Skills

1. Being able to implement analytical tools relevant to existing business problems (D1)
2. Being able to integrate multidisciplinary knowledge to solve business problems (D2)
3. Being able to demonstrate the key traits of an effective leader (D3)
4. Having business ethics and caring for the communities (D4)
5. Having comprehensive global insight (D5)
6. Being able to build, develop, and maintain business organizations in order to be flexible, transformative, and proactive-adaptive to shifts in their business environment (D6)

Course Learning Outcomes

1. Students are able to make decisions for marketing issues handled by the companies (A9, B2, B3, C2, C4, D1, D6)
2. Students are able to develop marketing strategies for products in complex industries (A5, B3, C1, D1, D2)
3. Students are able to use an analytical approach to make decisions (A5, C2, D1, D2)
4. Students are able to implement and evaluate the strategies that have been prepared (A9, B2, B3, C1, C4, D1, D6)

Mode of delivery (face-to-face, distance learning)

Distance Learning (current status due to COVID-19 pandemic)

Prerequisites and co-requisites (if applicable)

-

Course content

Topic 1 – Strategic Marketing

1. Strategic marketing process
2. Marketing simulation

Topic 2 – Stratsim Simulation Demo

Topic 3 – Implementation of Marketing Orientation on Designing Marketing Strategy

1. Definition of marketing management
2. Marketing orientation
3. Designing marketing strategy
4. Evaluation of simulation exercise results

Topic 4 – Product Value Proposition

1. Definition of customer value
2. Composing value propositions
3. Discussing Sour Sally Frozen Yogurt case study
4.  Arranging period 1 simulation strategy

Topic 5 – Customer Satisfaction and Loyalty

1. Customer satisfaction
2. Customer loyalty
3. HSBC Reward Program case study
4. Arranging period 2 stratsim simulation strategy

Topic 6 – Customer Behavior

1. Individual customer behavior analysis
2. Organizational customer behavior analysis
3. Himalaya Herbal Toothpaste Case
4.  Arranging period 3 simulation strategy

Topic 7 – Competitive Strategy Based on Product Positioning and Product Life Cycle

1. Porter's 5 Forces industry analysis
2. Product life cycle
3. Samsung Mobile case study
4. Simulation

Topic 8 – Market Segmentation, Target Market, and Product Positioning

1. Market segmentation
2. Target market
3. Product positioning
4. Tesco case study
5. Simulation

Topic 9 – Industry Competition and Marketing Strategy

1. Company position in the existing competition
2. Competitive strategies of market leaders, market challengers, market followers and nichers
3. Starbucks case study
4. Simulation

Topic 10 – Product Differentiation and Product Extension

1. Classification of goods and services
2. Product extensions
3. Product bundling
4. Pocari Sweat case study
5. Simulation

Topic 11 – Pricing Policy

1. Stages in determining the price
2. Adaptation and price changes
3. Air Asia case study

Topic 12 – Product Distribution and Logistics Policy

1. Marketing channel design
2. Marketing channel decisions
3. Conflict in marketing channels
4. Market logistics
5. Apple Case
6. Simulation

Topic 13 – Integrated Marketing Communication

1. The role of marketing communications
2. Defining the marketing communications mix
3. Measuring the effectiveness of marketing communications programs
4. Philip Morris case study
5. Simulation

Topic 14 – Simulation Company Report

Recommended or required reading and other learning resources/tools

1. Philip Kotler & Kevin Lane Keller (2016), Marketing Management, 15th edition, Pearson
2. Thomas C. Kinnear, Stuart W. James, Michael Deighan, STRATSIM Marketing: Marketing Strategy Simulation, Interpretive Software Inc.

Planned learning activities and teaching methods

This course applies the Experiential Business Learning (EBL) approach as learning activities. EBL is a process of learning and developing a business through sharing experiences. For this reason, teaching is given in the form of a combination of classical lectures, class discussions (based on issues faced by the company), case analysis and marketing simulations. During the class, students are required to play an active role in analyzing and applying the theories and topics discussed. Lecturers are expected to play more roles as facilitators in order to stimulate discussion sessions. Therefore, students have to prepare themselves so that the lecture process can run effectively.

Language of instruction

Indonesian

Assessment methods and criteria

1. Assessment Methods and Criteria in General

1. Assessment Criteria (Case Analysis)