Course unit title

Strategic Marketing

Course unit code

MNP301

Type of course unit (compulsory, optional)

compulsory

Level of course unit (according to

EQF: first cycle Bachelor, second cycle Master)

The first cycle of Bachelor Degree Program 

Year of study when the course unit is delivered

(if applicable)

2020 - 2021

Semester/trimester when the course unit is delivered

The Sixth Semester of Bachelor Study

Number of ECTS credits allocated

4.8 Credits

Name of lecturer(s)
  1. Sri Wahyuni Astuti, Prof.Dr.,SE.,MS 
  2. Sri Hartini, Dr.,SE.,M.Si   

Learning outcomes of the course unit

After accomplishing this course, students are expected to be able to analyze various cases in the context of strategic marketing and implement effective marketing strategies in dynamic situations.

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

Face-to-face and distance learning (using https://hebat.elearning.unair.ac.id/)

Prerequisites and co-requisites (if applicable)

Marketing Management

Course content

1.Introduction

2.Competitive Market Analysis

3.Competitive Market Analysis

4.Identifying Current and Future Competitive Position

5.Competitive Positioning Strategies:

Sustainability Competitive Advantage (SCA)

6. Competitive Positioning Strategies: Competing through

marketing Mix

7. Competitive Positioning Strategies: Competing through innovation

8. Competing through superior service and customer relationships

Implementing the Strategy of customer management

Alliances and strategic networks

Implementing the Strategy implementation and internal marketing

Implementing the Strategy: Corporate social responsibility

Recommended or required

reading and other learning resources/tools

Hoolley, Graham J., Niegel F. Piercy, Brigitte Nicouloud; Marketing Strategy and Competitive Positioning, 4th  edition, 2008. Prentice- Hall Europe, London. (HPN)

Ranchhod, Ashok; Marketing Strategies: A Twenty-firct Century Approach, first edition, 2004. Prentice-Hall, Harlow, England. (AR) Kumar, Nirmalya (foreword by Philip Kotler); Marketing as Strategy: Undestanding the CEO’s Agenda for Driving Growth and Innovation, 2004. Harvard Business School Press, Boston, Massachusetts. (NK)

Planned learning activities and teaching methods

Lectures, Discussions, Quizzes

Language of instruction

Indonesian

Assessment methods and criteria

Mid-term & Final exams (40%), Group Papers (20%), Class Assignments (20%), Class Discussion (20%)