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) Sri Gunawan, DBA Dr. M. Yusak Anshori Learning outcomes of the course unit Graduate Learning Outcomes Attitude Faith to God Almighty and a religious attitude (A1) Upholding humanity in carrying out duties based on religion, morals, and ethics (A2) Contributing to improve the life quality of society, nation, state, and the advance of civilization based on Pancasila (A3) Playing a role as a proud citizen, who have a great deal of nationalism and a sense of responsibility to the country and nation (A4) Appreciating the diversity of culture, view, religion, belief, as well as the opinions or original findings of others (A5) Cooperating, having social sensitivity, and concerning on society and the environment (A6) Obeying the law and being discipline in social life (A7) Internalizing academic values, norms, and ethics (A8) Demonstrating responsible attitudes in their areas of expertise independently (A9) Internalizing independence, struggle, and entrepreneurship (A10) General Skill 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) 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) Knowledge Students are able to identify theories, concepts, and basic practices of management and business (C1) Students are able to use tools for management and business practices (C2) Students are able to understand basic knowledge for character development (C3) Students understand current management and business principle and issues (C4) Specific Skill Being able to implement analytical tools relevant to existing business problems (D1) Being able to integrate multidisciplinary knowledge to solve business problems (D2) Being able to demonstrate the key traits of an effective leader (D3) Having business ethics and caring for the communities (D4) Having comprehensive global insight (D5) Being able to build, develop, and maintain business organizations in order to be flexible, transformative, and proactive-adaptive to shift in their business environment (D6) Course Learning Outcomes Students are able to make decision for marketing issues coped by the companies (A9, B2, B3, C2, C4, D1, D6) Students are able to develop marketing strategies for products in complex industries (A5, B3, C1, D1, D2) Students are able to use an analytical approach to make decisions (A5, C2, D1, D2) 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 Strategic marketing process Marketing simulation Topic 2 – Stratsim Simulation Demo Topic 3 – Implementation of Marketing Orientation on Designing Marketing Strategy Definition of marketing management Marketing orientation Designing marketing strategy Evaluation of simulation exercise result Topic 4 – Product Value Proposition Definition of customer value Composing value proposition Discussing Sour Sally Frozen Yoghurt case study Arranging period 1 simulation strategy Topic 5 – Customer Satisfaction and Loyalty Customer satisfaction Customer loyalty HSBC Reward Program case study Arranging period 2 stratsim simulation strategy Topic 6 – Customer Behavior Individual customer behavior analysis Organizational customer behavior analysis Himalaya Herbal Toothpaste Case Arranging period 3 simulation strategy Topic 7 – Competitive Strategy Based on Product Positioning and Product Life Cycle 5 Forces Porter industry analysis Product life cycle Samsung Mobile case study Simulation Topic 8 – Market Segmentation, Target Market, and Product Positioning Market segmentation Target market Product positioning Tesco case study Simulation Topic 9 – Industry Competition and Marketing Strategy Company position in the existing competition Competitive strategies of market leaders, market challengers, market followers and nicher Starbucks case study Simulation Topic 10 – Product Differentiation and Product Extension Classification of goods and services Product extension Product bundling Pocari Sweat case study Simulation Topic 11 – Pricing Policy Stages in determining the price Adaptation and price changes Air Asia case study Topic 12 – Product Distribution and Logistic Policy Marketing channel design Marketing channel decision Conflict in marketing channel Market logistic Apple Case Simulation Topic 13 – Integrated Marketing Communication The role of marketing communication Defining marketing communication mix Measuring the effectiveness of marketing communication programs Philip Morris case study Simulation Topic 14 – Simulation Company Report Recommended or required reading and other learning resources/tools Philip Kotler & Kevin Lane Keller (2016), Marketing Management, 15th edition, Pearson 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 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 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 session. Therefore, students have to prepare themselves so that the lecture process can run effectively. Language of instruction Bahasa Indonesia Assessment methods and criteria Assessment Methods and Criteria in General Method % Description Competency Reference Expected Behaviour Midterm Exam (In-Class Session) 15 The midterm exam aims to test students’ ability and understanding of course materials from week 1 to 7 A8, A9, A10, B1, B2, B3, B7, C1, C2, C3, C4, C5, D1, D2, D3, D5, D6 Accuracy in explaining the existing concepts used in dealing with issues on marketing goods or services Quiz 1 5 Quiz is related to simulation and conducted online A8, A9, A10, B1, B2, B3, B7, C1, C2, C3, C4, C5, D1, D2, D3, D5, D6 Understanding the stratsim simulation material Group Case Analysis 1, 2 10 Each group of students must analyse the cases that have been given. There are two cases discussed, each case is worth for 5 points. A9, A10, B2, B3, C1, C3, C4, D1, D2, D3, D4, D5, D6 Accuracy in applying theory and concept to make decision in the field of marketing Final Exam (In-Class Session) 20 The final exam aims to test the students’ ability and understanding the course materials from week 1 to 14 A5, A8, A9, B2, C1, C4, D1, D2, D3, D6 Accuracy in elaborating the existing concepts used in dealing with issues on marketing goods or services SWOT Analysis 5 Performing a SWOT analysis for companies in the stratsim simulation (collected in the 2nd simulation period) A9, A10, B2, B3, C1, C3, C4, D1, D2, D3, D4, D5, D6 Accuracy in identifying strengths, weaknesses, opportunities and threats faced by the company in stratsim simulation Simulation 30 Marketing stratsim simulation A9, A10, B2, B3, C1, C3, C4, D1, D2, D3, D4, D5, D6 Ability to develop, execute, and evaluate marketing strategies in stratsim simulation Marketing Plan 5 Each group is required to prepare a marketing plan for the Company in the stratsim simulation (collected in the 4th simulation period). This method is used to examine student’s ability to creat a company's marketing plan. A9, A10, B2, B3, C1, C3, C4, D1, D2, D3, D4, D5, D6 Accuracy and completeness in arranging Marketing Plan in accordance to the guidelines set out in the Marketing Management book by Koteer & Keller Individual Participation Assessment 10 This method aims to define individual understanding of certain topics. It assesses student’s ability to generate systematic and creative ideas in solving business problems A9, A10, B2, B3, C1, C3, C4, D1, D2, D3, D4, D5, D6 Assessment of assignments are carried out on-going basis Group Participation * This method aims to measure how students actively participate in discussing sessions and running marketing simulations. Group participation will be assessed through peer evaluation A1, A9, B2, B3, C1, C4, D2, D4, D6 Assessment criteria: peer evaluation on the activity of each group members * : Weighting group assignments into individual grades Assessment Criteria (Case Analysis) Grading Aspect Grading Scale(50 – 100) Weight (%) Final Grade Accuracy in identifying problems .......................... 7.5 .............. Problem solving according to relevant concepts .......................... 7.5 .............. Explaining problem solving in a good analytical skill .......................... 7.5 .............. Analyzing cases use additional references other than compulsory textbooks .......................... 7.5 .............. Analyzing cases use additional insights in practices .......................... 7.5 .............. The case analysis report is presented in comprehensible sentences .......................... 7.5 .............. Total 100% ..............