Course unit title

Marketing Management Strategy

Course unit code

MNP625

Type of course unit (compulsory, optional)

Compulsory

Level of course unit (according to

EQF: first cycle Bachelor, second cycle Master)

The Second cycle of Master Degree Program

Year of study when the course unit is delivered

(if applicable)

2020-2021

Semester/trimester when the course unit is delivered

The Second Semester of Master Study

Number of ECTS credits allocated

3 Credits (4.8 ECTS)

Name of lecturer(s)

Dr. Sri Hartini, SE.,M.Si

Prof. Dr.Sri Wahyuni A,SE.,MSi

Learning outcomes of the course unit

After completing this course, students are expected to have the ability to sharpen the analysis and synthesis of various marketing concepts and theories, include: (1) strategic management inputs, (2) strategic formulation, and (3) strategic implementation. Students are required to conduct environmental analysis including market segmentation, target market selection, and brand positioning as well as create strategic plans and marketing programs

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

face-to-face

Prerequisites and co-requisites (if applicable)

-

Course content

This course provides knowledge about the management of marketing strategies includes the development, implementation and evaluation of marketing strategies in order to achieve a sustainable competitive advantage. This course discusses the strategic decision-making process in the field of marketing derived from strategy at the parent company (corporate) level and the business unit level includes market driven strategy, competitive space, relationships strategy, product innovation, marketing mix strategy.

Recommended or required

Reading and other learning resources/tools

Strategic Marketing 10th (tenth) Edition by Cravens, David, Piercy, Nigel published by McGraw-Hill/Irwin (2012)

Planned learning activities and teaching methods

1. Presenting and discussing materials

2. Reviewing articles

3. Discussing Case Studies

Language of instruction

Indonesian

Assessment methods and criteria

Final exam (25%), midterm exam (25%), presentation and discussion (20%), and papers (30%)