MBA Programme

GraduateSchool of Business

http://www.mba.itb.ac.id
INSTITUT TEKNOLOGI BANDUNG

MM5003
Marketing Management

YOUNG PROFESSIONAL CLASS 54 A

JANUARY 2016

MASTER OF BUSINESS ADMINISTRATION

SCHOOL OF BUSINESS AND MANAGEMENT
INSTITUT TEKNOLOGI BANDUNG
http://www.sbm.itb.ac.id/mba

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Contents

1. Vision and Mission of MBA-ITB ............................................................................................................. 3

2. Learning Goals of MBA-ITB ................................................................................................................... 3

3. Learning Goals and Learning Objectives of This Course ....................................................................... 5

4. The Course Structure ............................................................................................................................ 7

5. The Course Plan .................................................................................................................................... 8

6. Lecturer Profile ................................................................................................................................... 14

7. Grading ................................................................................................................................................ 14

8. Students Guidance .............................................................................................................................. 17

9. References .......................................................................................................................................... 17

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1. Vision and Mission of MBA-ITB
MBA ITB has a vision and mission as follows:

Vision:
To be A World Class Program of Master and Business Administration that Creates Ethical
and Entrepreneurial Leaders

MBA ITB has a mission to create ethical and entrepreneurial business leaders who can thrive in
the globally connected business environment. We believe that the mission can be achieved by
developing our students to have the following attributes:

Cognitive ambidexterity, i.e. by developing their integrative thinking ability in looking at

business issues and formulating business decisions

Ethical responsibility, i.e. by developing their awareness, sensitivity and proactivity in

delivering the best results that will not sacrifice the social and environmental
sustainability

Effective implementation skill, i.e. by developing their leadership, awareness toward

other people in their organization and effective oral communication so that they can
execute the strategy and business solutions they have decided

Awareness toward global business environment, i.e. by exposing them with global
business issues that may affect their business success

2. Learning Goals of MBA-ITB

In order to have the above attributes, we propose our students to develop six capabilities. The
following are the six capabilities that become the learning goals that we must pursue in our
MBA program:

Integrative thinking
each student shall be able to demontrate an ability to identfy the central
problems/issues, draw and assess recomendation using a perspective that integrates
both fuctional and relevant contextual information and deploy them effectively to solve
the problem from a strategic views point.

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 Team work
Each student shall demontrate an ability to work effectively in a team, exhibiting
behaviour that reflects an understanding of the importance of individual roles and tasks,
and the ability to manage conflict and compromise so that team goals are achieved.

Communication skill
Each student shall be able to communicate verbally inn an organised, clear and
persuasive manner, and be responsive listener.

Ethical Responsibility
Each student shall be able to identify ethical issues understand the impact of a particular
issue on various stakeholders, recognize the rights and responsibilities of the
stakeholder and systematically analyse the pro and cons of eny decisions related to
ethical issues.

Leadership
Each student shall be have hightened awarness of what it take to exercite effective
leadership, through key inisiative, efective execute , influencing, inspiring, empowering
people and manging changes.

Global Awareness:
Each student shall understand the nature of global issues impacting business, including
competition, policiess, politic, culture and consumers and have the ability to respond to
them effectively.

There are three programs atMBA ITB Bandung campus with specific learning goals as follows:

A. Young Professional
The learning goal of this program is to build business sensitivity and business
administration knowledge and skillsrequired to start a careeratmanageriallevel.

B. Creative and Cultural Entrepreneurship (CCE)

The learning goal of this program is to teachstudents about doing business in creative
and culture sectors and how to manage their new business in these areas.

C. Executive MBA
The learning goal of this program to improve studentsagility in decisionmaking and to
develop a holisticview of business whichenablesthem to lead a business project on a
higher level effectively in todays business environment.

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3. Learning Goals and Learning Objectives of This Course
Marketing management is a function that connects the company to its customers by aligning
companys resources with customers needs and wants, so that the company is able to create
value for customers.The goal of this course is to provide a fundamental understanding of
marketing management processes as a part of a companys efforts to create value for its
customers. The learning goals of this program is to develop knowledge, skills, and sensitivity in
business administration that are required to manage marketing processes needed for
developing a companys strategic planning.

Learning Goals Learning Objectives

Integrative Thinking
Studentswill be able to demonstrate an ability
to identify the central marketing
problems/issues which lead them to assess
suitable marketing tools, propose
recommendationsbased on a perspective that
integrates both functional and relevant
contextual information, and deploy these
recommendations effectively.
Understand marketing concepts and tools and able
to apply these to identify and analyze marketing
problems/issues.
Identify possible marketing solutions and conduct a
multiperspective analysis by integrating functional
and relevant information about the
interrelationships of the business environment and
the firm.
Develop recommendations based on the
constructed perspectives and aligning these with the
firms strategic objectives.

Team Work
Student will be able to demosntrate an ability Understand how to collaborate with others.
to work effectively in a team, exhibiting
behaviour that reflects an understanding of Give constructive feedback in a small group in the
the importance of individual roles and tasks, learning environment.
and the ability to manage conflict and
compromise so that team goals are achieved.

Communication Skill
Student will be able to communicate verbally Present information in an organized and concise
in an organised, clear and persuasive manner, manner.
and be a responsive listener. Demonstrate a skill to persuade others in persuasive
manners.

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 Learning Goals Learning Objectives
Demonstrate listening skills.

Ethical Responsibility
Student will be able to identify ethical issues, Recognize ethical issues in a marketing context.
understand the impact of a particular issue on
various stakeholders, and systematically
analyse the pro and cons of any decisions
related to ethical issues.

Global Awareness
Student will understand the nature of global Identify global issues that may affect the industry
issues impacting business, including (Global Intellectual Capital)
competition, policiess, politic, culture and Develop understanding toward global cultural
consumers and have the ability to respond to aspects that affect business operations
them effectively.

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4. The Course Structure
The course will be completed in approximately 14 weeks, comprising weekly classes, a group
project, a presentation of groups marketing plan and one written examination. This course
follows the general elements of a marketing plan, reflected in two main topics: (1) Situation
Analysis and (2) Market Strategy. These topics will be delivered through lectures and case
studies, along with a marketing plan project that allows students to directly apply concepts they
learn in the class.

The first topic, Situation Analysis, discusses the important roles of marketing management in a
companys life as it guides it to develop businesses. Students will learn to identify the market,
including customers and competitors.

The second topic, Market Strategy, covers the majority of the course. Students will learn about
segmentation, targeting and positioning processes. These processes will be used to define the
suitable strategies which includes Product, Place, Pricing, and Promotion strategy.

At the end of this course, students will present a marketing plan which reflected their
understanding of marketing management processes.

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5. The Course Plan

Date Outcome(s) Activity(ies) Preparation

Week 1 Introduction Session 1 KA Ch. 1 & 2
Marketing in the Corporate Introduction: Class rules, grading policy, project description, KKALT Ch. 1 & 2
group distribution RJB Ch. 2 & 14
Context
1. Marketing: Creating & capturing customer value Case 1
Students are expected to be Assessment of Consumer
- Defining marketing & marketing process
able to: - Understanding customers: needs, wants & demands Preferences
Define what marketing is - Capturing value from customers
Understandand - Introduction to case reading
demonstrate the overall
process of marketing 2. Company & Marketing strategy
Be familiar with - Placing marketing in the corporate context
fundamental marketing - Strategic planning steps
concepts - Marketings role in strategic planning: value chain & value
Understand the role of delivery network
marketing in the - Marketing performance & marketing profitability
companys aim to create - Marketing plan
value Break
Define and describe a Session 2
marketing plan Project:
- The Project site lottery

Project Assignment:
- Go to Project Site for observation
- Analyze Macro and Micro Environment Factors that affect
the Business

Short Lecture: Week 2 Topics

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 Date Outcome(s)
Week 2 Capturing Market Insights
Students are expected to be
able to:
Understand how
environmental forces affect
the companys ability to
serve its customers.
Develop a strategy based
on marketing insights
Understand the process of
getting marketing
information and customer
insights
Describe a simple
marketing research
processes
Use quantitative data as
well as qualitative data for
marketing purposes
Week 3 Connecting with Consumers
Students are expected to be
able to:
Define and construct a
simple model of consumer
behavior
Understand factors
Activity(ies) Preparation
Session 1 KA Ch. 3 & 4
3. Analyzing the marketing environment KKALT Ch. 4
- The Macroenvironment RJB Ch. 3
- The Microenvironment
- Analyzing the marketing environment Case 2
Haier: Taking a Chinese
Company Global
Break
Session 2 Case 3
4. Managing marketing information to gain customer insights Assessment of Consumer
- Marketing research process preferences
- Analyzing & using marketing information
- Introduction to value proposition
- Forecasting demand
- Using market research in marketing decision
Short Lecture: Week 3 Topics
Session 1 KA Ch. 5 & 6
5. Consumer markets & consumer buyer behavior KKALT Ch. 6 & 7
- Consumer buyer behavior & influencing factors
- Buyer decision process Case 4
Aqualisa Quartz: Simply a
- Buyer decision process for New Products
Better Shower
6. Business markets & business buyer behavior
- The business buying process
Break
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 Date Outcome(s) Activity(ies) Preparation
affecting consumer buyer Session 2
behavior Project Consultation
Understand the stages in
buyer decision process First draft consisting:
Define business markets - The business background & history.
Describe business markets - Business Environment: The Micro and Macroenvironments
and business buyer affecting the Business
behavior - The Current Marketing Mix

Short Lecture: Week 4 Topics

Week 4 Designing a Customer-Driven Session 1 KA Ch. 7 & 18

7. Identifying market segment and target KKALT Ch. 8, 9, 10, & 11
Strategy & Mix (1)
- Market segmentation: Requirements
Segmenting, Targeting and - Market targeting
Positioning

Students are expected to be Break

able to: Session 2 Case 5
Understand the 7a. Building strong brands: Brand equity, positioning & Metabical: Positioning &
segmentation process competitive dynamics Communicating Strategy
Define and describe bases - Identifying competitive dynamics for a New Weight-loss Drug
for segmenting consumer - Differentiation & positioning
& business markets - Developing value proposition
Asses market segments to
identify the target market Class Assignment:
Assess the position of the - Develop a Consumer survey to map consumer profile
product in the market
Group Assignment: Develop a consumer survey
based on the targeted
- Consumer profile
market segment
- Explore product & service improvement for each
Develop a value
vendor
proposition

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 Date Outcome(s) Activity(ies) Preparation
Short Lecture: Week 6 Topics

Week 5 Guest Lecture (TBA)

Week 6 Designing a Customer-Driven Session 1 KA Ch. 8 & 9

8. Products, services, and brands: Building customer value KKALT Ch. 12, 13 & 20
Strategy & Mix (2)
- Setting product strategy
- Designing & managing service Case 6
Shaping the market offering:
LOreal of Paris: Bringing
Product
Class to Mass with
Students are expected to be Plenitude
able to:
Break

Define and describe the Session 2 Case 7

companys products 9. New product development and product life-cycle strategies Nanda Home: Preparing for
characteristics in order to - Developing new product Life after Clocky
differentiate them from
other companies products Short Lecture: Week 7 Topics
Be familiar with service Project Report: Preliminary Analysis
management - Consumer profile
Understand the - STP
considerations and the - Proposed improvement
process of product
development

Mid Test Week-Preliminary Analysis Report

Week 7 Designing a Customer-Driven Session 1 KA Ch. 10 & 11

Strategy & Mix (3) KKALT Ch. 14
10. Pricing: Understanding and capturing customer value
- Developing pricing strategies & Program
Shaping the market offering:

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 Date Outcome(s)
Pricing
Students are expected to be
able to:
Understand the process of
consumers evaluation of
prices
Assess and decide the best
pricing methodology and
strategy
Week 8 Designing a Customer-Driven Session 1
Strategy & Mix (3)
Delivering value: Place
Students are expected to be
able to:
Understand the role of
marketing channels
Assess and decide selling
channels
Week 9 Designing a Customer-Driven Session 1
Strategy & Mix (4)
Activity(ies) Preparation
Case 8
Metabical: Pricing,
Packaging, and Demand
Forecasting for a New
Weight-Loss Drug
Break
Session 2 Case 9
Atlantic Computer: A
11. Pricing strategies Bundle of Pricing Options
- Evaluating pricing options
Short Lecture: Week 8 Topics
KA Ch. 12 & 13
KKALT Ch. 15 & 16
12. Marketing channels
- Designing & managing marketing channels & value network Case 10
Clique Pens: The Writing
Implements Division of US
Home
Break
Session 2 Case 11
13. Retailing & Wholesaling Culinarian Cookware:
- Managing retailing, wholesaling & logistics Pondering Price Promotion
Short Lecture: Week 9 Topics
KA Ch. 14, 15, 16, & 17
KKALT Ch. 17, 18 & 19
14. Integrated marketing communication strategy
- Designing & managing IMC Case 12
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 Date Outcome(s)
Communicating Value:
Promotion
Students are expected to be
able to:
Understand the role of
integrated marketing
communication
Assess and decide
promotion channels
Week 10 Creating successful long-
term growth
Students are expected to be
able to:
Be familiar with factors
affecting companys
decision in expanding to
foreign markets
Be familiar with holistics
and sustainable marketing
Week 11 Project Presentation
Week 12 Guest Lecture (TBA)
Activity(ies) Preparation
- Evaluating IMC Axe Detailer: Initiating a
Change in Mens Showering
Behavior
Break
Session 2 Case 13
Advertising Experiments at
15. Managing mass communication the Ohio Art Company
16. Managing personal communications
- Evaluating new media
Short Lecture: Week 10 Topics
Session 1 KA Ch. 19 & 20
17. Tapping into global markets KKALT Ch. 21 & 22
18. Holistics marketing & Sustainable marketing
Case 14
Foundation for
International Development
Assistance/Productive
Cooperatives Haiti
(FIDA/PcH)
Break
Session 2
Project: Consultation
FINAL TEST
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6. Lecturer Profile
Name: Ira Fachira, PhD.

E-mail: ira@sbm-itb.ac.id

About me

Ira Fachira is a full-time lecturer at School of Business and Management, Institut Teknologi
Bandung. She started her teaching career as a tutor in SBM ITB in 2004, before becoming a
lecturer in 2006. Her work as both a tutor and Undergraduate Program Secretary at SBM
inspired her Ph.D study at Massey University, New Zealand. She received a Ph.D in
Management by doing a research about services management and online communities. Her
research interests are services marketing, consumer behavior and online communities. She is
also interested in the relationship between popular culture, marketing, and consumer
storytelling. She is currently the Program Director for Bachelor of Management in SBM.

7. Grading

Item Weight
Quiz 20%
Class participation 25%
Individual participation in class discussion
Groups Final Project:
Report: The Marketing Plan
Poster 30%
Poster presentation
Peer evaluation
Final Exam 25%
TOTAL 100%

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Grading System
Your performance in this course will be evaluated through:

1. Quality and quantity of participation during class discussion.

2. Presentation: Case studies and the final project poster presentation.
3. Poster
4. The quizzes: up to 3 of your highest marks will be taken into your final grade.
5. Your work quality in the team, reviewed by your team mates.
6. Final project written report.
7. The final exam.

Pre-class Preparation
Individual preparations are required to be able to have an active participation in the class. Pre-
class readings of the course materials will guide your understandings of the weeks topics and
help your case discussion. Pre-class discussion of case studies will help you follow and
contribute to the class discussion.

Case Analysis and Class Participation

These steps will help you analyze a case:

1. Read and analyze the case with the following issues in mind :
Situation Audit Problem / decision statement Identification of statement
Criteria Analysis Recommendations.
2. During the discussion with your team member, please discuss the following:
Assessing situation, sorting out and organizing key information, asking the right
questions, defining opportunities and problems, identifying and evaluating alternative
courses of action, interpreting data, evaluating the results of past strategies, developing
and defending new strategies, making decisions under conditions of uncertainty,
critically evaluating the work of others, responding to criticism.
3. Prepare a summary in the following format:
- Background of the case
- Product Information
- Business / Industry Situation
- Competition Situation
- Marketing Mix
- Problem Definition. Please focus your effort just in 1 issue.

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 - Formulate alternatives
- Analyze the alternatives
- Recommend one solution and prepare the contingency plan
4. Participate in the quiz and class discussion.
5. Read Section 5 in this syllabus (The Course Plan). Be aware of important concepts and
keywords to be able to apply these concepts in the case.

Quiz and Exam

Weekly quizzes will be performed in the class. The objective of these evaluations are to assess
students knowledge and understanding of the material covered up to the session before the
quiz/ exam. There will be no make up quiz or exam.

Group: Case Studies and Final Project

Group/Syndicate should consist of a maximum 3 students. It is essential to analyze and explore
issues from multiple frameworks. Therefore, team members from diverse discipline areas are
strongly encouraged. You will be better able to understand issues the case studies if your team
is drawn from a variety of backgrounds and experiences.

Final Project
The objective of the project is to provide students with experience in applying the concepts and
methods learned in class to a real world problem.

1. All groups are assigned a business.

2. The project aims to improve the business marketing strategy to achieve its mission.
3. Each group has to be able to answer the following
a. Products & services: What are customers perception of the business products &
services? What are their strengths and weaknesses relative to competition from
the customers viewpoint? Are there unmet needs? Are there any opportunities
for improvement? Etc.
b. Promotion: How do the customers learn about the firms products &services?
About competitors? How would you improve the promotion efforts?
c. Place: What needs do the channels for this products & services fulfill? Needs of
the customer? Needs of the intermediaries? Is there any conflict in the channel?
How would you improve the business channel activities?
d. Price. How do the customers react to the vendors prices? How would you
improve the price?

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 e. People: How do the employees serve customers? How would you improve the
service?
f. Process: How do the products & service being processed? How would you
imrove it?
g. Physical Evidence. What is the customers perception of the physical evidence?
How would you improve it?

4. Submit a written report (a maximum of 10 A4 pages) on Week 11, consisting:

a. The business background & history.
b. Business Environment: The Micro and Macroenvironments affecting the
business.
c. The Current Marketing Mix (the 4P/7P)
d. The Customer Profile
e. The Marketing Proposal: What improvement should be made to expand the
business?
f. Action Program Proposal. Propose a marketing action program to improve one of
the 4Ps/7Ps above. What will be done? When will it be done? Who will do it?
How much will it cost? What are the key performance indicators to monitor
progress?
5. Put a poster of your action program proposal and present it in front of the class.

8. Students Guidance

In order to succeed, students are advised to do the followings:

1. Allocate sufficient time for self preparation
2. Discuss concepts and cases with their syndicate
3. Elaborate practical cases apart from cases given
4. Have a proper notes of all lecture
5. Contribute actively in the class

9. References
1. Text: Principles of Marketing, 15thedition (2014), by Philip Kotler and Gary Amstrong
(KA), Essex: Pearson.
2. Text: Marketing Management: An Asian Perspective, 6th Edition (2012), by Philip Kotler,
Kevin Lane Keller, Swee Hoon Ang, SiewMeng Leong, Chin Tiong Tan (KKALT), Singapore:
Pearson.

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3. Text: Market-Based Management: Strategies for Growing Customer Value and
Profitability, 5th Edition (2009), by Roger J. Best (RJB), New Jersey: Pearson.
4. Marketing Plan Development (UV6731)
5. Market Segmentation, Target Market Selection, and Positioning (9-506-019)
6. Basic Quantitative Analysis for Marketing (584-149)
7. Marketing Analysis Toolkit: Breakeven Analysis (9-510-080)
8. Case List:
a. Assessment of Consumer Preferences
b. Haier: Taking a Chinese Company Global
c. Aqualisa Quartz: Simply a Better Shower
d. Metabical: Positioning & Communicating Strategy for a New Weight-Loss Drug
e. LOreal of Paris: Bringing Class to Mass with Plenitude
f. Nanda Home: Preparing for Life after Clocky
g. Metabical: Pricing, Packaging, and Demand Forecasting for a New Weight-Loss
Drug
h. Atlantic Computer: A Bundle of Pricng Options
i. Clique Pens: The Writing Implements Division of US Home
j. Culinarian Cookware: Pondering Price Promotion
k. Axe Detailer: Initiating a Change in Mens Showering Behavior
l. Advertising Experiments at the Ohio Art Company
m. Foundation for International Development Assistance/Productive Cooperatives
Haiti (FIDA/PcH)

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