MBA Programme

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

MM5003
Marketing Management

Young Professional CLASS 57A

AUGUST 2017

MASTER OF BUSINESS ADMINISTRATION

SCHOOL OF BUSINESS AND MANAGEMENT
INSTITUT TEKNOLOGI BANDUNG
http://www.sbm.itb.ac.id/mba
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 ................................................................................................................................... 15

7. Grading ................................................................................................................................................ 15

Grading System ...................................................................................................................................... 15

Pre-class Preparation ............................................................................................................................. 15
Case Analysis and Class Participation .................................................................................................... 16
Quiz and Exam ........................................................................................................................................ 16
Group: Case Studies and Final Project ................................................................................................... 16
Final Project ............................................................................................................................................ 17
8. Students Guidance .............................................................................................................................. 17

9. References .......................................................................................................................................... 18

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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 at MBA 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 skills required to start a career at managerial level.

B. Creative and Cultural Entrepreneurship (CCE)

The learning goal of this program is to teach students 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 students agility in decision making and to
develop a holistic view of business which enables them 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
Students will be able to demonstrate an ability
to identify the central marketing
problems/issues which lead them to assess
suitable marketing tools, propose
recommendations based 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, quizzes, 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.

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)
Week 1 Introduction
Aug 24 Marketing in the Corporate
Context
Students are expected to be able
to:
Define what marketing is
Understand and demonstrate
the overall process of
marketing
Be familiar with fundamental
marketing concepts
Understand the role of
marketing in the companys
aim to create value
Define and describe a
marketing plan
Week 2 Capturing Market Insights
Aug 31
Students are expected to be able
to:
Activity(ies) Preparation
Session 1 KA Ch. 1 & 2
Introduction: Class rules, grading policy, project description, KKALT Ch. 1 & 2
group distribution RJB Ch. 2 & 14
1. Marketing: Creating & capturing customer value
- Defining marketing & marketing process
- Understanding customers: needs, wants & demands
- Capturing value from customers
- Introduction to case reading
2. Company & Marketing strategy
- Placing marketing in the corporate context
- Strategic planning steps
- Marketings role in strategic planning: value chain & value
delivery network
- Marketing performance & marketing profitability
- Marketing plan
Break
Session 2
Short Lecture: Week 2 Topics
Project: Project Brief
Group Assignment: Analyze The Macro & Microenviroment
factors affecting The Business.
Session 1 KA Ch. 3 & 4
3. Analyzing the marketing environment KKALT Ch. 4
- The Macroenvironment RJB Ch. 3
- The Microenvironment
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 Date Outcome(s)
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
Sep 7
Students are expected to be able
to:
Define and construct a simple
model of consumer behavior
Understand factors affecting
consumer buyer behavior
Understand the stages in
buyer decision process
Define business markets
Describe business markets
and business buyer behavior
Activity(ies) Preparation
Break
Session 2 Case 1
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
Project: Based on Consumer Buyer Behavior, develop a market
survey to identify consumer profile for The Business (Class
Assignment).
Group Assignment: Develop a Marketing Plan for The Business.
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 2
Aqualisa Quartz: Simply a
- Buyer decision process for New Products
Better Shower
6. Business markets & business buyer behavior
- The business buying process
Break
Session 2
Short Lecture: Week 5 Topics
Project Consultation: The Marketing Plan
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 Date Outcome(s) Activity(ies) Preparation
Week 4
Project Presentation
Sep 14
Week 5 Designing a Customer-Driven Session 1 KA Ch. 7 & 18
Sep 21 7. Identifying market segment and target KKALT Ch. 8, 9, 10, & 11
Strategy & Mix (1)
- Market segmentation: Requirements
- Market targeting Case 3
Segmenting, Targeting and
Metabical: Positioning &
Positioning
7a. Building strong brands: Brand equity, positioning & Communicating Strategy
Students are expected to be able competitive dynamics for a New Weight-loss Drug
to: - Identifying competitive dynamics
- Differentiation & positioning
Understand the
- Developing value proposition
segmentation process
Define and describe bases for
Short Lecture: Week 7 Topics
segmenting consumer &
business markets Break
Asses market segments to
Session 2
identify the target market
Project:
Assess the position of the
Announcement of selected Marketing Plan
product in the market based
Class Assignment: Revise The Marketing Plan
on the targeted market
segment
Develop a value proposition

Week 6 Guest Lecturer (TBA) Project Implementation (1)

Sep 28
Week 7 Designing a Customer-Driven Session 1 KA Ch. 8 & 9
Oct 5 8. Products, services, and brands: Building customer value KKALT Ch. 12, 13 & 20
Strategy & Mix (2)
- Setting product strategy
- Designing & managing service Case 4
Shaping the market offering:

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 Date Outcome(s)
Product
Students are expected to be able
to:
Define and describe the
companys products
characteristics in order to
differentiate them from
other companies products
Be familiar with service
management
Understand the
considerations and the
process of product
development
Week 8 Designing a Customer-Driven
Oct 12
Strategy & Mix (3)
Delivering value: Place
Students are expected to be able
to:
Understand the role of
marketing channels
Assess and decide selling
channels
Shaping the market offering:
Pricing
Activity(ies) Preparation
LOreal of Paris: Bringing
Class to Mass with
Plenitude
Break
Session 2
9. New product development and product life-cycle strategies
- Developing new product
Short Lecture: Week 8 Topics
Project Implementation (2)
Group Assignment: Evaluate channel and pricing strategies of
the current plan.
Session 1 KA Ch. 12 & 13
12. Marketing channels KKALT Ch. 15 & 16
- Designing & managing marketing channels & value network
Case 5
13. Retailing & Wholesaling Clique Pens: The Writing
- Managing retailing, wholesaling & logistics Implements Division of US
Home
Break
Session 2 KA Ch. 10 & 11
10. Pricing: Understanding and capturing customer value KKALT Ch. 14
- Developing pricing strategies & Program
Case 6
11. Pricing strategies Atlantic Computer: A
- Evaluating pricing options Bundle of Pricing Options
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 Date Outcome(s) Activity(ies) Preparation
Students are expected to be able Short Lecture: Week 9 Topics
to:
Understand the process of Project Implementation (3)
consumers evaluation of Group Assignment: Evaluate communication strategies of the
prices current plan.
Assess and decide the best
pricing methodology and
strategy

Week 9 Designing a Customer-Driven Session 1 KA Ch. 14, 15, 16, & 17

Oct 19 14. Integrated marketing communication strategy KKALT Ch. 17, 18 & 19
Strategy & Mix (4)
- Designing & managing IMC
Communicating Value: - Evaluating IMC Case 7
Promotion Advertising Experiments at
15. Managing mass communication the Ohio Art Company
Students are expected to be able 16. Managing personal communications
- Evaluating new media
to:
Understand the role of
integrated marketing Break
communication Session 2
Assess and decide promotion Project Implementation (4)
channels Class Assignment: Revised Marketing Plan
Week Capturing Market Insights Session 1 Case 8
10 Analyzing the marketing environment Haier: Taking a Chinese
Oct 26 Company Global
Break
Session 2 Case 9
Managing marketing information to gain customer insights: Nanda Home: Preparing for
New Product Development Life after Clocky

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 Date Outcome(s) Activity(ies) Preparation
Project Implementation (5)

Week Designing a Customer-Driven Session 1 Case 10

11 Strategy Mix Consumer Behavior Axe Detailer: Initiating a
Nov 2 Communicating Value: Promotion Change in Mens Showering
Behavior

Break
Session 2
Short Lecture: Week 12 Topics
Project Implementation (6)

Week Creating successful long-term Session 1 KA Ch. 19 & 20

12 growth 17. Tapping into global markets KKALT Ch. 21 & 22
Nov 9 18. Holistics marketing & Sustainable marketing
Students are expected to be able Case 11
Foundation for
to:
International Development
Assistance/Productive
Be familiar with factors
Cooperatives Haiti
affecting companys decision
(FIDA/PcH)
in expanding to foreign
markets Break
Be familiar with holistics and
Session 2 Case 13
sustainable marketing
Designing a Customer-Driven Strategy & Mix Culinarian Cookware:
Shaping the market offering: Pricing Pondering Price Promotion
Delivering value: Place
Project Implementation (7)
Week Designing a Customer-Driven Session 1 Case 3: Revisited
13 Strategy & Mix Designing a Customer-Driven Strategy & Mix
Nov 16 Segmenting, Targeting and Positioning

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 Date Outcome(s) Activity(ies) Preparation
Communicating Value: Promotion Metabical: Positioning &
Shaping the market offering: Pricing Communicating Strategy
for a New Weight-loss Drug

Case 12
Metabical: Pricing,
Packaging, and Demand
Forecasting for a New
Weight-Loss Drug

Break
Session 2
Project: Final Consultation

Week
14 FINAL TEST & PROJECT REPORT SUBMISSION
Nov 23

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6. Lecturer Profile
Name: Reza Ashari Nasution, PhD.

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

About me

www.sbm.itb.ac.id/reza

7. Grading

Item Weight
Quiz 20%
Class participation 20%
Individual participation in class discussion
Groups Final Project:
The Final Report
30%
Presentation
Peer evaluation
Final Test 30%
TOTAL 100%

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

1. Quality and quantity of participation during class discussion.

2. Presentation: The Marketing Plan.
3. The quizzes: up to 3 of your highest marks will be taken into your final grade.
4. Peer Evaluation: Your work quality in the team, reviewed by your team mates.
5. Final project written report.
6. 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.

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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.
- 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

Un-announced 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 4 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.

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

4. Submit a written report (a maximum of 10 A4 pages, font: Times New Roman 12, 1.15
spacing) on Week 14, consisting:
a. The business background & history.
b. Business Environment: The Micro and Macroenvironments affecting the business.
c. The initial marketing mix.
d. The Customer Profile.
e. The Class Marketing Plan.
f. Reflections: What worked? What did not? Why?
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.

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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.
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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