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MBA Programme

operations excellence

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

Marketing Management

In House CLASS

August - 2019

Mustika Sufiati Purwanegara

MASTER OF BUSINESS ADMINISTRATION


SCHOOL OF BUSINESS AND MANAGEMENT
INSTITUT TEKNOLOGI BANDUNG
Contents
N Description Page
o

1. Vision and Mission of MBA-ITB 2

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 16

7. Grading 16

Group: Case Studies and Final Project 18


8. Students Guidance 19

9. References 19

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.

• 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.

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 students’ agility in decisionmaking and to develop
a holisticview of business whichenablesthem to lead a business project on a higher level
effectively in today’s business environment.

3. Learning Goals and Learning Objectives of This Course


Marketing management is a function that connects the company to its customers by
aligning company’s 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 company’s 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 company’s strategic planning.
Learning Goals Learning Objectives

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

Develop understanding toward global cultural


aspects that affect business operations
4. The Course Structure
The course will be completed in approximately 12 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 company’s 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.

5. Learning Outcomes of This Course

The goal of this course is to provide a fundamental understanding of marketing methods.


Marketing management is an organized way of developing and providing information for
decision-making purposes. This course is aimed at the students, who is the ultimate user of
tools and who is responsible for determining the scope and direction of marketing activities
conducted on his/her behalf.

The expected learning outcomes of the course are:

1.1. Identify and analyze central problems of a business case :

1.2. Construct multiple perspectives that integrate different factors or aspects, other related
business functions and relevant contextual information :
1.3. Create recommendation based on the constructed perspectives and the company’s
strategic objectives :

2.1. Understand how to collaborate with others :

3.1. Present information in an organized and concise manner :

3.2. Demonstrate skill to persuade others in persuasive manners :

3.3. Demonstrate listening skills

6. The Course Plan


Please fill in the table below which describes how students are going to attain specific
competence as mentioned in the course structure above and how you’re going to evaluate
it.(see an example below)
Jumat 1 Introduction Session 1 : KA Ch. 1 & 2 Comprehending the
Introduction: Class rules, KKALT Ch. 1 & role of marketing in
Marketing in the grading policy, project the company’s aim to
2
Corporate Context description, group distribution RJB Ch. 2 & 14 create value and
1. Marketing: Creating & overall process of
Students are expected to be capturing customer marketing
able to:
value
 Define what marketing is
-
- Defining marketing &
 Understand and
marketing process
demonstrate the overall
- Understanding customers:
process of marketing
needs, wants & demands
 Be familiar with
- Capturing value o customers
fundamental marketing
concepts Session 2
 Understand the role of
marketing in the Mini Case : AirBnB
company’s aim to create
value
 Define and describe a
marketing plan
Sabtu 1 Session 3 KA Ch. 3 & 4  Participation
Capturing Market Insights 2. Company & KKALT Ch. 3 level during class
RJB Ch. 3 discussion
Marketing strategy
 Case analysis
Students are expected to be - Placing marketing in the
and presentation
able to: corporate context New ERP
 Understand how - Strategic planning steps System
- Marketing’s role in strategic Ability to
environmental forces Scan environmental
planning: value chain & value Diversey in
affect the company’s forces that affect the
delivery network India : Growth
ability to serve its company’s ability to
- Marketing performance & and Challenge
customers. marketing profitability serve its customers
 Develop a strategy - Marketing plan Cherries with
based on marketing Champ :
insights Mini Case : Turkey’s Alara
New ERP System Agri
Capturing Market
Presenting and discuss Alan
Insights Zimmerman
AirBnB
Students are expected to be B2B Marketing
able to: Session4. Management
 Understand the process of 3.Analyzing the and Nim Blyth
getting marketing marketing environment
information and customer - The Macro environment Marketing Plan
insights - The Micro environment
 Describe a simple - Analyzing the marketing
marketing research environment
processes
Use quantitative data as well as Case 1 :
qualitative data for marketing Diversey in India : Growth and
purposes Challenge

Session 5
4.Managing marketing
information to gain
customer insights
- Marketing research process
- Analyzing & using marketing
information
- Introduction to value
proposition
- Using market research in
marketing decision

Case 2 :
Cherries with Champ :
Turkey’s Alara Agri
Session 6
Case :
Project Consultation
Session 7
Project Consultation
- Company background
- Situation Analysis: Micro
& Macro environment
- Identify problems &
opportunities
- Setting objectives
Jumat 2 Connecting with Session 8
Consumers
5.Consumer markets &
Students are expected to be consumer buyer
able to:
Behavior
 Define and construct a
simple model of consumer
Mini Case : Rising Sun
behavior
 Understand factors
Case 3:
affecting consumer buyer
Saxonville Sausage Company
behavior
 Understand the stages in
buyer decision process Session 9
 Define business markets 6. Business markets &
 Describe business markets business buyer behavior
and business buyer - Buyer decision process
behavior - Buyer decision process for
New Products
- The business buying process

Case 4 :
Tin plate Company of india :
Need for Conceptual Focus

Designing a Customer- Session 10 KA Ch. 8 & 9  Comprehending


Sabtu 2 Driven Strategy & Mix (1) KKALT Ch. of segmentation
7. Identifying market 8,9,10&11, process for
Segmenting, Targeting segmenting
and Positioning segment and target 12, 13 & 20
consumer &
Students are expected to be - Market segmentation: business market
able to: Requirements  Participation
 Understand the - Market targeting level during class
segmentation process 7a. Building strong Case 5: discussion
 Define and describe bases brands: Brand equity, Product Team  Case analysis
for segmenting consumer positioning& Cialis: Getting and presentation
& business markets Ready to
 Asses market segments to competitive dynamics Market Ability to
identify the target market - Identifying competitive
dynamics  Asses market
 Assess the position of the segments to
product in the market - Differentiation & positioning
- Developing value proposition identify the
based on the targeted target market
market segment  Assess the
 Develop a value Session 11
position of the
proposition Case 5 : Product Team Cialis:
product in the
Getting Ready to Market
market based on
Designing a Customer- the targeted
Driven Strategy & Mix (2) Session 13 - market segment
Shaping the market Products, services, and  Develop a value
brands: Building proposition
offering:
Product customer value
Students are expected to to:
 Define and describe the - Setting product strategy
company’s products - Designing & managing service
characteristics in order to
differentiate them from
9. New product
other companies’ products
 Be familiar with service development and
management product life-cycle
 Understand the strategies
considerations and the
process of product
development
Developing new product

Session 14 Case 6:
Case 6: Nivea (A)
Nivea (A) -
Jumat 3 Mid Term Session 15
Session 16
Sabtu 3 Designing a Customer- Session 17 KA Ch. 10 &  Participation
Driven Strategy & Mix (3) 11 level during class
10. Pricing: Understanding discussion
Shaping the market KKALT Ch. 14  Project
offering: and capturing customer
Presentation
value
Pricing Case 7  Case analysis
Students are expected to be Nuway and presentation
able to: - Developing pricing
Software
 Understand the process of strategies & Program Ability to :
consumer’s evaluation of -Predicting demand  Understand the
prices - Evaluating pricing options Case 8:
process of
 Predict demand Metabical:
Session 18 consumer’s
Assess and decide the best Pricing,
Case 7 : Packaging and
evaluation of
pricing methodology and Nuway Software prices
strategy Demand
Session 19  Predict demand
Forecasting for
 Assess and
a New Weight
decide the best
Case 8: Lost Drug, HBS
pricing
Metabical: Pricing, 2010
methodology
Packaging and Demand and strategy
Forecasting for a New Weight
Lost Drug, HBS 2010
Session 20

Wrap Up
Designing a Customer- Session 21 KA Ch. 12 & 13  Compreh
Driven Strategy & Mix (3) KKALT Ch. 15 &  Participation
Delivering value: Place 12. Marketing channels 16 level during class
discussion
Students are expected to be
- Designing & managing Case 9:  Project
able to:
marketing channels & value Aqualisa: Presentation
 Understand the role of Quartz  Case analysis
network
marketing channels and presentation
 Assess and decide selling Case 9:
channels Aqualisa: Quartz Ability to :
Designing a Customer-Driven  Assess and
Strategy & Mix (4) decide selling
channels
 decide
promotion
channels
Jumat 4 Communicating Value: Session 22 Lisa Shepherd
Promotion 13. Integrated marketing Market SMart:
communication strategy How to Gain
Students are expected to be - Developing Content CuStoMerS and
able to: - Online Tactic inCreaSe ProfitS
witH B2B
1. Understand the role - Offline Tactic MarketinG
of integrated marketing
communication
Assess and decide promotion
channels
Session 23
Observe:
Celane.com
Sabtu 4 Session 24
Exercise : Demand
Prediction and Pricing
Session 25

Wrap Up
Creating successful long- Session 26 KA Ch. 19 & 20 
term growth KKALT Ch. 21 &
17. Tapping into global 22 ComprehParticip
ation level
Students are expected to markets
Case 10: during class
18. Holistics marketing &
be able to: discussion
Sustainable marketing  Project
Be familiar with factors
Presentation
affecting company’s Mini Case :  Case analysis
decision in expanding to Taiwan Office Furniture and presentation
foreign markets
Be familiar with holistics Ability to :
and sustainable marketing  Make holistic
marketing plan

Session 27-28
Project: Final Consultation
- Putting it all together: The
Marketing Plan
Final Term Session 29-30

7. LECTURER PROFILE
Lecturer: Dr. Mustika Sufiati Purwanegara, Ir.MSc (mustika@sbm-itb.ac.id)

She was graduated from industrial engineer ITB. In the early times of her career she worked in
several manufacturers. During her study in State University of Ghent (former name of Gent
University) Belgium, she was a Researcher in Food Quality and Quality Management (1989-and
1992) and Consumer Behaviour (1993-1997). She received a Doctorate Degree (1997). When
she was working as a consultant in the Bureau of Economics of the Government of West Java
Province and the West Java ProBuild (Promotion and Networking Businesses, 1997-2003), she
conducted Marketing Research for distinctive products produced by West Java’s small-medium
scale enterprises, national and internationally.

She had teaching experience in several Universities before working as a Faculty Member in
SBM ITB.Recently, she is a Head of Business Strategy and Marketing Research/ Sub Interest
Group. She is a member of Academy of Marketing Science (AMS), Korean Academy of
Marketing Science (KAMS) and Association for Consumer Research (ACR). She broadens her
horizons in Consumer Behavior Research and Strategic Marketing by participating in
International Conferences organized by AMS and KAMS, namely World Marketing Conference
and Global Marketing Conference every year.

And what is more than only her experience in giving consultation service to businesses, how
grateful she is to have opportunity to make research together with her students, who have come
from various education background and occupations. By these collaboration, she has more
experience in Consumer Behavior research across sectors (food, handy craft, medical, bank,
telecommunication, higher education,services, fashion, FMCG) , several marketing media (TV,
printed and digital) that have been carried out by diverse methodologies, qualitative as well as
quantitative. On top of that, research with a young SBM’s students always provides her fresh
ideas and new trends in market place.

She has deep interest in researching Consumer Culture, Business to Business Relationship,
Neuro Marketing, Digital Marketing, Demarketing and Public Policy. Besides Lecturing and
researching, she likes to share her knowledge and experience by providing training, consultation
and market research for companies and communities
8. Grading
Item Weight
Individual Partici[ation 10%
Quiz 10%
Class participation 20%
 Group presentation
 Individual participation in class discussion
Group’s Final Project:
25%
 Report: The Marketing Plan
Mid-Test and Final Test 45%
TOTAL 100%

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 projectpresentation.
3. The quizzes.
4. Your work quality in the team, reviewed by your team mates.
5. Final project written report.
6. The 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 week’s
topics and help your case discussion. Pre-class discussion of case studies will help you follow
and contribute to the class discussion.

Case Analysis
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.

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/final 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. Select a firm whose marketing strategy and tactics you will study. This can be the firm
for which a member in your group has working, a competitor, or just a firm (or a division
of that firm) that you find interesting. Identify the firm’s customers. If the firm is large,
feel free to narrow the focus to something feasible. For example, if you choose the
MBA-ITB program, the customers include the current students (you), alumni of the
program, recruiting firms for students, the rest of ITB, and the general public. Customers
also include potential students, your former and future supervisors, the faculty, and the
SBM. If you choose a manufacturing firm, do not forget the channel.
2. Talk to the management, the distribution channel and the customers.
3. Answer the following
a. Product. How are the firm’s products or services perceived? 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 firm’s products or services?
About competitors? What do they think of the firm’s communication materials?
How would you improve the firm’s communication activities?
c. Place. What needs do the channels for this product fulfill? Needs of the
customer? Needs of the firm? Is there any conflict in the channel? How would
you improve the firm’s channel activities?
d. Price. How do the customers (channel) react to the firms’ prices? Are there any
actions the firm to set its prices consistently with its strategy? Is the firm using
any marketing cues or marketing theory to affect customer perceptions of its
prices?
e. General Marketing Strategy. What else did you learn from these discussions with
customers that can improve the firm’s marketing strategy? What should be
improved from the existing strategy?
4. Submit a written report (a maximum of 10 A4 pages) on Week 11, consisting:
- Company Information
- Business Environment: The Micro and Macroenvironments affecting the firm.
- Existing Marketing mix (the 4P)
- Existing consumer
- The Marketing Issue
- Marketing Strategy
- Action Program Proposal. Propose a marketing action program to improve the
current condition . 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?
- Summary
- Appendix: The Data

9. 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

10. 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, SweeHoonAng, 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. B2B Marketing Management Alan Zimmerman and Nim Blyth
6. Market Segmentation, Target Market Selection, and Positioning (9-506-019)

7. Basic Quantitative Analysis for Marketing (584-149)


8. Marketing Analysis Toolkit: Breakeven Analysis (9-510-080)
9. Case List:
a. Mini Cases and Local Cases
b. Cherries with Champ : Turkey’s Alara Agri
c. Diversey in India : The Growth Challenges and Option
d. Saxonville Sausage Company
e. Tin plate Company of india : Need for Conceptual Focus
f. Product Team Cialis : Getting Ready to Market
g. Aqualisa Quartz: Simply a Better Shower
h. Metabical: Pricing, Packaging, and Demand Forecasting for a New Weight-Loss
Drug

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