Syllabus: Marketing Management

August 2015-January 2016

Executive Class A 38(B) (Jakarta)

Instructor:
Iin Mayasari
iin.mayasari@paramadina.ac.id
iin.krisnaadi@gmail.com
HP: 081328004587

Description
This course describes the way a company achieves its marketing goals by determining a
specified target market and using its sufficient marketing sources to successfully serve the target
market. Therefore, marketing is an orderly and insightful process for thinking about planning for
markets. The efforts are conducted in a superior way facing the age of technology advancement.
Customer value is perceived as a controlling factor to formulate a broad strategy and refining it
into a detailed marketing mix, i.e. product, price, place or distribution and promotion, and action
plan. Planning, evaluation and improvement relating to the marketing mix need marketing
decisions by a manager. The decisions include who the company wants as its customers, which
needs to satisfy, what products and services to offer, what prices to set, what communications to
send and receive, what channels of distribution to use, and what partnerships to develop. In
making his/her decisions, he/she might be influenced by uncontrollably environmental factors,
such as political, economic, social, legal, technology, demographic factors and competition.
Objective
One objective of this course is to provide students the way of how to make decisions in marketing
as done by a marketing manager. The efforts of making decisions comprise all aspects relating to
managing the total marketing efforts
Textbook
Kotler, Philip and Kevin Lane Keller (2016), Marketing Management, 15h ed. Upper Saddle River,
N.J.: Pearson Education, Inc.
Grading System
Final exam
Midterm exam
Term paper
Discussion and In-class participation

30%
30%
20%
20%

Chapter
Discussion

Session

1.

2.

Monday,
August 31,
2015
19.00-22.00
Tuesday,
September
1, 2015

Part 1: Understanding Marketing Management

Defining Marketing for the 21st Century

Chapter 1

Person In charge: Lecturer

Chapter 2
Developing Marketing Strategies and Plans
Person In charge: Lecturer

19.00-22.00
Part 2: Capturing Marketing Insights
Gathering Information and Scanning the Environment
3.

Monday,
September
14, 2015
19.00-22.00

Chapter 3
Chapter 4

Conducting Marketing Research and Forecasting Demand

Person In charge: All Groups
Case: Students company
Information of competition and customers should be
updated.
Research is the tipping point of understanding
consumers.
Chapter 5

4.

Tuesday,
September
15, 2015
19.00-22.00

5.

Monday,
September
28, 2015
19.00-22.00

6.

Tuesday,
September
29, 2015
19.00-22.00

Monday, October 12,

2015
7.

19.00-22.00
Monday,
October 26,
2015
19.00-22.00

Part 3: Connecting with Customers

Creating Customer Value, Satisfaction, and Loyalty
Person In charge: Groups 1
Case: Marquee
Analyzing Consumer Markets

Chapter 6

Analyzing Business Markets

Chapter 7

Person In charge: All Groups

Case: Students company
It is easier to grab business market than consumer
market.
Consumer behavior is a matter of analyzing
psychological aspects.
Tapping into Global Markets

Chapter 8

Identifying Market Segments and Targets

Chapter 9

Person In charge: Groups 2

Case: Toto
Chapter 1-9
Mid-Term

Crafting and Communicating a Positioning Strategy

Chapter 10

Part 4: Building Strong Brands

Creating Brand Equity

Person In charge: All Groups

Case: Students company
The process of STP is a long process.
Positioning is easy to be changed.
Brand equity follows positioning.
8.

Tuesday,
October 27,
2015
19.00-22.00

9.

Monday,
November
9, 2015
19.00-22.00

Chapter 11

Chapter 12
Dealing with Competition
Person In charge: Groups 3
Case: Blitzmegaplex
Part 5: Creating Value
Setting Product Strategy

Chapter 13

Designing and Managing Services

Chapter 14

Introducing New Market Offerings

Chapter 15

Person In charge: All Groups

Case: Students company
-

10. Tuesday,
November
10, 2015

The potential product is the ultimate

The product should be innovative
The treatment of service characteristic should be well
prepared.
Developing Pricing Strategies and Programs

Chapter 16

Part 6: Delivering Value

Designing and Managing Value Networks and Channels

Chapter 17

Managing Retailing, Wholesaling, and Logistics

Chapter 18

Person In charge: Groups 4

Case: Jc Penney
Part 7: Communicating Value
Designing and Managing Integrated Marketing
Communications

Chapter 19

19.00-22.00

Chapter 20
Managing Mass Communications: Advertising, Sales
Promotions, Events, and Public Relations

Chapter 21

Managing Digital Communication

11. Monday,
November
23, 2015
19.00-22.00

12. Tuesday,
November
24, 2015

Chapter 22
Managing Personal Communications: Direct Marketing and
Personal Selling
Person In charge: All Groups
Case: Students company
The traditional communication should be combined
with digital communication.
The choice of commonplatform should be based on
the budget.
Is it necessary the database?
Part 8: Conducting Marketing Responsibly
Managing a Holistic Marketing Organization for the Long Run

Chapter 23

Person In charge: Groups 5

Case: Research in Motion

19.00-22.00

Tuesday, December
1, 2015

Chapter 10-23

FINAL EXAM

19.00-22.00

Methods to Achieve the Objectives

In Classroom, by:

reading and reading

1. Each student must prepare the class by

the material
well
2. Each individual student is requested to attend the lecture compulsorily (refer to the
academic rule). Attendance at all class session is expected, especially class discussion
of assigned cases.
3. Absence from class is a serious matter and you should not violate the policy of the MM
Program regarding the class attendance. At least 20 minute lateness is allowed.
4. Each student must contribute significantly to in-class analysis of the cases.
5. Each student is required to be an active participant and make meaningful comments on
cases being discussed.
6. Your grade in class participation is something to be earned via consistent contribution to
class discussion.
7. You should, therefore, make a conscientious effort to be sufficiently prepared to
contribute to the class discussions.
8. The responsibility for making the learning process succeed is yours.
Case Discussion. Preparing a case solution paper by each group in power point format.
Students in-groups make oral and written presentation. The lecturer will guide the discussion.
Discussion will be carried out in two sessions:
1. Discussion of Harvard Business Case. The class will be divided into 5 groups. Each
group has one chance to present one case. The other groups just submit the paper
without presenting it. The case will be presented after the lecturer delivers the main
chapter per session.
2. Discussion of Students Company. All groups are given an opportunity to present each
experience based on the groups agreement. The lecturer will provide the guidance to
discuss. Each group will present and discuss in 20 minutes. The rest of class will be
wrapped by the lecturers. The discussion must be based on each assigned chapter from
the book.
The report format can be written in PPT or word format. In preparing a case solution paper both
Harvard Business Case and Students Company, the paper should cover:
1. Case summary,
2. Main issue,
3. Problem statement,
4. Analysis of solution alternatives,
5. Recommendation
Mid and final exams. Midterm and final examinations will be conducted to test your knowledge,
understanding, comprehension, and capability to apply the course material in solving actual
marketing problem. Students who fail in the exams are given chances to retake similar exams in
the next term or next batch for overall grade improvements.
Term Paper
Each student has to submit a paper concerning the topic in Marketing Management. The paper
explains the implementation of concepst in the working area or choose the case that is alread
presented in class. The paper must be written in good Indonesian. Any plagiarism is intolerable.
Please read the book of guidance for the students on page 32-36.

Student Roles and Responsibilities

1. Attend class and prepare for the class by reading the material before the scheduled class
period.
2. You should arrive at class meetings on time to avoid disrupting the class, no more than
20 minutes. If you are late, you are not allowed to sign but you may join the class.
3. Understand that all written assignments are due at the time of the class in which they
pertain and at no other time.
4. The students should wear dress properly, no wearing jeans please. The male students
must wear a tie.
5. Cell phones should be turned off before entering the classroom.
6. The University is committed to a policy of honesty in academics. Cheating is a violation of
student academic behavior standards.
Lecturers Responsibilities
1. The syllabus should be well prepared and distributed to the students.
2. In delivering a course, it should be in line with the weekly meeting.
3. Lecturer should work as a facilitator for case discussion.
4. Lecturer should give the discussion materials.
5. Lecturer gives the assignment for the students.
6. Lecturer discusess the the feedback of students discussion or assignment.
7. Lecturer gives the time for students to discuss related to the course.