MBA Programme
http://www.mba.itb.ac.id
INSTITUT TEKNOLOGI BANDUNG
MM5003 Marketing Management
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 of This Course ............................................................................................................... 4
4.
Learning Outcomes of This Course ....................................................................................................... 4
5.
The Main References ............................................................................................................................ 6
6.
The Course Plan .................................................................................................................................... 6
7.
Lecturer Profile ..................................................................................................................................... 9
8.
Grading .................................................................................................................................................. 9
9.
Students Guidance .............................................................................................................................. 10
10. Assignment ............................................................................................................................................ 9 11. Ethic …………………………………………………………………………………………………………………………………………….. 13 Page 2 of 14
1. Vision and Mission of MBA‐ITB Vision: “To be A World Class Program of Master and Business Administration that Creates Ethical and Entrepreneurial Leaders” Mission: • To educate and develop future leaders in business • To develop sustainable education program for building human resource capacity needed for enhancing industry competitiveness in Indonesia
2. Learning Goals of MBA‐ITB In General, The MBA‐ITB’s learning goal is to develop student to have the following characteristics : • A Strong competence in business and technology‐based management as well as decision making capabilities as demonstrated by business leaders in the world. • An ethical leadership and professional mindset • An entrepreneurial spirit both as professionals and as entrepreneurs. • Ability to make decisions based on human values in a systemic and integrated manner so as to meet the needs of the community. 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 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. Young 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 today’s business environment.
Page 3 of 14
3. Learning Goals of This Course This module of Marketing Management designed according to schematic of marketing process from Marketing Analysis and Customer Acquisition & Retention also to align with MBA‐ITB Program theme ”Creating New Business Leaders and Entrepreneurs”. Marketing is a core and integrated process in overall business activity. Marketing is not only an oil or lubricant in parts of company but become a driver of the business. Marketing is a revenue center so the survivability of the company greatly depend on marketing .The development and progress of marketing as knowledge in the new internet era and knowledge‐based economy demanding the actors in marketing use the appropriate tools and methods beside to know how customers think and act by monitoring the trend and lifestyle. 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 main objectives of the course are: 1. Ability to understand the process and defining the issues of marketing management analysis, planning, implementation and control in connection with the decision‐making strategic corporate marketing function. Further, it will 2. Establish the skills for systematic problem analysis and to translate management problems into the appropriate marketing problems. Then, provide solutions in strategic marketing as the strategic corporate functions. 3. To gain a working “hand on” experience with the full process of marketing from the formulation of the problem through the design and the analysis. 3. To cover all aspects of the marketing which is the basis for a professional marketers.
4. Learning Outcomes of This Course After follow this course, you will be able to: 1. Discuss and prepare strategic process of marketing in holistic and integrated way. 2. Has skill to think strategically to solve the marketing problems base on customer oriented and value. 3. Capable to manage the marketing program effectively using the appropriate tools and methods. 4. Ability to think strategically on the solving of marketing problems base on customer orientation, value and business environment Page 4 of 14
The Course Structure
Ability to think strategically on the solving of
marketing problems base on customer orientation, value and business environment.
Ability to analyze customer and using marketing tools for marketing problem solving
Ability to use understanding on business environment for marketing problem solving
Developing familiarity with typical Customer Behavior
Ability to gain knowledge on strategic marketing tools.
Ability to use Marketing framework to understand the business environment
Develop analytical skills in gathering the information and interpretation; Build knowledge in Marketing Value
Explain and improve the competence in analyzing Marketing problems ;
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5. Main References Required Materials 1. Text: Marketing Management: An Asian Perspective, 6th Edition (2012), by Philip Kotler, Kevin Lane Keller, Swee Hoon Ang, Siew Meng Leong, Chin Tiong Tan (KKALT), Prentice Hall. ISBN: 10 9810687974 2. Basic Marketing (2009) by E. Jerome McCarthy, Joseph P. Cannon, William D. Perreault (JM), McGraw‐Hill College. ISBN‐10:0073381055. 3. Marketing Management: Text and Cases (2006), Rajiv Lal, John Quelch, McGraw‐Hill. 4. Supplemental Material: Readings and Cases from HBS, Stanford, Wharton, Kellogg, The University of Hongkong (CABC), HBR and Sloan. 5. Local Business Magazine such as SWA, MIX, Marketing, BW, Warta Ekonomi
Reading Materials 1. The Five Competitive Forces that shape Strategy, Porter Michael E., (HBR 2008). 2. Market Segmentation, Target Market Selection, and Positioning, Sarvary, Miklos, (HBS 2006)
3. Marketing Strategy – An Overview, Corey Raymond (HBS 2003) 9‐500‐005 4. How Do You Know When the Price Is Right, Dolan Robert J., (HBR Sept.‐Oct. 1995)
6. The Course Plan Activity(ies)
Date Week 1
Session 1 Introduction to class and Marketing
Preparation
Evaluation -
Discussion
Facilitator Satya Aditya Wibowo
Group assignment Break
Session 2
Satya Aditya Wibowo
Discussion on Value
Class Management and Form of Group
Break Session 3
Week 2
Session 1
Satya Aditya Wibowo
Discussion on Customer
Description and Distribution of Project Assignment -
Marketing and
Quiz
Satya Aditya Wibowo
The Marketing Information & Page 6 of 14
Value
Strategic Planning
Break
Session 2
Satya Aditya Wibowo
Strategy
International Business Culture Break
Week 3
Session 3 Short Case : Current Topic Session 1
Creating Customer Value, Satisfaction and Loyalty
Group Discussion Quiz
Value
Satya Aditya Wibowo
Break
Session 2
Satya Aditya Wibowo
Consumer Markets & Buyer Behavior, Break Session 3
Satya Aditya Wibowo
Business Markets & Business Buying Behavior Week 4
Session 1
Case 1 Presentations
Presentation Material
Class Discussion
Satya Aditya Wibowo
Break Session 2
Segmentation, Targeting and Positioning
Market Segment, Selection Target Markets, Positioning & Differentiation
Satya Aditya Wibowo
Break Session 3
Satya Aditya Wibowo
Market Segment, Selection Target Markets, Positioning & Differentiation Week 5
Session 1 Case 2 Presentations
Presentation Material
Quiz
Satya Aditya Wibowo
Break Session 2 Global Branding
Satya Aditya Wibowo
Break
Session 3 Competition & Strategy
Satya Aditya Wibowo
Session 1 Case 3 Presentations
Presentation
Week 6 Mid Test
Week 7
Material
Class Discussion Quiz
Satya Aditya Wibowo
Class Discussion
Satya Aditya Wibowo
Break Session 2
Product Strategy Break Page 7 of 14
Session 3
Class Discussion
Satya Aditya Wibowo
Class Discussion
Satya Aditya Wibowo
Class Discussion
Satya Aditya Wibowo
Presentation
Class Discussion
Satya Aditya Wibowo
Material - Product & Service
Class Discussion
Satya Aditya Wibowo
Class Discussion
Satya Aditya Wibowo
Presentation Material
Class Discussion
Satya Aditya Wibowo
Class Discussion
Satya Aditya Wibowo
Class Discussion
Satya Aditya Wibowo
Class Discussion Class Discussion
Satya Aditya Wibowo
Class Discussion
Satya Aditya Wibowo
Class Discussion
Satya Aditya Wibowo
Service Strategy Week 8
Session 1
Service environment and managing people Break
Session 2
Pricing Strategy Break
Week 9
Session 3 Case 4 Presentations Session 1
Short Product Analysis Presentation All Groups.
Presentation Material Break
Session 2
Integrated Marketing Communication Break Session 3
Short Product Analysis Presentation All Groups. Week 10
Session 1 Marketing Channel
Break
Session 2 Guest Lecturer
Break
Week 11
Session 3 Guest Lecturer Session 1
Comprehensive Product Presentation All Groups.
Presentation Material
Break
Session 2
Presentation Material
Comprehensive Product Presentation All Groups.
Break Session 3 Marketing : The Future
Week 12 Final Test
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7. Lecturer Profile Name: Satya Aditya Wibowo E‐mail:
[email protected] Cell Phone : 0818115677 Graduated from Industrial Engineering S1 Institute of Technology Bandung in March 1985 and Master of Business Administration from University of Wisconsin-Whitewater, Wisconsin, USA. Major in Marketing in Spring 1990. More than 15 years’ experience in managing, coordinating and executing various marketing projects and products, mainly in aviation industry, with more than 9 years lived in the United States of America, mainly doing international marketing analysis and planning for aircraft industry. In the last 7 years (2006 – 2013) he has been gaining more experience in Information and Communication Technologies, Special Trading and Energy Businesses. 2006 - 2008 in charge for marketing of Natural Gas in East Java. 2008 - 2010 as a Head of Corporate Planing in a Holding Company, coordinate Strategic Planning for the Corporate and its Subsidiary of Inti Alasindo Holding Company (IAHC). 2008 - Present as a President Director of PT Inti Alasindo, a subsidiary company of IAHC, specializing in trading of special equipment. Has extensive knowledge in marketing, leadership, organization and strategic planning. His fields of interests are Strategic & Marketing Management, Services Marketing, Brand Management, Organization, Entrepreneurship and Leadership.
8. Grading Item Quiz & Participation Short Case Analysis Case & Comprehensive Mid Test Final Test TOTAL
Weight 20% 20% 20% 20% 20% 100%
The range of grade for this course as follows: Grade A
: 90 – 100 Page 9 of 14
Grade AB
: 85 – 89
Grade B
: 75 – 84
Grade C
: 60 – 74
Grade D
: 50 – 60
Grade E
: