(2018) MM5003-Marketing Management Final

SYLLABUS & SAP
MM5003 – Marketing Management
MASTER OF BUSINESS ADMINISTRATION PROGRAM

SCHOOL OF BUSINESS AND MANAGEMENT
INSTITUT TEKNOLOGI BANDUNG
2018
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1. Mission of SBM ITB
SBM ITB has mission as follows:
“To educate students to be innovative leaders with an entrepreneurial mindset and to

develop and disseminate knowledge of business and management for the betterment of
business, government, and society”
2. Course Description
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 basic objective of this course is to create a fundamental understanding of marketing
management processes as a part of a company’s efforts to create value for its customers.
The highest one would be to develop knowledge, skills, and sensitivity in managing marketing
activities at different levels and kinds of a business organization.
3. Learning Goals and Objectives of Master of Business

Administration
Master of Business Administration has learning goals and objectives as on Table 1 below.
Fourth column shows the LG/LO of study program attached to courses.
Table 1. Learning Goals and Objectives of Master of Business Administration

No Learning Goal Learning Objectives Course LG/LO
Identify and analyze central problems of
1 Integrative Thinking X
a business case
Construct multiple perspectives that
integrate different factors or aspects,
X
other related business functions and
relevant contextual information
Create recommendation based on the
constructed perspectives and the X
company’s strategic objectives
Understand how to collaborate with
2 Team work X
others
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Apply the concept of managing conflict
to resolve problem in small group
learning environment
Demonstrate constructive feedback in
X
small group learning en
Present information in an organized and
3 Communication Skills X
concise manner
Demonstrate skill to persuade others in
X
persuasive manners
Demonstrate listening skills X
Recognize ethical issues in business
4 Ethical Responsibility X
context
Assess the impact of ethical issue
toward various stakeholders
Systematically analyze the pro and cons
of any decisions related to ethical issues
Demonstrate the propensity to take
5 Leadership
initiative
Bring influence toward other people in
her/his team
Inspire and empower others by
evaluating, analyzing, and providing
critics on how leadership behaviors and
characteristics affect employees and
businesses outcomes
Demonstrate an ability to manage
change
Identify global issues that may affect the
6 Global awareness X
industry (Global Intellectual Capital)
Develop understanding toward global
cultural aspects that affect business X
operations
Develop business recommendations
based on understanding about the
global aspects
Page 3 of 16
4. Course Learning Objectives
General Course Objectives
After finishing this course, we expect students to be able to:
• Comprehend and apply the fundamental concepts of marketing management
• Conduct an analysis of strategic marketing problem
• Work and communicate in a team to propose a solution to a strategic marketing

problem
• Discuss ethical and global issues in marketing activities
Specific Learning Objectives (Concentration Level)
A. Creative and Cultural Entrepreneurship (CCE)
• To teach students about performing marketing activities in creative and culture sectors.
B. Young Professional
• To build marketing sensitivity and marketing management skill to start a managerial

marketing career in digital era.
C. Executive MBA and Inhouse
• To improve students’ agility in decision making and to develop a holistic view of

business which enables them to lead a marketing project on a higher level effectively in
today’s business environment.
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5. Reading Material
Main Text Book
• 1Principles of Marketing, 17thedition (2017), by Philip Kotler and Gary Amstrong (KA),
Essex: Pearson.
• Market-Based Management, 6th Edition (2014) by Roger Best (RB)
Supplementary References
• CCE
– Marketing for Entrepreneurs: Concepts and Applications for New Ventures, 1st
Edition (2009) by Frederick G. Crane (FGC)
– Marketing Strategy for Creative and Cultural Industries (Mastering Management
in the Creative and Cultural Industries), 1st Edition (2016) by Bonita M. Kolb
(BMK)
– Crowdfunding Basics In 30 Minutes: How to use Kickstarter, Indiegogo, and other
crowdfunding platforms to support your entrepreneurial and creative dreams,
(2017) by Michael J. Epstein (MJE)
– Entrepreneurial Marketing: An Effectual Approach, 2nd Edition (2017) by Edwin J.
Nijssen (EJN)
• YP
– Palmatier, R. W., & Sridhar, S. (2017). Marketing strategy: Based on first
principles and data analytics. Macmillan International Higher Education (PS)
– Chaffey, D. (2016). Digital marketing: strategy, implementation and practice, 6th
Ed. Harlow: Pearson (CEC)
– Pennington, A. (2016). The Customer Experience Book: How to design, measure
and improve customer experience in your business. Pearson UK. (AP)
• EMBA & Inhouse

– Aaker, D. A., & Moorman, C. (2017). Strategic market management. 11th Ed. John
Wiley & Sons. (AM)
– Strategic Marketing Management, 8th Edition (2014), by Alexander Chernev (AC)
– The CMO's Periodic Table: A Renegade's Guide to Marketing (Voices That
Matter), 2015, by Drew Neisser (DN)
– Spanning Silos: The New CMO Imperative, 2008, by David A. Aaker (DAA)
Page 5 of 16
6. The Course Schedule/ Plan
Table 3 present the class activities that are required to achieve the learning objectives of this course.
Table 3. Weekly Class Activities of Marketing Management
Week/ Date/ Activities Lecturer

Module
Topic: - Priyantono Rudito
Defining Marketing and The Marketing Process
Sub-topic:
A. Understanding marketing as the process of creating customer value and
Saturday 25 August engagement B. Understanding the marketing process
2018
Activity:
Lecturing, Discussion
Learning Outcome:
Reference:
Defining Marketing and The Marketing Process
Sub-topic:
A. Understanding marketing as the process of creating customer value and
Saturday 25 August engagement B. Understanding the marketing processes
2018 Activity:
Learning Outcome:
Reference:
Page 6 of 16
Understanding The Marketplace and Consumer Value
Sub-topic:
Saturday 25 August Analyzing the marketing environment
2018 Activity:
Learning Outcome:
Reference:
Sub-topic:
Saturday 25 August Analyzing the marketing environment
2018 Activity:
Learning Outcome:
Reference:
Topic: -Prawira Fajarindra Belgiawan
Sub-topic:
Managing marketing information to gain customer insights
Saturday 01 Activity:
September 2018 Lecturing, Discussion
Learning Outcome:
Reference:
Page 7 of 16
Topic: - Prawira Fajarindra Belgiawan
Sub-topic:
Saturday 01 Managing marketing information to gain customer insights
September 2018 Activity:
Learning Outcome:
Reference:
Sub-topic:
Saturday 01 Consumer market and buyer behaviour
Learning Outcome:
Reference:
Sub-topic:
Consumer market and buyer behaviour
Learning Outcome:
Reference:
Page 8 of 16
Sub-topic:
Saturday 08 Business market and business behaviour
Learning Outcome:
Reference:
Sub-topic:
Saturday 08 Business market and business behaviour
Learning Outcome:
Reference:
Designing a Customer Value-Driven Strategy and Mix
Sub-topic:
Creating value for target customer – segmentation and targeting
Learning Outcome:
Reference:
Page 9 of 16
Sub-topic:
Saturday 08 Creating value for target customer – segmentation and targeting
Learning Outcome:
Reference:
Mid Test
Sub-topic:
Saturday 15 Mid Test
Mid Test
Learning Outcome:
Reference:
Sub-topic:
Creating value for target customer – differentiation and positioning
Learning Outcome:
Reference:
Page 10 of 16
Sub-topic:
Saturday 22 Creating value for target customer – differentiation and positioning
Learning Outcome:
Reference:
Sub-topic:
Saturday 22 Product, service and brand – building customer value
Learning Outcome:
Reference:
Sub-topic:
Product, service and brand – building customer value
Learning Outcome:
Reference:
Page 11 of 16
Sub-topic:
Saturday 29 Pricing – understanding and capturing value
Learning Outcome:
Reference:
Sub-topic:
Saturday 29 Pricing – understanding and capturing value
Learning Outcome:
Reference:
Sub-topic:
Marketing channels – delivering customer value
Learning Outcome:
Reference:
Page 12 of 16
Sub-topic:
Saturday 29 Marketing channels – delivering customer value
Learning Outcome:
Reference:
Sub-topic:
Engaging customer and communicating customer value – integrated marketing
Saturday 06 communication strategy
October 2018
Activity:
Learning Outcome:
Reference:
Sub-topic:
Engaging customer and communicating customer value – integrated marketing
Saturday 06 communication strategy
October 2018
Activity:
Learning Outcome:
Reference:
Page 13 of 16
Extending Marketing
Sub-topic:
Saturday 06 Creating a competitive advantage
October 2018 Activity:
Learning Outcome:
Reference:
Extending Marketing
Sub-topic:
Saturday 06 Global marketing; Sustainable marketing
Learning Outcome:
Reference:
FInal Exam
Sub-topic:
Saturday 13 Final Exam
Final Exam
Learning Outcome:
Reference:
Page 14 of 16
7. Assessment Summary
Table 4. Assessment summary and weight of Marketing Management
WEIGHTING/ LEARNING
ASSESSMENT TASK DUE DATE
MARKED OUT OF OUTCOMES
Quiz 15%/ 100
Class discussion 15%/ 100
Mid Test 20%/ 100
Final Test 20%/ 100
Project 20%/ 100
TOTAL
8. Grading Policy
Grading for this course is based on whether or not a student’s performance meets the
module standards for completion and proficiency in the subject materials.
• Grading weight follows Table 4 as shown in Table 5 below
• Student will fail (grade D) when the attendance rate is <80% or is found cheating in
class
Table 5. Grading
Grade Score
A Score > 85
AB 80 < Score <85
B 75 < Score <80
BC 70 < Score <75
C 65 < Score <70
D 55 < Score <65
E 45 < Score <55
9. Course Policy
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, Live research and project seriously
4. Contribute actively in the class
Page 15 of 16
10. Lecture(S)/ Facilitator(S) Profile
Lecture Profile
1 Name : Priyantono Rudito
E-mail : priyantono.rudito@sbm-itb.ac.id
Office :
Short Profile
2 Name : Prawira Fajarindra Belgiawan
E-mail : fajar.belgiawan@sbm-itb.ac.id
Office : Faculty Room, Labtek XIV Building 5th Floor Jl. Ganesha No. 10 Bandung
Short Profile
Prawira Fajarindra Belgiawan (Fajar) is a Lecturer at the School of Business and

Management, Institut Teknologi Bandung (SBM ITB). He received his bachelor degree from
Regional and City Planning Department, Bandung Institute of Technology. He continued his
study and received his master and doctoral degree from the Department of Urban
Management, Kyoto University, Japan. After completing his doctoral degree, he worked at
Kyoto University as a postdoctoral researcher for one and a half year before continuing as
a postdoctoral researcher at the Institute for Transport Planning and System (IVT), ETH
Zurich for one year. Fajar conducted a research on Choice Modelling, especially
psychological aspects that influence a person’s choice decision when he was a master
student at Kyoto University. During his doctoral study and postdoc at Kyoto University, he
continued the choice modeling research incorporating the perceived influence of others.
At IVT ETH Zurich he continued his research on influence of others on consumer decision as
well as conducted a research on random regret minimization which is the opposite of
random utility maximization. Fajar is now joining the Business Strategy and Marketing
research group in the School of Business and Management. His research interest is in
studying whether people decision can actually be influenced by their significant others.
Fajar’s other research interest is on digital disruption.
Page 16 of 16

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SYLLABUS & SAP

MM5003 – Marketing Management

MASTER OF BUSINESS ADMINISTRATION PROGRAM

“To educate students to be innovative leaders with an entrepreneurial mindset and to

3. Learning Goals and Objectives of Master of Business

Table 1. Learning Goals and Objectives of Master of Business Administration

After finishing this course, we expect students to be able to:

• Comprehend and apply the fundamental concepts of marketing management

• Conduct an analysis of strategic marketing problem

• Work and communicate in a team to propose a solution to a strategic marketing

• Discuss ethical and global issues in marketing activities

Specific Learning Objectives (Concentration Level)

A. Creative and Cultural Entrepreneurship (CCE)

• To build marketing sensitivity and marketing management skill to start a managerial

C. Executive MBA and Inhouse

• To improve students’ agility in decision making and to develop a holistic view of

• EMBA & Inhouse

Table 3. Weekly Class Activities of Marketing Management

Week/ Date/ Activities Lecturer

2 Name : Prawira Fajarindra Belgiawan

Prawira Fajarindra Belgiawan (Fajar) is a Lecturer at the School of Business and

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