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SYLLABUS & SAP

MM5003

MARKETING MANAGEMENT

SYLLABUS & SAP MM5003 MARKETING MANAGEMENT BUSINESS LEADERSHIP (BLEMBA) 23 Semester II 2017/2018 MASTER OF BUSINESS

BUSINESS LEADERSHIP (BLEMBA) 23

Semester II 2017/2018

MASTER OF BUSINESS ADMINISTRATION

INSTITUT TEKNOLOGI BANDUNG

http://www.sbm.itb.ac.id/mba

Internationally accredited by

MASTER OF BUSINESS ADMINISTRATION INSTITUT TEKNOLOGI BANDUNG http://www.sbm.itb.ac.id/mba Internationally accredited by 1

Contents

1.Vision and Mission of MBA-ITB

3

2.

Learning Goals and Learning Objectives of EMBA

4

3.Course Description

5

7. Course Schedule

8

8. Assessment Summary

12

9. Grading Policy

12

10. Course Policy

12

11. Lecturer Profiles……………………………………………………………………………….………………14

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 and Learning Objectives of EMBA

 

Learning Goals

Learning Objectives

Course LG /LO

1.Integrative Thinking Studentswill be able to demonstrate an ability to identify the central marketing problems/issues which lead them to assess suitable marketing tools, propose recommendationsbased on a perspective that integrates both functional and relevant contextual information, and deploy these recommendations effectively.

1. Understand marketing concepts and tools and able to apply these to identify and analyze marketing problems/issues.

2. 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.

 

3. Develop recommendations based on the constructed perspectives and aligning these with the firm’s strategic objectives.

2.

Team Work

 

Student will be able to demonstrate 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.

1. Understand how to collaborate with others.

2. Give constructive feedback in a small group in the learning environment.

3.

Communication Skill

1. Present information in an organized and concise manner.

2. Demonstrate a skill to persuade others in persuasive manners.

Student will be able to communicate verbally in an organised, clear and persuasive manner, and be a responsive listener.

3. Demonstrate listening skills.

4

 

Learning Goals

Learning Objectives

Course LG /LO

4.

Ethical Responsibility

 

Student will be able to identify ethical issues, understand the impact of a particular issue on various stakeholders, and systematically analyse the pro and cons of any decisions related to ethical issues.

1. Recognize ethical issues in a marketing context.

5.

Leadership

1. Demonstrate the propensity to take initiative

2. Bring influence toward other people in her/his team

Each student shall be have hightened awaraness of what it take to exercite effective leadership, through key inisiative, efective execute , influencing, inspiring, empowering people and managing changes

3. Inspire and empower others by evaluating, analyzing, and providing critics on how leadership behaviors and characteristics affect employees and businesses outcomes

6.

Global Awareness

1. Identify global issues that may affect the industry (Global Intellectual Capital)

2. Develop understanding toward global cultural aspects that affect business operations

Student will understand the nature of global issues impacting business, including competition, policiess, politic, culture and consumers and have the ability to respond to them effectively.

3. 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 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. Further, the objective of this course is to develop professional marketing executives by equipping current and prospective practitioners with a broad, integrated understanding of the role of marketing within a business firm, the economy, society and the world. Emphasis is placed on creating sensitivity to the rapidly changing demands of a marketing

5

manager’s environment. The role of marketing in the strategic interpretation and management of demand has become more crucial to the profitable operation and

growth of business firms. Courses involve conducting and analyzing several aspects of marketing before putting together marketing planning. The course will be completed in 24 Session in approximately 2 weekends, comprising classes, quizzes, a group project, cases discussion, group presentation and two written examinations. 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, 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 implement the marketing mix. At the end of this course, groups will present

a new wave marketing cases which reflected their understanding of marketing management processes.

4. Learning Outcomes of Marketing Management

No

Learning Outcomes

Course LG/LO

(MM5003)

1

Students will be able to understand the scope of marketing and the meaning of Value in marketing. Student will be able to discuss the importance of data and information and have a grasp the importance of strategy in marketing

1.1

2

Students will be able to see and analyze the Customer behavior both for retail as well as in Business. Students will be able to analyze the marketing strategy in the real business world thru understanding what does it take to segment a market, and discuss the way to target the segment and the positioning resulted

1.1

3.1

3.3

3

Student will be able to understand and differentiate the scope of issue (i.e., internal versus external problems; local versus global context) during case discussion and exam

6.1

1.2

1.3

4

Students will be able to understand the competition in the market and the understanding of the importance of Brand. Further, the student should have some understanding Global Marketing.

1.2

1.1

4.1

5

Students will be able to implement the marketing mix thru Product, Price, Place, Integration Marketing Communication as well as the implementation in Service i.e.’ People, Process and Physical Evidence.

1.2

1.1

1.2

1.3

6

Students will be able to Understand a New Wave Marketing and Marketing 4.0 analyze the situation, and integrate the marketing component.

1.2

3.1

3.3

7

Student will be able to propose solutions and recommendations during the case discussions, homework and exam

1.3

3.1

3.3

 

5.3

8

Student will be able to perform a good team work and accomplish group assignment during in-class simulation

2.1

2.2

3.1

5. Reading Material

1.

Text: Kotler P, K L Keller, Swee Hoon ANG and C T Tan (2016), Marketing Management: An Asian Perspective, 7th edition, Pearson, Singapore.

2.

Jochen WIRTZ and Christopher Lovelock (2016), Services Marketing: People, Technology, Strategy, 8th edition, World Scientific, Singapore.

3.

Principles of Marketing, 15 th edition (2014), by Philip Kotler and Gary Amstrong, Essex: Pearson.

4.

Rethinking Marketing: Sustainable Market-ing Enterprise in Asia by Philip Kotler, Hermawan Kartajaya, Hooi Den Huan and Sandra Liu, second edition

2006

5.

Think New ASEAN! by Philip Kotler, Hermawan Kartajaya, and Hooi Den Huan, 2014

6.

New Wave Marketing: The World is Still Round, The Markets Already Flat, by Hermawan Kartajaya et al, 2008

7.

StayConnect: Surfing the New Wave Marketing by Hermawan Kartajaya et al,

2009.

8.

Supplemental Material: Readings and Cases from HBS, Stanford, Wharton,

Kellogg, The University of Hongkong (CABC), HBR and Sloan.

7. Course Schedule

1. Friday, April 20, 2018

Course Code

Credit

   

MM5003

Hours

BLEMBA PROGRAM

3 SKS

Course Title

 

Activities

Other Activities

08:00 09:30

Session 1 Marketing : The Introduction, Creating Value . Reading : The Elements of Value (Almquist, Senior, Bloch. HBR. Sept. 2016) Learning Outcome : 1.

Lecturer : SW LG/LO : 1.1.

09:30 09:45

 

Break

 

09:45 11:15

Session 2 Case : Banyan Tree: Sustainability of A Brand During Rapid Global Expansion (Cathy Enz, Ali Farhoomand, Asia Case Research Centre. The University of Hongkong, 2008). Damai Lovina Villas : Can Eco-Standard and Certification Create Competitive Advantage for Luxury Resort? (Darnal, Milstein. NACRA 2014) Quiz Learning Outcome : 2,3

Lecturer : SW LG/LO : 1.1, 1.2, 1.3, 3.1,3.2, 3.3.

11.15

13.15

Break

 

13.15

14.45

Session 3 Consumer Behavior and Business Buyer Behavior Learning Outcome : 2

Lecturer : SW LG/LO : 1.1, 3.1,3.3

14.45

16.15

Session 4 Positioning and Branding Learning Outcome : 2

Lecturer : SW LG/LO : 1.1, 3.1,3.3

16:15 16:30

 

Break

 

16:30 17:45

Session 5 Guest Lecturer : Djohari Zein, Presiden Komisaris JNE Learning Outcome :2,3,4

Lecturer : SW LG/LO : 1.1, 1.2, 1.3, 3.1,3.2, 3.3.

2. Saturday, April 21, 2018

Course Code

Credit Hours

   

MM5003

3 SKS

BLEMBA PROGRAM

Course Title

Marketing Management

Other Activities

08:00 09:30

Session 1 Strategy and Marketing Readings: What is Strategy (Porter,1996) and Marketing Myopia (Levitt, 1960) Learning Outcome : 1,3,4

Lecturer : AW LG/LO : 1.1,1.2,1.3,4.1.

09:30 09:45

 

Break

 

09:45 11:15

Session 2 Guest Lecturer: Salvatore Carollo (eni)

Lecturer : AW LG/LO : 3.1,3.2,3.3,4.1.

8

 

“Understanding Oil Prices: How To Prevent Marketing Myopia in Energy Industry” Learning Outcome : 3,4

 

11:15 12:45

Session 3 Case: Starbucks Delivering Customer Service, HBR [9-504- 016] Rev: 10/07/06 Learning Outcome : 2,3

Lecturer : AW LG/LO : 1.1,1.2,1.3,4.1.

12:45 13:45

Lunch

 

13:45 15:15

Session 4 Guest Lecturer: Mungki Indriati (Head of Business Development & Commercial Division at MRT Jakarta) “Nonfarebox Business in Transport Sector: New Lifestyle” Learning Outcome : 3,4

Lecturer : AW LG/LO : 3.1,3.2,3.3,4.1.

15:15 15:30

Break

 

15:30 17:00

Session 5 Case of SBM ITB Jakarta (Marketing Strategy) Case of President’s Delivery Unit (New Wave Marketing in Government) Readings:

Lecturer : AW LG/LO : 1.1,1.2,1.3,4.1.

Marketing Strategy an Overview, (Corey, HBR March 2003) and Note in Marketing Strategy (Dolan, HBR November 2000) Learning Outcome : 2,3

3. Sunday, April 22, 2018

Course Code

Credit Hours

   

MM5003

3 SKS

BLEMBA PROGRAM

Course Title

Marketing Management

Other Activities

08:00 09:30

Session 1 New Wave Marketing Book: New Wave Marketing The World is Still Round, The Market s Already Flat, by Hermawan Kartajaya et al, 2008 Connect: Surfing the New Wave Marketing (JM) Book: StayConnect Surfing the New Wave Marketing by Hermawan Kartajaya et al, 2009 Learning Outcome : 1,2,3,4,6

Lecturer : JM LG/LO :

1.1,1.2,3.1,3.2,3.3,6.1,6.2

09:30 09:45

 

Break

 

09:45 11:15

Session 2 Case: Dove: Evolution of a Brand Learning Outcome : 2,3,4,5,6

Lecturer : JM LG/LO : 1.1,1.2,1.3,4.1.

11:15 12:15

 

Lunch

 

12:15 15:30

 

Mid-Term Learning outcome : 4,5,7

Lecturer : SW LG/LO : 1.1,1.2,1.3,3.1,

9

4.

Friday, May 04, 2018

Course Code

Credit Hours

BLEMBA PROGRAM

 

MM5003

3

SKS

Course Title

Marketing Management

Other Activities

08:00 09:30

Session 1 (IS) Case: Accor Hotels and the Digital Transformation:

Lecturer : IS LG/LO : 1.1,1.2,1.3,4.1.

Enriching Experiences through Content Strategies along the Customer Journey, HBR.ORG PRODUCT #: IN1251-PDF-ENG Learning Outcome : 2,3,4,5,6

09:30 09:45

 

Break

Other Activities

09:45 11:15

Session 2 Marketing 4.0: Moving from Traditional to Digital (IS) Book: Marketing 4.0: Moving from Traditional to Digital, by Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan .

2016

Lecturer : IS LG/LO :

1.1,1.2,3.1,3.2,3.3,6.1,6.2

Learning Outcome : 1,2,3,4,6

11.15 13.15

 

Lunch

 

13:15 14:45

Session 3 (SW) Product and Service Case: Apple Inc., in 2015 (Yoffie, Baldwin, HBS October

Lecturer : SW LG/LO : 1.1, 3.1,3.3

2015)

Learning Outcome : 1,3,4,5.

14:45 16.15

Session 4 (SW) Integrated Marketing Communication Learning Outcome :2,5

Lecturer : SW LG/LO : 1.1, 3.1,3.3

16:15 16:30

 

Break

 

16:30 17:45

Session 5(SW) Case 1. : “Maersk Line : B2B Social Media – “It’s Communication, not Marketing.” Berkeley Haas Case Series 2014.

Lecturer : SW LG/LO : 1.1, 1.2, 1.3, 3.1,3.2, 3.3.

Case 2 :Sephora Direct : Investing in Social Media, Video & Mobile. Harvard Business School. 2012

Learning Outcome : 2,3,4

5. Saturday May 05, 2018

Lecturer: Iriawan ‘Alex’ Ibarat (AI)

Course Code

Credit Hours

BLEMBA PROGRAM

 

MM5003

3

SKS

Course Title

Marketing Management

Other Activities

08:00 09:30

Session 1 Marketing Channel

 

Lecturer : AI LG/LO : 1.1,1.2, 3.1,3.3

Rethinking Distribution: Adaptive Channels, Narus and Anderson, HBR July 1996

Customer Driven Distribution System, Stern and Sturdirant, HBR July 1987

10

 

Seven Rules of International Distribution, Arnold, HBR November 2000

 

Learning Outcome : 2,3,4,5

09:30 09:45

Break

 

09:45 11:15

Session 2 Setting The Price Learning Outcome : 2,3,4,5,6

Lecturer : AI LG/LO : 1.1, 1.2, 1.3, 3.1,3.2, 3.3.

11:15 12:45

Session 3 International Marketing Learning Outcome : 2,3,4

Lecturer : AI LG/LO : 1.1,1.2, 3.1,3.3

12:45 13:45

Lunch

 

13:45 15:15

Session 4 Putting It All Together Readings:

Lecturer : AI LG/LO : 1.1,1.2, 3.1,3.3

Serving the World’s Poor, Profitably, Prahalad& Hammond, HBR Strategy & Society: the Link between Competitive Advantage & CSR, Porter & Kramer, HBR Dec’06 Learning outcome : 3,5,7

15:15 15:30

Break

 

15:30 17:00

Session 5 Case Singapore Airlines

Lecturer : AI LG/LO : 1.1, 1.2, 1.3, 3.1,3.2, 3.3.

6. Sunday, May 06, 2018

Lecturer: Agung Wicaksono (AW)

Course Code

Credit Hours

   

MM5003

3 SKS

BLEMBA PROGRAM

Course Title

Marketing Management

Other

08:00 09:30

Session 1 Guest Lecturer: Mega Satria (Director of PT. Pengembang Pelabuhan Indonesia) “Developing Ports as Indonesia’s Logistic Hub” Learning Outcome : 3,4

Lecturer : AW LG/LO : 3.1,3.2,3.3,4.1.

09:30 09:45

 

Break

 

09:45 11:15

Session 2 Guest Lecturer: Arkka Dhiratara (Chief Technology Officer of HukumOnline) “Public Sector 4.0: Transformation by Technology” Learning outcome : 3,4

Lecturer : AW LG/LO : 3.1,3.2,3.3,4.1.

11:15 12:30

 

Lunch

 

12:30 17:00

Final Exam Presentation to AW Group Presentation of New Wave Marketing Cases Learning Outcome : 2,4,5,6,7,8

Lecturer : AW LG/LO

:1.1,1.2,2.1,2.2,3.2,3.2,5.1

 

,5.2,5.3,

11

8. Assessment Summary

 

WEIGHTING/ MARKED OUT OF

LEARNING

ASSESSMENT TASK

OUTCOMES

Case Discussion & Presentation Incl. Class Participation& Quiz

40%/ 100

1,2,3,4,7,8

Mid Semester Test

30%/ 100

1,2,3,4

Final Examination

30%/ 100

1 - 7

9. 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 in the above assessment Summary

Student will fail (grade D) when the attendance rate is <80% or find cheating in class

The range of grade for this course as follows:

Grade A

: 90 100

Grade AB

: 80 89

Grade B

: 70 79

Grade BC

: 60 69

Grade C

: 50 59

Grade D

: 40 - 49

Grade E

:<40

10. COURSE POLICY

In order to succeed in the course, you should:

1. Understand and follow the whole learning process based on this study guideline.

2. Follow the whole lecturing and case discussion without absent.

3. Make individual or group preparation, before discuss case or assignment. In order to understand the case which will be discussed, students should read and discuss reading materials which complement the case in a group.

4.

Be eager to ask and discuss with lecturer. There is no dumb question. The only dumb question is the one that never been asked.

5. Access internet to widen and broaden perspective regarding material which will be discussed.

Feedback and Counseling:

Your feedback is important for the success of this course. Please do not forget to send your feedback of the course.

Class Participation and Attendance

1. To a large extent, learning in this class is related to your willingness to expose

your insights and viewpoints to the critical judgment of your classmates. Thus, to make the learning process much more beneficial and enjoyable for both you and me, each one of you is expected to contribute to class discussions. This includes preparation for class by reading the text and cases, and presenting your opinions or summaries of material covered in class.

2. Attendance is a necessary but not sufficient condition for participation. If you do not actively participate, you will receive a low participation grade even if you attend every class.

3. Attendance is mandatory for the exam, for all project presentations regardless of whether your group is presenting or not.

Ethics

Please arrive on time for class with uninterrupted attendance for the duration of the class. We will endeavor to end class on time. Furthermore, please maintain a professional atmosphere. This includes, but is not limited to, using respectful comments and humor, employing appropriate manners and decorum, utilizing computers and technology suitably (e.g., silencing wireless devices, no web-browsing or emailing), and refraining from distracting or disrespectful activities (e.g., avoiding side conversations and games).

It is expected that in order for a student to sign his/her name to a team assignment the student will have done a substantial amount of work on that specific assignment. It is not, for example, acceptable to rotate the work across assignments so that on any given assignment the student signing has not done a substantial amount of work. Violation of this guideline hurts you, your team, and your colleagues.

11. LECTURER PROFILE

Name: Satya Aditya Wibowo, MBA E-mail: satyawibowo@sbm-itb.ac.id Cell Phone : 08112375677 Lecturer Code : SW

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, 1990. More than 25 years’ experience in managing, coordinating and executing various marketing projects and products, mostly in aviation industry and energy, 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 10 years (2006 2016) 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 2015 as a President Director of PT Inti Alasindo, a subsidiary company of IAHC, specializing in trading of special equipment.Currently as an advisor for a company specializing in Special Electronic System to the Government. Has an 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.

Dr. Agung Wicaksono, M.Sc., MBA (Assistant Professor) E-mail: agung.wicaksono@sbm-itb.ac.id Lecturer Code: AW

Agung Wicaksono is an Assistant Professor at SBM-ITB since 2007. From 2014 to 2016 hewas assigned by the Minister of Energy and Mineral Resources as the Vice Chairman of Program Management Office (PMO) of 35000 MW Electricity Projects, as well as member of Performance Management Unit of the ministry. He was also formerly a member of The Oil and Gas Governance Reform Team. During SBY’s government, he was Special Assistant to the Head of President’s Delivery Unit for Development Monitoring and Oversight (UKP4).

In 2008-2009, he led the turnaround management of Executive MBA program in Jakarta as Deputy to MBA Director. Affiliated as Visiting Fellow to the Institute of Southeast Asian Studies (ISEAS) Singapore, he accomplished his Ph.D. dissertation in International Management at the University of St. Gallen, Switzerland on corporate governance of state-owned enterprises in Singapore, Malaysia and Indonesia.

Following a bachelor’s degree on Industrial Engineering from ITB, he obtained his double degree of MBA and M.Sc. from Technical University Hamburg Hamburg (TUHH), Germany. Prior to being an academic, Agung worked as a management consultant for Roland Berger, Ernst & Young and A.T. Kearney in Southeast Asia and German-speaking Europe.

On 14 October 2016, Agung was appointed by the DKI Jakarta government to be the member of the Board of Directors of PT. MRT Jakarta. He is the Director for Operations & Maintenance in this city government-owned enterprises (BUMD) tasked with operating the first MRT in Indonesia by 2019.

Iriawan “Alex” Ibarat B.Sc, M.A. (Marketing Management), M. Social Sciences (Applied Econ), M.Sc. (Management of Technology) - (Practitioner Lecturer) E-mail: alecibarat@yahoo.com; alexibarat@imcpaa.com

Lecturer code: AI

Alex Ibarat is Managing Director & Country Head, Indonesia IMC Group and concurrently, President Director / CEO of PT. Pelita Samudera Shipping TBK. He sits in several Board of Commissioners for IMC Plantation companies. From 2014 to 2016, he was formerly Group Chief Financial Officer of IMC Pan Asia Alliance Pte Ltd, based in Singapore with regional focus on Shipping, Marine Logistic, Property, Plantation, Investment and Private Equity Fund Management. In 2012 to 2014, he was CEO & President Director who managed to turnaround one the largest local shipping company, PT. Arpeni Pratama Ocean Line TBK.

In 2006 to 2012, Alex was the CEO & President Director, PT. Goodyear Indonesia Tbk, and at that time, he was the youngest CEO of Goodyear companies worldwide. He has worked regionally in Singapore, Malaysia, Myanmar and Vietnam with Imation, Eastman Kodak, Kuok Group and locally with Allianz and Anugerah Group (APL and Combiphar).

Alex received his B.Sc. in Accounting & Finance (1993) from Indiana University, Bloomington. He also holds M.A. in Marketing Management (1998) from Macquarie Graduate School of Management (MGSM), M. Social Sciences in Applied Economics (1999) from the National University of Singapore and M.Sc. in Management of Technology (2001) from the NUS B

Dr. Jacob Silas (Jacky) Mussry (Practitioner Lecturer) E-mail: jacky_mussry@markplusinc.com

Lecturer code: JM

Jacky Mussry is a Partner at MarkPlus and Dean of MarkPlus Institute of Marketing. He has a Ph.D. in Strategic Management from University of Indonesia. At MarkPlus, his expertise in strategy consultant is for various industry: telco, automotive, pharmaceuticals, FMCG, financial service, retail. Prior to being a consultant and academia, he was a renowned disc-jockey, a perfect combination of competence comprising left and right part of the brain.

Iwan Setiawan, MBA (Practitioner Lecturer) E-mail: iwan.setiawan@markplusinc.com Lecturer code: IS

Iwan Setiawan is Chief Executive Officer at MarkPlus Consulting. He graduated with an MBA from Kellogg School of Management, Northwestern University under the supervision of Prof. Phillip Kotler. His book among others, Marketing 3.0 (co-authored with Phillip Kotler and Hermawan Kartajaya).