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INSTITUT TEKNOLOGI BANDUNG
Marketing Management
In House CLASS
August - 2019
6. Lecturer Profile 16
7. Grading 16
9. References 19
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:
• Awareness toward global business environment, i.e. by exposing them with global
business issues that may affect their business success
• 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.
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.
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.
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.
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 :
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
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:
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.
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
10. References