SYLLABUS & SAP

MM6033 – Applied Marketing Research

MASTER OF BUSINESS ADMINISTRATION PROGRAM

SCHOOL OF BUSINESS AND MANAGEMENT
INSTITUT TEKNOLOGI BANDUNG
2019

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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
<p>This course is for the Executive&nbsp; class with the learning goals as follows:</p><p>1. To
teach students about the formulation and structure of marketing problems and concepts of
developing and providing information for decision-making purposes</p><p>2. To teach students
about the marketing research, qualitative and quantitative that should be undertaken,</p><p>3. To
develop teamwork and communication skills and leadership which is required to run marketing
research activities</p><p>4. To build students’ skills in gathering, analyze qualitative and
quantitative marketing research data and develop effective solution the s for decision making based
on the results of conducted marketing research.</p>

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
others
Apply the concept of managing conflict
to resolve problem in small group
learning environment
Demonstrate constructive feedback in

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 small group learning en
Present information in an organized and
3 Communication Skills
concise manner
Demonstrate skill to persuade others in
persuasive manners
Demonstrate listening skills
Recognize ethical issues in business
4 Ethical Responsibility
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
operations
Develop business recommendations
based on understanding about the
global aspects

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4. Reading Material
-

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 5. 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 Applied Marketing Research

Week/ Date/ Activities Lecturer

Module
Topic: Prawira Fajarindra Belgiawan
Introduction to Applied Marketing Research
Sub-topic:
• Introduction to marketing research in decision making • Concept of MIS, DSS,
international marketing research
Friday 24 August Activity:
2018 • Lecturing • Case: Burke: Learning and Growing Through Marketing Research
Description:

Reference:
-
Assignment
Individual Assignment (Individual Reading assignment: Malhotra. Chapter 1)
Friday 24 August Topic: Prawira Fajarindra Belgiawan
2018 Introduction to Applied Marketing Research
Sub-topic:
• Ethical issues and conflicts that arises in defining the problem • Developing
the approach
Activity:
• Lecturing • Discussion: Fast Food Industry Information Need • Compare the

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 Ethical Guidelines for conducting Marketing Research
Description:
Malhotra, Naresh K, 2007, Marketing Research; An Applied Orientation, Fifth
Edition, Pearson International Edition
Reference:
-
Assignment
Individual Assignment (Individual reading assignment: Malhotra. Chapter 1)
Topic: Prawira Fajarindra Belgiawan
Defining marketing research problem
Sub-topic:
Importance and process used for defining marketing research problem
Activity:
Friday 31 August • Lecturing • Case: Nike Sprints Ahead of the Competition, Yet Has a Long Way
2018 to Run
Description:

Reference:
-
Assignment
Individual Assignment (Individual reading assignment: Malhotra. Chapter 2)
Friday 31 August Topic: Prawira Fajarindra Belgiawan
2018 Defining marketing research problem
Sub-topic:
• Distinction between the management decision problem and the marketing
research problem
Activity:
• Lecturing • Case: Lexus: Imparting Value to Luxury or Luxury to Value? •

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 Wrap up: Management Decision Problem and Marketing Research
Description:

Reference:
-
Assignment
Individual Assignment (Individual reading assignment: Malhotra. Chapter 2)
Topic: Prawira Fajarindra Belgiawan
Research Design Formulation
Sub-topic:
• Different types of marketing research methods • Concepts to collect research
data • Statistical concepts of various analysis tools and procedure to use the
statistical tools • Differentiating exploratory research design, descriptive
research design, and
Friday 07 Activity:
September 2018 • Lecturing • Exercise: Cola Wars Continue: Coke and Pepsi in the Twenty-First
Century
Description:

Reference:
-
Assignment
Individual Assignment (Individual reading assignment: Malhotra. Chapter 3)
Friday 07 Topic: Prawira Fajarindra Belgiawan
September 2018 Research Design Formulation
Sub-topic:
• Planning marketing research design fit to decision maker problem at current
and certain situation • Creating and Conducting Marketing Research Procedur

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 • Creating Procedure for Data Collection • Analysing Research Data Procedure
Activity:
• Lecturing • Case: Group’s Project Research Idea
Description:

Reference:
-
Assignment
Individual Assignment (Individual reading assignment: Malhotra. Chapter 3)
Topic: Prawira Fajarindra Belgiawan
Procedure to do exploratory research design
Sub-topic:
Procedure to conduct exploratory research design
Activity:
Friday 14 Exercise: FGD
September 2018 Description:

Reference:
-
Assignment
Individual Assignment (Individual reading assignment: Malhotra. Chapter 3, 4)
Friday 14 Topic: Prawira Fajarindra Belgiawan
September 2018 Exploratory Research Design
Sub-topic:
Planning exploratory research design fit to decision maker problem at current
and certain situation
Activity:
Exercise: Planning marketing ethnography research

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 Description:

Reference:
-
Assignment
Individual Assignment (Individual reading assignment: Malhotra. Chapter 3, 4)
Topic: Prawira Fajarindra Belgiawan
Exploratory Research’s Findings
Sub-topic:

Activity:
Friday 21 Discussion
September 2018 Description:

Reference:
-

Friday 21 Topic: Prawira Fajarindra Belgiawan

September 2018 Exploratory Research’s Findings
Sub-topic:

Activity:

Description:
Discussion
Reference:
-

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 Topic: Prawira Fajarindra Belgiawan
Experience in doing market research for gynecologic laparoscopy medical clinic
Sub-topic:
1. Challenges in adopting evidence based medical service in Indonesia (mainly
about how to market the medical service). 2. Experience in doing market
research for Gyncologic Laparoscopist medical clinic.
Friday 28 Activity:
September 2018 Guest Lecture by dr. Hari Nugroho, SpOG
Description:

Reference:
-

Friday 28 Topic: Prawira Fajarindra Belgiawan

September 2018 Experience in doing market research for gynecologic laparoscopy medical clinic
Sub-topic:
1. Challenges in adopting evidence based medical service in Indonesia (mainly
about how to market the medical service). 2. Experience in doing market
research for Gyncologic Laparoscopist medical clinic.
Activity:
Guest Lecture by dr. Hari Nugroho, SpOG
Description:

Reference:
-

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 Topic: Prawira Fajarindra Belgiawan
Mid Test
Sub-topic:

Activity:
Friday 05 October Presentation of Exploratory research Findings
2018 Description:

Reference:
-

Friday 12 October Topic: Reza Ashari Nasution

2018 Descriptive research
Sub-topic:
• Procedure to conduct Descriptive research design • Planning Descriptive
research design fit to decision maker problem at current and certain situation
Activity:
• Live Research: conducting Group’s Descriptive Research Design: Survey &
Observation • Wrap Up: conducting Group’s Descriptive Research Design:
Survey & Observation
Description:

Reference:
-

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 Topic: Reza Ashari Nasution
Questionnaire design
Sub-topic:

Activity:
Friday 12 October
2018 Description:

Reference:
-

Topic: Reza Ashari Nasution

Questionnaire design
Sub-topic:

Activity:
Friday 19 October
2018 Description:

Reference:
-

Friday 19 October Topic: Reza Ashari Nasution

2018 Harvard case and social media analysis
Sub-topic:

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 Activity:

Description:

Reference:
-

Topic: Reza Ashari Nasution

Data collection through social media analytic
Sub-topic:

Activity:
Friday 26 October
2018 Description:

Reference:
-

Friday 26 October Topic: Reza Ashari Nasution

2018 Demonstration and presentation of social media analytic
Sub-topic:

Activity:

Description:

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 Reference:
-

Topic: Reza Ashari Nasution

Social media analysis using NVivo
Sub-topic:

Activity:
Friday 02
November 2018 Description:

Reference:
-

Friday 02 Topic: Reza Ashari Nasution

November 2018 Social media analysis using NVivo
Sub-topic:

Activity:

Description:

Reference:
-

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 Topic: Reza Ashari Nasution
Data analysis
Sub-topic:

Activity:
Friday 09
November 2018 Description:

Reference:
-

Topic: Reza Ashari Nasution

Data analysis
Sub-topic:

Activity:
Friday 09
November 2018 Description:

Reference:
-

Friday 16 Topic: Reza Ashari Nasution

November 2018 Delivering recommendation
Sub-topic:

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 Activity:

Description:

Reference:
-

Topic: Reza Ashari Nasution

Delivering recommendation
Sub-topic:

Activity:
Friday 16
November 2018 Description:

Reference:
-

Friday 23 Topic: Reza Ashari Nasution

November 2018 Individual Final Test
Sub-topic:

Activity:
Presentation : Marketing Research Report
Description:

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Reference:
-
Assignment
Final Examination (), Group Assignment ()

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6. Assessment Summary
Table 4. Assessment summary and weight of Applied Marketing Research

ASSESSMENT TASK DUE DATE

Mid Semester Test 5 Oct 2018
Mid Semester Test 5 Oct 2018
Mid Semester Test 5 Oct 2018
Mid Semester Test 5 Oct 2018

7. Grading Policy

Aspect %
Quiz 10
Participation 20
Mid Semester Test 30
Project Proposal 20
Final Project 20
TOTAL 100

8. Course Policy

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9. Lecture(S)/ Facilitator(S) Profile
Lecture Profile
1 Name : Reza Ashari Nasution

E-mail : reza@sbm-itb.ac.id

Office : School of Business and Management, Labtek XIV, PT Freeport Indonesia Business
Research Center, Expertise Room, 6th Fl

Short Profile

For lecturer profile please visit: www.sbm.itb.ac.id/reza

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.

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