SYLLABUS & SAP

MM5003 Marketing Management

YP56C

MASTER OF BUSINESS ADMINISTRATION

SCHOOL OF BUSINESS AND MANAGEMENT
INSTITUT TEKNOLOGI BANDUNG
2017

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 Table of Contents
1. Mission of SBM ITB ............................................................................................................................... 3

2. Course Description ................................................................................................................................ 3

3. Learning Goals and Objectives of MBA YP56C ..................................................................................... 3

4. Learning Outcomes of Marketing Management................................................................................... 6

5. Reading Material ................................................................................................................................... 7

6. The Course Schedule/ Plan ................................................................................................................... 8

7. Assessment Summary ......................................................................................................................... 14

8. Grading Policy ..................................................................................................................................... 14

9. Course Policy ....................................................................................................................................... 14

10. Lecture(S)/ Facilitator(S) Profile ...................................................................................................... 15

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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 is an organizational function and a set of processes for
creating,communicating, and delivering value to customer and for managing
customer relationship in ways that benefit the organization and its stake holders.
Companies seek the right balance of tried and true methods with breakthrough new
approaches to achieve marketing excellence.Marketers are skilled at managing
demand; they seek to influence its level,timing, and composition for
goods,service,events,experiences,person,places,properties,organizations,information,
and ideas.They also operate in four different marketplaces ; consumer,business,global
and non profit. Todays market place is fundamentally different as a result of major
societal forces that have resulted in many new consumer and company capabilities. In
particular,technology,globalization, and and social responbilities have created new
opportunities and challenges and significantly change marketing management.
Companies seek the right balance of tried and true methods with breakthrough new
approaches to achieve marketing excellence
Therefore , the learning goal of the course covers Integrative thinking,Team
work,communication skill, ethical responbility, and global awareness have to be fits
with the environment changed situation. The course is designed for students,lecturer,
also marketer within company to create a strong marketing organizations . This
course will be particularly useful for students of both hard skill and soft skill and
making better prepared to run a real business both on professional and
entrepreneurial.

3. Learning Goals and Objectives of MBA YP56C

Study Program MBA YP56C has learning goals and objectives as on Table 1 below. Fourth
column shows the LG/LO of study program attached to courses.

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 Table 1. Learning Goals and Objectives of <study program>
No Learning Goal Learning Objectives Course LG/LO
LG1 Integrative Thinking 1. Understand marketing concepts and 
tools and able to apply these to
identify and analyze marketing 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 perspective and
aligning these with the firm’s

strategic environment.

LG2 Team Work 1. Understand how to collaborate with 

others.

2. Give constructive feedback in small

group in the learning environment

LG3 Communication Skill 1. Present information in an organized 

and concise manner,

2. Demonstrate a skill to persuade

others in persuasive manners

3. Demonstrate listening skills

LG4 Ethical Responbility 1. Recognize ethical issues in marketing 

context.

2. Assess the impact of ethical issue

toward various stakeholders

3. Systematically analyze the pro and

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 cons of any decisions related to
ethical issues
LG5 Leadership
1. Demonstrate the propensity to take
initiative.

2. Bring influence toward other people

in her/his team

3. Inspire and empower others by

evaluating,analyzing, and providing
critics on how leadership behaviors 
and characteristics affect employees
and business outcomes

4. Demonstarte an ability to manage

change

LG6 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

3. Developing business
recommendations based on
understanding about the global
aspects

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Learning Outcomes of Marketing Management
Learning outcomes of this course can be seen in table 2 below. Each of learning outcomes
should be mapped to course LG/LO.

Table 2. Learning Outcomes of Marketing Management

No Learning Outcomes Course LG/LO
1 Student will be able to identify what is marketing 1.1
in the corporate context
2 Student will be able how to connect with 1.2
consumers covers how to analize the marketing
environment and managing marketing
information to gain customer insight
3 Student will be able to identify consumer 1.2
market & consumer buyer behavior
4. Students will be able to design a customer -
driven strategy covers Segmenting – Targeting – 1.2
Positioning.

5. Students will be able to design a customer – 1.2

driven strategy through building customer value

6. Students will be able to design a customer – 1.3

driven strategy through managing marketing mix
that is product,place, pricing and promotion.

7. Students will be able to integrate the concepts 1.1

and real case through case studies
commissioned during the lectures.

8. Students will be able to perform a good team 3.1

work and accomplish group assignment during
in-class simulation

9. Students will understand how to be a good 5.3

leader in solving problems that occur in the
firm,which can be seen from the analysis of the
real cases that were assigned during the lectures

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 10. Students will understand how to communicate 3.1
effectively through the presentation of the
project assigned.

11 Students will be able to understand how 6.1

globalization become the new marketing reality
and give impact to marketing management

12. Students will be able to understand how 4.1

business ethic is important issues in marketing
contex

Learning outcome will be achieved by students through examination, discussion,

participation and attendance.

4. Reading Material
[1] Philip Kotler & Gary Armstrong. (2016). Principles Of Marketing, 16 e, Gobal edition Essex-
Pearson
[2] Philip Kotler & Kevin Lane Keller (2016), Marketing Management, 15 e, Global Edition,
Pearson
[3] Paul Fified,(2008), Marketing Strategy Master Class, First Edition, Elsevier
[4] J.Paul Pete & Jerry. C. Olson, (2010) Consumer Behavior & Marketing Strategy, ninth
edition. Mc Graw Hill, Irwin.
[5] Jim Blythe (2009), 100 Great Marketing strategies, First Edition, Marshall Covendish (MC)
[6] Jack trout & Steve Rivkin, (2010), Repositioning, MC GrawHill, Irwin
[7] Arief Yahya (2012), Paradox Marketing. First Edition, Gramedia Pustaka Utama

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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 <Course’s Name>

Week/ Date/ Module Activities Other Activities

Topic :
1. Defining Marketing And Marketing Process
Sub-topic/ Issue covered :
 Core Marketing concepts
 The New Marketing Realities  Introduction : student’s profile, class rules,
 Creating Customer Value & engagement grading policy, project assignment
 Company and marketing strategy: partnering description, group distribution
to build customer engagement value and  Home work on case study (Due on 2nd week).
Tuesday, January 17th, relationship  Course LG/LO assessment (1.1,3.1.5.3)
2017  Lecturer : NH
Activity :
Lecturing, student’s discussion,class assignment
Learning Outcome : 1,3,5
Reading/ References : 1,2 (ch 1 & ch 2)
Reading : Jet Blue : Delighting customer bringing
humanity back to air travel
Case study : Dyson solving problems in ways they
never imagined
Topic : Understanding the market place and  Home work on case study & reading :
th
Tuesday, January 24 , customer value (Due on 3rd week)
2017 Sub-topic/ Issue covered :  Course LG/LO assessment (1.2,2.1,3.1,5.3)
 Analizing The Marketing Environment ; Macro  Lecturer : NH

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 & Micro Environment
 Managing Information Systems to gain
customer insight
o Marketing Research Process
o Analyzing & using marketing
information
o Introduction to value proposition
o Forecasting demand
o Using market research in marketing
decision
Activity : Lecturing, class discussion,group
presentation
Learning Outcome : 1,3,5
Reading/ References : 1 (ch 3 & ch 4), 2 (ch 3 & ch 4),
7 (Ch 4).
Case Study :a. Sony, Battling the marketing
environment is perferct storm, b. Marketing
Excellence “INTUIT”.
Reading : “ Netflix stream success with big data &
CRM
Topic :Understanding the market place and
customer value
Sub-topic/ Issue covered :
 Consumer market and buyer behavior
 Home work on case study & reading :
 Business market and business buyer behavior
st
Tuesday, January 31 , (Due on 4th week)
Activity : Lecturing,class discussion,grouppresentation
2017  Course LG/LO assessment (1.2,3.1,5.3)
Learning Outcome : 1,2,3,5
 Lecturer : NH
Reading/ References :
1 ( ch 5 & ch 6),4 (ch 10)
Case Study: Cisco system; solving business problems
through collaboration.

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 Reading : “Word of mouth marketing; sparking brand
conversation and helping them catch fire”
Topic : Designing a customer value – Driven strategy
and Mix
Sub-topic/ Issue covered :
Customer market driven marketing strategy; creating
value for target customer
Activity :  Home work on case study & reading :
Tuesday, February 7th, Lecturing,class siscussion, group presentation (Due on 5th week)
2017 Learning Outcome : 1,2,3,5  Course LG/LO assessment (1.2,3.1,5.3)
Reading/ References :  Lecturer : NH
1 (ch7),3 (cp 7 & ch 8), 4 (ch 15), 5 (ch 8 & ch 9), 6 (ch
9 & ch 10)
Case study : “Sony PS4 ,Winning the gaming war”
Reading : “Hyper targeting; Walking a fine line
between serving customers and stalking them”
Topic : Designing a customer value – Driven strategy
and Mix
Sub-topic/ Issue covered : Product, services and
brands; Building customer value
 Home work on case study & reading :
Activity : Lecturing, class discussion, group
th
Tuesday, February 14 , (Due on 6th week)
presentation
2017  Course LG/LO assessment (1.2,2.1.3.1,5.3)
Learning Outcome : 1,2,3,5
 Lecturer : NH
Reading/ References : 1 (ch 8)
Reading: “ Brand extension, consumer say “yeah” or
“Huh”
Casa study : “ Mavi jeans, jeans that fit”
Topic : Designing a customer value – Driven strategy
 Home work on case study & reading :
Tuesday, February 21st, and Mix
(Due on 7th week)
2017 Sub-topic/ Issue covered : New product development
 LG/LO 1.2,2.1,3.1,5.3
and product life cycle strategies

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 Activity : Lecturing,class discussion, group  Lecturer : NH
presentation
Learning Outcome : 1.2,3.5
Reading/ References : 1 (ch 9)
Case study : Taco bell : “The breakfast opportunity”
Reading : “Lego, An old brand story with a new
beginning”
Tuesday, February 28th, Mid Exam
2017 Case : “ BIZIGA The Growth Conundrum” (HBR Case)
Topic : : Designing a customer value – Driven
strategy and Mix
Sub-topic/ Issue covered :
 Pricing ; understanding and capturing
customer value.
 Pricing strategies; Additional consideration
Activity : Lecturing,class discussion,group
presentation  Home work on case study & reading :
Tuesday, March 7th, Learning Outcome : 1,2,3,5 (Due on 8th week)
2017 Reading/ References :  LG/LO 1.2,2.1,3.1,5.3
1 (ch 11,12), 2 (cp 16), 7 (ch 4)  Lecturer : NH
Case study :
a) ”Cath Kidston ; Nostalgic Fantasy that creates value
for consumers.
b) “Nestle’s Maggi; Pricing & repositioning recalled
product”
Reading: ”ALDI, Impressively High quality at
impossibly low prices, every day”
Topic : Designing a customer value – Driven strategy
 Home work on case study & reading :
Tuesday, March 14th, and Mix
(Due on 9th week)
2017 Sub-topic/ Issue covered :
 LG/LO 1.2,2.1; 3.1; 5.3
 Marketing channel; delivering customer value

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  Eating and wholesaling  Lecturer : NH
Activity : Lecturing, class discussion, group
presentation.
Learning Outcome : 1.2,3,5.
Reading/ References : 1 (ch12 & ch 13), 2 (ch 17).
Case study : “Corning; Feeding innovation through the
supply chain”
Reading : “ Shopping 2.0, shopping in stores but
buying on line versus getting more in store”
Topic : Designing a customer value – Driven strategy
and Mix
Sub-topic/ Issue covered :
 Engaging customers and communicating
customer value.
 Advertising and public relation
 Personal selling and sales promotion
 Direct,on line,social media and mobile
 Home work on case study & reading :
marketing
Tuesday, March 21st, (Due on 10th week)
Activity : Lecturing, class discussion, group
2017  LG/LO 1.2,2.1; 3.1; 5.3
presentation
 Lecturer : NH
Learning Outcome : 1,2,3,5
Reading/ References : 1 (ch 14,ch 15,ch 16,ch17)
Case study;
a) “Snickers achieving promotional integration with
universal appeal – Hunger.
b) “Pinterest; Revolutionizing the web – Again
Reading : ”Celebrity endorser ; finding the right
celebrity for the brand”
Topic : Extending Marketing  Preparation for marketing plan project
th
Tuesday, April 4 , 2017 Sub-topic/ Issue covered : assignment
 Creating competitive advantage  LG/LO 1.1,3.1 4.1,5.3,6.1

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  The global market place  Lecturer :NH
 Social Responbility and ethics
Activity : Lecturing, class discussion, group
presentation
Learning Outcome : 1,3,4,5,6
Reading/ References : 1 (ch 18, ch 19, ch 20).
Case study : LL bean : A customer centric icon focused
inward”
Reading : a) “TOMS :Be the change you want to see in
the world”,b) “KODAK, The competitor it didn’t see
soon enough – No Film”

a. Quest Lecturer
Topic :“Industry creative start up business” .  Preparation for marketing plan project
Lecturer : To be confirm assignment group presentation
Tuesday, April 11st, 2017
b. Marketing Plan Practise  LG/LO 1,1.1.2
Learning Outcame : 1.1,1.2  Lecturer : NH
Reading/Reference : 2 ( Appendix, page A1 – A14)

Project Group Assignment Presentation

th  Preparation for final exam
Tuesday, April 18 , (Marketing Plan)
 LG/LO 1.1,1.2,1.3,3.1,3.1,5.3
2017 Learning Outcome :1,2,3,5
 Lecturer : NH
Reference : 1,2,3,4,5,6,7
Tuesday, April 25th, Final Exam
2017 Case : Marketing at Nyassa (HBR case)

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6. Assessment Summary
Table 4. Assessment summary and weight of Marketing Management
WEIGHTING/ MARKED LEARNING
ASSESSMENT TASK DUE DATE
OUT OF OUTCOMES
Assignment Week 1 - 12 20%/ 100 <1,2,3,4,5,6,7>
Presentation Week 2 - 12 20%/ 100 <2,3>

28 February
Mid Semester Test 2017 30%/ 100 <1,>
Week 6
25 April2017
Final Examination 30%/ 100 <1,4,6>
Week 13

7. Grading Policy
Grading for this course is based on whether or not a student’s performance meet the
module standards for completion and proficiently in the subject materials.

o Grading weight follows table 4

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

8. Course Policy
 Students are required to bring a laptop every time is present in class, however it can
only be used according to lecturer’s instruction.
 Lecturer will not accept delays in the homework submission
 During college may not use mobile phone, unless there are important think to be
able to use outside the class room

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9. Lecture(S)/ Facilitator(S) Profile

Lecture Profile
1 Name : Dr. Nurul Hermina.SE.MM (NH)
E-mail : hermina.nurul@gmail.com
Office : U&I Consulting Office, Bandung & Jakarta
Short Profile : She graduated from Doctoral Management Business
Padjadjaran University. She has experience working in
PT Telkom for 25 Years, the majority of the field work
related to Marketing & Strategic Management. Her
current position as managing Director of U&I
Consulting as well as lecturer at Telkom University.
Time and Method of Consultation : Tuesday, 13.00-15.00 WIB or by appointment through
e-mail or google calendar

CASE & READING PRACTISE REFERENCE

[1] Philip Kotler & Gary Amstrong. (2016).Principles Of Marketing, 16 e, Essex- Pearson :

1. Reading – Real Marketing 1.1 , page 44-45 “ Jet blue ; delighting customer &
bringing humanity back to air travel “
2. Reading – Real Marketing 4.2 (page 150) “ Netflix stream success with big data &
CRM
3. Reading – Real Marketing 5.2,page 173 “ Word of mouth marketing; sparking brand
conversation & helping them catch fire”
4. Reading – Real Marketing 8.2,page 282-283 “ Brand extension,consumer say “yeah”
or “huh”
5. Reading – Real Marketing 9.2,page 311-312 “ Lego ; an old brand story with a new
beginning”
6. Reading – Real Marketing 10.1, page 328-329 “ ALDI Impressively high quality at
impossibly low prices,every day”
7. Reading – Real Marketing 13.2,page 427-428 “ Shopping 2.0, shopping in stores but
buying on line versus getting more in store”

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 8. Reading – Real Marketing 14.2,page 459-460 “ Celebrity endosers, finding the right
celebrity for the brand”
9. Reading – Real Marketing 18.1,page 570-571 “KODAX, The competitor it didn’t see
soon enough – no film”
10. Reading – Real Marketing 20.2, page 643-644, “ Be the change you want to see in
the world”
11. Company case, page 87-89 :” Dyson, solving customer problems in ways they never
imagined”.
12. Company case, page 216-218, “ CISCO SYSTEM, solving business problems through
collaboration”
13. Company case, page 287-288, Mavi jeans, jeans that fit”
14. Company case,page 352-345 “ Cath Kidston, Nostalgic fantasy that creates value for
consumers”.
15. Company case,page 469-470 “ SNICKERS. Achieving promotional integration with a
universal appeal –Hunger
16. Company case,page 561-562, “ PINTEREST, Revolutionizing the web – again “
17. Company case, page 589-590, “ LL Bean, A customer centric Icon focused inward”

HARVARD BUSINESS REVIEW (HBR) CASES :

1. “ Sony PS4 ; Winning the game war”

2. “ Taco Bell, the breakfast opportunity”
3. “ BIZIKA, The growth Conundrum ( Mid Exam )”
4. “ Nestley’s Maggi , Pricing and repositioning a recalled product”
5. “ Marketing at Nyassa”

[2] Philip Kotler & Kevin Lane Keller (2016), Marketing Management, 15 e, Global Edition,
Pearson

Appendix, page A1 – A14, SONIC MARKETING PLAN AND EXERCISES

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