SYLLABUS & SAP

MM5003 – Marketing Management

MASTER OF BUSINESS ADMINISTRATION PROGRAM

SCHOOL OF BUSINESS AND MANAGEMENT
INSTITUT TEKNOLOGI BANDUNG
2021

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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 discusses how to understand consumers and convert them to customers.
These processes require some investments. Customers, then, purchase the goods and services from
the company, and the value of the firm increases.

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

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4. Reading Material - Cases
1. Atlantic Computer : a bundle of pricing options,
2. Aqualisa Quartz: simply a better shower,
3. eHarmony,
4. HubSpot: Inbound marketing and web 2.0,
5. Experience China: a national image campign in the United States,
6. Metabical: pricing, packaging, and demand forecasting for a new weight-loss drug,
7. Metabical: positioning and communications strategy for a new weight -loss drugs,
8. Unilever in Brazil 1997-2007,
9. Pillsbury Cookie Challenge,
10. Orchid Ecotel: leveraging green hoteling as core competency,
11. Ontela PicDEck (B),
12. Ontela PicDeck (A),
13. Clique Pens: the writing implement division of U.S. Home,
14. The Evolution of the Circus Industry (A),
15. Apple and Its Supplier: corporate social responsibility,
16. Repositioning Royco Minute Soup: evaluating a word of mouth campaign,
17. S.T. Dupont the Renaissance of a French Luxury Brand

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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 Marketing Management

Session/Date Activities Notes

Session 1 Topic: -
Saturday, Understanding Value
23 January 2021
08:00 - 09:30
Sub-topic:
Suitability of a solution to a problem in the market
Activity:
1. Problem Solution Fit exercise 2. Discussing the suitability of a solution to a problem
in a market
Description:
Discussion about marketing as the process of creating customer value and engagement.
Course Outcomes:
Students will be able to define marketing and understand the marketing processes
Reference:
-
Session 2 Topic: -
Saturday, Understanding Values
23 January 2021
09:45 - 11:15
Sub-topic:
Understanding Customer Values
Activity:
Product Market Fit exercise
Description:
Introducing Marketing as Value-Creating Activities

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 Session/Date Activities Notes
Course Outcomes:
Students will be able to define marketing and understand the marketing processes
Reference:
eHarmony ()
Session 3 Topic: -
Saturday, Marketing Environment
23 January 2021
Sub-topic:
11:15 - 12:45
Discussing the marketing environment applying Situation Analysis Discussing micro
marketing environment (B2B, B2C, digital marketing)
Activity:
- Value Chain Analysis and Product Development or Business Model Canvas - Using
SWOT and TOWS as the strategy results - Using 5C as the technical analysis
Description:
Understanding when and how to do situation analysis Understanding the differences of
target segments for B2B and B2C business
Course Outcomes:
Students will be able to analyze the marketing environment
Reference:
HubSpot: Inbound marketing and web 2.0 ()
Session 4 Topic: -
Saturday, Marketing Mix and Marketing Funnel
23 January 2021
01:45 - 03:15
Sub-topic:
- Discussing elements of Marketing Mix - Differentiate different funnels of marketing vs
selling
Activity:
- Case discussion - In-class lecture - Interactive discussions
Description:
Understanding important elements in marketing mix in either goods and service, and
distinguish the marketing vs selling funnels

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 Session/Date Activities Notes
Course Outcomes:
Students will be able to define marketing and understand the marketing processes;
Students will be able to analyze the marketing environment
Reference:
Orchid Ecotel: leveraging green hoteling as core competency ()
Session 5 Topic: -
Saturday, Managing Marketing Information (CDS)
23 January 2021
03:30 - 05:00
Sub-topic:
Customer Insights Exercise
Activity:
- Case discussion - In-class lecture - Interactive discussions
Description:
Understand the meanings of involvement, basic marketing strategy following
involvement type
Course Outcomes:
Students will be able to manage marketing information to gain customer insights;
Students will be able to understanding consumer market and buyer behaviour
Reference:
-
Session 6 Topic: -
Sunday, Managing Marketing Information (CDS)
24 January 2021
08:00 - 09:30
Sub-topic:
Marketing strategy outline of different types of product; Consumer loyalty to different
types of product
Activity:
- Case discussion - In-class lecture - Interactive discussions
Description:
Understanding how to manage marketing information

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 Session/Date Activities Notes
Course Outcomes:
Students will be able to define marketing and understand the marketing processes;
Students will be able to analyze the marketing environment
Reference:
Interview Results
Session 7 Topic: -
Sunday, Market and Buyer Behavior
24 January 2021
09:45 - 11:15
Sub-topic:
Full scale customer insights
Activity:
- Case discussion - In-class lecture - Interactive discussions
Description:
Understand the market research and market data, learning the techniques to process
data into customer insight
Course Outcomes:
Students will be able to manage marketing information to gain customer insights;
Students will be able to understanding consumer market and buyer behaviour
Reference:
Interview Results
Session 8 Topic: -
Sunday, Market and Buyer Behavior
24 January 2021
11:15 - 12:45
Sub-topic:
Full scale customer insights
Activity:
Understanding Value Exercise
Description:
Understand the market research and market data, learning the techniques to process
data into customer insight

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 Session/Date Activities Notes
Course Outcomes:
Students will be able to manage marketing information to gain customer insights;
Students will be able to understanding consumer market and buyer behaviour
Reference:
Pillsbury Cookie Challenge
Session 9 Topic: -
Sunday, Target Customer - Segmentation
24 January 2021
01:45 - 03:15
Sub-topic:
The need to choose a target segment Qualitative targeting
Activity:
- Case discussion - In-class lecture - Interactive discussions
Description:
Calculate the percentage of each stage of customer phase (i.e. early adopters)
Course Outcomes:
Students will be able to create value for target customer – segmentation and targeting;
differentiation and positioning
Reference:
Ontela PicDeck (A) ()
Session 10 Topic: -
Sunday, Target Customer - Segmentation
24 January 2021
Sub-topic:
03:30 - 05:00
Segmentation and the Feasibility of a Target
Activity:
- Case discussion - In-class lecture - Interactive discussions
Description:
Calculate the marketing investment, modify the questions and create the key answer so
that students cannot search the key answer online

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 Session/Date Activities Notes
Course Outcomes:
Students will be able to create value for target customer – segmentation and targeting;
differentiation and positioning
Reference:
Ontela PicDeck (B) ()
Session 11 Topic: -
Saturday, Choosing Audience
6 February 2021
08:00 - 09:30
Sub-topic:
Matching values and target segment positioning
Activity:
- Case discussion - In-class lecture - Interactive discussions
Description:
Understanding the concept of PoP and PoD, and Value Proposition to create a
differentiation
Course Outcomes:
Students will be able to create value for target customer – segmentation and targeting;
differentiation and positioning
Reference:
Metabical: positioning and communications strategy for a new weight -loss drugs ()
Session 12 Topic: -
Saturday, Target Customer - Differentiation
6 February 2021
09:45 - 11:15
Sub-topic:
Positioning
Activity:
Exercise: link targeting and positioning
Description:
How to link target segment with right positioning of the product

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 Session/Date Activities Notes
Course Outcomes:
Students will be able to create value for target customer – segmentation and targeting;
differentiation and positioning
Reference:
Unilever in Brazil
Session 13 Topic: -
Saturday, Sales Channel
6 February 2021
11:15 - 12:45
Sub-topic:
Calculating channel performance and feasibility
Activity:
- Case discussion - In-class lecture - Hands on exercise
Description:
Exercise on evaluating channel performance
Course Outcomes:
Students will be able to deliver customer value through various marketing channel and
integrated marketing communications
Reference:
Clique Pens: the writing implement division of U.S. Home ()
Session 14 Topic:
Saturday, Exam
6 February 2021
Sub-topic:
01:45 - 03:15
Activity:
Description:
Course Outcomes:
Reference:
Session 15 Topic:
Saturday, Exam
6 February 2021
03:30 - 05:00
Sub-topic:
Activity:

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 Session/Date Activities Notes
Description:
Course Outcomes:
Reference:
Session 16 Topic: -
Sunday, Sales Channel
7 February 2021
Sub-topic:
08:00 - 09:30
Understanding retailer-producers' relationships
Activity:
- Case discussion - In-class lecture - Hands on exercise
Description:
Exercise on evaluating sales channel
Course Outcomes:
Students will be able to deliver customer value through various marketing channel and
integrated marketing communications
Reference:
Aqualisa Quartz: simply a better shower ()
Session 17 Topic: -
Sunday, Understanding and Capturing Customer Value
7 February 2021
Sub-topic:
09:45 - 11:15
Choosing the right price for the right value
Activity:
- Case discussion - In-class lecture - Interactive discussions
Description:
Exercise in calculating appropriate price relative to the positioning
Course Outcomes:
Students will be able to design a customer value-driven strategy and marketing mix
Reference:
Metabical: pricing, packaging, and demand forecasting for a new weight-loss drug ()

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 Session/Date Activities Notes
Session 18 Topic: -
Sunday, Understanding and Capturing Value
7 February 2021
Sub-topic:
11:15 - 12:45
Value in use, pricing and competition
Activity:
- Case discussion - In-class lecture - Interactive discussions
Description:
Exercise in calculating value relative to the competitors in the market
Course Outcomes:
Students will be able to design a customer value-driven strategy and marketing mix
Reference:
Atlantic Computer : a bundle of pricing options ()
Session 19 Topic: -
Sunday, Integrated Communication Strategy
7 February 2021
Sub-topic:
01:45 - 03:15
Promotion Mix
Activity:
- Case discussion - In-class lecture - Interactive discussions
Description:
Understanding the concept of integrated marketing concept
Course Outcomes:
Students will be able to deliver customer value through various marketing channel and
integrated marketing communications
Reference:
Experience China: a national image campaign in the United States ()
Session 20 Topic: -
Sunday, Integrated Communication Strategy
7 February 2021
Sub-topic:
03:30 - 05:00
Promotion Mix

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 Session/Date Activities Notes
Activity:
- Case discussion - In-class lecture - Interactive discussions
Description:
Understanding the concept of integrated marketing concept
Course Outcomes:
Students will be able to deliver customer value through various marketing channel and
integrated marketing communications
Reference:
-
Session 21 Topic: -
Saturday, Repositioning and Word of Mouth
20 February 2021
08:00 - 09:30
Sub-topic:
Repositioning strategy using new value propositions
Activity:
- Case discussion - In-class lecture - Interactive discussions
Description:
Understanding the consideration and consequences of repositioning
Course Outcomes:
Students will be able to deliver customer value through various marketing channel and
integrated marketing communications
Reference:
-
Session 22 Topic: -
Saturday, Repositioning and Word of Mouth
20 February 2021
09:45 - 11:15
Sub-topic:
Word of Mouth and electronic Word of Mouth
Activity:
- Case discussion - In-class lecture - Interactive discussions

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 Session/Date Activities Notes
Description:
Understanding the consequences of repositioning and the impact of WOM/eWOM
Course Outcomes:
Students will be able to deliver customer value through various marketing channel and
integrated marketing communications
Reference:
Repositioning Royco Minute Soup: evaluating a word of mouth campaign ()
Session 23 Topic: -
Saturday, Dealing with undeserved market
20 February 2021
Sub-topic:
11:15 - 12:45
Blue Ocean Strategy
Activity:
In-class lecture Interactive discussion
Description:
Understanding the behavior of underserved market
Course Outcomes:
Students will be able to design branding strategies in various type of product (including
luxury product).
Reference:
The Evolution of the Circus Industry (A) ()
Session 24 Topic: -
Saturday, Branding
20 February 2021
01:45 - 03:15
Sub-topic:
Brands, Luxury Brands, and Branding
Activity:
- Case Discussions - In-class lecture - Interactive discussion
Description:
Understanding the importance of branding and how to brand a luxury product

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 Session/Date Activities Notes
Course Outcomes:
Students will be able to design branding strategies in various type of product (including
luxury product).
Reference:
S.T. Dupont the Renaissance of a French Luxury Brand ()
Session 25 Topic: -
Saturday, Ethics in Marketing
20 February 2021
03:30 - 05:00
Sub-topic:
Challenges in global marketing and ethical concern
Activity:
- Interactive discussion - Case Discussions
Description:
Understanding the consequences of global marketing and how it affects to the ethical
concerns
Course Outcomes:
Students will be able to understand the complexity of marketing in global operations
and the ethical consequences.
Reference:
Apple and Its Supplier: corporate social responsibility ()
Session 26 Topic: -
Sunday, Wrap up Sessions
21 February 2021
08:00 - 09:30
Sub-topic:
Final Questions and Answer
Activity:
Open questions and class discussions
Description:
Free questions and wrap up of the marketing management class

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 Session/Date Activities Notes
Course Outcomes:
Students will be able to define marketing and understand the marketing processes;
Students will be able to understand the complexity of marketing in global operations
and the ethical consequences.
Reference:
Session 27 Topic:
Sunday, Exam
21 February 2021
09:45 - 11:15
Sub-topic:
Activity:
Description:
Course Outcomes:
Reference:
Session 28 Topic:
Sunday, Exam
21 February 2021
11:15 - 12:45
Sub-topic:
Activity:
Description:
Course Outcomes:
Reference:
Session 29 Topic:
Sunday, Exam
21 February 2021
01:45 - 03:15
Sub-topic:
Activity:
Description:
Course Outcomes:
Reference:
Session 30 Topic:
Sunday, Exam
21 February 2021
Sub-topic:

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 Session/Date Activities Notes
03:30 - 05:00 Activity:
Description:
Course Outcomes:
Reference:

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6. Assessment Summary
Table 4. Assessment summary and weight of Marketing Management
ASSESSMENT TASK DUE DATE

7. Grading Policy

Aspect %
Class Participation & Quiz 35
Mid Semester Test 35
Final Examination 30
TOTAL 100

8. Course Policy
The grades come from all part of learning: pre-class assignments, class activities, project, midterm
test, and final exam.

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

Lecture Profile
1 Name : Ira Fachira

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

Office : Please make appointment through Google Calendar

Short Profile

I started my teaching career as a tutor in SBM ITB in 2004, before becoming a lecturer in
2006. I was trained as a scientist in my undergraduate degree in Biology and applied
engineering frameworks to gain a masters' degree in Industrial Engineering. I ended up
using sociology approaches for my PhD research in marketing management. My research
interest is social media in marketing. I am also fascinated with the relationship between
popular culture, marketing, and consumer storytelling.

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