MID EXAM EVEN SEMESTER ACADEMIC YEAR 2023/2024

STUDY PROGRAM MANAGEMENT

FACULTY OF BUSINESS
JAKARTA BUSINESS SCHOOL

Subject : Principle of Marketing Date : Thursday, 9 November 2023

Lecturer(s) : Regita Arindya Putri, S.Sos., MBA Time : -
Form : Take Home Type : -

EXAM CONDITIONS / INSTRUCTIONS:

1. Please pay attention to each clue in the question carefully and answer it with your
understanding on a separate answer sheet.

2. Do not duplicate or act as plagiarism in any form. Violation of these provisions will
have an impact on not passing this course.

3. Please pay attention to the time of processing the questions. Question sheets and
answers must be collected on time.

COURSE SUB LEARNING OUTCOMES (SUB-CLO):

SUB-LEARNING OUTCOMES (SUB-CLO)
ELO
Code Description
Sub-CPMK 1 Understand basic marketing principles ELO – B

Sub-CPMK 2 Expose student with business environment, consumer behavior, ELO – E

and segmentation process in marketing

Sub-CPMK 3 Familiarize student with all marketing mix and how these ELO – I
components interrelated and connected together

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 MID EXAM EVEN SEMESTER ACADEMIC YEAR 2023/2024
STUDY PROGRAM MANAGEMENT
FACULTY OF BUSINESS
JAKARTA BUSINESS SCHOOL

PROBLEM / QUESTIONS:

Question 1: Sub-CPMK 1, Weight (20%)

1. Please explain the purpose of marketing for consumer and business
2. Please define microenvironment factors and Macroenvironment factors which affecting
marketing types

ASSESSMENT RUBRIC (per question):

Rated Assessment criteria
aspect Very Poor Satisfactory Good Excellent
Poor
< 45 45-54 55-69 70-84 (Score ≥
85)
Knowledge Does not Does not Able to apply Able to Able to
and correctly apply in the concept correctly apply
understandi apply the detail the of how to apply the correctly
ng of how to concept concept of make proper concept of and
make a of making how to adjustments making a comprehens
proper a proper make a to the proper ively the
adjustment adjustme proper marketing, adjustment concept of
to the nt to the adjustment customer to the making a
marketing, marketing to the values and marketing, proper
customer , marketing, business customer adjustment
values and customer customer environment values and to the
business values values and business marketing,
environmen and business environment customer
t business environment values and
environm business
ent environment

Question 2: Sub-CPMK 2 , Weight (35%)

3. Please explain about buyer behavior.
4. Please explain the differentiation between Segmenting, Targeting, Positioning.
5. Please define 9 steps of positioning.

ASSESSMENT RUBRIC (per question):

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 MID EXAM EVEN SEMESTER ACADEMIC YEAR 2023/2024
STUDY PROGRAM MANAGEMENT
FACULTY OF BUSINESS
JAKARTA BUSINESS SCHOOL

Rated aspect Assessment criteria

Very Poor Poor Satisfactory Good Excellent
< 45 45-54 55-69 70-84 (Score ≥ 85)
Knowledge Does not Does not apply Able to apply Able to Able to apply
and correctly in detail the the concept of correctly apply correctly and
understanding apply the concept of buyer the concept of comprehensiv
of how to concept of buyer behavior, buyer ely the
analyze buyer buyer behavior, Segmenting, behavior, concept of
behavior, behavior, Segmenting, Targeting, Segmenting, buyer
Segmenting, Segmenting Targeting, Positioning Targeting, behavior,
Targeting, , Targeting, Positioning (STP). Positioning Segmenting,
Positioning Positioning (STP). (STP). Targeting,
(STP). (STP). Positioning
(STP).

Question 3: Sub-CPMK 3 , Weight (45%)

1. Please explain branding strategy using CBBE (choose 1 brand that you like to
explore)

ASSESSMENT RUBRIC (per question):

Rated aspect Assessment criteria

Very Poor Poor Satisfactory Good Excellent
< 45 45-54 55-69 70-84 (Score ≥ 85)
Knowledge Does not Does not apply Able to apply Able to Able to apply
and correctly in detail the the concept of correctly apply correctly and
understanding apply the concept of branding the concept of comprehensiv
of branding concept of branding strategy, branding ely the
strategy, branding strategy, product strategy, concept of
product strategy, product development product branding
development product development and product development strategy,
and product developme and product life-cycle and product product
life-cycle nt and life-cycle strategies. life-cycle development
strategies product life- strategies. strategies. and product
cycle life-cycle
strategies strategies.

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 MID EXAM EVEN SEMESTER ACADEMIC YEAR 2023/2024
STUDY PROGRAM MANAGEMENT
FACULTY OF BUSINESS
JAKARTA BUSINESS SCHOOL

References: Created by: Approved by:

1) Lecturer Slides on behalf of the Lecturer Team
from 1st – 7th
Meetings

(Regita Arindya Putri, S.Sos., MBA) (Amal Ganesha Warganegara, S.E., M.Sc.)
Lecturer Head of Digital Business Study Program

(Muhammad Miqdad Robbani, S.E., M.Sc.) (Samsul Rizal, S.E, M.M, M.B.A.)
Head of Entrepreneurship Study Program Head of International Trade Study Program

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