MM 5003

Marketing Management
MBA YP55B
July 2016

MM5006 Business Economics YE52

MASTER OF BUSINESS ADMINISTRATION

SCHOOL OF BUSINESS AND MANAGEMENT
INSTITUT TEKNOLOGI BANDUNG
http://www.sbm.itb.ac.id/mba

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Contents
No Description

Page

Vision and Mission of MBA ITB ........

Learning Goals of MBA ITB ............

Learning Goals and Objectives of The Course...........

Learning Outcomes of The Course ........

The Course Structure .........

The Course Plan................

Grading ..............

12

Student Guidance .........

12

Reference......................................................................................................

12

10 Lecturer Profile ............

13

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1. Vision and Mission of MBA-ITB

MBA ITB has a vision and mission as follows:
Vision:
To be A World Class Program of Master of Business Administration that Creates Ethical and
Entrepreneurial Leaders
Mission:
To educate and develop future leaders in business
To develop the knowledge of business and management which is relevant and
applicable for business leaders in Indonesia and the world
To develop sustainable education program for building human resource capacity
needed for enhancing industry competitiveness in Indonesia

2. Learning Goals of MBA-ITB

MBA-ITB has some learning goals as seen on Table 1.
Table 1. Learning Goals and Objectives of MBA-ITB for Young Professional and Executive
MBA
No

Learning Goals

Comprehensive
Knowledge and tools of
the base and pillars of the
MBA building blocks

Learning Objectives
Understanding and applying knowledge and tools in:
- Technical and ethical bases: Accounting and ethics
- Managerial Pillar: people in organization, marketing, finance, operations, business economics
- Strategic design pillar: business strategy and business modeling
- Business leadership pillar: leadership, negotiation and decision making
YP

Having entrepreneurial
leader mindset in decision
making

2.1. Analyzing information comprehensively by considering various factors in the business environment
(internal and external)
2.2. Using Quantitative data ( Financial and non financial)
2.3. Aligning the alternative solutions with the company's strategic goals
2.4. Using appropriate resources to analyze and to propose alternative solutions
2.5. Using technological and innovative aspect to solve business problem.
2.6. Understanding rational and non rational behavior of people in order to propose business solution
2.7. Understanding characteristic of an effective leader who has the business acumen, risk tasking attitude,
persistency and resiliency of an entrepreneur

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3. Learning Goals and Objectives of The Course

Marketing management is a function that connects the company to its customers by
aligning companys resources with customers needs and wants, so that the company is able
to create value for customers. The goal of this course is to provide a fundamental
understanding of marketing management processes as a part of a companys efforts to
create value for its customers. The learning goals of this program is to develop knowledge,
skills, and sensitivity in business administration that are required to manage marketing
processes needed for developing a companys strategic planning.

Learning Goals

Learning Objectives
Integrative Thinking

Students will be able to demonstrate an ability

to identify the central marketing
problems/issues which lead them to assess
suitable marketing tools, propose
recommendations based on a perspective that
integrates both functional and relevant
contextual information, and deploy these
recommendations effectively.

Understand marketing concepts and tools and able

to apply these to identify and analyze marketing
problems/issues.
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.
Develop recommendations based on the
constructed perspectives and aligning these with the
firms strategic objectives.

Team Work
Student will be able to demosntrate 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.

Understand how to collaborate with others.

Give constructive feedback in a small group in the
learning environment.

Communication Skill
Student will be able to communicate verbally
in an organised, clear and persuasive manner,
and be a responsive listener.

Present information in an organized and concise

manner.
Demonstrate a skill to persuade others in persuasive
manners.

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Learning Goals

Learning Objectives
Demonstrate listening skills.

Ethical Responsibility
Student will be able to identify ethical issues,
understand the impact of a particular issue on
various stakeholders, and systematically
analyse the pro and cons of any decisions
related to ethical issues.

Recognize ethical issues in a marketing context.

Global Awareness
Student will understand the nature of global
issues impacting business, including
competition, policiess, politic, culture and
consumers and have the ability to respond to
them effectively.

Identify global issues that may affect the industry

(Global Intellectual Capital)
Develop understanding toward global cultural
aspects that affect business operations

4. Learning Outcomes of The Course

At the conclusion of this course student are expected to be able to develop a marketing
plan and respond appropriately at a marketing problem. To simplify, within the learning
process, student are expected to be able to:

Elaborate the influences of marketing environment

Discuss the information sources for understanding the consumer
Segment the market and deciding the target
Decide the positioning and explaining the reasons
Discuss the reasons in developing a brand
Choose the market channel
Discuss the strategy to decide the price
Develop the promotion program
Argue the need for a viral marketing program
Design a strategy to launch a new product
Elaborate considerations in transforming a company
Discuss the possibility in developing a business ecosystem

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5. The Course Structure

This course starts from an overall picture and then jumps into details of consumer behavior,
which is the foundation of any marketing endeavor. Product development is a result of both
the competition within the industry and consumer behavior. Having a bold understand of
the competition and the corporate, and customer needs and wants and how customer
decides, discussions on choosing customers and marketing strategy will follow. The ecology
of the business will conclude this course.

Product development

4P: Marketing Strategy

Business Ecology

STP: Choosing consumers and secure position

Consumer preferences, insights, service demanded

Industry picture, corporate context, and entrepreneurial vision

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6. The Course Plan

The table below presents the class activities that are required to achieve the learning
objectives of this course.

Day 1
Monday, August 22
MARKETING OBJECTIVE:

Session 1
Class Rules, Learning
Learning Commitment
Break

Interconnection of
Marketing and Corporate
Session 2
Condition

How the environment

influences the
corporation and her
marketing

Day 2
Monday, August 29
CONNECT WITH
CONSUMER:
Discuss ways to

System

&

Microfridge: The Concept (9-599-049)

Break
Session 3
Cirque du Soleil A (BOS007)
Session 1
Pre-class short-survey by
Consumer Decision Survey (workshop) students
Break

understand consumers, in Session 2

http://2012books.lardbuck
term of decision,
Himalaya Herbal Toothpaste (W11388) et.org/books/marketinginfluences and habits
principles-v2.0/s06-02-lowGet market insight

Day 3
Monday, September 5
UNDERSTANDING
CONSUMER DATA
Discuss ways to
understand consumers,
direct and through other
business

Reading:

Understand the
importance of
segmentation and

involvement-versus-highin.html
Session 1
HubSpot: Inbound Marketing and Web
2.0 (9-509-049)
Break
Session 2
Pillsbury Cookie (W11020)

http://www.iacquire.com/b
log/quantitative-dataanalysis-techniques-fordata-driven-marketing-2
http://www.businessesgro
w.com/2015/02/19/market
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targeting

ing-data-analysis/

Day 4
Session 1
Monday, September 19
Ontela A (KEL450)
SEGMENTING and
TARGETING:
Define the target and
Calculate the market size

http://www.smartinsights.c
om/digital-marketingstrategy/customersegmentationtargeting/segmentationtargeting-and-positioning/

Break
Session 2
Ontela B (KEL451)

Day 5
Session 1
Monday, Sept 26
The Fashion Channel (2075)
CONSIDERATIONS IN
TARGETING
Define the target and
Break
Discuss the consequences

DAY 6
Monday, October 3
POSITIONING:
Develop market

http://www.consumerpsyc
hologist.com/cb_Segmenta
tion.html
Rust, Zeithaml & Lemon,
Customer Centered Brand
Management,
HBR,
September 2004, R0409H

Session 2
Unilever in Brazil (INS615)
Session 1
Metabical (4240)
Break

Session 2
Chakravorti, The New Rules
Himalaya Herbal Toothpaste (W11388) for Bringin Innovations to
Elaborate the strategy to
- revisited
Market, HBR, March 2004,
support the positioning
6247
positioning and

Midterm Test
October 10

Solving a Case

DAY 7
Monday, October 17
PRICING:

Session 1
Metabical (revisited)

Dolan
&
Gourville,
Principles of Pricing, HBS, 9506-021
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Deciding the price and

Explain the reason behind

Session 2
the decision

Day 8
Monday, October 24
NEW PRODUCT
LAUNCHING and
BRANDING:
Discuss the problem of
launching a product and

Break

Elaborate the reason for

branding

Day 9
Monday, October 31
INTEGRATED MARKETING
COMMUNICATIONS:
Design the Integrated

Atlantic Computer (2078)

Session 1
https://hbr.org/1986/01/th
Dove: Evolution of a Brand (9-508-047) e-new-new-producthttp://www.slideshare.net/laurafalotic development-game
o/dove-brand-evolution
Break
Session 2
The Branding of Club Athletico de
Madrid: Local or Global

Kahn (2013), Global Brand

Power, Chapter 1, Wharton
Digital Press

Session 1
Pillsbury Cookie, Metabical, Atlantic
Computer - revisited

HBS, Integrated Marketing

Communications:
Creativity, Consistency, and
Effective
Resource
Allocation, 2637BC

Marketing
Communications program Break

Day 10
Monday, November 2
VIRAL MARKETING:

Understand how Viral

Marketing works and

Develop a program to
manage it

Day 11
Monday, November 9
TRANSFORMING THE
BUSINESS:

Session 2
Mountain Dew (W13313)
https://www.youtube.com/watch?v=4
s8gLSldKM0
Session 1
HBR, Why Some Videos Go
Ford Fiesta Movement (INS231)
Viral, September 2015,
F1509Z
Break
Session 2
Foodblogger of Bandung (material
provided by BPI)
Session 1
Jills Table (W14044)

Kane, Fichman, Galaugher

&Glaser,
Community
Relations
2.0,
HBR,
November 2009, R0911C
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Transforming a company
which could mean
rebranding and or
repositioning

Day 12
Monday, November 16
BUSINESS ECOSYSTEM and
OPEN DISCUSSIONS
Understand how and
why big companies
develop its Business
Ecosystem
Discuss any uncovered
issues

Break
Session 2
Fabindia: Branding Indias Artisanal
Crafts for Mass Retail (INS970-PDFENG)
Session 1
NASCAR (KEL889)

Kumar, Dass & Kumar,

From
Competitive
Advantage
to
Nodal
Advantage:
Ecosystem
Structure and the New Five
Forces
that
Affect
Prosperity,
Business
Horizons (2015), 58, 469 481

Break
Session 2
Open Discussions

Monday, Nov 23
Final Exam

FINAL EXAM: a case

7. Grading
The final mark will be calculated from the following items:
Week
1
2

Class Activities
Pre-class Assignment
Class Activities:
Participation
Group Work
Exams
Midterm
Final

Weight
10%
20%
10%
20%
40%

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Assignment submitted without class attendance will not be marked.

8. Students Guidance
In order to succeed, students are advised to do the followings:
1. Allocate sufficient time for self-preparation,
2. Understand the case beyond what is written,
3. Make strategic decision from the case and your own experiences (add some gut
feelings if necessary),
4. Contribute actively in the class,
5. Compose notes directly after class.

9. Reference
See the Course Plan

10.

Lecturer Profile

Name: Budi P. Iskandar

E-mail: bpi@sbm-itb.ac.id
Phone : 0811 204 312
About me

I am an Industrial Engineer and a Regional and Urban Planner which was assigned to
start the ITB School of Business and Management (SBM) from scratch. At that time the
MBA program was already running. When I start the SBM, I already passionate on
learning. I believe that learning is a trainable art and everybody should master it, last
October (2015) I refreshed myself in Harvard Case Teaching Seminar. Whenever I teach,
I always want to bring a new way of learning to the class.
In Marketing I love how the Social Media evolves and opening new frontiers unimagined
before. The basics of Marketing is shaken by social media, the new Marketing should be
mastered, and on top of that, creativity will command. Marketing is also about taking
risks, and the person-in-charge should become the one who absorb the fluctuations
through her or his good network and persuasion skills.

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