UN IVE RSITAS MKT255/AWS/32A8,47,48- A20 161 1 -3

PRASETIYA MULYA

EXECUTIVE MM PROGRAM

SYLLABUS FOR
MKT 255 - VALUE.BASED MARKETING
SEMESTER 3,4 BATCH 32A8, 47,48
ACADEMIC YEAR A-201 5/201 6

Course Term : September 5 * December 16,2016

Class Meetings : Tuesday, 18.30 - 21 .15
Faculty Member : Prof. Agus W. Soehadi, Ph.D
E-mail :aws@pmbs.ac.id
Consultation : by appointment
Credits :3 Credit Units

Description:
Value-based marketing is founded on shareholder value analysis - a well-
accepted body of financial theory and set of techniques. Shareholder value
analysis states that the value of the business is increased when managers
make decisions that increase the discounted value of all future cash flows. This
course shows that shareholder value approach offers enormous opportunities
for marketing. First, it enables the purpose of marketing in commercial firms to
be clearly defined. Second, it explains how marketing strategies need to be
evaluated. Third, it rigorously explores the effects on shareholder value.

Aim:
This course aims to further develop the expertise of the participants in making
marketing decisions which is related to enhance future cash flows. The
objectives are firstly, to understand the relationship between marketing strategy
and shareholder value; secondly, to explore why growth is so important to
creating shareholder value and how managers can organise to accelerate
growth; thirdly, to explore the role of customers, brand and network in
increasing the profitable groMh; fourtly, to develop and make marketing
decisions -on an individual and group basis - through case study analysis and
projects.

Proiect content
The course is based on live, 'hands-on' projects undertaken by groups of
around 4-6 students. The project is drawn from the private sectors. The project
represents the implementation of V-based marketing concept in lndonesian
market. Further, the analysis are based on primary and secondary data. The
project will be presented at the end of the course.
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Recommended reading:
Soehadi, Agus W. (2012) Marketing Strategy Serles: A Value Creation
Approach . Penerbit Prasetiya Mulya
Doyle, Peter (2008), Value-Based Marketing: Marketing Sfrategles for
Corporate Growth and Shareholder Value. Wiley.

Supplementary reading:
Hand-Out Value-Based Marketing

Assessment:
. Theory Written Exam .30o/o
. Final Exam . 30o/o
. Group assignment : 30%
. Participation '. 10o/o
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TOPIC AND READING

MKT- 255 Value-Based

SUGGESTED
sEsstoN DATE TOPIG
READING
Soehadi Bab 1
Value-Based Marketing Framework
1 6-Sep Doyle Ch 1

Article

Marketing in Multi-Platform Phase Artikel

2 1 3-Sep
Case: Uber Taxi
Soehadi Bab1, 2 dan 6
20-Sep The Marketing Value Driver
Case: Xiaomi Doyle Ch3

Soehadi Bab 3
27-Sep The Growth lmperative
4 Doyle Ch4
Case: Prodia

Value Creation Strategy Soehadi Bab 4 dan 5

E 4-Oct
Case: PT Monetisasi Filosofi Kopi
Community Value Strategy Soehadi Bab 11
o 1 'l -Oci
Case: Nike

7 18-Oct Mid-Test

Customer Valuation Soehadi Bab 7 dan I

8 25-Oct
Workshop Blatberg et al Ch 6

Brand Value Strategy Soehadi Bab I

I 1-Nov
Leoo
Brand Valuation Soehadi Bab10
10 8-Nov
Workshop
11 15-Nov VBM lmplementation Guest Lecture

12 22-Nov Exam

13 29-Nov Group Presentation

14 6-Dec Group Presentation

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