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    Pengantar Marketing Branding

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    Siska Ika
    The document contains the agenda for marketing lectures and assignments over two semesters. It includes topics such as branding, segmentation, customer value, consumer behavior, pricing strategy, and a marketing plan presentation. Assessment is divided into assignments, a midterm exam, and a final exam. References for the course are listed. Key marketing concepts are also defined briefly, including the marketing orientation, marketing mix, and the evolution of marketing philosophies.

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    Pengantar Marketing Branding

    Uploaded by

    Siska Ika
    14 views11 pages
    The document contains the agenda for marketing lectures and assignments over two semesters. It includes topics such as branding, segmentation, customer value, consumer behavior, pricing strategy, and a marketing plan presentation. Assessment is divided into assignments, a midterm exam, and a final exam. References for the course are listed. Key marketing concepts are also defined briefly, including the marketing orientation, marketing mix, and the evolution of marketing philosophies.

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    The document contains the agenda for marketing lectures and assignments over two semesters. It includes topics such as branding, segmentation, customer value, consumer behavior, pricing strategy, and a marketing plan presentation. Assessment is divided into assignments, a midterm exam, and a final exam. References for the course are listed. Key marketing concepts are also defined briefly, including the marketing orientation, marketing mix, and the evolution of marketing philosophies.

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    © All Rights Reserved
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    14 views11 pages

    Pengantar Marketing Branding

    Uploaded by

    Siska Ika
    The document contains the agenda for marketing lectures and assignments over two semesters. It includes topics such as branding, segmentation, customer value, consumer behavior, pricing strategy, and a marketing plan presentation. Assessment is divided into assignments, a midterm exam, and a final exam. References for the course are listed. Key marketing concepts are also defined briefly, including the marketing orientation, marketing mix, and the evolution of marketing philosophies.

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    of 11

    AGENDA PERKULIAHAN

    Tanggal Agenda Perkuliahan

    26 Januari Pengantar Marketing & Branding

    2 Februari
    Segmenting, Targeting & Posititioning
    9 Februari

    16 Februari Customer Value

    23 Februari Customer Satisfaction & Loyalty

    2 Maret Consumer Behavior

    9 Maret Consumer Decision Making Process

    UTS (14-25 Maret 2022)


    AGENDA PERKULIAHAN

    Tanggal Agenda Perkuliahan

    30 Maret Product & Brand Creation

    6 April Pricing Strategy

    13 April Integrated Marketing Communication

    20 April Product Distribution

    27 April Case Study Akhir

    11 Mei Marketing Plan

    18 Mei Presentasi Marketing Plan

    UAS (23 Mei – 3 Juni 2022)


    PENILAIAN

    PERTEMUAAN 1 – 7 PERTEMUAAN 8 - 14
    Persenta Persenta
    Penilaian Format Penilaian Format
    se se

    Tugas individu dan Tugas individu dan


    kelompok kelompok
    TUGAS 40% TUGAS 40%
    Keaktifan dan Keaktifan dan
    partisipasi di kelas partisipasi di kelas
    UJIAN UTS Tulis 60% UJIAN UAS 60%
    SKOR TENGAH SEMESTER 100% SKOR AKHIR SEMESTER 100%

    Tugas : UTS : Soal terstruktur


    1. Portofolio tugas UAS : Kumpul tugas
    2. Case study
    3. Marketing Plan
    4. Presentasi
    BUKU ACUAN

    Kotler, P., & Keller, K. K. (2016).


    Marketing Management (15th
    ed.). Pearson.
    WHAT IS MARKETING

    Marketing is the activity, set of


    institutions, and processes for creating,
    communicating, delivering, and
    exchanging offerings that have value for
    customers, clients, partners, and society
    at large
    WHAT IS MARKETED

    •Goods •Places
    •Services •Properties
    •Events •Organizations
    •Experiences •Information
    •Persons •Ideas
    CORE CONCEPTS
    MARKETING ORIENTATION

    PRODUCTION CONCEPT PRODUCT CONCEPT

    SELLING CONCEPT MARKETING CONCEPT


    MARKETING ORIENTATION
    MARKETING MIX

    PEOPLE
    PROCESSES
    PHYSICAL
    EVIDANCE

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