MBA Programme http://www.mba.itb.ac.id INSTITUT TEKNOLOGI BANDUNG
MM5003 Marketing Management MASTER OF BUSINESS ADMINISTRATION SCHOOL OF BUSINESS AND MANAGEMENT INSTITUT TEKNOLOGI BANDUNG http://www.sbm.itb.ac.id/mba Contents 1. Vision and Mission of MBA‐ITB ............................................................................................................. 3 2. Learning Goals of MBA‐ITB ................................................................................................................... 3 3. Learning Goals of This Course ............................................................................................................... 4 4. Learning Outcomes of This Course ....................................................................................................... 4 5. The Main References ............................................................................................................................ 6 6. The Course Plan .................................................................................................................................... 6 7. Lecturer Profile ..................................................................................................................................... 9 8. Grading .................................................................................................................................................. 9 9. Students Guidance .............................................................................................................................. 10 10. Assignment ............................................................................................................................................ 9 11. Ethic …………………………………………………………………………………………………………………………………………….. 13 Page 2 of 14 1. Vision and Mission of MBA‐ITB Vision: “To be A World Class Program of Master and Business Administration that Creates Ethical and Entrepreneurial Leaders” Mission: • To educate and develop future leaders in business • To develop sustainable education program for building human resource capacity needed for enhancing industry competitiveness in Indonesia 2. Learning Goals of MBA‐ITB In General, The MBA‐ITB’s learning goal is to develop student to have the following characteristics : • A Strong competence in business and technology‐based management as well as decision making capabilities as demonstrated by business leaders in the world. • An ethical leadership and professional mindset • An entrepreneurial spirit both as professionals and as entrepreneurs. • Ability to make decisions based on human values in a systemic and integrated manner so as to meet the needs of the community. There are three programs at MBA ITB Bandung campus with specific learning goals as follows: A. Young Professional The learning goal of this program is to build business sensitivity and business administration knowledge and skills required to start career at managerial level. B. Creative and Cultural Entrepreneurship (CCE) The learning goal of this program is to teach students about doing business in creative and culture sectors and how to manage their new business in these areas. C. Young Executive MBA The learning goal of this program to improve students’ agility in decision making and to develop a holistic view of business which enables them to lead a business project on a higher level effectively in today’s business environment. Page 3 of 14 3. Learning Goals of This Course This module of Marketing Management designed according to schematic of marketing process from Marketing Analysis and Customer Acquisition & Retention also to align with MBA‐ITB Program theme ”Creating New Business Leaders and Entrepreneurs”. Marketing is a core and integrated process in overall business activity. Marketing is not only an oil or lubricant in parts of company but become a driver of the business. Marketing is a revenue center so the survivability of the company greatly depend on marketing .The development and progress of marketing as knowledge in the new internet era and knowledge‐based economy demanding the actors in marketing use the appropriate tools and methods beside to know how customers think and act by monitoring the trend and lifestyle. The goal of this course is to provide a fundamental understanding of marketing methods. Marketing management is an organized way of developing and providing information for decision‐making purposes. This course is aimed at the students, who is the ultimate user of tools and who is responsible for determining the scope and direction of marketing activities conducted on his/her behalf. The main objectives of the course are: 1. Ability to understand the process and defining the issues of marketing management analysis, planning, implementation and control in connection with the decision‐making strategic corporate marketing function. Further, it will 2. Establish the skills for systematic problem analysis and to translate management problems into the appropriate marketing problems. Then, provide solutions in strategic marketing as the strategic corporate functions. 3. To gain a working “hand on” experience with the full process of marketing from the formulation of the problem through the design and the analysis. 3. To cover all aspects of the marketing which is the basis for a professional marketers. 4. Learning Outcomes of This Course After follow this course, you will be able to: 1. Discuss and prepare strategic process of marketing in holistic and integrated way. 2. Has skill to think strategically to solve the marketing problems base on customer oriented and value. 3. Capable to manage the marketing program effectively using the appropriate tools and methods. 4. Ability to think strategically on the solving of marketing problems base on customer orientation, value and business environment Page 4 of 14 The Course Structure Ability to think strategically on the solving of
marketing problems base on customer orientation, value and business environment. Ability to analyze customer and using marketing tools for marketing problem solving Ability to use understanding on business environment for marketing problem solving
Developing familiarity with typical Customer Behavior Ability to gain knowledge on strategic marketing tools. Ability to use Marketing framework to understand the business environment Develop analytical skills in gathering the information and interpretation; Build knowledge in Marketing Value
Explain and improve the competence in analyzing Marketing problems ; Page 5 of 14 5. Main References Required Materials 1. Text: Marketing Management: An Asian Perspective, 6th Edition (2012), by Philip Kotler, Kevin Lane Keller, Swee Hoon Ang, Siew Meng Leong, Chin Tiong Tan (KKALT), Prentice Hall. ISBN: 10 9810687974 2. Basic Marketing (2009) by E. Jerome McCarthy, Joseph P. Cannon, William D. Perreault (JM), McGraw‐Hill College. ISBN‐10:0073381055. 3. Marketing Management: Text and Cases (2006), Rajiv Lal, John Quelch, McGraw‐Hill. 4. Supplemental Material: Readings and Cases from HBS, Stanford, Wharton, Kellogg, The University of Hongkong (CABC), HBR and Sloan. 5. Local Business Magazine such as SWA, MIX, Marketing, BW, Warta Ekonomi Reading Materials 1. The Five Competitive Forces that shape Strategy, Porter Michael E., (HBR 2008). 2. Market Segmentation, Target Market Selection, and Positioning, Sarvary, Miklos, (HBS 2006) 3. Marketing Strategy – An Overview, Corey Raymond (HBS 2003) 9‐500‐005 4. How Do You Know When the Price Is Right, Dolan Robert J., (HBR Sept.‐Oct. 1995) 6. The Course Plan Activity(ies) Date Week 1 Session 1 Introduction to class and Marketing Preparation
Evaluation -
Discussion Facilitator
Satya Aditya Wibowo
Group assignment Break Session 2 Satya Aditya Wibowo
Discussion on Value Class Management and Form of Group Break Session 3 Week 2 Session 1 Satya Aditya Wibowo
Discussion on Customer Description and Distribution of Project Assignment -
Marketing and Quiz
Satya Aditya Wibowo
The Marketing Information & Page 6 of 14 Value
Strategic Planning Break Session 2 Satya Aditya Wibowo
Strategy International Business Culture Break Week 3 Session 3 Short Case : Current Topic Session 1 Creating Customer Value, Satisfaction and Loyalty Group Discussion Quiz
Value Satya Aditya Wibowo
Break Session 2 Satya Aditya Wibowo
Consumer Markets & Buyer Behavior, Break Session 3 Satya Aditya Wibowo
Business Markets & Business Buying Behavior Week 4 Session 1 Case 1 Presentations Presentation Material Class Discussion Satya Aditya Wibowo
Break Session 2 Segmentation, Targeting and Positioning Market Segment, Selection Target Markets, Positioning & Differentiation Satya Aditya Wibowo
Break Session 3 Satya Aditya Wibowo
Market Segment, Selection Target Markets, Positioning & Differentiation Week 5 Session 1 Case 2 Presentations
Presentation Material Quiz
Satya Aditya Wibowo
Break Session 2 Global Branding Satya Aditya Wibowo
Break Session 3 Competition & Strategy
Satya Aditya Wibowo
Session 1 Case 3 Presentations Presentation Week 6 Mid Test Week 7 Material
Class Discussion Quiz Satya Aditya Wibowo
Class Discussion Satya Aditya Wibowo
Break Session 2 Product Strategy Break Page 7 of 14 Session 3 Class Discussion Satya Aditya Wibowo
Class Discussion Satya Aditya Wibowo
Class Discussion Satya Aditya Wibowo
Presentation Class Discussion Satya Aditya Wibowo
Material
- Product & Service Class Discussion Satya Aditya Wibowo
Class Discussion Satya Aditya Wibowo
Presentation Material Class Discussion Satya Aditya Wibowo
Class Discussion Satya Aditya Wibowo
Class Discussion Satya Aditya Wibowo
Class Discussion Class Discussion Satya Aditya Wibowo
Class Discussion Satya Aditya Wibowo
Class Discussion Satya Aditya Wibowo
Service Strategy Week 8 Session 1 Service environment and managing people Break Session 2 Pricing Strategy Break Week 9 Session 3 Case 4 Presentations Session 1 Short Product Analysis Presentation All Groups. Presentation Material
Break Session 2 Integrated Marketing Communication Break Session 3 Short Product Analysis Presentation All Groups. Week 10 Session 1 Marketing Channel Break Session 2 Guest Lecturer Break Week 11 Session 3 Guest Lecturer Session 1 Comprehensive Product Presentation All Groups. Presentation Material Break Session 2 Presentation Material Comprehensive Product Presentation All Groups. Break Session 3 Marketing : The Future Week 12 Final Test Page 8 of 14 7. Lecturer Profile Name: Satya Aditya Wibowo E‐mail: satyawibowo@yahoo.com Cell Phone : 0818115677 Graduated from Industrial Engineering S1 Institute of Technology Bandung in March 1985
and Master of Business Administration from University of Wisconsin-Whitewater, Wisconsin,
USA. Major in Marketing in Spring 1990.
More than 15 years’ experience in managing, coordinating and executing various marketing
projects and products, mainly in aviation industry, with more than 9 years lived in the United
States of America, mainly doing international marketing analysis and planning for aircraft
industry. In the last 7 years (2006 – 2013) he has been gaining more experience in
Information and Communication Technologies, Special Trading and Energy Businesses.
2006 - 2008 in charge for marketing of Natural Gas in East Java. 2008 - 2010 as a Head of
Corporate Planing in a Holding Company, coordinate Strategic Planning for the Corporate
and its Subsidiary of Inti Alasindo Holding Company (IAHC). 2008 - Present as a President
Director of PT Inti Alasindo, a subsidiary company of IAHC, specializing in trading of special
equipment. Has extensive knowledge in marketing, leadership, organization and strategic
planning. His fields of interests are Strategic & Marketing Management, Services Marketing,
Brand Management, Organization, Entrepreneurship and Leadership.
8. Grading Item Quiz & Participation Short Case Analysis Case & Comprehensive Mid Test Final Test TOTAL Weight
20%
20% 20% 20% 20% 100% The range of grade for this course as follows: Grade A : 90 – 100 Page 9 of 14 Grade AB : 85 – 89 Grade B : 75 – 84 Grade C : 60 – 74 Grade D : 50 – 60 Grade E : < 50 9. Students Guidance In order to succeed, students are advised to do the followings: 1. Allocate sufficient time for self preparation 2. Discuss concepts and cases with their syndicate 3. Elaborate practical cases apart from cases given 4. Have a proper notes of all lecture 5. Contribute actively in the class 10. Assignment : There are 4 Team Projects in this course: 1. Case Analysis and Presentation (1 paper), 2. Comprehensive Product Analysis and Presentation (1 paper) 3. Short Product Analysis and Presentation (2 Papers) Case Analysis 1. Select one case for your group. 2. Read and analyze the case with the following issues in mind : Situation Audit Æ Problem / decision statement Æ Identification of statement Æ Criteria Æ Analysis Æ Recommendations. 3. During the discussion with your team member, please discuss the following: Assessing situation, sorting out and organizing key information, asking the right questions, defining opportunities and problems, identifying and evaluating alternative courses of action, interpreting data, evaluating the results of past strategies, developing Page 10 of 14 and defending new strategies, making decisions under conditions of uncertainty, critically evaluating the work of others, responding to criticism. 4. Prepare the Report in the following format: -
Background of the case -
Product Information -
Business / Industry Situation -
Competition Situation -
Marketing Mix -
Problem Definition. Please focus your effort just in 1 issue. -
Formulate alternatives -
Analyze the alternatives -
Recommend one solution and prepare the contingency plan 5. Submit the report on week 4. In the Thesis Formatted 6. On your scheduled presentation prepare the presentation in Microsoft Office PowerPoint or keynote. You have 15 Minutes presentation and 30 minutes discussion. Comprehensive Product Analysis The objective of the project is to provide students with experience in applying the concepts and methods learned in class to a real world problem. Students may either choose a problem of their own, or select from among a number of companies and organizations who have contacted the business school. Either way, the problem should be relevant to a business or governmental organization. The project is to be done in groups of 5 students. The project proposal must be discussed and approved by the instructor in its early stages. 1. Select a firm whose marketing strategy and tactics you will study. This can be the firm for which a member in your group has working, a competitor, or just a firm (or a division of that firm) that you find interesting. Identify the firm’s customers. If the firm is large, feel free to narrow the focus to something feasible. For example, if you choose the MBA‐ITB program, the customers include the current students (you), alumni of the program, recruiting firms for students, the rest of ITB, and the general public. Customers also include potential students, your former and future supervisors, the faculty, and the SBM. If you choose a manufacturing firm, do not forget the channel. 2. Talk to the management, the distribution channel and the customers. 3. Answer the following Page 11 of 14 a. Product. How are the firm’s products or services perceived? What are their strengths and weaknesses relative to competition from the customers’ viewpoint? Are there unmet needs? Are there any opportunities for improvement? Etc. b. Promotion. How do the customers learn about the firm’s products or services? About competitors? What do they think of the firm’s communication materials? How would you improve the firm’s communication activities? c. Place. What needs do the channels for this product fulfill? Needs of the customer? Needs of the firm? Is there any conflict in the channel? How would you improve the firm’s channel activities? d. Price. How do the customers (channel) react to the firms’ prices? Are there any actions the firm to set its prices consistently with its strategy? Is the firm using any marketing cues or marketing theory to affect customer perceptions of its prices? e. General Marketing Strategy. What else did you learn from these discussions with customers that can improve the firm’s marketing strategy? 4. On week 7 you are should submit a more than ten page report. In the Thesis formatted as well, that include the following: - Company and Product Information - Business Environment - Competition and its analysis - Marketing Mix - Marketing Strategy - Summary 5. On your scheduled presentation prepare the presentation in Microsoft Office PowerPoint or keynote. You have 15 Minutes presentation and 30 minutes discussion. Short Product Analysis 1. During the courses the lecturer will assign 4 different products to be analyze. The products mostly coming from the current market trend and issues such as Nissan Evalia (another Serena wanna be?), Crocs Shoes (fad, trend or happily ever after?), Twitter (the next winner?) and Facebook (No Rival?). 2. On the presentation days you should submit not more than 10 page report of your grup analysis of the said product. 3. Please prepare the presentation in Microsoft Office PowerPoint or keynote. You have only 4 slides, 10 minutes presentation and 10 minutes discussion Page 12 of 14 Forming Teams To get the most out of MM5008, you should form teams to prepare for the cases, both written and oral. The target size is five persons but more than five is strongly discouraged. The basic ideas of marketing transcend national borders and it is essential to be able to analyze and adapt to new environments. To explore these issues and to learn from your fellow classmates, I encourage you to form diverse discipline teams. You will be better able to understand the issues in these cases if your team is drawn from a variety of regions with a variety of experience. Class Participation and Attendance 1. To make the learning process much more beneficial and enjoyable for both you and me, each one of you is expected to contribute to class discussions. This includes preparation for class by reading the text and cases, and presenting your opinions or summaries of material covered in class. The basis for class participation is quality, not quantity. 2. Attendance is a necessary but not sufficient condition for participation. If you do not actively participate, you will receive a low participation grade even if you attend every class. 3. Attendance is mandatory for the exam, for all project presentations regardless of whether your group is presenting or not. 4. There is no such thing as a stupid question. The stupid question is the one that never been asked 11. Ethics An important concern in any discipline is the ethics of its practitioners. This is certainly true in marketing and advertising. Ethical issues will arise in the case discussions. Indeed, some managers in the cases act in ways you might not consider ethical. These actions are left in the case specifically to raise ethical issues. We encourage you to address these issues in class discussion. Please arrive on time for class with uninterrupted attendance for the duration of the class. I will endeavor to end class on time. Furthermore, please maintain a professional atmosphere. This includes, but is not limited to, using respectful comments and humor, employing appropriate manners and decorum, utilizing computers and technology suitably (e.g., silencing wireless devices, no web‐browsing or emailing), and refraining from distracting or disrespectful activities (e.g., avoiding side conversations and games). It is expected that in order for a student to sign his/her name to a team assignment the student will have done a substantial amount of work on that specific assignment. It is not, for example, acceptable to rotate the work across assignments so that on any given assignment the student signing has not done a substantial amount of work. Violation of this guideline hurts you, your team, and your colleagues. Page 13 of 14 Page 14 of 14