Subject
Principles of Marketing
Credit : 3 credits
Lecturer
Dr. Ananda Sabil Hussein
Contact:
Tugaskuliah.febub@gmail.com
Course Objective
The overall objective of this course is to introduce you to the fundamental principles and concepts of marketing and to provide you a structure
for applying marketing in a decision-making framework.
Evaluation Schedule
Class Participation
Quiz
Assignment
Mid Exam
Final Exam
: 15%
: 15%
: 20%
: 25%
: 25%
Weekly Schedule
Week
1
Topic
Understanding marketing management
- defining marketing for 21st century
Understanding marketing management
- Developing marketing strategies and plans
Reading
Kotler and Keller (2006) – Ch 1
Allen and Markey (2006)
Kotler and Keller (2006) – Ch2
3
Capturing Marketing Insights
- Gathering information and scanning the environment
- Conducting marketing research and forecasting demand
Kotler and Keller (2006) – Ch 3 and 4
Reason for marketing research
4
Connecting with customers
- Creating customers value, satisfaction and loyalty
- Analyzing consumer markets
Connecting with customers
- analyzing business markets
- Segmentation and targeting
Building Strong Brand
- creating brand equity
- crafting brand positioning
- Dealing with competitor
Due Date Assignment 1 – market profile and environment
Kotler and Keller (2006) – Ch 5 and 6
2
5
6
7
8
9
10
11
12
Kotler and Keller (2006) – Ch 7 and 8
Cola War
Kotler and Keller (2006) – Ch 9, 10 and 11
Customer based brand equity
Marketing Debate (QUIZ)
Mid Exam
Shaping Market Offerings
- Setting product strategy
- New product development
Shaping Market Offerings
- Designing and managing services
- Developing pricing strategies and programs
Delivering Values
- Designing and managing value network and channels
- Managing retailing, wholesaling and logistics
Communicating Value
Kotler and Keller (2006) – Ch 12
A framework for successful new product development
Kotler and Keller (2006) – Ch 13 and 14
- Kotler and Keller (2006) – Ch 15 and 16
- Kotler and Keller (2006) – Ch 17
13
14
- Designing and managing integrated marketing communication
Communicating Value
- Managing mass communication
- Managing personal communication
Creating Successful long-term growth
- introducing new market offerings
- tapping into global markets
- managing a holistic marketing organizations
Due Date Assignment 2 – Marketing mix analysis
15
16
- IMC for fertilizer
- Kotler and Keller (2006) – Ch 18 and 19
Presentation
Final Exam
Assignment
Assignment 1 - consumer and market profile and segmentation (group assignment)
Students are required to choose a one real SME in Malang. Then students need to prepare a marketing research design to investigate the profile
and segmentation of the SME chosen. In analyzing the profile and segmentation students are requested to do environmental analysis both
internal and external (hint: use SWOT analysis). Report should no more than 15 typed, double spaced pages excluding cover and appendices.
Report should consist executive summary and reference list.
Assignment 2 – marketing mix analysis (group analysis)
Based on the SME chosen at the first assignment, students are required to analyze the marketing mix created by the SME. On the top of current
marketing mix situation, students are requested to provide recommendation about the ideal marketing mix should be provided by the SMEs –
give the reasons. Report should no more than 15 typed, double spaced pages excluding cover and appendices. Report should consist executive
summary and reference list.