COURSE PROFILE AND SEMESTER PLAN
(SAP/RPKPS)
Course/Subject
Code/Credit
Course Coordinator
Lecturers Team
: Market Research
: ISK4194/ 3 (2-1)
: Nufian Febriani, S.I.kom. M.I.Kom
: Wayan Weda, S.I.Kom., M.I.Kom
Course Description
This course focuses on analysing consumer behavior in relation to market opportunities using
market research approaches. Market research is conducted in order to match consumers’ needs
of a product or a service that are diverse in education level, health condition, beauty perception,
household product consumption, or product eco-friendliness, etc. It is also plays so role in
measuring consumer awareness of a product or a service, in increasing consumers’ visitation
and turning the visit into a sale by making a company customizing its marketing strategies
according to the results of market research that have been conducted. In other words, market
research provides a solution for a company to make positive and productive change.
Course objectives
After completion of the course, students are expected to have capability in elaborating different
marketing communication strategies in order to increase market opportunities. It is also
expected that students are able to plan and to conduct a market research with accurate analysis
and trustworty report, then based on the research result, students are able to design a marketing
strategy and present them to the rest of their class.
Assessment:
1. In-class Quiz
2. Proposal Workshop Presentation
3. Midterm Test
4. Program Report Presentation
5. Final Test (Final Report)
TOTAL
: 5%
: 20%
: 30%
: 15%
: 30%
: 100%
Expected Learning Outcomes
Expected learning
outcomes
Competence
Critical Thinking
Communication Skill
Team Work
Midterm
Test


In Class Quiz


Progress Report
Presentation




Final
Assignment




2
[Course Profile and Semester Plan, English Class, Department of Communication Science, Brawijaya University
Main References:
Churchill, G. A., & Brown, T. J. (2005). Dasar-dasar riset pemasaran. Jakarta: Erlangga
Engel, J F. & Budiyanti, FX. (2012). Perilaku konsumen, Jakarta: Binanya
Handoko, H. (2007). Manajemen pemasaran, analisis perilaku konsumen.Yogyakarta: Graha
Ilmu
Hawkins, D. I, Best, R. J., Coney, K. A. (2001). Consumer behavior : building marketing
strategy. Eight Edition. New York: Mc Graw Hill
Kotler, P.. (2005). Manajemen pemasaran. Jakarta: PT. Indeks Kelompok Gramedia
Sutisna. (2011). Perilaku konsumen & komunikasi pemasaran. Bandung: Rosda
Additional References:
Havaldar, K. K. (2005). Industrial marketing text and cases. Singapore: International Edition,
McGraw-Hill
Kress, G. (1988). Marketing research. New York: Prentice-Hall International Inc.
Malhotra, N. K. (2005). Marketing research: An applied orientation. Jakarta: PT.Indeks.
Simamora, B. (2004). Riset pemasaran : Falsafah, teori dan aplikasi. Jakarta:Gramedia
Pustaka Utama
Smith, S. M.and Gerald S. A.. (2005). Fundamentals of marketing research. California: Sage
Publication
Umar, H. (2005). Riset pemasaran dan perilaku konsumen. Jakarta: Gramedia Pustaka Utama
Other relevant journals, case studies, report and textbooks.
Course Profile and Semester Plan, English Class, Department of Communication Science, Brawijaya University
3
SEMESTER COURSE PLAN
(RPKPS)
Course/Subject
Code/Credit
Course Coordinator
Lecturers Team
: Market Research
: ISK4194/ 3 (2-1)
: Nufian Febriani, S.I.kom. M.I.Kom
: Wayan Weda, S.I.Kom., M.I.Kom
Course Description
This course focuses on analysing consumer behavior in relation to market opportunities using market research approaches. Market research is
conducted in order to match consumers’ needs of a product or a service that are diverse in education level, health condition, beauty perception,
household product consumption, or product eco-friendliness, etc. It is also plays so role in measuring consumer awareness of a product or a service,
in increasing consumers’ visitation and turning the visit into a sale by making a company customizing its marketing strategies according to the
results of market research that have been conducted. In other words, market research provides a solution for a company to make positive and
productive change.
Course objectives
After completion of the course, students are expected to have capability in elaborating different marketing communication strategies in order to
increase market opportunities. It is also expected that students are able to plan and to conduct a market research with accurate analysis and
trustworty report, then based on the research result, students are able to design a marketing strategy and present them to the rest of their class.
(1)
Week
(2)
Course Material
1
1
2
Introduction to
Marketing Research
(3)
Lesson Form

3
Seminar
(lecture)

(4)
Expected Learning
Outcome
4
Students are able to
describe basic principles
of marketing research
(5)
Assesment Criteria
(Indicator)
5
(6)
Mark Percentage
(%)
6
4
[Course Profile and Semester Plan, English Class, Department of Communication Science, Brawijaya University

Small Group
Discussion


2
Market Diversity



3
Consumer Research



Seminar
(lecture)
Small group
discussion
Case study
analysis
Seminar
(lecture)
Small group
discussion
Case study
analysis





Student are able to
distinguish marketing
research with other
concepts (Research
Methods) and other
approach in marketing
communication research
(SWOT Analysis)
Students are able to
identify main theories in
marketing research
related to marketing
management and
methods of research and
understand the
importance of
marketing research
Students are able to
describe marketing
concepts
Students are able to
identify type of
consumer
Students are able to
describe consumer
behaviour research
Students are able to
describe consumer
research paradigm
Student are able to
apply model research in
some cases
Course Profile and Semester Plan, English Class, Department of Communication Science, Brawijaya University

4
Market
Segmentation



5
Motivation and
consumer needs I


Seminar
(lecture)
Small group
discussion
Case study
analysis

Seminar
(lecture)
Small group
discussion



6
Motivation and
Consumer Needs II


Seminar
(lecture)
Small group
discussion

Students are capable of
analysing selected case
in marketing using main
consumer research
Students are expected to
elaborate strategic steps
in marketing research
Students are capable of
analysing selected case
in marketing using main
principles of marketing
strategy
Students are able to
describe and identify
consumer motivation
model, type of
motivation, and
dynamic of motivation
model in marketing
research
Students are able to
apply consumer
motivation theories to
segment consumer
behaviours and apply
exchange principles in
creating marketing
research plan
Students are able to
describe and identify
consumer needs theory
5
6
[Course Profile and Semester Plan, English Class, Department of Communication Science, Brawijaya University

7
8
Midterm Test
Personality and
consumer behaviour


Consumer
Perseption in
Marketing




Seminar
(lecture)
Small group
discussion
Case study
analysis
Seminar
(lecture)
Small group
discussion
Case study
analysis






10
Consumer Learning
Students are able to
apply consumer needs
theory to segment
consumer behaviours
and apply exchange
principles in creating
marketing research plan
30%

9
Case study
analysis

Seminar
(lecture)

Student are able to
describe theory of
personality Freud
Students are able to
apply theory of
personality in marketing
Students are able to
identify arrangement of
elements perception
Students are able to
apply differential
threshold in marketing
research and perseption
elements in marketing
Students are able to
identify positioning and
or repositioning in
marketing research
Students are capable of
using SERVQUAL in
consumer research
Quiz
Students are able to
identify classical
5%
Course Profile and Semester Plan, English Class, Department of Communication Science, Brawijaya University

11
Workshop Proposal
conditioning,
observasional
conditioning,

instrumental
conditioning and apply
them in marketing
research
Students must provide:
 Project Based
Learning (PjBL)  A group of 5 students
conduct 15 minutes
presentation seminar in
front of the class mates
initiative with predetermined topics
 Proposal material
consiting of: Theme,
environmental,
consumer analysis,
objective, segmentation,
positioning or
repositioning,
SERVQUAL analysis.
 Proposal must be
prepared since week 3
by filling the practicum
module provided by
lecturer.
Small group
discussion
Case study
analysis
Students Presentation: 20%
 Theme discussion
(eco-friendly
produk,
healthcare
produk,
household
product, beauty
product,
education). With
maximum score
10%
 Logic, flow, and
argumentation,
with maximum
score 5%
 Presentation
techniques
(audience
involvement,
clarity,
profesionalism
timely). With
maximum score
5%
7
8
[Course Profile and Semester Plan, English Class, Department of Communication Science, Brawijaya University
12
Market
Opportunities


Small Group
Discussion
Case Study
analysis


13
Networking
Small Group

Discussion
Case Study analysis

14
Progress Report 1
15
Progress Report 2
Project Based
Learning (PjBL)
Project Based
Learning (PjBL)



Students are expected to
elaborate strategic steps
in creating market
opportunities by
research
Students are capable of
analysing opportunities
in marketing
Students are expected to
elaborate strategic steps
in maintain networking
to strengthen it.
Students are capable to
analysing which
channel that needed to
strengthen networking
Students (in a group of Students Presentation 15%
5) report the progress of  Theme discussion
their mini project that h
(eco-friendly
ave been conducted.
produk,
healthcare
Each group is given
produk,
maximum 20 minutes.
household
Students presentation
product, beauty
contain:
product,
- Product and
education), with
Consumer
maximum score
background
8%
- Environment
 Logic, flow, and
analysis
argumentation,
- Objective
with maximum
- Segmentation
score 5%
Course Profile and Semester Plan, English Class, Department of Communication Science, Brawijaya University
-
16
Final Test: Project
Report Submission
Positioning or
Repositioning
- Consumer Analysis
- Implementation
Schedule and
Budget
 Presentation will be
given feedback
important for group
report writing
Students in a group of 5
submit report with the
following structure:
 Executive summary
 Product and Consumer
background
 Environment analysis
 Objective
 Segmentation
 Positioning or
Repositioning
 Consumer Analysis
 Implementation
Schedule and Budget
 Appendixes
(Questioner, research
result, FGD/interview
results, photo, etc)
 Report is only on
electronik book (e-

Presentation
techniques
(audience
involvement,
clarity
profesionalism
timely) with
maximum score
2%

Logic, flow, and
argumentation of
project report
with maximum
score 5%
Accuratance of
the use of
marketing
research
techniques for
product and
consumer
behaviour with
maximum score
10%
Consumer
behaviour
component
appropriateness
and logic with
maximum score
10%


30%
9
10
[Course Profile and Semester Plan, English Class, Department of Communication Science, Brawijaya University
book) form and will be
send to lecture

E-book report and
submission 5%
Assignment and Assessment Description
A. A Group Projects :
1. A group of 5 students must choose one of the themes that are already determined by the lecturer and make proposal from it. The themes are:
a. eco-friendly produk
b. healthcare produk
c. household product
d. beauty product
e. education
2. Proposal must be prepared since week 3 by filling the practicum module provided by lecturer.
3. Groups must report their progress in front of class, about:
a. Product and Consumer background
b. Environment analysis
c. Objective
d. Segmentation
d. Positioning or Repositioning
e. Consumer Analysis
f. Implementation Schedule and Budget
B. How to submit your project
a. Groups submit report with the following structure:
1. Executive summary
2. Product and Consumer background
3. Environment analysis
4. Objective
5. Segmentation
6. Positioning or Repositioning
7. Consumer Analysis
Course Profile and Semester Plan, English Class, Department of Communication Science, Brawijaya University
11
8. Implementation Schedule and Budget
9. Appendixes (Questioner, research result, FGD/interview results, photo, etc)
10. Report is only on electronik book (e-book) form and will be send to lecture
b. Report is only on electronik book (e-book) form and will be send to lecture
c. Submit your task ON TIME! Every late submission will be degrading your points. Late submission will be penalized of 20% - 60% mark
reduction
C. Additoinal Information
- All students are expected to attend classes and complete all assignments.
- One point will be awarded for each class participation. This point will be included on mid test and final test.
- On a group task, the students have to discuss and work on cases/task together.
- Plagiarism will not be tolerated. Students will type all documents that are to be graded.
- All presentations will be done with PowerPoint and/or other presentation materials.
D. Assesment Description
1. In class Quiz
= 5%
2. Proposal workshop presentation for assignment (Student project) = 20%
3. Midterm test
= 30%
4. Program Report Peresentation (Final progress report)
= 15%
5. Final Test (all integrated materials) on creative e-book format
= 30%