UNIVERSITAS INDONESIA

FAKULTAS EKONOMI & BISNIS

DEPARTEMEN MANAJEMEN
PROGRAM STUDI S1 MANAJEMEN

SYLLABUS
MARKETING MANAGEMENT
ECMU 603005
FIRST SEMESTER 2019-2020

Lecturers
No. Name E-mail
[email protected]
1 Hapsari Setyowardhani / Elevita Yuliati
[email protected]
[email protected]
2 Rambat Lupiyoadi / Rachmadi Agus Triono
[email protected]
[email protected]
3 Karto Adiwijaya / Rambat Lupiyoadi
[email protected]
[email protected]
4 Rifelly Dewi Astuti / Sumiyarto
[email protected]
[email protected]
5 Adi Zakaria Afiff / Karto Adiwijaya
[email protected]
Arga Hananto / Adi Zakaria Afiff [email protected]
6
(International Program) [email protected]
Tengku Ezni Balqiah / Sumiyarto [email protected]
7
(International Program) [email protected]
Yeshika Alversia
8 [email protected]
(International Program)
Daniel Tumpal Hamonangan Aruan / Ira Iriyanty [email protected]
9
(International Program) [email protected]
Sri Daryanti
10 [email protected]
(Extension)
Subject Code ECMU 603005
Subject Title Marketing Management
Credit Value 3
Year/Semester 2/3
Day/Hour Monday/ 08.00 – 10.30
Subject Type Degree program compulsory
Pre-requisite/ Introduction to Business(MGMT11001)
Co-requisite/ Management (MGMT11002)
Exclusion
Role and Purposes This course is the basic course of marketing major designed for second year
students of Undergraduate Program in Management, Faculty of Economics and
Business, Universitas Indonesia (FEB UI). The topics discussed in this course are:
The definition of marketing, the understanding of marketing role in business, the
analysis of marketing opportunities, individual and business consumers’
behaviors, and the main elements of a marketing plan (market segments, target
market, positioning, and marketing mix).

This course aims to make students able to analyze the marketing concepts
according to marketing theories and concepts of consumer products.
Subject Subjects Objectives:
Learning 1. Able to explain the basic concepts of marketing, the role and benefit of marketing
Outcomes for both consumers and companies, and the development of marketing.
2. Able to explain the process of marketing strategy planning.
3. Able to explain the elements of external and competitive environment particularly
the ones relevant to marketing strategy planning.
4. Able to explain the marketing research process and its benefit for marketing
strategy planning.
5. Able to explain factors influencing individual and business consumers’ behaviors.
6. Able to explain ethics and regulations in marketing.
7. Able to explain the Customer Relationship Management (CRM) concept.
8. Able to explain Segmenting, Targeting and Positioning (STP) concept.
9. Able to analyze the elements of marketing mix (product, price, place and
promotion) of a product.

AACSB Learning Goal (LG) and Learning Objective (LO)

1. LG: Global Awareness: Students demonstrate awareness of global societal
environment - TLA
LO: Students are able to demonstrate an adequate understanding of major issues
in global society (LO3)
a. Trait: Able to identify global factors in a business issue (T1)
b. Trait: Able to identify the effects of global factors in a business issue (T2)
2. LG: Oral Communication: Students are able to demonstrate oral communication skill
– TLA
LO: Students are able to communicate clearly and concisely in presentation and
discussion (LO4)
a. Trait: Able to introduce their presentation in a clear and interesting way (T1)
b. Trait: Able to deliver content with logical structure (T2)
c. Trait: Able to organize their ideas in a presentation (T3)
d. Trait: Able to use presentation techniques (body language, facial expression,
etc) appropriately (T4)
e. Trait: Able to develop and use visual aids or technology (T5)
f. Trait: Able to manage their voice and pace appropriately (T6)
g. Trait: Able to apply Audience Centered Approach in their presentations (T7)

3. LG: Written Communication: Students are able to demonstrate written

communication skill - TLA
LO: Students are able to write a clear and concise essay/report (LO5)
a. Trait: Able to develop topic/main idea/focus of the essay/report (T1)
b. Trait: Able to organize idea logically in paragraphs and connect them with
 effective transition (T2)
c. Trait: Able to use good sentence structure (T3)
d. Trait: Able to use appropriate language, correct spelling, and grammar (T4)
e. Trait: Able to provide supporting ideas/reasoning/details relevant to the idea
(T5)
f. Trait: Able to use appropriate academic rules (referencing systems, etc) and
format in writing essay/report (T6)
g. Trait: Able to apply Audience Centered Approach in their writing assignments
(T7)

4. LG: Critical Thinking: Students are able to demonstrate that they are critical thinkers -
TLA
LO: Students are able to argue and draw conclusion on an issue based on
supportive evidence (LO6)
a. Trait: Able to demonstrate how to deliver key idea or point (T1)
b. Trait: Able to demonstrate how to evaluate, analysis and compare
alternative choices (T2)
c. Trait: Able to demonstrate how to justify an argument or solution with
supporting evidence/ relevant references (T3)
d. Trait: Able to draw conclusion (T4)

5. LG: General Management Knowledge: Students are competent in basic theories of

management – ASM
LO: Students are able to demonstrate understanding in basic theories of marketing
management (LO7)
a. Trait: Able to explain the concept of STP (segmentation, targeting, and
positioning) (T6)
b. Trait: Able to explain ethics and regulation in marketing (T5)
c. Trait: Able to analyze the elements of marketing mix (product, price, place
and promotion) of a product (T8)
Subject Week Topic LO References
Synopsis/ #
Indicative 1 Create and Deliver Value Ch 1 (SOL)
Syllabus • The definition of marketing
• The evolution of marketing concept Active
• The value of marketing and the marketing of lecturing
value
• Marketing as a process

Syllabus explained in detail

Groups formation

2 Global, Ethical, and Sustainable Marketing LO7 Ch 2 (SOL)

• Marketing on the global stage (T2)
• Understand international, regional, and country
global trade controls Active
• The external marketing environment Lecturing
• Global market entry strategies
• Ethics in marketing planning
• Sustainability
Ch 3 (SOL)
Strategic Market Planning
LO7
• The three levels of business planning
(T1) Active
• Steps in strategic planning
Lecturing
• Steps in marketing planning

3 Market Research LO7 Ch 4(SOL)

• Marketing information system (T3)
• Customer insights and marketing Group
• Steps in the market research process Presentation

Marketing Analytics LO7 Ch 5 (SOL)

• Customer Relationship Management (T7) Group
• Big Data Presentation

4 Understand Consumer and Business Market LO7 Ch 6 (SOL)

• The consumer decision making process (T4)
• Internal influences on consumers’ decision Group
• Situational and social influences on consumers’ Presentation
decisions
• Business markets
• Business buying situations and the business
buying decision process

5 LO7 Ch 7 (SOL)
Segmentation, Target Marketing, and Positioning
(T6)
• Target marketing
Group
• Segmentation
Presentation
• Targeting
• Positioning
6 Guest Lecture (Details will be announced later)

7 Product Innovation and New Product Development LO7 Ch. 8 (SOL)

• Layers of the product concept (T8)
• Product classifications (Consumers and business) Group
• The process of innovation Presentation
• New product development

Product Strategy, Branding and Product Management

• Product objectives and product strategy
Ch. 9 (SOL)
• Product life cycle
• Branding and packaging
Group
• Product management Presentation

MID TERM EXAMINATION (Questions will only cover T1, T2, T3, T4, T6 and T7)
Midterm paper (marketing ethics, T5) submitted
8 Pricing Strategy LO7
(T8)
• Definition of price
• Costs, demand, revenue, and the pricing Ch 10 (SOL)
environment
• Pricing strategies and tactics Active
• Pricing and e-commerce Lecturing
• Psychological, legal, and ethical aspects of
pricing

9 Distribution Strategy LO7

(T8)
• Types of distribution channels and wholesale Ch 11 (SOL)
intermediaries
Group
• Steps in developing a channel strategy
Presentation
• Logistics and the supply chain

10 Deliver Goods and Services via Bricks and Clicks LO7

(T8)
• The definition and evolution of retailing Ch 12 (SOL)
• Types of brick-and-mortar retailers
• E-commerce and other types of non-store
retailers Group
• Services and other intangibles Presentation

11 Promotion I: Advertising and Sales Promotion LO7

(T8)
• Communication model, traditional promotion Ch 13 (SOL)
mix, mass and personal communication
Group
• Overview of promotion planning
Presentation
• Advertising
• Sales promotion
 12 Promotion II: Social Media Marketing, Direct/Database LO7
Marketing, Personal Selling, and Public Relations (T8)

• Social media marketing

• Direct marketing
• Personal selling
• Public relations

13 Final Paper Presentations - 1 Group

(All group papers must be submitted) Presentation
14 Final Paper Presentation -2 Group
Presentation
Teaching/Learn In this course, the teaching method is the student-centered learning (SCL) method, and will
ing use active lecturing and group presentations.
Methodology

Assessment
Method in
LO3 LO4 LO5 LO6 LO7
Alignment with
Intended Description (%)
T1-4.
Learning T 1-2 T1-7 T1-7 T1-4 T5 T8
Outcomes T6-T7
Weekly
15 v v v
presentation
Quiz
(Tutor)/Parti
cipation/
10 v
Guest
lecture
summary
Final
Assignment 20 v v v
Report and
Presentation
Mid 30 100%
Examination
Final 25 100%
Examination
Total 100
Details of learning Throughout the course, students are obligated to do the assignments below:
methods

Group Assignments

Group assignments comprise of weekly presentation and final paper and assignment
(marketing strategy and retail visit). Final papers must be handed in a before session 13
on the dates specified in the syllabus/specified by the lecturers.

A. Group Presentation:
o Weekly Presentation: Each group will present a certain topic as specified in
the syllabus.
o Final Project (marketing strategy and retail visit) Presentation: Each group will
present their findings from the marketing strategy analysis (of a specified
product) and retail visit in session 13 and 14 (the last two sessions).
o Group presentations will be marked based on the following criteria: content
(concise, coherent, comprehensive), interactivity and visual aid.

B. Weekly Presentation
Students will be divided in 6-8 groups (can be the same group with the Final
Paper Group). They have to answer the questions given by the Lecturer a week
before, and present them in PPT format in front of the class.

C. Marketing Strategy Analysis and Retail Visit

• Students will form 6-8 groups for the assignment (depending on the
number of students in each class). Each group must choose 1 brand for the
topic of the final paper. Each group must inform the lecturer of their chosen
brand in week 3 of the course.
• Each group must choose relatively new brands (only been in the market for
the last 3 years at the most). The lecturer must check that each group
choose different brands. If there are two or more groups choosing the same
brand, only the first group can use the brand. The remaining groups must
choose other brands as their papers’ topic.
• Final paper must be submitted before session 13 (the exact date will be
informed later). The paper must be presented in session 13 and 14.
• The paper must cover the strategy of the product (Segmenting-Targeting-
Positioning (STP) and the marketing mix (4ps) of the product), group
suggestions on how to improve the product’s marketing strategy, and retail
visit report.
• Each group must visit at least two retail outlets and online store that sell the
product. Retail visit must report: the product displays in each outlet, selling
price in each outlet, special promotions of the product (if any), and the
behaviour of product’s buyers.
• The paper must use Times New Roman font, size 12, 1.15 spaced, standard
margins. The paper must consist of 15-30 pages (including list of references
and appendixes).
 • All groups must submit their papers on time (before session 13 or on the
date specified by the lecturers). Failing in submitting paper on-time will
cause a 5-point reduction/day of the paper’s grade. Papers submitted later
than 3 days after the deadline will not be accepted.
• Each student must present on the presentation day. If a student fails to
present during his/her group presentation, the student will get an
automatic 0 (zero) for his/her final presentation grade component.

D. Final Paper Outline

1. Introduction: Short explanations on the product, background history of the
company, and the current position and achievements (if any) of the
product.
2. Current marketing strategy: Detailed explanations on current Segmenting-
Targeting-Positioning (STP) and marketing mix (product-price-place-
promotions) of the product.
3. Retail visit report: Report of at least two different retail outlets dan online
stores, selling the product (for example, Carrefour, Giant, dan Shopee,
selling Bakmi Mewah). Report must cover product display on the outlets,
selling price, different promotions tactics applied in the retail outlets, and
the product buyers’ behaviour.
4. Suggestions on how to improve the product marketing strategy (might be
suggestions on the marketing mix or even on the STP strategy) in order to
improve product’s awareness and sales.
5. Conclusions
6. List of references, appendixes (pictures, retail list, product variance list, etc).

Lecturer Policy: Assignments should be handed-in no later than the due date
announced. Any late work will be assessed a penalty of 5 point a day (max 2 days). Work
handed-in later than two days after due date will be marked as zero.

Schedule of
Assistance or Lab
Assistance/Tutorial will be held at least 10 times/semester. Assistant will give
(similar to the
schedule of assignments, homework and quizzes in the tutorial class sessions. Students’ activities in
teaching faculty) tutorial class will be graded and become part of students’ final grades for this course.

Student Study
Effort Expected Class Contacts:
Lectures 35 Hours
Tutor 15 Hours
Presentation 5 Hours
Other student study effort:
Preparation for project/assignment/tests 40 Hours

Reading List and Required Readings:

References 1. Solomon, M.R. Marshall, G.W. Stuart, E.W. (2018), Marketing: Real People Real
Choices, 9th edition. New Jersey: Pearson. (SOL)
2. Schiffman, L.G. Wisenblit, J.L. (2015). Consumer Behavior. Global Edition. 11th
 edition. Essex, England: Pearson. (SW)

Plagiarism Plagiarism is defined as inserting words/sentences/ideas belonging to other author(s) in

part or in whole without referring to the sources. Students must indicate the source of
any word/sentence from other author(s) in his/her writing.
Plagiarism also refers to the copying in part or in whole of other student’s assignment,
or copying from books, journals, web, magazines, newspapers, etc.
Plagiarism includes also the act of auto-plagiarism defined as the use of one’s own
words/sentences/ ideas taken from other assignment/paper that have been submitted
for grading in other or same course without any reference to its/their source/s.
In accordance to the disciplinary rules and code of ethics for students as indicated on
the Guidebook of FEB UI, students are prohibited to conduct plagiarism, and will be
sanctioned/punished accordingly.
The sanctions/punishment are as follows:

• First time offense: The minimum sanction is a Zero (0) grade for the assignment,
and the maximum is an F grade for the course.

• Second time offense: F grade for the course.

• Third time offense: the student will be expelled from Department of

Management, FEB UI.

Statement of It is mandatory that a Statement of Authorship must be included and posted on the
Authorship front page of the assigned paper.

Statement of Authorship

I/We.........................the undersigned declare to the best of my/our ability that the

paper/assignment herewith is an authentic writing carried out by myself/ourselves. No
other authors or work of other authors have been used without any reference to its
sources.

This paper/assignment has never been presented or used as a paper assignment for
other courses except if I/we clearly stated otherwise.

I/We fully understand that this assignment can be reproduced and/or communicated
for the purpose of detecting plagiarism.
Name :
Student’s ID Number :
Signature :
Course :
Paper/Assignment Title:
Date :
Lecturer :

(signed by all and every single student if it’s a group assignment)