Determination of courses can be done by grouping equivalent study materials, then giving a name to the group of study materials. The rules in grouping are; each study material (BK) can only be included in one course (MK), one course (MK) can contain one or more study materials (BK). The determination of MK is divided into three profiles, namely: Determination of MK Manager Profile, Determination of MK Analyst Profile in Consulting & Research Institutions, and Determination of MK Independent Young Entrepreneur Profile. Marketing Management is one of the compulsory courses in the field of marketing management. Marketing management courses are grouped into Manager Profile courses. The profile of a graduate manager in the field of marketing management is to be able to understand the theories, concepts, methods, and analytical tools related to managerial in the field of marketing.

Marketing management is a marketing planning concept that involves all forms of the marketing mix in order to influence the target market. The goal of marketing management is to influence the behavior of its target audience. Therefore, marketing management is not only used to influence audience awareness of a brand but is also able to move people to action. In marketing management, the use of marketing communication strategies is based on the needs of customers and potential customers. Therefore, it is necessary to conduct research to find out what the market wants so that it can develop appropriate and effective marketing methods. Using one or all means to make “contact” KPT uses all forms of communication that can connect the brand or company with customers or potential customers. All forms of Communication (e.g. advertising, PR, distribution networks, sales promotion, or direct marketing) are potential messaging tools to enable contact or relationship between the company and the customer. In order for marketing planning to run well, it requires continuity or coordination between all communication elements (advertising, point of purchase, sales promotion, events, etc.). This aims to produce a strong brand image so that it can move consumers. Successful marketing communication requires a relationship between the brand and its customers. With this relationship, it is expected to be able to become a hook between the brand and consumers to generate consumer loyalty to the brand.