Course determination can be carried out by grouping equivalent study materials and then naming the group of materials. The rule in grouping is that each Study Material (BK) can only belong to one course (MK), but a course can consist of one or more study materials (BK). Course profiles are divided into three: Manager Profile Courses, Analyst at Consulting & Research Institute Profile Courses, and Young Independent Entrepreneur Profile Courses. Marketing Management is categorized as a compulsory course under the Manager Profile. Graduates with a manager profile in marketing management are expected to understand the theories, concepts, methods, and analytical tools related to marketing management. During the curriculum transition to the 2016 curriculum, it was decided that MBTI program has three concentrations: First, the Telkcomatic concentration, a merger of the Telecommunication and Informatics concentrations. Second, the MedCon concentration, a merger of the Media and Content concentrations. Third, the ICT International concentration for the MBTI international program. Basically, ICT International refers to Telkcomatic concentration, but with adjustments, including the use of English as the medium of instruction and a denser credit load as it spans only seven semesters.
3. Course Urgency
Marketing management is a marketing planning concept that involves all forms of marketing mix to influence the target market. Its goal is to influence the behavior of the target audience. Thus, marketing management is not only used to raise brand awareness but also to drive people to take action. Marketing strategies are based on the needs of customers and potential customers. Research is needed to understand market desires and formulate the right and effective marketing methods, establishing “contact” with the target audience through various communication means (advertising, PR, distribution networks, sales promotion, direct marketing). Effective marketing planning requires coordination among communication elements (advertising, point of sale, sales promotion, events) to create a strong brand image that can influence consumers. Successful marketing communication builds relationships between the brand and its customers, fostering loyalty.
4. Relation to Other CoursesMarketing Management is a compulsory course and a prerequisite for elective courses in subsequent semesters in the IBM expertise group.
5. Learning Outcomes Map (CP)- Students are able to explain the scope of marketing management.
- Students are able to formulate marketing management strategies.
- Students are able to identify the marketing management mix.
- Students are able to select marketing communication media.
- Students are able to create a marketing plan proposal for a company, preferably a service-based company.
6. Main Topics| Main Topic 1 | : | Defining Marketing Management. | | Main Topic 2 | : | Developing Marketing Strategies and Plans; Collecting Information and Forecasting Demand. | | Main Topic 3 | : | Creating Long-Term Loyalty Relationships; Identifying Market Segments and Targets. | | Main Topic 4 | : | Analyzing Consumer Markets. | | Main Topic 5 | : | Analyzing Business Markets. | | Main Topic 6 | : | Crafting the Brand Positioning; Creating Brand Equity. | | Main Topic 7 | : | Addressing Competition and Driving Growth. | | Main Topic 8 | : | Academic Evaluation CLO 1 | | Main Topic 9 | : | Setting Product Strategy; Developing Pricing Strategies and Programs. | | Main Topic 10 | : | Designing & Managing Integrated Marketing Channels; Managing Retailing, Wholesaling, and Logistics. | | Main Topic 11 | : | An Introduction to Integrated Marketing Communications. | | Main Topic 12 | : | Managing Mass Communications. | | Main Topic 13 | : | Managing Personal Communications. | | Main Topic 14 | : | Marketing Plan Presentation – Session 1 | | Main Topic 15 | : | Marketing Plan Presentation – Session 2 | | Main Topic 16 | : | Academic Evaluation CLO 2 |
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7. Course References
- Kotler, P., & Keller, K.L. (2016). Marketing Management. 15th Edition. Pearson Education, Inc.
- Kotler, P., & Armstrong, N. (2016). Principles of Marketing. 16th Edition. Pearson Education, Inc.
- Kotler, P., Keller, K.L., & Chernev, A. (2022). Marketing Management. 16th Edition. Global Edition, Pearson, Inc.
- Solomon, M.R., Marshall, G., & Stuart, E.W. (2018). Marketing: Real People, Real Choices. 9th Edition. Pearson Education, Inc.
- Rachmawati, I., Sary, F.P., & Perdani, D.R. (2016). Influence of the Use of Brands in a Foreign Language (English) on the Purchase Decision Process of Cosmetic Products Made in Indonesia. Pertanika Journal of Social Science and Humanities, 24(S), 51-62.
- Rachmawati, I. (2020). Service Quality Role on Customer’s Loyalty of Indonesia Internet Service Provider During Covid-19. Jurnal Manajemen dan Pemasaran Jasa, 13(2), 167-180.
