{"id":15368,"date":"2024-06-26T04:39:17","date_gmt":"2024-06-26T04:39:17","guid":{"rendered":"https:\/\/ocw-mirror.telkomuniversity.ac.id\/course\/membangun-merk-yang-tangguh-analisis-pasar-konsumen-dan-bisnis-posisi-merek-persaingan-dan-pendorong-pertumbuhan\/"},"modified":"2025-04-28T08:02:32","modified_gmt":"2025-04-28T08:02:32","slug":"building-resilient-brands-consumer-and-business-market-analysis-brand-positioning-competition-and-growth-drivers","status":"publish","type":"courses","link":"https:\/\/ocw-mirror.telkomuniversity.ac.id\/en\/course\/building-resilient-brands-consumer-and-business-market-analysis-brand-positioning-competition-and-growth-drivers\/","title":{"rendered":"Building Resilient Brands: Consumer and Business Market Analysis, Brand Positioning, Competition, and Growth Drivers"},"content":{"rendered":"
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Source : onlinelearning.telkomuniversity.ac.id<\/span><\/a><\/div>\n<\/blockquote>\n
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OVERVIEW<\/a><\/div>\n
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MARKETING MANAGEMENT<\/strong><\/u><\/p>\n

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1. Course Identity<\/strong><\/p>\n

Marketing Management (EBJ2C4) course in the Telecommunication and Information Business Management Study Program is conducted in the 4th semester as a compulsory course of the IBM (ICT-Based Management) expertise group. The purpose of this course is that students can create a marketing plan for an existing company and be able to explain the development of current competition, the role of marketing management, the marketing management process, the scope of marketing management, market-oriented strategic planning and the role of market information systems in the era of industrial technology 4.0.<\/p>\n<\/div>\n<\/div>\n<\/div>\n

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2. Course Profile and History<\/strong><\/p>\n

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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.<\/p>\n<\/div>\n<\/div>\n<\/div>\n

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At the time of the consignment to make changes to the transition curriculum to the 2016 curriculum, it was decided that MBTI Study Program had three concentrations, namely: First, Telkcomatic concentration which is the result of the fusion of Telecommunication concentration and Informatics concentration. Second, MedCon concentration which is the result of the merger of Media concentration and Content concentration. Third, the ICT International concentration which is a concentration for the international MBTI program. Basically, the ICT International concentration refers to the Telcomatic concentration, but there are some adjustments, among others; using the English language of instruction and the credit load per semester is denser because there are seven semesters.<\/p>\n

3. Course Urgency<\/strong><\/p>\n

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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 \u201ccontact\u201d 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.<\/p>\n

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4. Links to Other Courses
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The Marketing Management course is a compulsory course and a prerequisite for elective courses in the following semester in the IBM Research Group.
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5. Learning Outcome Map<\/p>\n

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  1. Students are able to explain the scope of marketing management.<\/li>\n
  2. Students are able to formulate marketing management.<\/li>\n
  3. Students are able to identify the marketing management mix.<\/li>\n
  4. Students are able to choose marketing communication media.<\/li>\n
  5. Students are able to make marketing plan proposals for marketing management for a company, preferably a service-based company.<\/li>\n<\/ol>\n
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    6. Subject matter<\/p>\n

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    Subject 1<\/strong><\/td>\n:<\/span><\/strong><\/td>\n\n

    Defining Marketing Management.<\/span><\/p>\n<\/td>\n<\/tr>\n

    Subject 2<\/strong><\/td>\n:<\/span><\/strong><\/td>\nDeveloping Marketing Strategies and Plans;\u00a0Collecting Information and Forecasting Demand.<\/span><\/td>\n<\/tr>\n
    Subject 3<\/strong><\/td>\n:<\/span><\/strong><\/td>\nCreating Long-Term Loyalty Relationships;\u00a0Identifying Market Segments and Targets.<\/td>\n<\/tr>\n
    Subject 4<\/strong><\/td>\n:<\/span><\/strong><\/td>\nAnalyzing Consumer Markets.<\/span><\/td>\n<\/tr>\n
    Subject 5<\/strong><\/td>\n:<\/span><\/strong><\/td>\nAnalyzing Business markets.<\/span><\/td>\n<\/tr>\n
    Subject 6<\/strong><\/td>\n:<\/span><\/strong><\/td>\nCrafting the Brand Positioning<\/a>;\u00a0Creating Brand Equity.<\/span><\/td>\n<\/tr>\n
    Subject 7<\/strong><\/td>\n:<\/span><\/strong><\/td>\nAddressing Competition and Driving Growth.<\/td>\n<\/tr>\n
    Subject 8<\/strong><\/td>\n:<\/span><\/strong><\/td>\nAcademic Evaluation CLO 1<\/td>\n<\/tr>\n
    Subject 9<\/strong><\/td>\n:<\/span><\/strong><\/td>\nSetting Product Strategy;\u00a0Developing Pricing Strategies and Programs.<\/td>\n<\/tr>\n
    Subject 10<\/strong><\/td>\n:<\/span><\/strong><\/td>\nDesigning & Managing Integrated Marketing Channels;\u00a0Managing Retailing, Wholesaling, and Logistics.<\/td>\n<\/tr>\n
    Subject 11<\/strong><\/td>\n:<\/span><\/strong><\/td>\nAn Introduction to Integrated Marketing Communications.<\/span><\/td>\n<\/tr>\n
    Subject 12<\/strong><\/td>\n:<\/span><\/strong><\/td>\nManaging Mass Communications.<\/span><\/td>\n<\/tr>\n
    Subject 13<\/strong><\/td>\n:<\/span><\/strong><\/td>\nManaging Personal Communications.<\/span><\/td>\n<\/tr>\n
    Subject 14<\/strong><\/td>\n:<\/span><\/strong><\/td>\nMarketing Plan Presentation \u2013 Session 1<\/span><\/td>\n<\/tr>\n
    Subject 15<\/strong><\/td>\n:<\/span><\/strong><\/td>\nMarketing Plan Presentation \u2013 Session 2<\/span><\/td>\n<\/tr>\n
    Subject 16<\/strong><\/td>\n:<\/span><\/strong><\/td>\nAcademic Evaluation CLO 2<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n\u00a0<\/td>\n\u00a0<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

    7. Course Reference<\/strong><\/p>\n<\/div>\n

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    1. Kottler, P., & Keller, K.L. (2016). Marketing Management. 15th Edition. Pearson Education, Inc.<\/li>\n
    2. Kottler, P., & Armstrong, N. (2016). Principles of Marketing. 16th Edition. Pearson Education, Inc.<\/li>\n
    3. kottler, P., Keller, K.L., & Chernev, A. (2022). Marketing Management. 16th Edition. Global Edition, Pearson, Inc.<\/li>\n
    4. Solomon, M.R., Marshall, G., & Stuart, E.W. (2018). Marketing: Real People, Real Choices. 9th Edition. Pearson Education, Inc.<\/li>\n
    5. 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 product made in Indonesia. Pertanika Journal of Social Science and Humaniora, 24(S), 51-62.<\/li>\n
    6. Rachmawati, I. (2020). Service quality role on customer\u2019s loyalty of Indonesia internet service provider during Covid-19. Jurnal Manajemen dan Pemasaran Jasa, 13(2), 167-180.<\/li>\n<\/ol>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

      Source : onlinelearning.telkomuniversity.ac.id \u00a0 \u00a0 OVERVIEW \u00a0 MARKETING MANAGEMENT 1. Course Identity Marketing Management (EBJ2C4) course in the Telecommunication and Information Business Management Study Program is conducted in the 4th semester as a compulsory course of the IBM (ICT-Based Management) expertise group. The purpose of this course is that students can create a marketing plan […]<\/p>\n","protected":false},"author":1,"featured_media":13892,"template":"","course-category":[178,178,189,189],"course-tag":[],"class_list":{"0":"post-15368","1":"courses","2":"type-courses","3":"status-publish","4":"has-post-thumbnail","5":"hentry","6":"course-category-ocw-en","8":"course-category-fakultas-ekonomi-dan-bisnis-feb-en"},"acf":[],"_links":{"self":[{"href":"https:\/\/ocw-mirror.telkomuniversity.ac.id\/en\/wp-json\/wp\/v2\/courses\/15368","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ocw-mirror.telkomuniversity.ac.id\/en\/wp-json\/wp\/v2\/courses"}],"about":[{"href":"https:\/\/ocw-mirror.telkomuniversity.ac.id\/en\/wp-json\/wp\/v2\/types\/courses"}],"author":[{"embeddable":true,"href":"https:\/\/ocw-mirror.telkomuniversity.ac.id\/en\/wp-json\/wp\/v2\/users\/1"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ocw-mirror.telkomuniversity.ac.id\/en\/wp-json\/wp\/v2\/media\/13892"}],"wp:attachment":[{"href":"https:\/\/ocw-mirror.telkomuniversity.ac.id\/en\/wp-json\/wp\/v2\/media?parent=15368"}],"wp:term":[{"taxonomy":"course-category","embeddable":true,"href":"https:\/\/ocw-mirror.telkomuniversity.ac.id\/en\/wp-json\/wp\/v2\/course-category?post=15368"},{"taxonomy":"course-tag","embeddable":true,"href":"https:\/\/ocw-mirror.telkomuniversity.ac.id\/en\/wp-json\/wp\/v2\/course-tag?post=15368"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}