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    Silabus Marketing UGM

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    kunthi1211
    This document is a syllabus for a Marketing Management course. It outlines the course objectives, which are for students to learn how to assess marketing opportunities by analyzing customers, competitors and companies, and design effective marketing programs using product, price, promotion and place strategies. It provides information on the instructor, attendance policy, grading breakdown, required textbook and schedule. The course will cover topics related to marketing strategy, research, customer value, segmentation, competition, branding, products, pricing, distribution and communications. Students will complete exams, discussions, quizzes, a case presentation and marketing plan.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Silabus Marketing UGM

    Uploaded by

    kunthi1211
    24 views3 pages
    This document is a syllabus for a Marketing Management course. It outlines the course objectives, which are for students to learn how to assess marketing opportunities by analyzing customers, competitors and companies, and design effective marketing programs using product, price, promotion and place strategies. It provides information on the instructor, attendance policy, grading breakdown, required textbook and schedule. The course will cover topics related to marketing strategy, research, customer value, segmentation, competition, branding, products, pricing, distribution and communications. Students will complete exams, discussions, quizzes, a case presentation and marketing plan.

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    Silabus Marketing

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    This document is a syllabus for a Marketing Management course. It outlines the course objectives, which are for students to learn how to assess marketing opportunities by analyzing customers, competitors and companies, and design effective marketing programs using product, price, promotion and place strategies. It provides information on the instructor, attendance policy, grading breakdown, required textbook and schedule. The course will cover topics related to marketing strategy, research, customer value, segmentation, competition, branding, products, pricing, distribution and communications. Students will complete exams, discussions, quizzes, a case presentation and marketing plan.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    24 views3 pages

    Silabus Marketing UGM

    Uploaded by

    kunthi1211
    This document is a syllabus for a Marketing Management course. It outlines the course objectives, which are for students to learn how to assess marketing opportunities by analyzing customers, competitors and companies, and design effective marketing programs using product, price, promotion and place strategies. It provides information on the instructor, attendance policy, grading breakdown, required textbook and schedule. The course will cover topics related to marketing strategy, research, customer value, segmentation, competition, branding, products, pricing, distribution and communications. Students will complete exams, discussions, quizzes, a case presentation and marketing plan.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 3

    Syllabus*

    Marketing Management

    Instructor: BM. Purwanto, MBA, Ph. D.


    Office: Office of Director of Master of Science and Doctorate Program
    in Economics, Accounting, and Management, 3rd floor.
    Phone: (0274) 580726, 524607
    Fax: (0274) 524606
    email: [email protected]
    Mobile: 0811 254 665

    Course Background and Objectives

    There is only one valid definition of business purpose: to create a customer.


    Customer buys value. Value determines what a business is, what it produces,
    and whether it will prosper (Peter Drucker; The Practice of Management). By
    creating and fulfilling wants and needs, marketing creates value for customers.
    The value it creates translates to substantial dividends for the firm and its
    stakeholders.

    The goal of this course, accordingly, is to delineate the means of creating and
    fulfilling these wants and needs. Creating this value requires that the marketing
    manager must:
    1. effectively assess marketing opportunities by analyzing customers,
    competitors, and company (the 3 C's), and
    2. design effective marketing programs by selecting appropriate strategies
    for pricing, promotion, place, and product (the 4 P's)

    Hence, at the completion of this course, you should be able to assess marketing
    opportunities by analyzing customers, competitors, and the company, and able to
    design effective marketing programs by selecting appropriate product, price,
    promotion, and place strategies.

    Attendance and Participation

    This class is for you to discuss marketing management issues - please speak up!
    Comments should reflect the reading. Meaningful participation will be considered
    with borderline final grades. Hence, attendance and insightful participation in
    discussion is required. In the event an assignment is missed due to absence, it
    cannot be made up, unless arrangements are made prior to the absence.

    No make-up exams will be given for exams missed without prior approval of the
    instructor. Materials (cases, papers, presentations) will not be accepted late.
    You should read assigned material and come to class prepared to discuss the
    subjects to be covered. Class attendance is an important factor in learning and
    an indicator of course grades.

    Please note FE-UGM attendance policy: if you miss more than 25% of classes,
    you will be dropped. Unless receiving notice from Academic Affairs reflecting an
    extenuating circumstance, this policy remains in addition to the course policy
    stated above.

    Class
    1. Respect others
    2. We will begin and end on time
    3. Please turn off cell phones
    4. Act Professional
    5. No plagiarism

    Grading

    Your final grade will be assigned based on


    1. Midterm exam = 20%
    2. Final exam = 20%
    3. Participation in class-discussion = 15%
    4. Quizzes (5) = 15%
    5. Case presentation = 15%
    6. Marketing Plan = 15%

    A = 90 – 100%; B = 80 – 89%; C = 70 – 79%; D = 60 – 69%; E = < 60%

    Textbook

    Kotler, Philip and Kevin Lane Keller (2006), Marketing Management, 12th ed.,
    Pearson Education, Inc., Upper Saddle River, New Jersey.

    Schedule

    Class Topics Source

    1 Introduction to marketing management Ch. 1


    2 Marketing strategy and plan Ch. 2
    3 Marketing insights and research Ch.3 and 4
    4 Creating customer value, satisfaction, and Ch. 5
    loyalty
    5 Consumer markets and business markets Ch. 6 and 7
    6 Segmentation, targeting, and positioning Ch. 8 and 10
    7 Competition Ch. 11
    8 Creating Brand Equity Ch. 9
    9 Product and Services Ch. 12 and 13
    10 Pricing Ch. 14
    Network and channels Ch. 15
    11 Marketing communication Ch. 17, 18, and 19
    Marketing Organization Ch. 20
    12 Presentation: Marketing plan
    13 Presentation: Marketing plan
    14 Presentation: Marketing plan

    *This syllabus is subject to be revised or improved

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