COURSE OUTLINE Magister Manajemen IKPIA PERBANAS STRATEGIC MARKETING MANAGEMENT
COURSE CODE SCHEDULE LECTURER
OBJECTIVES
Sabtu, 10.05 – 12.05
Dr.M.Gunawan Alif Dr.Rima Agristina
1. Mahasiswa memahami konsep-konsep dasar manajemen pemasaran strategik 2. Mahasiswa memahami kaitan dan peranan manajemen pemasaran strategik dengan manajemen strategik, serta penerapannya di perusahaan 3. Mahasiswa memahami proses perencanaan pemasaran strategik 4. Mahasiswa memahami berbagai analisis yang diperlukan dalam manajemen pemasaran strategik 5. Mahasiswa memahami keputusan-keputusan yang terkait dengan manajemen pemasaran strategik 6. Mahasiswa memahami perkembangan teori dan aplikasi manajemen pemasaran strategik terkini beserta penerapannya dalam mengelola perusahaan dan memenangkan persaingan global
GENERAL OVERVIEW OF THE COURSE
Mahasiswa akan mempelajari konsep-konsep dasar dari manajemen pemasaran strategik sehingga dapat merancang perencanaan pemasaran strategik, melakukan berbagai analisis dalam pemasaran strategik serta memahami keputusan-keputusan apa saja yang diambil dalam konteks manajemen pemasaran strategik. Mahasiswa juga diberikan pemahaman mengenai alat-alat analisis dalam manajemen pemasaran strategik sehingga memiliki kemampuan untuk mengidentifikasi permasalahan dan mengembangkan berbagai alternatif solusi bagi permasalahan tersebut. Selanjutnya mahasiswa juga diberikan pemahaman mengenai perkembangan dari manajemen pemasaran strategik serta penerapannya dalam perusahaan melalui pembelajaran kasus.
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Strategic Marketing Management : January 2011 –RA
GRADUATE COMPETENCIES EXPECTATIONS HARD COMPETENCIES
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Analytical / Quantitative Skills that emphasize techniques for improving problem-solving by making problem-solving a more rational, analytical process
Computer skills The fundamental skills needed for seeking information utilizing hardware, software, and internet.
SOFT COMPETENCIES
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Entrepreneurial The creation of wealth – adding value √
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Risk taking A decision making situation which only the probabilities of the possible outcomes are known Written Communication The ability to use written language effectively.
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Learning Method
References
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1. 2. 3. 4.
Customer orientation Remaining competitive in an increasingly global environment companies needed to create an environment in which the customer was at the center of every decision. Decision making The process through which a problem was identified solution objectives defined, a pre-decision made, alternatives generated and evaluated, and the best alternative chosen and implemented. Leadership / Interpersonal Behavior and characteristics of individuals who use their influence to coordinate and direct the activities of others toward group objectives. Oral communication The transfer of information from one person to another by the process of speaking and listening Team Building A planned organizational development technique with a group of people who may have common organizational relationships and goals designed to improve how work gets done. Strategic Thinking & Systemic Thinking The process of determine the alternatives solution through perceiving, understanding, and reasoning process by considering the short and long term implications. Change Management Initiating and implementing the change process by taking into account the existing landscape of its internal and external environment
Contextual and Reflective Learning Individual Presentation Group Presentation Discussion
Alsem, Karel Jan (2007), Strategic Marketing : An Applied Perspectives, Int’l edition, New York : Mc.Graw Hill. (AKJ) Best, Roger J.(2009), Market Based Management : Strategies for
Strategic Marketing Management : January 2011 –RA
Growing Customer Value and Profitability, 5th edition, New Jersey : Pearson Prentice Hall (BR) Craven, David W & Crittenden, Victoria L & Lamb Jr.,Charles W. (2001), Strategic MarketingManagement Cases, 7 thedition, The Irwin Publishing. Kerin, Roger A.& Peterson, Robert.A (2010), Strategic Marketing Problem : Cases and Comments, 12th edition, New Jersey : Pearson Prentice Hall (KP) Individual Presentation
30%
Group Presentation
30%
Class Partisipation
10%
Midt Term and Final Exam
30%
Grading Criteria
COURSE DETAILS & SCHEDULES Classes
Topics: Lecturer
1. Strategic Planning, Strategic Management, Stretegic Marketing 2. The Core of the Marketing Strategy 3. The Importance of an Environmental Analysis
Mission, Value Strategies & Market Definition Dr. M. Gunawan Alif Individual Presentation
1. Developing a Customer Vision 2. Value Strategies 3. Market Definition
Internal Analysis Dr. M. Gunawan Alif Individual Presentation
1. Objectives and Identification of the problem 2. Competitice Advantage as an Analytical Model 3. Indentifying Competitive Advantages
Customer Analysis Dr. Rima Agristina Individual Presentation
1. Phases in the Customer Analysis 2. Segmentation Research 3. Research Into Customer Value
Industry Analysis Dr. M. Gunawan Alif Group Presentation
1. Competitive Analysis : Industry & Competitors 2. Goal & Structure of the Industry Analysis 3. Macrienvironmental & Aggregated Market Factors 4. Determining Market Attractiveness
Competitor Analysis Dr. M. Gunawan Alif Group Presentation
1. Goal & Structure of the Competitor Analysis 2. Objectives & Current Strategies of Competitors 3. Factors that Determine Success & Strengths and Weaknesses
1 (22/1/11)
2 (29/1/11)
3 (5/2/11)
4 (12/2/11)
5 (19/2/11)
6 (26/2/11)
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Sub Topics
The Strategic Marketing Planning Process Dr. M. Gunawan Alif
Strategic Marketing Management : January 2011 –RA
Oriented
Classes
Topics: Lecturer
7 (12/3/11)
Sub Topics Midt Term Exam
Analysis of Distribution & Suppliers Dr. M.Gunawan Alif
1. Goal & Structure of a Distribution Analysis 2. Distribution Analysis at the Macro, Meso & Micro Level 3. Analysis of the Suppliers
From Analysis to Strategy Dr. Rima Agristina Individual Presentation
1. Forecasting Method 2. SWOT Analysis 3. Postfolio Analysis
Corporate Objectives & Corporate Strategies Dr.Rima Agristina Individual Presentation
1. Corporate Mission & Corporate Objectives 2. Corporate Strategy : Where to Compete 3. Corporate Strategy : With Whom to Compete 1. Marketing Objectives 2. Segementation & Choice of a Target Group 3. Positioning & Managing Brand Values
8 (19/3/11)
9 (26/3/11)
10 (2/4/11)
11 (9/4/11)
12 (16/4/11)
13 (30/4/11)
Marketing Objectives & Marketing Strategies Dr.Rima Agristina Individual Presentation
Objectives and Strategies For Marketing Instruments Dr. Rima Agristina Group Presentation
1. Objectives for the Marketing Mix 2. Product, Price & Channel Decisions 3. Marketing Communication
Organization & Implementation of Marketing Dr. Rima Agristina Group Presentation
1. Organization of Marketing and Communication 2. Customer Orientation & Motivation 3. Selling the Plan : Internal Marketing
14 (7/5/11)
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Final Exam
Strategic Marketing Management : January 2011 –RA
Group Presentation, Individual Presentation and Class Participation
Group Presentation
Mahasiswa dibagi ke dalam grup. Setiap grup mahasiswa membahas dan mempresentasikan 1 kasus/jurnal yang akan diberikan pada sesi 2 dan sesi 8 perkuliahan dan ditentukan pembagiannya pada pertemuan pertama. Setiap grup mempersiapkan bahan presentasi dalam bentuk power point dan menyerahkan 1 copy bahan presentasi pada pengajar.
Lama Presentasi Diskusi
Mahasiswa dinilai berdasarkan pemahaman teori/kasus, kemampuan menjelaskan dan presentasi, kemampuan menjawab pertanyaan.
: Max.45 menit. : Max.45 menit.
Individual Presentation
Setiap mahasiswa akan mendapat kesempatan 2 kali presentasi singkat sebelum dan sesudah midt term exam (UTS). Topik Presentasi adalah materi kuliah pada pertemuan tersebut.
Class Participation Dinilai dari keaktifan dan ketepatan mahasiswa dalam menjawab pertanyaan-pertanyaan yang diajukan pengajar pada setiap pertemuan. Dinilai dari keaktifan dan pemikiran kritis mahasiswa dalam diskusi pada sesi presentasi grup.
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Strategic Marketing Management : January 2011 –RA
