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SYLLABUs

[TIN 216]
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Kode Mata Kuliah (Course Code):


TIN 216
Program Studi (Study Program) :
Teknik Industri
Mata Kuliah Pra-syarat (Course
Prerequisite) :
Revisi (Revision Status): [R-1/2/3/4/5/...]

Nama Mata Kuliah (Course Name) :


Manajemen Pemasaran / Marketing
Management
Fakultas (Faculty) :
Teknik dan Ilmu Komputer
Kredit (Credit) : 2 SKS
Kuliah
Tutorial :
Praktikum
(Lecture) :
(Practicum):
2
0
0
Semester Ganjil/Genap*(Odd/Even
Semester*)
Tahun Akademik 2013/2014 (AY
2013/2014)

Lecturers name:
-

COURSE DESCRIPTION
Marketing Management is the art and science of choosing target markets and
getting, keeping and growing customers through creating, delivering and
communicating superior value. Marketing Management seeks to meet
organizational objectives by effectively satisfying customers in a dynamic
environment.
This course will addresses marketing strategy plan includes segmentation,
targeting and positioning and four elements of marketing mix such as product,
price, place and promotion.
COURSE OBJECTIVES
This course has four main objectives, and these directly relate to the major
themes that will be emphasized throughout. The course aims to:
To understand the role of marketing management in the firm
To understand analytical concepts and techniques currently being used in
marketing
To develop the ability to define and analyze the marketing problems dealt
with by managers
To improve familiarity with current challenges and issues in marketing
METHODS OF INSTRUCTIONS
Classroom instruction consists of lectures, discussions, and group presentation in
each session.
ATTENDANCE REQUIREMENT
In compliance with academic rules.

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ASSESSMENT
Mid test
Final test
Others

30%
40%
30%

MATERIAL REFERENCES AND REQUIRED SUPPLIES


Required Text
Cannon, J. P., Perreault, W.D., and McCarthy, E. J. (2008). Basic Marketing (16 th
Edition). McGraw-Hill
Reference:
COURSE OUTLINE
This section should show topics, sub-topics, specific method of instruction/ delivery and
material references.
Sessio
n

Topic & Sub-topics

Distribution for Group Presentation and Final


Group Assignment (Marketing Strategy)
Marketings Importance to Consumers, Firms,
and Society: How Should We Define Marketing?
Marketings Role Has Changed a Lot over the
Years, What Does the Marketing Concept Mean?
The Marketing Concept and Customer Value
Marketing Strategy Planning
The Management Job in Marketing, Marketing
Strategy Planning, Selecting A Market-Oriented
Strategy , Developing Marketing Mixes for Target
Markets, The Marketing Plan as a Guide to
Implementation and Control, the Marketing
Program Should Build Customer Equity, The
Importance of Marketing Strategy Planning,
Creative Strategy Planning Needed for Survival,
What are Attractive Opportunities, Marketing
Strategy
Planning
Process
Highlights
Opportunities
Focusing
Marketing
Strategy

Segmentation and Positioning


Search for Opportunities Can Begin by
Understanding
markets,
Naming
ProductMarkets
and
Generic
Markets,
Market
Segmentation Defines Possible Target Markets,
What Dimensions are Used to Segment Markets,
a Best Practice Approach to Segmenting
Product-Markets, More Sophisticated Techniques
May Help in Segmenting, Differentiation and
Positioning Take the Customer Point of View

Material
referenc
es

Assignment

Ref. Text 1:
Ch. 1

Ref. Text 1:
Ch. 2

Ref. Text 1:
Ch. 3

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Topic & Sub-topics

Product Planning for Goods and Services


The Product Area Involves Many Strategy and
Services, Product Area Involves Many Strategy
Decisions, What is a Product, Differences in
Goods and Services, Whole Product Line Must be
Developed, Product Classes Help Plan Marketing
Strategies, Consumer Product Classes, Business
Products are Different, Business Product Classes,
Branding Needs a Strategy Decision, Conditions
Favorable
to
Branding,
Achieving
Brand
Familiarity is Not Easy, Protecting Brand Names
and Trademarks, What Kind of Brand to Use,
Who Should do the Branding The Strategic
Importance of Packaging, What is Socially
Responsible Packaging, Warranty Policies Area a
Part of Strategy Planning
Product Management and New-Product
Development
Innovation
and
Market
Changes
Create
Opportunities, Managing Products Over Their
Life Cycles, Product Life Cycles Should be
Related to Specific Markets, Product Life Cycles
Vary in Length, Planning for Different Stage of
Product Life Cycle, New-Product Planning, An
Organized New-Product Development Process is
Critical, New-Product Development: A Total
Company Effort, Need for Product Managers
Place
and
Development
of
Channel
Systems
Place and Development of Channel Systems,
Channel System May be Direct or Indirect,
Channel Specialist May Reduce Discrepancies
and Separations, Channel Relationship Must be
Managed, Vertical Marketing Systems Focus on
Final Customers, the Best Channel System
Should Achieve Ideal Market Exposure, Channel
Systems Can be Complex
Distribution
Customer
Service
and
Logistics
Physical Distribution Gets It to Customers,
Physical Distribution Customer Service, Physical
Distribution Concept Focuses on the Whole
Distribution System, Coordinating Logistics
Activities among Firms, the Transporting
Function Adds Value to a Marketing Strategy,
Which
Transporting
Alternative
is
Best,
Economies of Scale in Transporting, the Storing
Function and Marketing Strategy, Specialized
Storing Facilities May be Required ,the
Distribution Center
MID TEST EXAMINATION
Retailers, Wholesalers, and Their Strategy
Planning

Material
referenc
es

Assignment

Ref. Text 1:
Ch. 9

Ref. Text 1:
Ch. 10

Ref. Text 1:
Ch. 11

Ref. Text 1:
Ch. 12

Ref. Text 1:
Ch. 13
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11

Topic & Sub-topics

Retailers and Wholesalers Plan Their Own


Strategies, the Nature of Retailing, Planning a
Retailers Strategy, Conventional Retailers,
Expand Assortment and Service, Evolution of
Mass-Merchandising Retailers, Some Retailers
Focus on Added Convenience, Retailing on the
Internet, Why Retailers Evolve and Change,
Retailer Size and Profits, Differences in Retailing
in Different Nations, What is a Wholesaler,
Wholesaling is Changing with the Times,
Wholesalers Add Value in Different Ways,
Merchant Wholesalers Are the Most Numerous,
Agent Middlemen are Strong on Selling, What
Will Happen to Retailers and Wholesalers in the
Future
Promotion
and
Integrated
Marketing
Communication
Promotion Communicates to Targets Markets,
Several Promotion Methods are Available,
Promotion Blend Manager, Which Method to Use
Depend on Promotion Objectives, Promotion
Require Effective Communication, Integrated
Direct-Response Promotion is Very Targeted, The
Customer May Initiate the Communication
Process, How Typical Promotion Plans are
Blended and Integrated, Adoption Process Can
Guide Promotion Planning, Promotion Blends
Vary Over the Life Cycle, Setting the Promotion
Budget
Personal Selling and Customer Service
The Importance and Role of Personal Selling,
What Kinds of Personal Selling are Needed,
Order
Getters
Develop
New
Business
Relationships,
Order
Takers
Nurture
Relationships to Keep the Business Coming,
Supporting Sales Force Informs and Promotes in
the Channel, Customer Service Promotes the
Next Purchase, The Right Structure Helps Assign
Responsibility, Information Technology Provides
Tools to Do the Job, Sound Selection and Training
to Build a Sales Force, Compensating and
Motivating
Salespeople,
Personal
Selling
Techniques
Advertising and Sales Promotion
Advertising, Sales Promotion, and Marketing
Strategy Planning, Advertising is Big Business,
Advertising Objectives are a Strategy Decision,
Objectives Determine the Kinds of Advertising
Needed, Coordinating Advertising Efforts with
Cooperative Relationships, Choosing the Best
Medium, Advertising on the Internet, Planning
the Best Message, Advertising Agencies Often
Do
the
Work,
Measuring
Advertising

Material
referenc
es

Assignment

Ref. Text 1:
Ch. 14

Ref. Text 1:
Ch. 15

Ref. Text 1:
Ch. 16

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13

14

Topic & Sub-topics

Material
referenc
es

Effectiveness is Not Easy, How to Avoid Unfair


Advertising, Sales Promotion, Problems in
Managing Sales Promotion, Different Types of
Sales Promotion for Different Targets
Pricing Policies
Price Has Many Strategy Dimensions, Objectives
Should Guide Strategy Planning for Price, ProfitOriented Objectives, Sale-Oriented Objectives,
Status Quo Pricing Objectives, Most Firms Set
Specific Pricing Policies, Price Flexibility Policies,
Price Level Policies over the PLC, Most Price
Structures are Built around List Prices, Discount
Policies, Some Customers Get Something Extra,
List Price May Depend on Geographic Pricing
Policies, Pricing Policies Combine to Impact
Customer Value, Legality of Pricing Policies
Pricing Application
Price Setting is a Key Strategy Decision, Some
Firms Just Use Markups, Average-Cost Pricing is
Common and Can Be Dangerous, Marketing
Managers Must Consider Various Kinds of Costs,
Some Firms Add a Target Return to Cost, BreakEven Analysis Considers Both Costs and
Demand, Demand-Oriented Approaches for
Setting Prices, Pricing a Full Line, Bid Pricing and
Negotiated Pricing Depend Heavily on Costs
Final Group Assignment: Marketing Strategy
FINAL EXAMINATION

Dipersiapkan oleh (Prepared by ):


Nama (Name)
:
Wijaya Adidarma
Jabatan
:
Dosen Tetap
(Position)
23 September 2014
Tanggal (Date)
:

Assignment

Ref. Text 1:
Ch. 17

Ref. Text 1:
Ch. 18

Disahkan oleh (Certified by) :


Nama (Name)
: Dendy P. Ishak
Jabatan
: Kaprodi T. Industri
(Position)
: 25 September
Tanggal (Date)
2014

PK-PEA-01/r1

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