Marketing Management Syllabus

MAN 5221
Feb - Dec 2018 (71 A)

MAGISTER MANAGEMENT PROGRAMME- UGM

Instructor: Yulia A.Widyaningsih, MBA, Ph.D

Room: 401

Office: TBA, FEB UGM Yogyakarta

Contact: yulia.assignment@gmail.com

Consultation time: By appointment

Description

This course describes the way a company achieves its marketing goals by determining a specified
target market and using its sufficient marketing sources to successfully serve the target market.
Therefore, marketing is an orderly and insightful process for thinking about planning for markets.
The efforts are conducted in a superior way facing the age of technology advancement. Customer
value is perceived as a controlling factor to formulate a broad strategy and refining it into a
detailed marketing mix, i.e. product, price, place or distribution and promotion, and action plan.
Planning, evaluation and improvement relating to the marketing mix need marketing decision by
a manager. The decisions include who the company wants as its customers, which needs to
satisfy, what products and services to offer, what prices to set, what communications to send
and receive, what channels of distribution to use, and what partnerships to develop. In making
his/her decisions, he/she might be influenced by uncontrollably environmental factors, such as
political, economic, social, legal, technology, demographic factors and competition.

Objective

One objective of this course is to provide students the way of how to make decisions in marketing
as done by a marketing manager by applying the knowledge in the field of marketing. The efforts
of making decisions comprise all aspects relating to managing the total marketing efforts.

Textbook

Kotler, P. and Keller,K.L (2016), Marketing Management, 15th Ed. Upper Saddle River, NJ.:
Pearson Education Inc.

1
Supporting materials: Journals, Marketing articles and other relevant online and published
materials.

Grading System

Midterm Exam 25%

Final Exam 25%

Marketing Phenomenon discussion and In-class participation 30%

Marketing Project and individual paper 20%

Grading

Grade Range
A 90-100
A- 85-89
A/B 80-84
B+ 75-79
B 70-74
B- 65-69
B/C 60-64
C+ 55-59
C 50-54
C- 45-49
C/D 40-44
D+ 35-39
D 30-34
E 0-29

Course Schedule and Material

Session Date Time Topics and Discussion

1 Thursday 13.30- Introduction, Marketing Management Process
8/2/18 16.00
Part 1: Understanding Marketing Management
Ch1: Defining Marketing for the New Realities

2
2 Thursday 13.30- Ch2: Developing Marketing Strategies and Plans
16.00
15/2/18 1.# Marketing Phenomenon Discussion (new trend in
marketing)

3 Thursday 13.30- Part 2: Capturing Marketing Insights

16.00 Ch 3: Collecting Information and Forecasting Demand
22/2/18 Ch 4: Conducting Marketing Research

2. # Marketing Phenomenon Discussion:

The Role and development of Marketing Research
4 Thursday 13.30- Part 3: Connecting with Customers
16.00 Ch5: Creating Long-term Loyalty Relationships
1/3/18 Ch 6: Analysing Consumer Markets
Ch 7: Analysing Business Markets

3# Marketing Phenomenon Discussion: Analysing Consumer

Behaviour

5 Thursday 13.30- Ch 8: Tapping into Global Market

16.00
8/3/18 4# International Marketing Opportunities for Indonesia

6 Thursday 13.30- Part 4 Building Strong Brands

16.00 Ch 9 Identifying Market Segments and Targets
15/3/18
5# Marketing Phenomenon Discussion: The significance of
specific market (group choice)

7 Thursday 13.30- CH 10: Crafting the Brand Positioning

16.00 Ch 11 Creating Brand Equity
22/3/18
6# Marketing Phenomenon Discussion: Sustaining Brand Equity
Mid Term Exam

8 Thursday 13.30- Ch12: Addressing competition and Driving Growth

16.00
12/4/18 Mini Case 1: Changing Nature of Competition

9 Thursday 13.30- Part 5 Creating Value

16.00
19/4/18 Ch13 Setting Product Strategy
Ch 14 Designing and Managing Services

Mini Case 2: Managing Service Quality/ Product Decision

3
 10 Thursday 13.30- Ch 15: Introducing New Market Offering
16.00 Ch 16: Developing Pricing Strategies and Programs
26/4/18
Mini Case 3: Innovation in creative industry/ Factors affecting
Pricing Decision
11 Thursday 13.30- Part 6 Delivering Value
16.00 Ch 17: Designing and Managing Integrated Marketing Channels
3/5/18 Ch 18: Managing Retailing, Wholesaling and Logistics

Mini Case 4: Dynamics in Retail Business

12 Tuesday 13.30- Part 7: Communicating Value
16.00 Ch 19: Designing and Managing Integrated Marketing
8/5/18 Communication
Ch 20: Managing Mass Communications: Advertising, Sales
Promotion, Events and Experiences, and Public Relation

Mini Case 5: Marketing Communication/ Promotion

13 Thursday 13.30- Ch 21: Managing Digital Communications, Online, Social Media,
16.00 and Mobile
17/5/18 Ch 22 Managing Personal Communication

Mini Case 6: Online Communication, Control

14 Thursday 13.30- Part 8: Conducting Marketing Responsibly for Long-Term
16.00 Success
24/5/18 Ch 23: Managing a Holistic Marketing Organization for the Long
Run

Final Mini case submission

Final Exam + Final Individual Paper Submission

Methods to Achieve the Objectives

Lectures and Discussions. Each individual student is requested to attend the lecture compulsorily
(refer to the academic rule). Attendance at all class session is expected, especially class discussion
of assigned cases. Absence from class is a serious matter and you should not violate the policy of
the MM Program regarding the class attendance.

Each student must contribute significantly to in-class analysis of the marketing project or related
chapter marketing phenomenon discussion. Each student required to be an active participant
and make meaningful comments on cases being discussed. Your grade in class participation is
something to be earned via consistent contribution to class discussion. You should, therefore,
make a conscientious effort to be sufficiently prepared to contribute to the class discussion. The
responsibility of making the learning process succeed is yours.

Marketing Phenomenon Discussion (Weekly Assignment)

4
Students, in-groups make oral and written presentation. Each group should choose a marketing
phenomenon submit a discussion paper by each group in power point format or word format.
Each group makes critical analysis of published article on your own choice applying the relevant
theories associated to the week’s topic of discussion.

Format: (1) Summary of the phenomenon; (2) Main issues/problem; (3) relevant theories or
concepts and discussion; and (4) conclusion.

Marketing Project

Each group should prepare 1 mini case based on secondary data and observation.

Format: (1) Brief description of the case; (2) Company Profile, (3) Supporting Evidence and
discussion (4) Opportunities and Challenges, and (5) Conclusion.

Individual Term Paper: Article

Writing an article submitted to the lecturer in the day of final exam. The article should be typed
using 1.5 line space format, original, 5-7 pages. Each student may choose one of the most
current topics in marketing management.

Recommended references are Journal of Marketing, Journal of Marketing Research, and

Marketing magazines.

Mid and Final Exams

Midterm and final examinations will be conducted to test your knowledge, understanding,
comprehension and capability to apply the course material/ knowledge in marketing
management in solving actual marketing problems. All exams are closed book exams.