International Undergraduate Program

Faculty of Economics and Business

Universitas Gadjah Mada

Syllabus Semester II Instructors: Sahid Susilo Nugroho, Ph.D, M.Sc

Fundamentals of Marketing 2007/2008 Naila Zulfa, MA
EKM 1102 Wednesday, 0274-548510-15 ext.227/152
09.40 am Sahita@yahoo.com
Venue: U.203 nailazulfa@ugm.ac.id

Fundamentals of Marketing

Description
This course describes various aspects in marketing and marketing strategy planning. At the
essence, marketing is the process building profitable customer relationships by creating value for
customers and capturing value in return. This marketing process is comprised of five steps. The
company must gains a full of understanding of the marketplace by understanding consumer
behavior, researching consumer needs and managing marketing information. It then designs a
customer-driven marketing strategy by selecting the customer to serve (segmentation and
targeting) and deciding value proposition (positioning and differentiation). With its marketing
strategy is decided, it then constructs a marketing program that deliver superior value consisting
of four Ps (products, Price, Place, Promotion) which also called Marketing mix. Subsequently, it
should endeavor to build profitable relationship to create customer delight to reap the rewards
of its strong customer relationship by capturing value from customers in return.

Objectives
This course is intended to provide students insight of various aspects in marketing and how to
include these various aspects in developing marketing strategy and programs.

Textbook and course materials

ƒ Kotler, Phillip & Armstrong, Gary; 2008. Principles of marketing, 12th Ed., Upper Saddle
River, New Jersey: Prentice Hall
ƒ Selected articles related to scheduled topics (to be distributed in the class)

Grading system
Final exam 25% ≥ 80 : A
Midterm exam 25% 77.5 – 79.99 : A-
Individual term paper 15% 75 – 77.49 : B+
Simple marketing plan (group) 15% 70 – 74.99 : B
Discussion and In-class participation 20% 67.5 – 69.99 : B-
65 – 67.49 : C+
60 – 64.5 : C
50 – 60 : D
≤ 50 : E
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Course schedule

Session Date Topics Reference

February, 6 Introduction—general review on marketing

1 Marketing: Managing Profitable Customer KA-1
09.40 am
Relationship
February, 13 Company and Marketing Strategy: Partnering KA-2
2
09.40 am to build Customer Relationship
February 20 The Marketing Environment KA-3
3
09.40 am
February 27 Managing Marketing Information KA-4
4
09.45 am
March 5 Consumer Markets and Consumer Buyer KA-5
5
09.40 am Behavior
February 12 Business Market & Business Buyer Behavior KA-6
6
09.40 am
February 19 Customer-Driven Marketing Strategy: Creating KA-7
7 Value for Target Customers
09.40 am
Mid Term Exam (Material: Session 1-7)Close Book
April 9 Products Services and Branding Strategies KA-8
8 New Product Development & Product Life- KA-9
09.40 am
Cycle Strategies
April 16 Pricing Products: Understanding and Capturing KA-10
9 Customer value KA-11
09.40 am
Pricing Products: Pricing Strategies
Marketing Channels and Supply Chain KA-12
April 23 Management
10 KA-13
09.40 am
Retailing and Wholesaling
April 30 Integrated Marketing Communication KA-14
11
09.40 am Advertising, Sales Promotion, Public Relation KA-15
Personal Selling & Sales Promotion KA-16
May 7
12 Direct and Online Marketing: Building Direct KA-17
09.40 am
Customer Relationship
May 14 Creating Competitive Advantage KA-18
13
09.45 am The Global Marketplace KA-19
May 21 Marketing and Society: Social Responsibility KA-20
14
09.40 am and Marketing Ethics
Final Term Exam (Material: Session 8-14)Close Book

Methods
ƒ Presence. Each individual student is requested to attend the lecture compulsorily (refer to
the academic rule).

ƒ Lecture and discussion. Due to the fact that discussion and in-class participation count 20%
of your grade, each student must contribute significantly to them. Each student required to
be an active participant and make meaningful comments on topics 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 discussions.
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ƒ Mid and final exams. Midterm and final examinations will be conducted to test your
knowledge, understanding, comprehension, and capability to apply the course material in
solving actual marketing problem.

ƒ Simple Marketing Plan. A group consisting four students must develop a simple marketing
plan. The group must identify and analyze the problem facing a chosen small/medium
enterprise and develop a marketing plan. It must be submitted in the day of final exam. It
should be typed using computer in 1.5 lines, original, and 8-15 pages.

ƒ Individual term paper. Individual term paper is a critical review of an article or a marketing
phenomenon. It is to be submitted to the lecturer in the last class during the semester. The
paper should be typed using computer in 1.5 line space format, original, and 8-15 pages
including references. Each student may choose any relevant topics in marketing management.

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