Silabus

Manajemen Pemasaran
Program Magister Manajemen
Angkatan 53
Universitas Bandar Lampung
Hari/Jam : Senin/19.00 - 22.00

Dosen : Dr. Andala Rama Putra B, SE.,MA.Ec.

Email : andala@ubl.ac.id

Materi
Class 1
Date
: 30 March 2015
Instructor : Dr. Andala Rama Putra B., MA.
Topic
: Understanding marketing Management
Reading
: Read Kotler (Text Book), Chapter 1, 2, 3, 5.
Theodore Leavitt: Marketing Myopia
Case
: No Case preparation, please be prepared to discuss
the highlights of your readings.
Class 2
Topic
: Segmenting, Targeting and Positioning (STP Analysis).
Reading
: Read Kotler, Chapter 6-10.
Case
: No case

 Class 3
Date
Instructor
Topic
Reading

: 6 April 2015
: Dr. Andala Rama Putra B., MA
: Marketing Strategy
: Read Kotler, Chapter 13-14
Marketing Strategy An overview (HBS 9-579-054)

Class 4
Topic
: STP and Marketing Mix Analysis
Reading
: The highlights of your readings of Chapter 1-10
Case
: Garuda Indonesia
Who are Garuda Indonesia customers?
Who are their current and future competitors?
Why have they been successful?
How is the potential market for Indonesia & neighbors?
What are their strategies to enter Asian & European market?
How should they do in the future?
Group Paper
: Group 1
Presentation
: Group 1
Group reviewer : Group 4

 Class 5
Date
Instructor
Topic
Reading

: 13 April 2015
: Dr. Andala Rama Putra B., MA
: Product Policy
: Read Kotler, Chapter 11, 12, 15.
Peter H Farquhar: Managing Brand equity

Class 6
Topic
: Marketing Strategy and Product Policy
Reading
: Read Kotler, Chapter 11-15
Case
: Kijang Innova
Why was Kijang Innova so succesfull during period late 90s until now?
How is the Kijang Innova market segmented? What logic underlying the positioning
of the Kijang innova existing brands? Why should consumers buy and drive the
Kijang Innova? Are there any other Toyota brand except Kijang innova that had been
success in the same time? What should Toyota do with these products? What
should Toyota do with its existing brands?
Group paper
: Group 2
Group presentation
: Group 2
Grop reviewer
: Group 3

 Class 7
Date
: 20 April 2015
Instructor
: Dr. Andala Rama Putra B., MA
Topic
: Pricing Policy
Reading
: Kotler, Chapter 17
Class 8
Topic
: Forcasting the new product sales & pricing policy
Reading
: Kotler, Chapter 17
Case
: Telkomsel
What prices would you choose for the product of Telkomsel? Why? What
price option did you reject in your analysis? What is Telkomsels general
pricing strategy? How would you evaluate it? Can you propose a better
one? What is Telkomsels product strategy? What elements of the marketing
mix will determine the success or failure of the Telkomsel?
Group paper : Group 3
Presentation : Group 3
Group reviewer : Group 4

 Class 9
Date
Instructor
Topic
Reading
Class 10
Topic

: 27 April 2015
: Dr. Andala Rama Putra B., MA
: Channel policy
: Kotler, Chapters 18, 19

: Promotion Policy
Assignment on media advertising
Reading
: Kotler, Chapter 20-23
Case
: Apples Inc.
What business is JNEs in? Who are other players in that business?
How does JNEs sells their product? How does JNEs differ from other?
How large is the potential Indonesian market for this product? What are the
appropriate target markets? What are the promotions of JNEs? What are the
implications of marketing strategy?
Group paper
: Group 4
Presentation
: Group 4
Group reviewer : Group 1

 Class 11
Date
Instructor
Topic

: 4 Mei 2015
: Dr. Andala Rama Putra B., MA
: Assignment presentation of group 1, 2

Class 12
Date
Instructor
Topic

: 4 Mei 2015
: Dr. Andala Rama Putra B., MA
: Assignment presentation of group 3, 4

Case Studies Presentation

Setiap kelompok diwajibkan untuk membuat Executive
Summary dari perusahaan yang telah ditetapkan (Minimal
10 lembar, diketik rapih, 1,5 spasi, font 12 Times New
Roman)
Menjawab semua pertanyaan-pertanyaan yang diberikan
berdasarkan data-data yang diperoleh
Mempresentasikan Executive Summary

Assignment
Setiap kelompok di wajibkan untuk menciptakan sebuah
produk/jasa yang belum pernah/jarang ada sebelumnya
Buatlah Marketing Plan untuk produk/jasa tersebut
Tentukan konsep Marketing mix yang akan digunakan
Lengkapi dengan advertisement berupa tayangan iklan
dengan waktu maksimum 3 menit

Sistem Penilaian
Partisipasi kelas
(Kehadiran 75% & aktifitas)
Case studies presentation
Assignment Kelompok
UAS

: 20%
: 20%
: 30%
: 30%