COURSE OUTLINE Magister Manajemen IKPIA PERBANAS

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1 COURSE OUTLINE Magister Manajemen IKPIA PERBANAS COURSE CODE SCHEDULE STRATEGIC MARKETING MANAGEMENT Sabtu, LECTURER OBJECTIVES Dr.M.Gunawan Alif 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. 1 Strategic Marketing Management : January 2011 RA

2 GRADUATE COMPETENCIES EXPECTATIONS HARD COMPETENCIES SOFT COMPETENCIES Analytical / Quantitative Skills that emphasize techniques for improving problem-solving by making problem-solving a more rational, analytical process 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. Computer skills The fundamental skills needed for seeking information utilizing hardware, software, and internet. 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. Entrepreneurial The creation of wealth adding value Leadership / Interpersonal Behavior and characteristics of individuals who use their influence to coordinate and direct the activities of others toward group objectives. Risk taking A decision making situation which only the probabilities of the possible outcomes are known Oral communication The transfer of information from one person to another by the process of speaking and listening Written Communication The ability to use written language effectively. 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 Learning Method 1. Contextual and Reflective Learning Discussion References 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 2 Strategic Marketing Management : January 2011 RA

3 Growing Customer Value and Profitability, 5 th edition, New Jersey : Pearson Prentice Hall (BR) Craven, David W & Crittenden, Victoria L & Lamb Jr.,Charles W. (2001), Strategic MarketingManagement Cases, 7 th edition, The Irwin Publishing. Kerin, Roger A.& Peterson, Robert.A (2010), Strategic Marketing Problem : Cases and Comments, 12 th edition, New Jersey : Pearson Prentice Hall (KP) 30% Grading Criteria 30% Class Partisipation 10% Midt Term and Final Exam 30% COURSE DETAILS & SCHEDULES Classes Topics: Lecturer Sub Topics The Strategic Marketing Planning Process 1 (22/1/11) 1. Strategic Planning, Strategic Management, Stretegic Marketing 2. The Core of the Marketing Strategy 3. The Importance of an Environmental 2 (29/1/11) 3 (5/2/11) 4 (12/2/11) 5 (19/2/11) 6 (26/2/11) Mission, Value Strategies & Market Definition Internal Customer Industry Competitor 1. Developing a Customer Oriented Vision 2. Value Strategies 3. Market Definition 1. Objectives and Identification of the problem 2. Competitice Advantage as an Analytical Model 3. Indentifying Competitive Advantages 1. Phases in the Customer 2. Segmentation Research 3. Research Into Customer Value 1. Competitive : Industry & Competitors 2. Goal & Structure of the Industry 3. Macrienvironmental & Aggregated Market Factors 4. Determining Market Attractiveness 1. Goal & Structure of the Competitor 2. Objectives & Current Strategies of Competitors 3. Factors that Determine Success & Strengths and Weaknesses 3 Strategic Marketing Management : January 2011 RA

4 Classes Topics: Lecturer Sub Topics 7 (12/3/11) 8 (19/3/11) of Distribution & Suppliers Dr. M.Gunawan Alif Midt Term Exam 1. Goal & Structure of a Distribution 2. Distribution at the Macro, Meso & Micro Level 3. of the Suppliers 9 (26/3/11) 10 (2/4/11) 11 (9/4/11) 12 (16/4/11) 13 (30/4/11) From to Strategy Corporate Objectives & Corporate Strategies Marketing Objectives & Marketing Strategies Objectives and Strategies For Marketing Instruments Organization & Implementation of Marketing 1. Forecasting Method 2. SWOT 3. Postfolio 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 1. Objectives for the Marketing Mix 2. Product, Price & Channel Decisions 3. Marketing Communication 1. Organization of Marketing and Communication 2. Customer Orientation & Motivation 3. Selling the Plan : Internal Marketing 14 (7/5/11) Final Exam 4 Strategic Marketing Management : January 2011 RA

5 , and Class Participation 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 : Max.45 menit. Diskusi : Max.45 menit. Mahasiswa dinilai berdasarkan pemahaman teori/kasus, kemampuan menjelaskan dan presentasi, kemampuan menjawab pertanyaan. 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. 5 Strategic Marketing Management : January 2011 RA