SYLLABUS & SAP

MM5001 – Marketing Management

MASTER OF BUSINESS ADMINISTRATION PROGRAM

SCHOOL OF BUSINESS AND MANAGEMENT
INSTITUT TEKNOLOGI BANDUNG
2024
1.

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 Mission of SBM ITB
SBM ITB has mission as follows:

“To educate students to be innovative leaders with an entrepreneurial mindset and to

develop and disseminate knowledge of business and management for the betterment of
business, government, and society”

2. Course Description
Marketing is the core of an operating business. It is a set of guiding principles for interfacing with
customers, competitors, collaborators, and the environment. Marketing entails planning and
executing the conception, pricing, promotion, and distribution of ideas, goods, and services. It
starts with identifying and measuring consumers’ needs and wants, assessing the competitive
environment, selecting the most appropriate customer targets and developing marketing strategy
and implementation program for an offering that satisfies consumers’ needs better than the
competition.

This course addresses how to design and implement the best combination of marketing efforts to
carry out a firm's strategy in its target markets. Specifically, this course seeks to develop the
student's (1) understanding of how the firm can benefit by creating and delivering value to its
customers, and stakeholders, and (2) skills in applying the analytical concepts and tools of
marketing in the latest contemporary phenomenon, to such decisions as segmentation and
targeting, branding, pricing, channel of distribution, and promotions, with additional understanding
on sustainability and ethics. The course uses lectures and case discussions, in-class exercise, guest
lectures, and a comprehensive final examination to achieve these objectives.

Learning Goals and Objectives of Master of Business Administration

1. Innovative Thinking :

1.1. Identify and analyze the core problems in a business case. (MBA)

2. Team work :

2.1. Understand how to collaborate with other parties. (MBA)

2.2. Concept of conflict management to solve problems in a small group learning environment.
(MBA)

2.3. Demonstrate constructive feedback in a small group learning environment. (MBA)

2.4. Demonstrate skills in convincing others persuasively (MBA)

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 3. Reading Material
Textbook:

Kotler, P., & Armstrong, G. (2021) Principles of Marketing 18th edition. Pearson education.

Kotler, P., Armstrong, G., Ang, S. H., Leong, S. M., Tan, C. T., & Ho-Ming, O. (2017). Principles
of Marketing: an Asian Perspective. Pearson/Prentice-Hall.

Kingsnorth, S. (2019) Digital Marketing Strategy: An integrated approach to online

marketing 2nd edition. Kogan Page Ltd.

Marketing Strategy: Based on first principles and data analytics

Cases: (as listed in course plan)

4.

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 5. The Course Schedule/ Plan
Table 3 present the class activities that are required to achieve the learning objectives of this course.

Table 3. Weekly Class Activities of Marketing Management

Week/ Date/ Activities Lecturer

Module
Topic: Prawira Fajarindra Belgiawan
Creating Customer Value
Sub-topic:
Understanding and capturing customer value
Activity:
1. Defining marketing process
Session 1
2. Understanding customer needs and value
Saturday, 20th January
2024
08:00 - 08:50 Description:
Discussion about marketing as value-creating activities, i.e. the process of creating
Tutorial 1D SBM
customer value and engagement
Course Outcomes:
Students will be able to define marketing and understand the customer-value driven
marketing strategy
Reference:
Principle of Marketing – Chapter 1
Session 2 Topic: Prawira Fajarindra Belgiawan
Saturday, 20th January Creating Customer Value
2024
08:50 - 09:40
Sub-topic:
Understanding and capturing customer value

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Tutorial 1D SBM Activity:
Learning Bain Elements of Value (B2B and B2C Pyramid)
Description:
Discussion about marketing as value-creating activities, i.e. the process of creating
customer value and engagement
Course Outcomes:
Students will be able to define marketing and understand the customer-value driven
marketing strategy
Reference:
Principle of Marketing – Chapter 1
Case: Unilever in Brazil 1997-2007
Topic: Prawira Fajarindra Belgiawan
Analyzing the Marketing Environment
Sub-topic:
The Microenvironment and Macroenvironment of Marketing
Activity:
Identify macro and microenviroment elements in marketing
Session 3
Understanding and conducting situational analysis (5C, PESTEL, VRIO Analysis)
Saturday, 20th January
2024 Description:
09:40 - 10:30 Describe environmental forces that affect companies ability to serve customers and
how it affect marketing decisions
Tutorial 1D SBM
Course Outcomes:
Students will be able to define marketing and understand the customer-value driven
marketing strategy
Reference:
Principle of Marketing – Chapter 3
Case: Unilever in Brazil 1997-2007
Session 4 Topic: Prawira Fajarindra Belgiawan
Saturday, 20th January Analyzing the Marketing Environment
2024
Sub-topic:

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10:30 - 11:20 The Microenvironment and Macroenvironment of Marketing
Activity:
Tutorial 1D SBM
Identify macro and microenviroment elements in marketing
Understanding and conducting situational analysis (5C, PESTEL, VRIO Analysis)
Description:
Describe environmental forces that affect companies ability to serve customers and
how it affect marketing decisions
Course Outcomes:
Students will be able to define marketing and understand the customer-value driven
marketing strategy
Reference:
Principle of Marketing – Chapter 3
Case: Unilever in Brazil 1997-2007

Session 5 Topic: Prawira Fajarindra Belgiawan

Saturday, 20th January Managing Marketing Information and Customer Insights
2024
11:20 - 12:10
Sub-topic:
Customer Insights
Tutorial 1D SBM Activity:
The importance of gaining customer insights
Exercise: Conducting interviews to gain customer insights (Customer Decision
Survey); Conducting netnography approach (Nivea)
Description:
Understanding on how to manage marketing information from various sources of
marketing environments
Course Outcomes:
Students will be able to manage marketing information to gain customer insights;
Students will be able to understanding consumer market and buyer behaviour
Reference:
Principle of Marketing – Chapter 4

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 Case (optional): Customer Decision Survey
Topic: Prawira Fajarindra Belgiawan
Managing Marketing Information and Customer Insights
Sub-topic:
Customer Insights
Activity:
Exercise: Discussing results from Customer Decision Survey - Theory of Choice and
Theory of Use
Session 6
Exercise:
Saturday, 20th January
2024 Description:
01:00 - 01:50 Understanding on how to manage marketing information from various sources of
marketing environments
Tutorial 1D SBM
Course Outcomes:
Students will be able to manage marketing information to gain customer insights;
Students will be able to understanding consumer market and buyer behaviour
Reference:
Principle of Marketing – Chapter 4
Case (optional): Customer Decision Survey

Session 7 Topic: Prawira Fajarindra Belgiawan

Saturday, 20th January Managing Marketing Information and Customer Insights
2024
01:50 - 02:40
Sub-topic:
Customer Insights
Tutorial 1D SBM Activity:
Exercise: Discussing results from Customer Decision Survey - Theory of Choice and
Theory of Use
Exercise:
Description:
Understanding on how to manage marketing information from various sources of
marketing environments

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 Course Outcomes:
Students will be able to manage marketing information to gain customer insights;
Students will be able to understanding consumer market and buyer behaviour
Reference:
Principle of Marketing – Chapter 4
Case (optional): Customer Decision Survey

Topic: Prawira Fajarindra Belgiawan

Managing Marketing Information and Customer Insights
Sub-topic:
Customer Insights
Activity:
Exercise: Discussing results from Customer Decision Survey - Theory of Choice and
Session 8 Theory of Use
Saturday, 20th January Exercise:
2024
Description:
02:40 - 03:30
Understanding on how to manage marketing information from various sources of
Tutorial 1D SBM marketing environments
Course Outcomes:
Students will be able to manage marketing information to gain customer insights;
Students will be able to understanding consumer market and buyer behaviour
Reference:
Principle of Marketing – Chapter 4
Case (optional): Customer Decision Survey
Session 9 Topic: Prawira Fajarindra Belgiawan
Sunday, 21st January Marketing research
2024
08:00 - 08:50
Sub-topic:
Designing marketing research and research plan
Tutorial 1D SBM Activity:
1. Defining marketing problems and research objectives

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 2. Identifying different types of marketing research

Description:
Conducting various approach of marketing research
Course Outcomes:
Students will be able to manage marketing information to gain customer insights;
Students will be able to understanding consumer market and buyer behaviour
Reference:
Principle of Marketing – Chapter 4

Topic: Prawira Fajarindra Belgiawan

Marketing research
Sub-topic:
Designing marketing research and research plan
Activity:
1. Defining marketing problems and research objectives
Session 10 2. Identifying different types of marketing research
Sunday, 21st January 3. Creating customer survey
2024
08:50 - 09:40
Description:
Tutorial 1D SBM Conducting various approach of marketing research
Course Outcomes:
Students will be able to manage marketing information to gain customer insights;
Students will be able to understanding consumer market and buyer behaviour
Reference:
Principle of Marketing – Chapter 4
Case: Pillsbury Cookie Challenge
Session 11 Topic: Prawira Fajarindra Belgiawan
Sunday, 21st January Marketing research
2024
Sub-topic:

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09:40 - 10:30 Designing marketing research and research plan
Activity:
Tutorial 1D SBM
1. Understanding how to collect data from various sources
2. Making data-driven marketing decision (i.e. assess segmentation from
clustering customer survey data)
Description:
Conducting and learn from the case on how to obtain consumer insights and make
data-driven marketing implications
Course Outcomes:
Students will be able to manage marketing information to gain customer insights;
Students will be able to understanding consumer market and buyer behaviour
Reference:
Case: Pillsbury Cookie Challenge

Topic: Prawira Fajarindra Belgiawan

Marketing research
Sub-topic:
Designing marketing research and research plan
Activity:
3. Understanding how to collect data from various sources
Session 12
4. Making data-driven marketing decision (i.e. assess segmentation from
Sunday, 21st January
2024 clustering customer survey data)
10:30 - 11:20 Description:
Conducting and learn from the case on how to obtain consumer insights and make
Tutorial 1D SBM
data-driven marketing implications
Course Outcomes:
Students will be able to manage marketing information to gain customer insights;
Students will be able to understanding consumer market and buyer behaviour
Reference:
Case: Pillsbury Cookie Challenge

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 Topic: Prawira Fajarindra Belgiawan
Segmentation
Sub-topic:
Understanding the process and basis of segmentation
Activity:
Session 13
Understanding different basis of segmentations
Sunday, 21st January
2024 Description:
11:20 - 12:10 Segment the market and examine which one to serve. Understanding the need to
choose a target segment based on qualitative and quantitative targeting.
Tutorial 1D SBM
Course Outcomes:
Students will be able to create value for target customer – segmentation and
targeting; differentiation and positioning
Reference:
Principle of Marketing – Chapter 7
Topic: Prawira Fajarindra Belgiawan
Segmentation
Sub-topic:
Understanding the process and basis of segmentation
Activity:
Understanding different basis of segmentations
Session 14
Description:
Sunday, 21st January
2024 Segment the market and examine which one to serve.
01:00 - 01:50 Understanding the need to choose a target segment based on qualitative and
quantitative targeting.
Tutorial 1D SBM
Course Outcomes:
Students will be able to create value for target customer – segmentation and
targeting; differentiation and positioning
Reference:
Principle of Marketing – Chapter 7
Case: Ontela PicDeck (A)

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 Topic: Prawira Fajarindra Belgiawan
Segmentation and Targeting
Sub-topic:
Segmentation and the Feasibility of a Target
Activity:
1. Case exercise: Conduct cluster analysis from market research
2. Case exercise:
a. Calculate customer size - practical exercise
Session 15 b. Calculate the percentage of each stage of customer phase (i.e. early
Sunday, 21st January adopters)
2024
c. Calculate segmentation and the Feasibility of Target
01:50 - 02:40
d. Calculate the marketing investment
Tutorial 1D SBM
3. Business Model Canvas - Target Segments (Jobs to be done)

Description:
Course Outcomes:
Students will be able to create value for target customer – segmentation and
targeting; differentiation and positioning
Reference:
Case: ONtela PicDEck (B)
Session 16 Topic: Prawira Fajarindra Belgiawan
Sunday, 21st January Segmentation and Targeting
2024
02:40 - 03:30
Sub-topic:
Segmentation and the Feasibility of a Target
Tutorial 1D SBM Activity:
4. Case exercise: Conduct cluster analysis from market research
5. Case exercise:
a. Calculate customer size - practical exercise
b. Calculate the percentage of each stage of customer phase (i.e. early

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 adopters)
c. Calculate segmentation and the Feasibility of Target
d. Calculate the marketing investment

6. Business Model Canvas - Target Segments (Jobs to be done)

Description:
Course Outcomes:
Students will be able to create value for target customer – segmentation and
targeting; differentiation and positioning
Reference:
Case: ONtela PicDEck (B)
Topic: Atik Aprianingsih
Targeting
Sub-topic:
Data-driven targeting
Activity:
Session 17
Exercise: Understanding how to decide target segment
Saturday, 3rd February
2024 Description:
08:00 - 08:50 Understanding how to choose target market from different segments
Course Outcomes:
Tutorial 1D SBM
Students will be able to create value for target customer – segmentation and
targeting; differentiation and positioning
Reference:
Principle of Marketing – Chapter 7
Exercise [optional]: Artea - Designing Targeting Strategies (A)
Session 18 Topic: Atik Aprianingsih
Saturday, 3rd February Targeting
2024
08:50 - 09:40
Sub-topic:
Data driven targeting

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Tutorial 1D SBM Activity:
Optimize targeting from understanding customer heterogeneity data
Description:
Understanding how to choose target market from different segments
Course Outcomes:
Students will be able to create value for target customer – segmentation and
targeting; differentiation and positioning
Reference:
Principle of Marketing – Chapter 7
Exercise [optional]: Artea - Designing Targeting Strategies (B)

Topic: Atik Aprianingsih

Targeting
Sub-topic:
Evaluate targeting decisions
Activity:
Exercise on calculating TAM, SAM, SOM
Session 19 Conducting RFM Analysis
Saturday, 3rd February Building customer persona
2024 Description:
09:40 - 10:30
Calculate the target market size
Tutorial 1D SBM Course Outcomes:
Students will be able to create value for target customer – segmentation and
targeting; differentiation and positioning
Reference:
Principle of Marketing – Chapter 7
Exercise [optional]: Artea - Designing Targeting Strategies (B)

Session 20 Topic: Atik Aprianingsih

Saturday, 3rd February Positioning

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2024 Sub-topic:
10:30 - 11:20 Matching values and target segment positioning
Tutorial 1D SBM Activity:
1. In-class lecture on how to determine positioning
2. Interactive discussions on how to determine PoD, PoD, and Value Propositions
3. Understanding how to create perceptual map
Description:
Understanding the concept of PoP and PoD, and Value Proposition to create a
differentiation
Course Outcomes:
Students will be able to create value for target customer – segmentation and
targeting; differentiation and positioning
Reference:
Principle of Marketing – Chapter 7

Session 21 Topic: Atik Aprianingsih

Saturday, 3rd February Positioning
2024
11:20 - 12:10
Sub-topic:
Matching values and target segment positioning
Tutorial 1D SBM Activity:
4. In-class lecture on how to determine positioning
5. Interactive discussions on how to determine PoD, PoD, and Value Propositions
6. Understanding how to create perceptual map
Description:
Understanding the concept of PoP and PoD, and Value Proposition to create a
differentiation
Course Outcomes:
Students will be able to create value for target customer – segmentation and
targeting; differentiation and positioning

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 Reference:
Principle of Marketing – Chapter 7
All Nutrition
Topic: Atik Aprianingsih
Positioning
Sub-topic:
Positioning Exercise
Activity:
1. Conducting competitor analysis
Session 22
2. Exercise: link targeting and positioning
Saturday, 3rd February
2024
01:00 - 01:50 Description:
How to link target segment with right positioning of the product
Tutorial 1D SBM
Course Outcomes:
Students will be able to create value for target customer – segmentation and
targeting; differentiation and positioning
Reference:
Case: All Nutrition

Session 23 Topic: Atik Aprianingsih

Saturday, 3rd February Branding
2024
01:50 - 02:40
Sub-topic:
Brands, Luxury Brands, and Branding
Tutorial 1D SBM Activity:
- Case Discussions - In-class lecture - Interactive discussion
Description:
Understanding the importance of branding and how to brand a luxury product
Course Outcomes:
Students will be able to design branding strategies in various types of product
(including luxury products).

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 Reference:
Nivea

Topic: Atik Aprianingsih

Branding
Sub-topic:
Brands, Luxury Brands, and Branding
Activity:
Session 24
- Case Discussions - In-class lecture - Interactive discussion
Saturday, 3rd February
2024 Description:
02:40 - 03:30 Understanding the importance of branding and how to brand a luxury product
Course Outcomes:
Tutorial 1D SBM
Students will be able to design branding strategies in various types of product
(including luxury products).
Reference:
Nivea

Session 25 Topic: Atik Aprianingsih

Sunday, 4th February Brand Development
2024
08:00 - 08:50
Sub-topic:
Community relationship management
Tutorial 1D SBM Activity:
- Case discussion - In-class lecture - Interactive discussions
Description:
Understanding the process of developing and managing brands through the
community relationship
Course Outcomes:
Students will be able to design branding strategies in various types of product
(including luxury products).
Reference:

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 Nivea

Topic: Atik Aprianingsih

Marketing Mix - Place (Channel)
Sub-topic:
Evaluate customer journey and touchpoints
Activity:
1. Evaluating the effectiveness of various sales channel & conducting Value
Chain Analysis
Session 26
Sunday, 4th February 2. Identify important touchpoints and drawing customer journey analysis
2024
08:50 - 09:40 Description:
Understanding retailer-producers' relationships
Tutorial 1D SBM
Course Outcomes:
Students will be able to deliver customer value through various marketing channel and
integrated marketing communications

Reference:
Principle of Marketing – Chapter 12
Aqualisa Quartz
Session 27 Topic: Atik Aprianingsih
Sunday, 4th February Marketing Mix - Place (Channel)
2024
09:40 - 10:30
Sub-topic:
Channel design decision
Tutorial 1D SBM Activity:
1. Evaluate the suitability of channel with the target market and positioning
Description:
Understanding retailer-producers' relationships
Course Outcomes:
Students will be able to deliver customer value through various marketing channel and

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 integrated marketing communications

Reference:
Principle of Marketing – Chapter 12
Aqualisa Quartz
Topic: Atik Aprianingsih
Marketing Mix - Place (Channel)
Sub-topic:
Retailing and omnichannel retailing
Activity:
Session 28 1. Calculating channel performance and feasibility
Sunday, 4th February 2. Evaluating decision for channel mix strategies
2024
Description:
10:30 - 11:20
Evaluating channel performance through various retail channels (including
Tutorial 1D SBM omnichannel retails)
Course Outcomes:
Students will be able to deliver customer value through various marketing channel and
integrated marketing communications
Reference:
Aqualisa Quartz
Session 29 Topic: Atik Aprianingsih
Sunday, 4th February Marketing Mix - Place (Channel)
2024
11:20 - 12:10
Sub-topic:
Retailing and omnichannel retailing
Tutorial 1D SBM Activity:
3. Calculating channel performance and feasibility
4. Evaluating decision for channel mix strategies
Description:
Evaluating channel performance through various retail channels (including
omnichannel retails)

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 Course Outcomes:
Students will be able to deliver customer value through various marketing channel and
integrated marketing communications
Reference:
Aqualisa Quartz
Topic: Prawira Fajarindra Belgiawan
Exam
Sub-topic:
Mid Exam
Activity:

Description:
Session 30
Mid-term exam (written format) to examine the conceptual understanding of the
Sunday, 4th February
2024 students regarding marketing concept
01:00 - 01:50
Course Outcomes:
Tutorial 1D SBM
Students will be able to manage marketing information to gain customer insights;
Students will be able to understanding consumer market and buyer behaviour;
Students will be able to create value for target customer – segmentation and
targeting, differentiation, and positioning
Reference:
-

Session 31 Topic: Prawira Fajarindra Belgiawan

Sunday, 4th February Exam
2024
01:50 - 02:40
Sub-topic:
Mid Exam
Tutorial 1D SBM Activity:

Description:

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 Mid-term exam (written format) to examine the conceptual understanding of the
students regarding marketing concept

Course Outcomes:
Students will be able to manage marketing information to gain customer insights;
Students will be able to understanding consumer market and buyer behaviour;
Students will be able to create value for target customer – segmentation and
targeting, differentiation, and positioning
Reference:
-

Topic: Prawira Fajarindra Belgiawan

Exam
Sub-topic:
Mid Exam
Activity:

Description:
Session 32
Mid-term exam (written format) to examine the conceptual understanding of the
Sunday, 4th February
2024 students regarding marketing concept
02:40 - 03:30
Course Outcomes:
Tutorial 1D SBM
Students will be able to manage marketing information to gain customer insights;
Students will be able to understanding consumer market and buyer behaviour;
Students will be able to create value for target customer – segmentation and
targeting, differentiation, and positioning
Reference:
-

Session 33 Topic: Prawira Fajarindra Belgiawan

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Saturday, 17th February Marketing Mix - Price
2024 Sub-topic:
08:00 - 08:50
Choosing the right price for the right value
Tutorial 1D SBM Activity:
Discuss the basic pricing strategy and pricing calculation
Description:
Exercise in calculating appropriate price relative to the positioning
Course Outcomes:
Students will be able to design a customer value-driven strategy and marketing mix
Reference:
Principle of Marketing – Chapter 11
Topic: Prawira Fajarindra Belgiawan
Marketing Mix - Price
Sub-topic:
Choosing the right price for the right value
Activity:
Session 34
Discuss different pricing strategy along the product lifecycle and product positioning
Saturday, 17th February
2024 Description:
08:50 - 09:40 Exercise in calculating appropriate price relative to the positioning
Course Outcomes:
Tutorial 1D SBM
Students will be able to design a customer value-driven strategy and marketing mix
Reference:
Principle of Marketing – Chapter 11
Case: Serum Institute of India: Covid-19 vaccine pricing

Session 35 Topic: Prawira Fajarindra Belgiawan

Saturday, 17th February Marketing Mix - Price
2024
09:40 - 10:30
Sub-topic:
Value in use, pricing and competition
Tutorial 1D SBM Activity:

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 Discuss different pricing strategy along the product lifecycle and product positioning
Description:
Exercise in calculating value relative to the competitors in the market
Course Outcomes:
Students will be able to design a customer value-driven strategy and marketing mix
Reference:
Case: Serum Institute of India: Covid-19 vaccine pricing

Topic: Prawira Fajarindra Belgiawan

Marketing Mix - Price
Sub-topic:
Value in use, pricing and competition
Session 36 Activity:
Saturday, 17th February Discuss different pricing strategy along the product lifecycle and product positioning
2024 Description:
10:30 - 11:20
Exercise in calculating value relative to the competitors in the market
Tutorial 1D SBM Course Outcomes:
Students will be able to design a customer value-driven strategy and marketing mix
Reference:
Case: Serum Institute of India: Covid-19 vaccine pricing

Session 37 Topic: Prawira Fajarindra Belgiawan

Saturday, 17th February Marketing Mix - Promotion
2024
11:20 - 12:10
Sub-topic:
Integrated Marketing Communication Strategy
Tutorial 1D SBM Activity:
1. Understanding various promotion mix (online, offline, and on-site)
2. Identify criteria of good integrated marketing communications

Description:

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 Understanding the concept of integrated marketing communication based on
customer emotions
Course Outcomes:
Students will be able to design a customer value-driven strategy and marketing mix
Students will be able to deliver customer value through various marketing channel and
integrated marketing communications
Reference:
Principle of Marketing – Chapter 14, 15, 16
Case: Experience China: a national image campaign in the United States

Topic: Prawira Fajarindra Belgiawan

Marketing Mix - Promotion
Sub-topic:
Evaluate promotion effectiveness across channels
Activity:
1. Calculate ROMI (Return on Marketing Investment)
2. Evaluate Media Metrics (CPM, CPC, CAC, CPA)
Session 38
Description:
Saturday, 17th February
2024 Evaluate the effectiveness of promotions and marketing efforts in deciding promotion
01:00 - 01:50 strategies across channel
Course Outcomes:
Tutorial 1D SBM
Students will be able to design a customer value-driven strategy and marketing mix
Students will be able to deliver customer value through various marketing channel and
integrated marketing communications
Reference:
Principle of Marketing – Chapter 14, 15, 16
Case: Hubble Contact Lenses

Session 39 Topic: Prawira Fajarindra Belgiawan

Saturday, 17th February Marketing Mix - Promotion

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2024 Sub-topic:
01:50 - 02:40
Ethics in Marketing Communication
Tutorial 1D SBM Activity:
Exercise on identifying customer emotions
Evaluate the suitability of promotional content with the target market
Case discussion & interactive discussions on various different national video campaign
Description:
Understanding the ethics and cultural differences in the integrated marketing concept
Course Outcomes:
Students will be able to design a customer value-driven strategy and marketing mix
Students will be able to deliver customer value through various marketing channel and
integrated marketing communications
Reference:
Case: Experience China: a national image campaign in the United States

Session 40 Topic: Prawira Fajarindra Belgiawan

Saturday, 17th February Marketing Mix - Promotion
2024
02:40 - 03:30
Sub-topic:
Ethics in Marketing Communication
Tutorial 1D SBM Activity:
Exercise on identifying customer emotions
Evaluate the suitability of promotional content with the target market
Case discussion & interactive discussions on various different national video campaign
Description:
Understanding the ethics and cultural differences in the integrated marketing concept
Course Outcomes:
Students will be able to design a customer value-driven strategy and marketing mix
Students will be able to deliver customer value through various marketing channel and
integrated marketing communications

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 Reference:
Case: Experience China: a national image campaign in the United States

Topic: Prawira Fajarindra Belgiawan

Ethics in Marketing
Sub-topic:
Marketing Ethics
Activity:
Session 41
Case Discussions
Sunday, 18th February
2024 Description:
08:00 - 08:50 Understanding the ethics and ethical considerations in Marketing
Course Outcomes:
Tutorial 1D SBM
Students will be able to deliver customer value through various marketing channel and
integrated marketing communications
Reference:
Case [optional]: Apple and Its Supplier: Corporate Social Responsibility

Session 42 Topic: Prawira Fajarindra Belgiawan

Sunday, 18th February Ethics in Marketing
2024
08:50 - 09:40
Sub-topic:
Marketing Ethics
Tutorial 1D SBM Activity:
Case Discussions
Description:
Understanding the ethics and ethical considerations in Marketing
Course Outcomes:
Students will be able to deliver customer value through various marketing channel and
integrated marketing communications
Reference:
Case [optional]: Apple and Its Supplier: Corporate Social Responsibility

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 Topic: Prawira Fajarindra Belgiawan
Web 3.0
Sub-topic:
Frontiers in Marketing
Activity:
1. Understanding the basis of digital marketing and marketing analytics
Session 43 2. Discussing implications of digital marketing to customer purchasing funnel
Sunday, 18th February
2024 Description:
09:40 - 10:30
Understanding the future of marketing through digital applications
Tutorial 1D SBM Course Outcomes:
Students will be able to understand the complexity of marketing in global operations
and the ethical consequences.
Reference:
Digital Marketing Strategy: Ch 1-5
Case: Zenxin Organic: From Brick and Mortar to Digital Retail

Session 44 Topic: Prawira Fajarindra Belgiawan

Sunday, 18th February Web 3.0
2024
10:30 - 11:20
Sub-topic:
Frontiers in Marketing
Tutorial 1D SBM Activity:
3. Understanding the basis of digital marketing and marketing analytics
4. Discussing implications of digital marketing to customer purchasing funnel

Description:
Understanding the future of marketing through digital applications
Course Outcomes:
Students will be able to understand the complexity of marketing in global operations

Page 27 of 6
 and the ethical consequences.
Reference:
Digital Marketing Strategy: Ch 1-5
Case: Zenxin Organic: From Brick and Mortar to Digital Retail

Topic: Prawira Fajarindra Belgiawan

Web 3.0
Sub-topic:
SEO & AI-based Recommendation System
Activity:
1. Understanding the basis of digital marketing and marketing analytics
2. Discussing implications of digital marketing to customer purchasing funnel
Session 45
Sunday, 18th February
2024 Description:
11:20 - 12:10 Understanding the future of marketing through utilizations of AI to increase the
effectiveness of marketing funnel (i.e. conversion rate)
Tutorial 1D SBM
Course Outcomes:
Students will be able to understand the complexity of marketing in global operations
and the ethical consequences.
Reference:
Digital Marketing Strategy: Ch 6-15
Case: Zenxin Organic: From Brick and Mortar to Digital Retail

Session 46 Topic: Prawira Fajarindra Belgiawan

Sunday, 18th February Exam
2024
01:00 - 01:50
Sub-topic:
Final Exam
Tutorial 1D SBM Activity:
Written Exam
Description:

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 Final test to examine students’ ability in understanding overall marketing concept
Course Outcomes:
Students will be able to design a customer value-driven strategy and marketing mix
Students will be able to deliver customer value through various marketing channel and
integrated marketing communications
Students will be able to understand the complexity of marketing in global operations
and the ethical consequences.
Reference:
Topic: Prawira Fajarindra Belgiawan
Exam
Sub-topic:
Final Exam
Activity:
Session 47 Written Exam
Sunday, 18th February Description:
2024
Final test to examine students’ ability in understanding overall marketing concept
01:50 - 02:40
Course Outcomes:
Tutorial 1D SBM Students will be able to design a customer value-driven strategy and marketing mix
Students will be able to deliver customer value through various marketing channel and
integrated marketing communications
Students will be able to understand the complexity of marketing in global operations
and the ethical consequences.
Reference:
Session 48 Topic: Prawira Fajarindra Belgiawan
Sunday, 18th February Exam
2024
02:40 - 03:30
Sub-topic:
Final Exam
Tutorial 1D SBM Activity:
Written Exam
Description:

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 Final test to examine students’ ability in understanding overall marketing concept
Course Outcomes:
Students will be able to design a customer value-driven strategy and marketing mix
Students will be able to deliver customer value through various marketing channel and
integrated marketing communications
Students will be able to understand the complexity of marketing in global operations
and the ethical consequences.
Reference:

6.

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 7. Assessment Summary
Table 4. Assessment summary and weight of Marketing Management

ASSESSMENT TASK DUE DATE

8. Grading Policy
Aspect %
Pre-class Assignment 10
Individual and Group Assignment 40
(In-class exercise, quiz, & participation)
Mid Exam (take home) 20
Final Exam (take home) 30
TOTAL 100

9. Course Policy
The grades come from all part of learning: pre-class assignments, class activities (group and
individual), midterm test, and final exam.

10.

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 Lecture(S)/ Facilitator(S) Profile

Lecture Profile
1 Name : Prawira Fajarindra Belgiawan

E-mail : fajar.belgiawan@sbm-itb.ac.id

Office : Faculty Room, Labtek XIV Building 5th Floor Jl. Ganesha No. 10 Bandung

Short Profile

Prawira Fajarindra Belgiawan (Fajar) is an Associate Professor at the School of Business and
Management, Institut Teknologi Bandung (SBM ITB). He received his bachelor degree from
Regional and City Planning Department, Bandung Institute of Technology. He continued his
study and received his master and doctoral degree from the Department of Urban
Management, Kyoto University, Japan. After completing his doctoral degree, he worked at
Kyoto University as a postdoctoral researcher for one and a half year before continuing as
a postdoctoral researcher at the Institute for Transport Planning and System (IVT), ETH
Zurich for one year. Fajar conducted a research on Choice Modelling, especially
psychological aspects that influence a person’s choice decision when he was a master
student at Kyoto University. During his doctoral study and postdoc at Kyoto University, he
continued the choice modeling research incorporating the perceived influence of others.
At IVT ETH Zurich he continued his research on influence of others on consumer decision
as well as conducted a research on random regret minimization which is the opposite of
random utility maximization. Fajar is now joining the Business Strategy and Marketing
research group in the School of Business and Management. Fajar’s main research interest
is on the application of the stated choice experiments, psychological aspects and the
discrete choice model on travel behaviour and marketing. His other research interest is in
studying whether people decision can actually be influenced by their significant others.

2 Name : Atik Aprianingsih

E-mail : atik.apri@sbm-itb.ac.id

Office : Ganesha

Short Profile

Dr. Atik completed her undergraduate work at Brawijaya University in Malang, Indonesia,
where she received her Bachelor of Engineering degree, having majored in Electrical
Engineering (2002). In 2003, she started working in a foreign-owned manufacturing
company based in Bogor, Indonesia, as a quality control staff. In 2006, she completed her
Masters in Management degree with a Strategic Management concentration at Brawijaya
University in Malang, Indonesia. Prior to pursuing her doctorate in business administration
at St. Ambrose University in Davenport, Iowa, Dr. Atik was a teaching and research
assistant in the Business Strategy and Marketing interest group of the School of Business
and Management at Institut Teknologi Bandung in Bandung, Indonesia, handled courses

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such as Introduction to Marketing, Market Research, Services Marketing, Consumer
Behavior, and International Business and Trade Upon finishing her doctorate in December
2012, she returned to SBM to lecture classes in both undergraduate and master levels. She
also has been appointed as the Director of Research and Knowledge Unit at SBM-ITB since
2013.

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