SUBJECT OUTLINE PRINCIPLES OF MARKETING 2016/2017
Meeting 1 / Topic1 / Introduction
2 / Marketing and Marketing Strategy / Chapter 1, 2, 3 / Lecturer’s speech
3 / Conducting marketing resesarch / Chapter 4 / Lecture’s speech
4 / Creating long term loyalty relationsh / Chapter 5 / - Presentation Group 1
- How starbucks creat customer loyalty
5 / Analying consumers and business marketing / Chapter 6 and 7 / - Presentation Group 2
- Make a small survey about why consumers consume instant noodle
6 / Market segmentation, targeting and positioning / Chapter 8 / - Presentation Group 3
- The STP of McDonalds
7 / Creating brand equity and brand position ing / Chapter 9 and 10 / - Presentation Group 4
- The succes of Iphone in creating strong brand
8 / Mid Exam
9 / Competitive dynamics / Chapter 11 / - Presentation Group 5
- How Rolex win the competition
10 / Setting products and services strategy / Chapter 12 and 13 / - Presentation Group 6
- Alibaba product strategy to win the market
11 / Developing pricing strategies / Chapter 14 / - Presentation Group 7
- Xiaomi pricing strategy
12 / Integrated Marketing channels / Chapter 15 and 16 / - Presentation Group 8
- The development of online travel agent
13 / IMC and advertising, sales promotion, events, experiences and public relaions / Chapter 17and 18 / - Presentation Group 9
- Search a commercial ads and crititics
14 / Personal communication, personal selling, word of mouth / Chapter 19 / · Presentation Group 10
· Role play in selling a product/service
15 / Overview
16 / FINAL
Assignment 1 - consumer and market profile and segmentation (group assignment)
Students are required to choose a one real SME in Malang. Then students need to prepare a marketing research design to investigate the profile and segmentation of the SME chosen. In analyzing the profile and segmentation students are requested to do environmental analysis both internal and external (hint: use SWOT analysis). Report should no more than 15 typed, double spaced pages excluding cover and appendices. Report should consist executive summary and reference list.
Assignment 2 – marketing mix analysis (group analysis)
Based on the SME chosen at the first assignment, students are required to analyze the marketing mix created by the SME. On the top of current marketing mix situation, students are requested to provide recommendation about the ideal marketing mix should be provided by the SMEs – give the reasons. Report should no more than 15 typed, double spaced pages excluding cover and appendices. Report should consist executive summary and reference list.