Strategic Marketing Class

Haris Budiman

Student of Master Program in Management
Bogor Agriculture Institute School of Business (http://sb.ipb.ac.id)

Strategic Marketing Class Lecturer:

Prof. Dr. Ir. Ujang Sumarwan, M.Sc. (www.ujangsumarwan.blog.mb.ipb.ac.id, www.sumarwan.staff.ipb.ac.id, sumarwan@mb.ipb.ac.id)
Dr. Kirbrandoko, M.S.M.

Marketing management to discuss various elements of marketing analysis: consumer analysis, competitor analysis, analysis of the marketing mix (product, price, distribution, and promotion), segmentation, target market selection, positioning, and differentiation. Discussions during the lectures also discussed how to improve the problem solving and decision making to various marketing problems facing a company, as well as how to develop policies, strategies and marketing program of a company, especially companies engaged in agribusiness / agro-industry.

By following the course in Marketing Management, students are expected:

1. Understand and master the theory and marketing concepts, and be able to relate to the marketing of the products of agribusiness / agro-industry.
2. Understand and master the theories and concepts of consumer behavior as the basis for formulating policies and marketing strategies.
3. Have the ability to analyze marketing problems in companies, especially companies agribusiness / agro-industry by using marketing concepts relevant.
4. Able to develop research to solve marketing problems, particularly marketing the company’s products agribusiness / agro-industry.

Text Book

Ujang Sumarwan (editor). 2015. Pemasaran Strategik: Perspektif Perlilaku Konsumen dan Marketing Plan. IPB Press.

Please dowload link below for book preview:: 2015 01 BUKU Pemasaran Strategik Perspektif Perilaku Konsumen dan Marketing Plan

Sumarwan Ujang; Agus Djunaedi; Aviliani; H.C Royke; Jusuf Agus Sayono; Rico R Budidarmo; Sofyan Rambe. Pemasaran Strategik: Strategi Untuk Pertumbuhan Perusahaan dalam Penciptaan Nilai bagi Pemegang Saham. Published by Inti Prima, Februari 2009, ISBN 979-450-451-3.

Please dowload link below for book preview: 2009 UJANG SUMARWAN PEMASARAN STRATEGIK – STRATEGI UNTUK PERTUMBUHAN PERUSAHAAN

Sumarwan, U., Achmad Fachrodji., Adman Nursal., Arissetyanto Nugroho., Erry Ricardo Nurzal., Ign Anung Setiadi., Suharyono., Zeffry Alamsyah. 1^st Printing. 2011. Marketing Strategic: Value Based Marketing and Marketing Metrics. Pemasaran Strategik: Persfektif Value-Based Marketing dan Pengukuran Kinerja. Bogor, IPB Press.

Please dowload link below for book preview: 2010 UJANG SUMARWAN PEMASARAN STRATEGIK – PERSPEKTIF VALUE-BASED MARKETING

Strategic Marketing outlines how a company must understand the customer, so it can construct its marketing strategies to achieve corporate objectives in order to improve company performance and create additional value for shareholders. Marketing is to understand the different needs of customers and develop a proposition to offer superior value. Through the provision of customer value higher then management can provide and produce higher value to our shareholders as well. The value of a trademark is formed from the confidence of customers to the company’s trademark. This belief formed the relationship between brands and customers that drive preference, brand loyalty, and willingness to consider new products and services offered by companies in the future with the brand. This book also describes how the steps to build brand equity and describes several methods for measuring brand equity.