Marketing Management 

Marketing Management is a concentration aims to understand how companies achieve their marketing objectives by determining target markets and using strategies and tactics to design, deliver and communicate the value offered in order to benefit the company. This can be done by choosing the right target market, creating value and building good relationships with consumers, building strong brands, designing market offerings, understanding strategies for delivering value and communicating it to consumers and creating long-term growth with various types of financial products and derivatives, which are implemented in business practices and various risk management tools,

Main Concentration Discussion:

• Definition of marketing in the current context and the development of marketing strategy planning.
• Information gathering, demand forecasting, and discussion of marketing research.
• Discussions related to long-term relationships with customers, consumer and business market analysis and global market penetration.
• Identification of market segmentation and targets, discussions regarding brand equity and positioning.
• Product/service strategy, and introduction to new markets and pricing strategy.
• Integrated design and management of marketing channels and distribution channels
• Integrated marketing communications where the emphasis is on mass and digital communications as well as data base-based and direct communications.
• Holistic marketing oriented towards the future success of the organization.

COMPULSORY CONCENTRATION COURSES

MARKETING MANAGEMENT RESEARCH/MARKETING MANAGEMENT RESEARCH (3 SKS)

This course aims to prepare students to write a thesis at the Masters level and train them to be able to conduct or evaluate research as part of a career in marketing. The theoretical component of this course introduces the philosophy of quantitative and qualitative research and provides a broad understanding of basic research methods. The practical component is developing skills in reading and writing research and critical thinking, problem definition, data collection and data analysis.

MARKETING SERVICES MANAGEMENT (3 SKS)

This course aims to understand the important role of service management today and in the future. Design a quality service strategy including a framework for customer-focused management, and a strategy for how to increase customer satisfaction and retention through a service strategy. This course also discusses the management and measurement of service quality, service recovery, the relationship between customer measurement and performance measurement, service mapping, and handling cross-functional problems through the integration of marketing with disciplines such as operations and human resources.

GLOBAL MARKETING MANAGEMENT/GLOBAL MARKETING MANAGEMENT (3 SKS)

The Global Marketing Management course is designed to provide an understanding of strategies to enter the global market by understanding the global market environment (global marketing environments) such as the economic, legal, political, cultural, consumer behavior environment), research in global markets, establishing global marketing strategies and global marketing. tactics by designing the right marketing mix and marketing sustainability in a global scope.

STRATEGIC MARKETING / STRATEGIC MARKETING ( 3 SKS)

This course aims to recognize the important role of strategic marketing in company management and its involvement in dealing with future economic developments. Marketing strategy is a very important activity for every company, not just big companies that have a marketing department. Strategic marketing is also important not only for marketing managers, but also for other people in the company. Strategic marketing can have a big influence on how to make consumers satisfied or dissatisfied, with regard to the products or services produced by the company. Many marketers spend a certain amount of money to launch products and have no contact with the people involved in the process of producing goods or services from a particular company. Even though it is these people who actually need what is a marketing strategy. Strategic marketing usually refers to success stories in the past, they hope that success will be repeated again now, most likely the context has changed completely.

CONSUMER BEHAVIOR AND MARKETING STRATEGY (3 SKS)

This course aims to understand the conceptual framework of consumer behavior and various relevant issues in the integrated decision-making process in marketing strategy. The discussion uses a multidisciplinary approach and is related to psychology, anthropology, sociology, and communication. Next, the factors that influence consumer behavior in making purchases are discussed, both external factors such as culture, social class, and so on; as well as internal factors such as attitude, personality, lifestyle, perception, and motivation.