COURSES MANDATORY CONCENTRATION
RISET MANAJEMEN PEMASARAN/MARKETING MANAGEMENT RESEARCH (3 SKS)
This course aims to prepare students to write a thesis at the Masters level and to train them to be able to conduct or evaluate a research as part of their career in marketing. The theoretical component of this course is to introduce the philosophy of quantitative and qualitative research and provide a broad understanding of basic research methods. The practical components are developing reading and writing research skills as well as critical thinking, problem definition, data collection and data analysis.
MANAJEMEN PEMASARAN JASA/MARKETING SERVICES MANAGEMENT (3 SKS)
This course aims to understand the important role of current and future service management. Designing a quality service strategy including a framework for customer focused management , and strategies how to improve 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.
MANAJEMEN PEMASARAN GLOBAL/GLOBAL MARKETING MANAGEMENT (3 SKS)
The Global Marketing Management course is designed to provide an understanding of the strategies for entering the global market by understanding the global market environment (global marketing environments such as the economic, legal, political, cultural, consumer behavior), research in the global market and global marketing strategies, tactics by designing the right marketing mix and marketing sustainability in a global scope.
PEMASARAN STRATEGIK/STRATEGIC MARKETING ( 3 SKS)
This course aims to identify the important role of strategic marketing in corporate 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 great influence on how to make consumers satisfied or dissatisfied, with regard to the products or services produced by the company. Many marketers spend a large amount of money to launch a product and do not deal with the people involved in the production process of goods or services of a particular company. In fact, it is these people who actually need what a marketing strategy is. Strategic marketing usually refers to success stories in the past, they hope that success will repeat itself now that the context has most likely changed completely.
PERILAKU KONSUMEN DAN STRATEGI PEMASARAN/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. Furthermore, the factors that influence consumer behavior in making purchases are discussed, both external factors such as culture, social class, and so on; and internal factors such as attitude, personality, lifestyle, perception, and motivation.