Class Notes from Marketing Management Class (E49) MB IPB – Thursday March 6th, 2014

Fitriana Purnamasari

Class of  E49  2013 Graduate Student of Master Program in Management
Graduate Program of Management and Business
Bogor Agricultural University











Marketing Management Class PMB 541

Lecturer Prof. Dr. Ir. Ujang Sumarwan, MSc.
Dr. Ir. Kirbrandoko, MSM.

Based on book written by Ujang Sumarwan, Agus Djunaidi, Aviliani, H.C.Royke Singgih, Jusup Agus Sayono, Rico R Budidarmo, Sofyan Rambe. 2009. Pemasaran Strategik: Strategi untuk Pertumbuhan Perusahaan dalam Penciptaan Nilai bagi Pemegang Saham (Strategic Marketing: Strategy for Corporate Growth in Creating Share Holder Value). Jakarta. Inti Prima.












Based on book written by Sumarwan, U., Achmad Fachrodji., Adman Nursal., Arissetyanto Nugroho., Erry Ricardo Nurzal., Ign Anung Setiadi., Suharyono., Zeffry Alamsyah. 2010. Pemasaran Strategik: Persfektif Value-Based Marketing dan Pengukuran Kinerja.(Strategic Marketing: Value Based and Performance Measurement Perspectives). Bogor, IPB Press.










Class Notes on Thursday March 6th, 2014 Lecture

On Thursday, March 6th 2014, at MB IPB (Bulog Building), is the first lecture of marketing management. This course taught by Prof. Dr. Ir. Ujang Sumarwan, MSc. He is a Professor of Consumer Behavior in the Graduate Program of Management and Business and in the Department of Family and Consumer Sciences, College of Human Ecology, at the Bogor Agricultural University (IPB), Bogor Indonesia. He earned B.Sc (Bachelor) degrees in Agricultural Economics at Bogor Agricultural University in 1985, and a Ph.D. in Consumer Studies at the Department of Human Development and Family Studies, College of Family and Consumer Sciences, Iowa State University, Ames, Iowa USA. He was born in Jakarta, Indonesia on September 16, 1960.

Generally, we may say that marketing is the process of fulfilling human needs and wants through every available measure because modern humans do not adopt autarky in producing most of the goods that they consume everyday. Marketing is the art of selling. It is not just selling goods to consumers, but it is also an activity plan, set a price, promotion, distribution and managing relationships that provide benefits to the organization. In marketing, there is a marketing mix that became the basis of a marketing management and segmentation, targeting and positioning, which is a main goal of it all is to find and determine the segments of the target market and the positioning of a product or brand into the minds of consumers.

In detail, Prof. Ujang taught about how to make a good marketing strategies using marketing mix concept of 4Ps + 3Ps at the latest lecture. The service marketing mix of 4Ps consisted of Product (customer’s solution), Price (customer cost), Place and Promotion (how to communicate the product to customer). Meanwhile, the 3Ps concept of marketing mix involves People (customer contact), Process (how the customer get served) and Physical Evidence (how to convince customer). The marketing mix for a service has additional elements because the characteristics of a service are different to the characteristics of a product.

During the session, Prof. Ujang gave his students new insight and point of view about types of things that can be marketed. Almost anything can be marketed from goods such as insecticide, wet tissue and room perfume that Godrej produces and services to experiences. The latter consisted mostly of daring experiences such as extreme sports and spiritual experiences such as Umroh (traveling to the Holy City of Mecca) for Muslims and pilgrimage to the Holy City of Jerusalem and Vatican for Christians.

Marketers may understand the theory and concepts of various marketing experts. But in fact, there are a lot of factors that support the implementation of marketing in business activity that goes well, one of which is a creativity. Creativity is the most important factor of marketing that goes well and different from the others. Marketers will study the same concepts from any marketing text book, however each marketer will apply those concepts with a variety of approaches, different ideas, styles of communications programs and activities. This is what the art of selling in the marketing activities of a business.

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