Pemasaran saat ini mengharuskan perusahaan mengubah mekanisme dari mengelola portofolio produk menjadi mengelola portofolio pelanggan. Perusahaan akan mengumpulkan database tentang pelanggan perorangan sehingga perusahaan dapat lebih memahami pelanggan dan memberikan penawaran serta pesan secara pribadi. Perusahaan maupun pemasar perlu menjalankan pemasaran holistik, dimana pengembangan, perancangan, dan implementasi program, proses, dan kegiatan pemasaran yang melihat keluasan dan kesalingtergantungan lingkungan pemasaran saat ini melalui dimensi kunci pemasaran holistik, yaitu: Pemasaran Internal, Pemasaran Terintegrasi, Pemasaran Hubungan, dan Pemasaran Kinerja. Melalui pembelajaran matakuliah Manajemen Pemasaran, mahasiswa akan memperoleh wawasan tentang program-program pemasaran modern yang sesuai dengan abad 21 serta mempraktikkannya sebagai bentuk pemahaman tentang Ilmu Marketing. Todays marketing requires companies to change the mechanism from managing product portfolios to managing customer portfolios. The company will collect a database of individual customers so that the company can better understand customers and provide offers and messages in person. Companies and marketers need to run holistic marketing, where development, design, and implementation of marketing programs, processes and activities that see the breadth and interdependence of the current marketing environment through key dimensions of holistic marketing, namely: Internal Marketing, Integrated Marketing, Relationship Marketing, and Marketing Performance. Through learning Marketing Management courses, students will gain insight into modern marketing programs that are in line with the 21st century and practice it as a form of understanding about Marketing Science.

• Course Description

Todays marketing requires companies to change the mechanism from managing product portfolios to managing customer portfolios. The company will collect a database of individual customers so that the company can better understand customers and provide personalized offers and messages. Companies and marketers need to carry out holistic marketing, where the development, design, and implementation of marketing programs, processes and activities that look at the breadth and interdependence of the current marketing environment through the key dimensions of holistic marketing, namely: Internal Marketing, Integrated Marketing, Relationship Marketing, and Marketing Performance. Through learning the Marketing Management course, students will gain insight into modern marketing programs that are appropriate for the 21st century and put them into practice as a form of understanding Marketing Science. Todays marketing requires companies to change the mechanism from managing product portfolios to managing customer portfolios. The company will collect a database of individual customers so that the company can better understand customers and provide offers and messages in person. Companies and marketers need to run holistic marketing, where development, design, and implementation of marketing programs, processes and activities that see the breadth and interdependence of the current marketing environment through key dimensions of holistic marketing, namely: Internal Marketing, Integrated Marketing, Relationship Marketing, and Marketing Performance. Through learning Marketing Management courses, students will gain insight into modern marketing programs that are in line with the 21st century and practice it as a form of understanding about Marketing Science.

1. Mahasiswa mampu menguraikan secara tepat teori-teori dalam studi Manajemen Pemasaran.
2. Mahasiswa mampu menujukkan karakter Iman, cerdas, mandiri, jujur, peduli dan tangguh di dalam kegiatan pembelajaran manajemen pemasaran.

Learning Outcomes

1. Students are able to accurately describe the theories in the study of Marketing Management.
2. Students are able to show the character of Faith, intelligent, independent, honest, caring and tough in marketing management learning activities.

• Kotler & Keller. 2016. Marketing Management 15e Global Edition. Harlow: Pearson
• Joseph P. Cannon, Ph.D, William D. Perreault, Jr., Ph.D, E. Jerome McCrthy, Ph.D, 2008, Pemasaran Dasar Pendekatan Manajerial Global, Edisi Keenam belas. Salemba Empat, Jakarta