Herli Ania
Graduate Student of Master Program in Management
Graduate School of Business (www.mb.ipb.ac.id)
Bogor Agriculture University (www.ipb.ac.id)

MARKETING CLASS
Lecturer
Prof. Dr. Ir. Ujang Sumarwan, M.Sc. (www.ujansumarwan.blog.mb.ipb.ac.id,www.sumarwan.staff.ipb.ac.id, sumarwan@mb.ipb.ac.id)
Dr. Ir. Hartoyo, M.Sc.
Dr. Ir. Dodik Nur Rachmat, M.Sc.F.
Dr. Kirbandoko, M.S.M.
Dr. Ir. Mukhammad Najib, M.M.

First Lecture

My first impression of  marketing management subject is like "finally, i am learning my favorite subject”. Prof Ujang very spirit teached this subject, he makes us interact with each other in order to create a self branding within us because our friend could be our business partner in the future. Prof Ujang told us to be us to be active in college. Prof Ujang teached that every company must have a vision and mission, so that the company knows the company's goal to be achieved. Every company should know about marketing mix. Marketing mix consists of product, price, place, and promotion. Company need to know what product they want to create and the price which they will give to the consumer in accordance with the quality of their products. Company need to find a suitable place to sell their products and the company must do a good promotion so that their products can attract the attention of consumers. An than, company must have segmentation, targeting, and positioning their products so that the products sold by the company can be accepted by consumers. In marketing needed creativity to created innovations in every product produced by the company. Prof Ujang told us that marketing should be able to convince consumers that the products produced by the company better than their competitors. The products have great innovation will attract the hearts of consumers and make the consumers will buy goods. Prof Ujang give us an example of a company that has a very good innovation, the company made ​​the flight path. The flight path will allow air carriers to adjust their flight schedules, reduceair traffic accidents, etc.The company has a very attractive promotion in my opinion. I became interested to have own business and i hope the business can be accepted by consumers. 

Text Book

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

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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. (Strategic Marketing: Strategy for Corporate Growth and Share Holder Value).-Pemasaran Strategik: Strategi Untuk Pertumbuhan Perusahaan dalam Penciptaan Nilai bagi Pemegang Saham . Published byInti Prima, Februari 2009, ISBN 979-450-451-3  Please dowload link below for book preview:

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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.

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2010 UJANG SUMARWAN PEMASARAN STRATEGIK – PERSPEKTIF VALUE-BASED MARKETING

SINOPSIS
Pemasaran strategik menguraikan bagaimana sebuah perusahaan harus memahami konsumen, sehingga dapat menyusun strategi pemasarannya untuk mencapai tujuan-tujuan perusahaan guna meningkatkan kinerja perusahaan dan menciptakan nilai tambah bagi pemegang saham.Pemasaran adalah memahami berbagai kebutuhan para pelanggan dan mengembangkan sebuah proposisi untuk menawarkan nilai yang superior. Melalui penyediaan nilai pelanggan yang lebih tinggi maka manajemen dapat memberikan dan menghasilkan nilai yang lebih tinggi pula kepada para pemegang saham. Nilai suatu merek dagang terbentuk dari kepercayaan para pelanggan terhadap merek dagang perusahaan. Kepercayaan ini membentuk relasi antara merek dan pelanggan yang mendorong preferensi, loyalitas merek, dan keinginan untuk mempertimbangkan produk dan jasa baru yang ditawarkan perusahaan di masa depan dengan merek tersebut. Buku ini juga menguraikan bagaimana langkah-langkah untuk membangun ekuitas merek serta menjelaskan beberapa metode untuk mengukur ekuitas merek.