Syllabus
Marketing
By: Dr. Andri Dayarana K. Silalahi, Ph.D.
Learning Objectives
OBJECTIVE 1-1 Define marketing and outline the steps in the marketing process.
OBJECTIVE 1-2 Explain the importance of understanding the marketplace and customers and identify the five
core marketplace concepts.
OBJECTIVE 1-3 Identify the key elements of a customer value–driven marketing strategy and discuss the marketing
management orientations that guide marketing strategy.
OBJECTIVE 1-4 Discuss customer relationship management and identify strategies for creating value for customers
and capturing value from customers in return.
OBJECTIVE 1-5 Describe the major trends and forces that are changing the marketing landscape in this age of
relationships.
Learning Objectives
OBJECTIVE 2-1 Explain company-wide strategic planning and its four steps.
OBJECTIVE 2-2 Discuss how to design business portfolios and develop growth strategies.
OBJECTIVE 2-3 Explain marketing’s role in strategic planning and how marketing works with its partners to create
and deliver customer value.
OBJECTIVE 2-4 Describe the elements of a customer value–driven marketing strategy and mix and the forces that
influence them.
OBJECTIVE 2-5 Explore the marketing management functions, including the elements of a marketing plan, and
discuss the importance of measuring and managing marketing return on investment.
Learning Objectives
OBJECTIVE 3-1 Describe the environmental forces that affect the company’s ability to serve its customers.
OBJECTIVE 3-2 Explain how changes in the demographic and economic environments affect marketing
decisions.
OBJECTIVE 3-3 Identify the major trends in the firm’s natural and technological environments.
OBJECTIVE 3-4 Explain the key changes in the political and cultural environments.
OBJECTIVE 3-5 Discuss how companies can react to the marketing environment.
Learning Objectives
OBJECTIVE 4-1 Explain the importance of information in gaining insights about the marketplace and
customers.
OBJECTIVE 4-2 Define the marketing information ecosystem and discuss its parts.
OBJECTIVE 4-3 Outline the role of marketing research and the steps in the marketing research process.
OBJECTIVE 4-4 Explain how companies analyze and use marketing information.
OBJECTIVE 4-5 Discuss the special issues some marketing researchers face, including public policy and ethics
issues.
Learning Objectives
OBJECTIVE 5-1 Define the consumer market and construct a simple model of consumer buyer behavior.
OBJECTIVE 5-2 Explore the four major factors that influence consumer buyer behavior.
OBJECTIVE 5-3 Understand the stages in the buyer decision process and the major types of buying decision
behavior.
OBJECTIVE 5-4 Describe the adoption and diffusion process for new products.
Learning Objectives
OBJECTIVE 6-1 Define the business market and explain how business markets differ from consumer markets.
OBJECTIVE 6-2 Identify the major factors that influence business buyer behavior.
OBJECTIVE 6-3 List and define the steps in the business buying decision process.
OBJECTIVE 6-4 Discuss how online, mobile, and social media have changed business-to-business marketing.
OBJECTIVE 6-5 Compare the institutional and government markets and explain how institutional and government
buyers make their buying decisions.
Learning Objectives
OBJECTIVE 7-1 Define the major steps in designing a customer value–driven marketing strategy: market
segmentation, targeting, differentiation, and positioning.
OBJECTIVE 7-2 Discuss the major bases for segmenting consumer and business markets.
OBJECTIVE 7-3 Explain how companies identify attractive market segments and choose a market-targeting
strategy.
OBJECTIVE 7-4 Discuss how companies differentiate and position their products for maximum competitive
advantage.
Learning Objectives
OBJECTIVE 8-1 Define product and describe the major classifications of products and services.
OBJECTIVE 8-2 Describe the decisions companies make regarding their individual products and services,
product lines, and product mixes.
OBJECTIVE 8-3 Explore the four characteristics that affect the marketing of services and the additional marketing
considerations that services require.
OBJECTIVE 8-4 Discuss branding strategy—the decisions companies make in building and managing their brands.
Learning Objectives
OBJECTIVE 9-1 Explore how companies find and develop new product ideas.
OBJECTIVE 9-2 Define the steps in the new product development process and the major considerations in
managing this process.
OBJECTIVE 9-3 Describe the stages of the product life cycle and how marketing strategies change during a product’s
life cycle.
OBJECTIVE 9-4 Discuss two additional product issues: socially responsible product decisions and international
product and services marketing.
Learning Objectives
OBJECTIVE 10-1 Answer the question “What is price?” and discuss the importance of pricing in today’s fast-
changing environment.
OBJECTIVE 10-2 Define price, identify the major pricing strategies, and discuss the importance of understanding
customer-value perceptions, company costs, and competitor strategies when setting prices.
OBJECTIVE 10-3 Identify and discuss the other important external and internal factors affecting a firm’s pricing
decisions.
Learning Objectives
OBJECTIVE 11-1 Describe the major strategies for pricing new products.
OBJECTIVE 11-2 Explain how companies choose a portfolio of prices to maximize the profits from the total
product mix.
OBJECTIVE 11-3 Discuss how companies adjust their prices to account for different types of customers and
situations.
OBJECTIVE 11-4 Discuss the key issues related to initiating and responding to price changes.
OBJECTIVE 11-5 Discuss the major public policy concerns and key laws and regulations that affect pricing
decisions.
Learning Objectives
OBJECTIVE 12-1 Explain why companies use marketing channels and discuss the functions these channels
perform.
OBJECTIVE 12-2 Discuss how channel members interact and how they organize to perform the work of the channel.
OBJECTIVE 12-3 Identify the major channel alternatives open to a company.
OBJECTIVE 12-4 Explain how companies select, motivate, and evaluate channel members.
OBJECTIVE 12-5 Discuss the nature and importance of marketing logistics and integrated supply chain
management.
Learning Objectives
OBJECTIVE 13-1 Explain the role of retailers in the distribution channel and describe the major types of
retailers.
OBJECTIVE 13-2 Discuss how retailers are using omni-channel marketing to meet the cross-channel shopping
behavior of today’s digitally connected consumers.
OBJECTIVE 13-3 Describe the major marketing decisions that retailers make.
OBJECTIVE 13-4 Discuss the major trends and developments in retailing.
OBJECTIVE 13-5 Explain the major types of wholesalers and their marketing decisions.
Learning Objectives
OBJECTIVE 14-1 Define the four promotion mix tools for communicating customer value.
OBJECTIVE 14-2 Discuss the changing communications landscape and the need for integrated marketing
communications.
OBJECTIVE 14-3 Outline the communication process and the steps in developing effective marketing
communications.
OBJECTIVE 14-4 Explain the methods for setting the promotion budget and factors that affect the design of the
promotion mix.
Learning Objectives
OBJECTIVE 15-1 Define the role of advertising in the promotion mix.
OBJECTIVE 15-2 Describe the major decisions involved in developing an advertising program.
OBJECTIVE 15-3 Define the role of public relations in the promotion mix.
OBJECTIVE 15-4 Explain how companies use PR to communicate with relevant publics.
Learning Objectives
OBJECTIVE 16-1 Discuss the role of a company’s salespeople in engaging customers, creating customer value,
and building customer relationships.
OBJECTIVE 16-2 Identify and explain the six major sales force management steps.
OBJECTIVE 16-3 Discuss the personal selling process, distinguishing between transaction-oriented marketing
and relationship marketing.
OBJECTIVE 16-4 Explain how sales promotion campaigns are developed and implemented.
Learning Objectives
OBJECTIVE 17-1 Define digital marketing and discuss its rapid growth and benefits to customers and
companies.
OBJECTIVE 17-2 Discuss the consumer and market research required to design an effective digital marketing
campaign.
OBJECTIVE 17-3 Discuss the different digital channels and media and explain how companies employ them to create
an omni-channel marketing strategy.
OBJECTIVE 17-4 Identify and discuss the public policy issues presented by digital marketing.
Learning Objectives
OBJECTIVE 18-1 Discuss the need to understand competitors as well as customers through competitor
analysis.
OBJECTIVE 18-2 Explain the fundamentals of competitive marketing strategies based on creating value for
customers.
OBJECTIVE 18-3 Illustrate the need for balancing customer and competitor orientations in becoming a truly market-
centered organization.
Learning Objectives
OBJECTIVE 19-1 Define global marketing and the questions companies must ask in deciding whether and how
to go global.
OBJECTIVE 19-2 Understand how global political, economic, sociocultural, technological, legal, and environmental
factors affect a company’s global marketing decisions.
OBJECTIVE 19-3 Discuss how companies decide whether to go global and, if so, which markets to enter.
OBJECTIVE 19-4 Describe three key approaches to entering global markets.
OBJECTIVE 19-5 Explain how companies adapt their marketing strategies and marketing mixes for global markets.
OBJECTIVE 19-6 Identify the three major forms of global marketing organization.
Learning Objectives
OBJECTIVE 20-1 Define sustainable marketing and discuss its importance.
OBJECTIVE 20-2 Identify the major social criticisms of marketing and some counterarguments.
OBJECTIVE 20-3 Understand how consumer, societal, and corporate forces drive sustainable marketing strategy.
OBJECTIVE 20-4 Understand how to build a sustainable marketing organization.
Dr. Andri Dayarana K. Silalahi, Ph.D.
Education:
Ph.D. - Chaoyang University of Technology
Department of Business Administration
(2020 - 2023) - Taiwan
M.M. - Universitas HKBP Nommensen
(2018 - 2019) - Indonesia
S.E. - Universitas HKBP Nommensen
(2014 - 2018) - Indonesia
Dr. Andri Dayarana K. Silalahi, Ph.D.
Postdoctoral Researcher
Chaoyang University of Technology
Department of Business Administration
(2023 - 2028) - Taiwan
Assistant Professor
Universitas HKBP Nommensen
Faculty of Economics and Business
(2022 - Present)
STIKes Kesehatan Baru
Department of Hospitals Administration
(2019 - 2022)
Dr. Andri Dayarana K. Silalahi, Ph.D.
Research Interest
Marketing
Consumer well-being
Sensory Marketing
Consumer Decision-Making Journeys
Artificial Intelligence
Personalized Marketing
Dr. Andri Dayarana K. Silalahi, Ph.D.
Pengalaman publikasi:
Human Behavior and Emerging Technologies (Bereputasi
Internasional - Scopus Q1) (3 Publikasi)
Cogent Business and Management (Bereputasi Internasional -
Scopus Q2) (2 Publikasi)
Emerging Science Journal (Bereputasi Internasional - Scopus Q1)
(3 Publikasi)
Cogent Social Sciences (Bereputasi Internasional - Scopus Q2) (2
Publikasi)
Heliyon (Bereputasi Internasional - Scopus - Q1) (1 Publikasi)
International Journal of Business (Bereputasi Internasional -
Scopus Q4) (1 Publikasi)
