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First Impression on Marketing Class



  1. Prof. Dr. Ir. Ujang Sumarwan, MSc (
  2. Dr. Ir. Kirbrandoko, MSM
  3. Dr. Ir. Dodik Nur Rochmat, M.Sc.
  4. Dr. Ir. Mukhammad Najib, MM
  5. Dr. Ir. Hartoyo, MSc




As a new student in social knowledge, I was very impressive when I have opportunity to study everything about management. Human resource management, innovation and technology management, operation management etc and now I have marketing management class. This is the time that I realize that the marketing is an importance part of our live. Because in this class finally I know about the marketing analysis that contain of consumer analysis, competitor analysis, marketing mix analysis (product, price, place and promotion), market segmentation, market target, positioning and product differentiation. Through the expertise of our Business management school lectures which is they able to combine the theoretical and their experiences in firm, than we able to absorb easily the essential knowledge of the marketing management especially in agribusiness/agroindustry. This very valuable management lecture finally can be implemented in our daily office work.


Marketing is a societal process by which individuals and groups obtain what they Need and Want through creating, offering and freely exchanging product and services of value with others (by Philip Kotler). Almost anything can be marketed such as consumer goods and services, business to business marketing, not for profit marketing and idea, place, people marketing. This marketing knowledge can be used to manage and develop the business. People or consumers always have a basic need and wants. Maslow’s theory was stressing that human kind have five basic needs are; physiological needs, safety needs, belongingness and love needs, esteem needs and self-actualization needs. Marketers have to able to grabs the market for serving and fulfill the human needs. The consumer needs and behavior was changing depend on the physiologist (motivation, perception, learning and attitude), personal (economic, personality and live stile), social (group, family and social status) and culture (sub-culture and social class). This marketing management will give the knowledge how to develop the marketing strategy to get benefit from open market by using many tools to study the market, consumer behavior, what product should be added to the market, what is the correct time to make a new product and sell it in the market, how to create new segmentation for special product or give product knowledge to customers and guide them to be a loyal customer and also increase the numbers of market, segmentation and product positioning.


By knowing the customer behavior, segmentation the market by divide overall market into segments in which consumers have similar characteristic, selecting a target market by evaluate the market segmentation identified in the segmentation process and plan the product’s market position. In line with this process the marketers have to develop tools for sales promotions, public relation, pricing strategy, branding positioning and keep communicate with the customers by using System Information Management (SIM) to create the communication media for keeping awareness about the product, sales activities, product differentiation event the new product through the information technology. To give more detail about the marketing management from A to Z, we can read some of marketing management books. For this marketing management class we have good books to read and explore the marketing management knowledge from theory to practical approach such as:


PEMASARAN STRATEGIK: Strategi Untuk Pertumbuhan Perusahaan dalam Penciptaan Nilai Bagi Pemegang Saham (Best Seller)

by Ujang Sumarwan, Agus Djunaidi, Aviliani, H.C Royke Singgih, Jusup Agus Sayono,  Rico R. Budidarmo dan Sofyan Rambe. (Inti Prima Promosindo 2009 – ISBN: 978-979-1058-67-4)

PEMASARAN STRATEGIK: Perspektif Perilaku Konsumen dan Marketing Plan

Ujang Sumarwan (Editor). IPB-Press 2015

(ISBN: 978-979-493-765-5)



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