1. Strategic Marketing and Strategic Brand Management Silabus Darmadi Durianto

2. Buku Wajib OC Ferrell & Michael D Hartline, Marketing Strategy,Third Edition,Thomson,2005 Nirmalya Kumar,Marketing as Strategy,Harvard Business Review,2004 Walker,Boyd and Larreche, Marketing Strategy: Planning and Implementation,3 rd edition,1999,McGraw Hill. Alice M Tybout and Tim Calkins, Kellog On Branding, The Faculty of The Kellog School Of Management, 2005 David A Aaker, Managing Brand Equity, 1991,The Free Press David A Aaker, Building Strong Brand,1996, The Free Press Richard A D’Aveni, Hypercompetition : Managing The Dynamic of Strategic Maneuvering,1994, Free Press

3. Materi Kuliah 1.Introduction : Strategic Marketing Model and Sustainable Marketing Model. 2.Market measurement and analysis 3.Competition Analysis : The Hypercompetition concept 4.Customer Analysis 5.Managing Brand Equity : Concept and Application 6.Brand Awareness : Concept and Strategy 7.Brand Association : Concept and Strategy 8.Mid Test Examination

4. 9. Brand Perceived Quality & Brand Loyalty : Concept & Strategy 10.Brand Revitalization : Concept &Strategy 11.Kellog On Branding :Presentation & Discussion Brand Positioning Designing Brand Brand Meaning 12.Kellog On Branding : Presentation&Discussion Competitive Brand Strategies Brand Extensions Brand Portfolio Strategy

5. 13. Kellog On Branding : Presentation and Discussion Building Brands through Effective advertising Relationship Branding and CRM Branding Strategy for Business Markets 14. Kellog On Branding : Presentation and Discussion Services Branding Building in Technology Markets Building a Brand Driven Organization 15. Ten Deadly Marketing Sins : Signs and Solution 16. Final Test Examination

6. Format Case Presentation Viewpoint Time Context Definition of the problem Objectives Areas Of Consideration Alternative Courses Of Action Recommendation Projected Profit and Loss Statement