| Kode Mata Kuliah | MB6026 / 4 SKS |
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| Penyelenggara | 290 - Management Science / SBM |
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| Kategori | Lecture |
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| Bahasa Indonesia | English |
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| Nama Mata Kuliah | Sains Pemerekan | Branding Science |
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| Bahan Kajian | - Makna pemerekan, rantai nilai merek
- Penilaian ekuitas merek
- Riset merek kualitatif dan kuantitatif
- Isu kontemporar pemerekan
| - Branding meaning, brand value chain
- Brand equity assessment
- Qualitative and quantitative brand research
- Contemporary branding issues
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| Capaian Pembelajaran Mata Kuliah (CPMK) | - Memahami arti dan peran merek bagi posisi strategis perusahaan
- Memahami elemen pembentuk ekuitas merek dan valuasinya
- Memahami cara melakukan pemetaan merek
- Memahami teknik riset merek kualitatif dan kuantitatif
- Mampu melakukan teknik pengambilan data merek dari berbagai
- Terampil dalam menyusun kajian strategi komunikasi merek berdasarkan hasil penelitian
| - Understand the meaning and role of brands for the company's strategic position
- Understand the elements that form brand equity and its valuation
- Understand how to do brand mapping
- Understand qualitative and quantitative brand research techniques
- Able to carry out brand data retrieval techniques from various sources
- Skilled in compiling brand communication strategy studies based on research results
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| Metode Pembelajaran | Diskusi kelompok, Studi literatur | Group discussion, literature study |
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| Modalitas Pembelajaran | Luring, daring, asinkron | offline, online, assyncron |
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| Jenis Nilai | ABCDE |
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| Metode Penilaian | Kuis, UTS, UAS, tugas, presentasi | Quiz, mid exam, final exam, assignment, presentation |
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| Catatan Tambahan | | |
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