MODEL PENGEMBANGAN KEKHASAN KURIKULUM PROGRAM STUDI PEMASARAN SECARA BERKELANJUTAN DENGAN PENDEKATAN STRUCTURAL EQUATION MODELING

Abstract

The process of formulating the curriculum of the Marketing Management Studies Program
involves the academic community in the Department of Business Administration, industry,
professional associations, and alumni. The formulation of the curriculum provides guidance in
developing an annual activity plan, which contains a series of activities to achieve graduates
who are qualified and able to compete and be able to respond and adapt to environmental
changes relevant to stakeholder needs and the development of science and technology. The
results of research course lead to the formulation of a quality curriculum based on the distinctive
advantages of Marketing Management Program. The sampling technique used in this research is
accidental sampling method in this case is the alumni of Marketing Management study. This
research technique will use two approaches: 1). Confirmatory factor analysis, on Structural
Equation Modeling (SEM); and 2). Regression Weight in Structural Equation Modeling (SEM).
The outline of the model in this research can give positive contribution for the curriculum of
Marketing Management Study Program in order to realize the quality of the graduates that the
user wants, either in the form of suggestions of managerial implications, the formulation of
curriculum development and textbook material. The managerial suggestion is aimed at the
Curriculum of Marketing Management Program in formulating the future development program
policy