Customer Insight and Branding

Course Objectives

In a mature market such as Japan, an increasingly deeper understanding of the consumer is required for marketers to compete. During this course, students will broaden their scope for marketing by learning and making practical use of the theories behind consumer behavior and branding.
As an advanced level course in the marketing area, this course is ideal for those who would like to focus on learning how to develop successful marketing strategies targeting end-consumers.

The consumption behavior of your average customer may appear unpredictable and at times illogical at first glance, however, it actually contains psychological mechanisms (insights) that can be deciphered.
This course therefore aims to equip each student with the skills to read the patterns hidden in consumption behavior and thus bringing the intentions of both consumer and corporation closer together. The first half of this course will focus on the understanding of customer insight by conducting field work, while the latter half will teach students how to align marketing strategies with customer insight using case studies.
Students will give a group presentation with their research findings on the last day of the course.

This course targets students who are currently or were involved in marketing, and those who have learned the basic concepts of marketing.

 

Course Details

Programs: Full-time MBA, Part-time MBA
Discipline: Marketing and Strategy
Course Level: Applied Course
Special Features: Group Work
Required/Elective Course: Elective Course
Number of Credits: 1.5
Report: Day 6
Hours Per Class: 3 hours
Class Capacity: 30 (Part-time MBA)

*Due to the characteristics of the course, application of the substitute class and leave of absence system may be limited.

 

Recommended Preliminary Courses

− Critical Thinking I
− Marketing I

 

Theme/Reading Materials

Day 1
Session A
THEME The Views of Postmodern Marketing
CASE ・Tivo
・Tivo in 2002: Consumer Behavior
Session B
THEME The Views of Postmodern Marketing (continued)
CASE ・Tivo
・Tivo in 2002: Consumer Behavior
 
Day 2
Session A
THEME Listening to Customer Voices
CASE ・ Consumer Behavior Exercise (A)
・ Consumer Behavior Exercise (D)
Session B
THEME Listening to Customer Voices (continued)
CASE ・ Consumer Behavior Exercise (A)
・ Consumer Behavior Exercise (D)
 
Day 3
Session A
THEME Consumer Insight Survey Design and the Implementation Process
CASE ・Shikishima baking Co., Ltd.
Session B
THEME Organizational Acceptance of Product Ideas Derived from Consumer Insight
CASE ・Shikishima baking Co., Ltd.
 
Day 4
Session A
THEME Commercializing Consumer Insight
CASE ・Hobo Nikkan Itoi Shimbun
Session B
THEME Imbedding Consumer Insight Exploration into an Organization
CASE ・Hobo Nikkan Itoi Shimbun
 
Day 5
Session A
THEME Communication Strategy for Branding
CASE ・United Colors of Benetton
Session B
THEME Communication Strategies for Branding
CASE ・United Colors of Benetton (continued)
 
Day 6
Session A
THEME Presentation Session 
CASE N/A
Session B
THEME Presentation Session (continued)
CASE N/A

 

Faculty

Hirofumi Matsubayashi
Marketing and Strategy
"You will be exploring marketing/corporate strategy universe in my space ship. Most of the time, the space trip is fun and exciting, yet, you have to cope with occasional challenging questions in order to show your preparedness of your thoughts. You will surely appreciate thought provoking ideas and questions given by other aliens. In this space, both hard thinking(logical thinking) but and soft thinking(creative thinking) are required. I hope you will attain balanced thinking habits to survive rapidly changing environments. Just remember, love and peace of mind are must to get on board." Events Wed. Nov 29, 2017 "English Management Training (EMT)"... Mon. Dec 4, 2017 MBA Open Campus: "Accounting" Trial Class... All Events Next Steps Sign Up for our Newsletter Download Brochure Join our Open Campus Request a Consultation Apply Share this page Facebook Twitter inShare
Ryoko Takei
Marketing and Strategy
I personally believe marketing is fun as it is basically related to organizational growth -- the positive side of organizations. However, it is a professional process. When you conduct it, you need to know many theories and logical concepts and be accustomed to harmonizing these with the real world. Is it art or science? This is a common question in the marketing world. As a person who also has a pure art profession, my belief is that any profession has both aspects. I think marketing is 80 per cent science with a 20-per cent sense of art, and I need 20 per cent of science for my artistic profession. What do you think? I would love to hear your thoughts in my class.
Angus Tin
Marketing and Strategy
Marketing is a very practical subject. For example, branding is the creation and delivery of a promise, and customer insight is the power to perceiving what the customer is unwilling to say or unconscious about, and these are the skills anybody can benefit a lot in their daily lives.

Faculty

Hirofumi Matsubayashi
Hirofumi Matsubayashi
Marketing and Strategy
"You will be exploring marketing/corporate strategy universe in my space ship. Most of the time, the space trip is fun and exciting, yet, you have to cope with occasional challenging questions in order to show your preparedness of your thoughts. You will surely appreciate thought provoking ideas and questions given by other aliens. In this space, both hard thinking(logical thinking) but and soft thinking(creative thinking) are required. I hope you will attain balanced thinking habits to survive rapidly changing environments. Just remember, love and peace of mind are must to get on board." Events Wed. Nov 29, 2017 "English Management Training (EMT)"... Mon. Dec 4, 2017 MBA Open Campus: "Accounting" Trial Class... All Events Next Steps Sign Up for our Newsletter Download Brochure Join our Open Campus Request a Consultation Apply Share this page Facebook Twitter inShare
Ryoko Takei
Ryoko Takei
Marketing and Strategy
I personally believe marketing is fun as it is basically related to organizational growth -- the positive side of organizations. However, it is a professional process. When you conduct it, you need to know many theories and logical concepts and be accustomed to harmonizing these with the real world. Is it art or science? This is a common question in the marketing world. As a person who also has a pure art profession, my belief is that any profession has both aspects. I think marketing is 80 per cent science with a 20-per cent sense of art, and I need 20 per cent of science for my artistic profession. What do you think? I would love to hear your thoughts in my class.
Angus Tin
Angus Tin
Marketing and Strategy
Marketing is a very practical subject. For example, branding is the creation and delivery of a promise, and customer insight is the power to perceiving what the customer is unwilling to say or unconscious about, and these are the skills anybody can benefit a lot in their daily lives.