Marketing
GLOBIS MBA TOP Curriculum Course search results Marketing
Course Objectives
Having an in-depth understanding of customer needs is beneficial in creating competitive value. This course is designed to equip students with skills to plan and evaluate strategic options based on customer needs. In this course students will:
- Develop a deeper understanding of marketing by looking major themes such as:
- market opportunity analysis
- segmentation
- positioning
- marketing mix
- Acquire skills to utilize fundamental marketing frameworks and analytical methods
- Improve their analytical and planning skills, along with implementation skills, when developing marketing strategy
- Be encouraged to grasp the whole picture of marketing activities and understand the situation and/or problems that a company faces
This advanced marketing course is intended for students who wish to improve their analytical and planning skills when developing marketing strategy. For beginners, it is recommended that this course is taken after Essentials of Marketing and Strategy.
Course Details
Programs: Full-time MBA, Part-time & Online MBA, Pre-MBA
Discipline: Marketing and Strategy
Course Level: Fundamental Course
Required/Elective Course: Required Course
Number of Credits: 1.5
Report: Day 4
Hours Per Class: 3 hours
Class Capacity: 35
12 weeks, every other week
Online/On-Campus
JPY 128,000
Fundamental
Preliminary Recommended Courses
-Critical Thinking
-Essentials of Marketing & Strategy
Theme/Reading Materials
| THEME | The big picture of marketing and the role of marketing in mature markets |
|---|---|
| CASE | ・ASICS: Chasing a 2020 Vision |
| THEME | The big picture of marketing and the role of marketing in mature markets (Continued) |
|---|---|
| CASE | ・ASICS: Chasing a 2020 Vision |
| THEME | Making use of the characteristics of online and offline in marketing |
|---|---|
| CASE | ・ Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing |
| THEME | Making use of the characteristics of online and offline in marketing (Continued) |
|---|---|
| CASE | ・ Hubble Contact Lenses: Data Driven Direct-to- Consumer Marketing |
| THEME | Marketing strategies based on the characteristics of corporate customers |
|---|---|
| CASE | ・ AnswerDash |
| THEME | Pricing strategy |
|---|---|
| CASE | ・ AnswerDash |
| THEME | The big picture of marketing and the role of marketing in market entry |
|---|---|
| CASE | ・Chateau Margaux: Launching the Third Wine |
| THEME | The big picture of marketing and the role of marketing in market entry (Continued) |
|---|---|
| CASE | ・Chateau Margaux: Launching the Third Wine |
| THEME | Platform businesses |
|---|---|
| CASE | ・THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI) |
| THEME | Digital marketing |
|---|---|
| CASE | ・THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI) |
| THEME | Marketing strategy in the digital age |
|---|---|
| CASE | ・ BURBERRY’S NEW CHALLENGES |
| THEME | Marketing strategy in the digital age (Continued) |
|---|---|
| CASE | ・ BURBERRY’S NEW CHALLENGES |
Reference
Kotler, P. and Keller, K., 2008. Marketing Management. 14th ed.: International ed. Prentice Hall College Div.
ISBN-10: 0132102927 / ISBN-13: 978-0132102926
Kotler, P. , Kartajaya, H. , and Setiawan, I. , 2016. Marketing 4.0: Moving from Traditional to Digital. 1st ed.: Wiley.
ISBN-10: 1119341205 / ISBN-13: 978-1119341208
If you wish to start from the Pre-MBA,
Tuition Fee per course: 128,000 yen
Please find more about the Pre-MBA Program
Faculty
