Marketing I

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 MBA, Pre-MBA
Discipline: Marketing and Strategy
Course Level: Fundamental Course
Required/Elective Course: Elective Course
Number of Credits: 1.5
Report: Day 4
Hours Per Class: 3 hours
Class Capacity: 35 (Part-time MBA)

 

Preliminary Recommended Courses

-Critical Thinking
-Essentials of Marketing & Strategy

 

Theme/Reading Materials

Day 1
Session A
THEME Role of Marketing in Market Entry
CASE ・Suntory in Shanghai
Session B
THEME Role of Marketing in Market Entry (Continued)
CASE ・Suntory in Shanghai
 
Day 2
Session A
THEME Marketing plans derived from market research under a competitive environment
CASE ・ Planters Nuts
Session B
THEME Making decisions based on marketing mix
CASE ・ Eco7: Launching a new motor oil
 
Day 3
Session A
THEME Marketing strategies based on channel structures
CASE Soren Chemical: Why Is the New Swimming Pool Product Sinking?
Session B
THEME Value Proposition and Pricing Strategy
CASE ・Atlantic Computer: A Bundle of Pricing Options
 
Day 4
Session A
THEME Planning and implementing marketing strategy
CASE ・ NASCAR:Leading a Marketing Transformation in a Time of Crisis
Session B
THEME Planning and implementing marketing strategy (Continued)
CASE ・ NASCAR:Leading a Marketing Transformation in a Time of Crisis
 
Day 5
Session A
THEME Digital Media Usage and Brand Strategy
CASE ・Dove: Evolution of a Brand
Session B
THEME Digital Media Usage and Brand Strategy (Continued)
CASE ・Dove: Evolution of a Brand
 
Day 6
Session A
THEME Marketing strategy in the digital age
CASE ・ BURBERRY’S NEW CHALLENGES
Session B
THEME Marketing strategy in the digital age (Continued)
CASE ・ BURBERRY’S NEW CHALLENGES

If you wish to start from the Pre-MBA,

Tuition Fee per course: 126,000 yen
Please find more about the Pre-MBA Program

Course Schedule

Faculty

John Flanagan
Critical and Analytical Skills, Marketing and Strategy
"A strong grasp of marketing concepts and theory acts as the sounding board for any marketer as they build strategies to grow their business and launch campaigns. However, one also needs an understanding what happens in the real world. In addition to advancing student knowledge of marketing, I hope to provide that reality check for class participants."
Gil Chavez
Critical and Analytical Skills, Management Philosophy, Marketing and Strategy
The ability to assess a given situation, to quickly sift through data to indentify key factors, is essential in any profession. In business, it is the foundation of management and leadership.
Yoshimitsu Kaji
Marketing and Strategy
After graduating from Aoyama Gakuin University’s department of economics, Mr. Kaji worked for Fuji Bank and an advertising company. When working at Coca-Cola Japan he was put in charge of Coca-Cola and Georgia Coffee.
Tomoko Katsurayama
Marketing and Strategy
"To be a global leader, it is essential to gain strategic thinking approach and magnetic personality with KOKOROZASHI. In Strategy and Marketing course, you will brush up your problem solving approach, which is the fundamental part of your business management skill. It is going to be an eye-opening journey as well as possibly hardest one. It helps you to take a comprehensive and panoramic view of business. Please join us and enjoy your journey of Strategy and Marketing world."
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.

Faculty

John Flanagan
John Flanagan
Critical and Analytical Skills, Marketing and Strategy
"A strong grasp of marketing concepts and theory acts as the sounding board for any marketer as they build strategies to grow their business and launch campaigns. However, one also needs an understanding what happens in the real world. In addition to advancing student knowledge of marketing, I hope to provide that reality check for class participants."
Gil Chavez
Gil Chavez
Critical and Analytical Skills, Management Philosophy, Marketing and Strategy
The ability to assess a given situation, to quickly sift through data to indentify key factors, is essential in any profession. In business, it is the foundation of management and leadership.
Yoshimitsu Kaji
Yoshimitsu Kaji
Marketing and Strategy
After graduating from Aoyama Gakuin University’s department of economics, Mr. Kaji worked for Fuji Bank and an advertising company. When working at Coca-Cola Japan he was put in charge of Coca-Cola and Georgia Coffee.
Tomoko Katsurayama
Tomoko Katsurayama
Marketing and Strategy
"To be a global leader, it is essential to gain strategic thinking approach and magnetic personality with KOKOROZASHI. In Strategy and Marketing course, you will brush up your problem solving approach, which is the fundamental part of your business management skill. It is going to be an eye-opening journey as well as possibly hardest one. It helps you to take a comprehensive and panoramic view of business. Please join us and enjoy your journey of Strategy and Marketing world."
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.