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 & 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

Day 1
Session A
THEMEThe big picture of marketing and the role of marketing in market entry
CASE・ Château Margaux: Launching the Third Wine
Session B
THEMEThe big picture of marketing and the role of marketing in market entry (Continued)
CASE・ Château Margaux: Launching the Third Wine
 
Day 2
Session A
THEMEMarketing plans derived from market research under a competitive environment
CASE・ Planters Nuts
Session B
THEMEMaking decisions based on marketing mix
CASE・ Eco7: Launching a new motor oil
 
Day 3
Session A
THEMEMarketing strategies based on the characteristics of corporate customers
CASE・ AnswerDash
Session B
THEMEPricing strategy
CASE・ AnswerDash
 
Day 4
Session A
THEMEPlanning and implementing marketing strategy
CASE・ NASCAR:Leading a Marketing Transformation in a Time of Crisis
Session B
THEMEPlanning and implementing marketing strategy (Continued)
CASE・ NASCAR:Leading a Marketing Transformation in a Time of Crisis
 
Day 5
Session A
THEMEDigital Media Usage and Brand Strategy
CASE・Dove: Evolution of a Brand
Session B
THEMEDigital Media Usage and Brand Strategy (Continued)
CASE・Dove: Evolution of a Brand
 
Day 6
Session A
THEMEMarketing strategy in the digital age
CASE・ BURBERRY’S NEW CHALLENGES
Session B
THEMEMarketing 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

Course Schedule

Faculty

John Flanagan
John Flanagan
Critical and Analytical Skills, Marketing and Strategy
COURSES:
Marketing I
Marketing II (Marketing Planning and Implementation)
Business Presentation
Tomoko Katsurayama
Tomoko Katsurayama
Marketing and Strategy
Hirofumi Matsubayashi
Hirofumi Matsubayashi
Marketing and Strategy
COURSES:
Essentials of Marketing and Strategy
Marketing I
Strategy
Ryoko Takei
Ryoko Takei
Marketing and Strategy
Apply Events Brochure