Marketing I

Course Objectives

This course is intended for those who wish to acquire skills to utilize fundamental marketing frameworks and analytical methods. It is also intended for those who wish to improve their analytical and planning skills, along with implementation skills, when developing marketing strategy.
Through the case method, this course is designed to equip students with skills to develop and plan strategic options and evaluate them based on actual consumer needs.

Students are encouraged to grasp the whole picture of marketing activities and understand the situation and/or problems that a company faces.
Furthermore, the course will cover market opportunity analysis, segmentation, positioning, marketing mix, and other main themes of marketing to encourage a deeper understanding of marketing by the students.

This course target students who want to become a leader with marketing sense for creating a competitive value to customers.

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

Click here to see a list of Preliminary Recommended Courses

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 Spread of Innovation
CASE ・ Intelligent Medicine: The Novartis-Proteus Alliance
Session B
THEME Deciding How to Position a New Product When Introducing It
CASE ・ Clean Edge Razor: Splitting Hairs in Product Positioning
 
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 Drafting and Executing a Marketing Strategy for a New Product
CASE ・Aqualisa Quartz: Simply a Better Shower
Session B
THEME Drafting and Executing a Marketing Strategy for a New Product (Continued)
CASE ・Aqualisa Quartz: Simply a Better Shower
 
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 Growth Strategy for a mature product: New Promotion Strategy
CASE ・Pedigree Growth Strategy (A)
Session B
THEME Growth Strategy for a mature product: New Promotion Strategy (Continued)
CASE ・Pedigree Growth Strategy (B)

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."
Learn more
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.
Learn more
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.
Learn more
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."
Learn more
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
Learn more
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.
Learn more

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