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

Day 1
Session A
THEMEThe big picture of marketing and the role of marketing in mature markets
CASE・ASICS: Chasing a 2020 Vision
Session B
THEMEThe big picture of marketing and the role of marketing in mature markets (Continued)
CASE・ASICS: Chasing a 2020 Vision
 
Day 2
Session A
THEMEMaking use of the characteristics of online and offline in marketing
CASE・ Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing
Session B
THEMEMaking use of the characteristics of online and offline in marketing (Continued)
CASE・ Hubble Contact Lenses: Data Driven Direct-to- Consumer Marketing
 
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
THEMEThe big picture of marketing and the role of marketing in market entry
CASE・Chateau Margaux: Launching the Third Wine
Session B
THEMEThe big picture of marketing and the role of marketing in market entry (Continued)
CASE・Chateau Margaux: Launching the Third Wine
 
Day 5
Session A
THEMEPlatform businesses
CASE・THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)
Session B
THEMEDigital marketing
CASE・THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)
 
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
Business Presentation
Customer Journey and Branding
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