Marketing II (Marketing Planning and Implementation)

Course Objectives

A marketing strategy is much more than merely drafting a plan. A marketing strategy requires a configuration of the work process, and the establishment of an organizational structure and information system that offers new values to customers.
The biggest challenge lies in how to utilize effectively the new customer and channel information gained through this process, in order to develop new strategies and revise the old ones.
This course is intended for students who completed the "Marketing I" course and wish to learn how marketing strategies are developed in line with a given market environment or capabilities of an organization, while also considering implications for new possible strategies, which may arise during the implementation process.

This course target students who are currently or were involved in marketing and also will become a senior manager who believes the value of customer oriented.

Course Details

Programs: Full-time MBA, Part-time MBA
Discipline: Marketing and Strategy
Course Level: Applied 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)

Recommended Preliminary Courses

− Marketing I
− Strategy

Click here to see a list of Preliminary Recommended Courses

Theme/Reading Materials

Day 1
Session A
THEME Delivering Customer Centricity
CASE ・ EMC2:Delivering Customer Centricity
Session B
THEME Delivering Customer Centricity (Continued)
CASE ・ EMC2:Delivering Customer Centricity
 
Day 2
Session A
THEME Developing a Sales Organization―Designing, Developing a Sales Organization; Managing Continuous Organizational Development 
CASE ・Lincoln Financial Group (A)
Session B
THEME Developing a Sales Organization―Designing, Developing a Sales Organization; Managing Continuous Organizational Development (Continued)
CASE ・Lincoln Financial Group (B): Making LFD a Reality
・Lincoln Financial Group (C) (to be distributed in class)
 
Day 3
Session A
THEME Co-creation with Customers―Marketing Strategies and their Implementation Based on R & D
CASE ・Bush Boake Allen
Session B
THEME Co-creation with Customers―Marketing Strategies and their Implementation Based on R & D (Continued)
CASE ・Bush Boake Allen
 
Day 4
Session A
THEME Differentiating Customers―Developing a Customer Relationship Management (CRM) System and Managing Customer Relationships Strategically
CASE ・Marquee The Business of Nightlife
Session B
THEME Differentiating Customers―Developing a Customer Relationship Management (CRM) System and Managing Customer Relationships Strategically (Continued)
・Marquee The Business of Nightlife
CASE  
 
Day 5
Session A
THEME Global Marketing (1) ―Managing Channels for Global Marketing
CASE ・MAN B&W DIESEL A/S - MANAGING LICENSEES IN A GLOBALIZED WORLD
Session B
THEME Global Marketing (1) ―Managing Channels for Global Marketing (Continued)
CASE ・MAN B&W DIESEL A/S - MANAGING LICENSEES IN A GLOBALIZED WORLD
 
Day 6
Session A
THEME Global Marketing (2) ― Across-the-Board Marketing Communication at Global Corporations 
CASE ・Mattel and Toy Recalls - Background Note
・Mattel and Toy Recalls (B)
Session B
THEME Global Marketing (2) ― Across-the-Board Marketing Communication at Global Corporations (continued)
CASE ・Mattel and Toy Recalls - Background Note
・Mattel and Toy Recalls (B)

 

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."
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."
Arlene Hostrop
Marketing and Strategy
At GLOBIS you study many cases and situations so that later you will have those experiences to draw on as your knowledge when you are tackling new situations. Likewise, in my classes I hope that you have the opportunity to learn from the stories and experiences discussed so that you can draw on that foundation when you are ready to go out and tackle new opportunities to blaze your own trail.
Makoto Tameda
Critical and Analytical Skills, Marketing and Strategy
“To become a business leader, it is essential to maintain a comprehensive and panoramic view, while always keeping ‘the real issue’ at the forefront of your mind. Join us in the endless struggle to get to the heart of the real issues in the world of Marketing and Strategy!”

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."
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."
Arlene Hostrop
Arlene Hostrop
Marketing and Strategy
At GLOBIS you study many cases and situations so that later you will have those experiences to draw on as your knowledge when you are tackling new situations. Likewise, in my classes I hope that you have the opportunity to learn from the stories and experiences discussed so that you can draw on that foundation when you are ready to go out and tackle new opportunities to blaze your own trail.
Makoto Tameda
Makoto Tameda
Critical and Analytical Skills, Marketing and Strategy
“To become a business leader, it is essential to maintain a comprehensive and panoramic view, while always keeping ‘the real issue’ at the forefront of your mind. Join us in the endless struggle to get to the heart of the real issues in the world of Marketing and Strategy!”