This course takes a systematic approach to marketing planning processes of business firms. The planning of marketing strategy, products, prices, channels, and communication plans will be understood through class exercises and case discussions. Attention focuses on quantitative analyses on marketing, and you will also learn frameworks of market environment analysis and business analysis.
The goal of this course is to plan marketing strategy and execution plans in a practical manner. To improve skills to understand markets and to draw up Key Success Factors.
Market Analysis, Marketing Strategy, Marketing plans, Branding, Business Analysis
|Intercultural skills||Communication skills||Specialist skills||Critical thinking skills||Practical and/or problem-solving skills|
Classes are consisting of interactive lectures, case discussions, and guest speakers.
Interactive lectures will be provided through student team-based discussions, and presentations.
|Course schedule||Required learning|
|Class 1||Orientation, Market||Estimate market size quantitatively.|
|Class 2||Market Analysis||Understand key factors on market analysis.|
|Class 3||Segmentation, Targeting, Positioning||Understand key factors on market strategy.|
|Class 4||Product||Understand key factors on product planning.|
|Class 5||Price||Understand key factors on pricing.|
|Class 6||Business Analysis||Understand key factors on business analysis.|
|Class 7||Case Discussion: Optical Distortion, Inc.||Put pricing frameworks into practice.|
|Class 8||Place Behavioral Pricing||Understand key factors on channel planning. Understand key factors on behavioral pricing.|
|Class 9||Digital Promotion||Understand key factors on digital promotion.|
|Class 10||Guest Speaker on Digital Marketing||Learn from a digital marketing practitioner.|
|Class 11||Case Discussion: Social Strategy at Nike||Learn from an actual business case of digital marketing.|
|Class 12||Branding||Understand key factors on branding.|
|Class 13||Guest Speaker on Global Branding||Learn from a global branding practitioner.|
|Class 14||Group Presentation on Brita||Put what I learn through this course into practice.|
|Class 15||Case Discussion: Brita, Course Summary||Explain what I learnt through this course.|
Handouts will be provided after the class.
Class contribution 30%, Report 30%, and Group work on Presentation 40%