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School of Engineering
- Undergraduate major in Mechanical Engineering
- Undergraduate major in Systems and Control Engineering
- Undergraduate major in Electrical and Electronic Engineering
- Undergraduate major in Information and Communications Engineering
- Undergraduate major in Industrial Engineering and Economics
- Common courses
- School of Materials and Chemical Technology
- School of Computing
- School of Life Science and Technology
- School of Environment and Society
- 工学院，物質理工学院，環境・社会理工学院共通科目
- Liberal arts and basic science courses
- First-Year Courses
- School of Science
- School of Engineering
- School of Materials and Chemical Technology
- School of Computing
- School of Life Science and Technology
-
School of Environment and Society
- Department of Architecture and Building Engineering
- Department of Civil and Environmental Engineering
- Department of Transdisciplinary Science and Engineering
- Department of Social and Human Sciences
- Department of Innovation Science
- Graduate major in Technology and Innovation Management
- Common courses
- Liberal arts and basic science courses
- Academic unit or major
- Graduate major in Engineering Sciences and Design
- Instructor(s)
- Kambe Masahiko
- Class Format
- Lecture
- Media-enhanced courses
- Day/Period(Room No.)
- Thr11-12(W931)
- Group
- -
- Course number
- ESD.H406
- Credits
- 2
- Academic year
- 2017
- Offered quarter
- 3-4Q
- Syllabus updated
- 2017/10/13
- Lecture notes updated
- -
- Language used
- Japanese
- Access Index
-
Course description and aims
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.
Student learning outcomes
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.
Keywords
Market Analysis, Marketing Strategy, Marketing plans, Branding, Business Analysis
Competencies that will be developed
| ✔ Specialist skills | Intercultural skills | Communication skills | Critical thinking skills | ✔ Practical and/or problem-solving skills |
Class flow
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
| 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 | Case Discussion: Optical Distortion, Inc. | Put pricing frameworks into practice. |
| Class 7 | Place | Understand key factors on channel planning. |
| Class 8 | Digital Promotion | Understand key factors on digital promotion. |
| Class 9 | Case Discussion: Social Strategy at Nike | Learn from an actual business case of digital marketing. |
| Class 10 | Guest Speaker on Digital Marketing | Learn from a digital marketing practitioner. |
| Class 11 | Business Analysis | Understand key factors on business analysis. |
| 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. |
Textbook(s)
Handouts will be provided after the class.
Reference books, course materials, etc.
MBA Marketing
Assessment criteria and methods
Class contribution 30%, Report 30%, and Group work on Presentation 40%
Related courses
- ESD.H405 ： Product Design and Development
- ESD.H402 ： Social Entrepreneurship
- ESD.H403 ： Sales Strategy and Organization
- ESD.H407 ： Leadership
- ESD.H404 ： Finance
- ESD.H408 ： Business Law
Prerequisites (i.e., required knowledge, skills, courses, etc.)
Has taken the course “Product design and Product development”.
Basic knowledge(undergraduate level) of Statistics.
