2019 Marketing Science

Font size  SML

Register update notification mail Add to favorite lecture list
Academic unit or major
Graduate major in Engineering Sciences and Design
Kambe Masahiko 
Course component(s)
Day/Period(Room No.)
Course number
Academic year
Offered quarter
Syllabus updated
Lecture notes updated
Language used
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.


Market Analysis, Marketing Strategy, Marketing plans, Branding, Business Analysis

Competencies that will be developed

Intercultural skills Communication skills Specialist 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 Place Course Overview. Understand key factors on channel planning.
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 Guest Speaker on Data Science Learn from a data scientist on Marketing.
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 Marketing practice Learn from a marketing practitioner.
Class 14 Group Presentation on Brita Put lessons from 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.

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.)


Page Top