2020 Marketing Science

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Academic unit or major
Graduate major in Engineering Sciences and Design
Instructor(s)
Kambe Masahiko 
Course component(s)
Lecture
Mode of instruction
ZOOM
Day/Period(Room No.)
Fri9-10(Zoom)  
Group
-
Course number
ESD.H406
Credits
2
Academic year
2020
Offered quarter
3-4Q
Syllabus updated
2020/9/18
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 build marketing strategy and execution plans in a practical manner. To improve skills to understand markets and to draw up Key Success Factors.

Course taught by instructors with work experience

Applicable How instructors' work experience benefits the course
Built marketing strategies, implemented brand activities, and excuted new product developments for more than 20 clients at an advertising company.
Engaged in global branding activities at a car manufacturer.

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 Place Course Overview. Understand key factors on channel planning.
Class 2 Market Analysis Understand key factorsand frameworks on market analysis, and put them into practicies.
Class 3 Segmentation, Targeting, Positioning Understand key factors on market strategy.
Class 4 Product Understand key factors on product planning, and present challeges for diffusion.
Class 5 Price Understand key factors on pricing, and take steps to pricing prcedure.
Class 6 Business Analysis Exercise business analysis methods useful for marketing strategy and business plan.
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 Case Discussion: Social Strategy at Nike Learn from an actual business case of digital marketing.
Class 11 Guest Speaker on Marketing practice Learn from a marketing practitioner.
Class 12 Branding Understand key factors on branding.
Class 13 Group Presentation on Brita Put lessons from all of this course into practice.
Class 14 Case Discussion: Brita Review of the course and learng marketing planning process.

Out-of-Class Study Time (Preparation and Review)

To enhance effective learning, students are encouraged to spend approximately 100 minutes preparing for class and another 100 minutes reviewing class content afterwards (including assignments) for each class.
They should do so by referring to textbooks and other course material.

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.)

N.A.

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