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 build marketing strategy and execution plans in a practical manner. To improve skills to understand markets and to draw up Key Success Factors.
|✔ 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.
Market Analysis, Marketing Strategy, Marketing plans, Branding, Business Analysis
|✔ Specialist skills||Intercultural skills||Communication 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 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.|
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.
Handouts will be provided after the class.
Class contribution 30%, Report 30%, and Group work on Presentation 40%