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School of Engineering
- Undergraduate major in Mechanical Engineering
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- Undergraduate major in Electrical and Electronic Engineering
- Undergraduate major in Information and Communications Engineering
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- Common courses
- School of Materials and Chemical Technology
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- 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.)
- Thr9-10()
- Group
- -
- Course number
- ESD.H406
- Credits
- 2
- Academic year
- 2021
- Offered quarter
- 3-4Q
- Syllabus updated
- 2021/3/19
- 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 | Branding | Understand key factors on branding. |
| Class 11 | Guest Speaker on Marketing practice | Learn from a marketing practitioner. |
| Class 12 | Business Design for Digital Transformation Preparation for your group presentation | Understand key factors on business design in this digital age. |
| 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.
