2022 Marketing Science

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Academic unit or major
Graduate major in Engineering Sciences and Design
Kambe Masahiko 
Class Format
Lecture    (Face-to-face)
Media-enhanced courses
Day/Period(Room No.)
Course number
Academic year
Offered quarter
Syllabus updated
Lecture notes updated
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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.


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 Speakers on Marketing practice Learn from marketing practitioners.
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 Learn from the throughout review of this course and 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.


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.)


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