Essentials of Marketing and Strategy

Course Objectives

In this course students will develop an understanding of fundamental marketing and strategy frameworks and methodologies. Through short case studies covering a diverse range of businesses, students will enhance their ability to analyze, solve problems and make decisions about marketing and strategy from the perspective of top management.

In this interactive lecture students will learn:

  • The role of strategy and marketing in corporate management
  • Processes for formulating a competitive business strategy from the perspective of top management
  • Basic marketing concepts and how they can be applied to achieve strategic goals
  • Frameworks and analytical methods through practical application to short cases
  • How to think about theories and the qualitative aspects of corporate management

This course is intended for those who wish to expand their strategic view of management and understand business from the perspective of top management. It is designed for those with limited practical experience in marketing and strategy who want to become familiar with the frameworks and analytical methods used in this discipline. It is also recommended for those with experience who wish to increase their current skills and knowledge.  

Theme/Reading Materials

Day 1
Session A
THEME Overview of Strategy
Environment Analysis for Developing a Business Strategy
CASE ・ Interactive Lecture: Strategy -2nd Edition-
・ QB HOUSE
Session B
THEME Environment Analysis for Developing a Business Strategy (Continued)
CASE ・ Interactive Lecture: Strategy-2nd Edition-
・ QB HOUSE
 
Day 2
Session A
THEME Establishing a Competitive Advantage in Business Strategy
CASE ・ Interactive Lecture: Strategy-2nd Edition-: Unit 2-1 –Unit 2-4
・Nitori and IKEA
Session B
THEME Establishing a Competitive Advantage in Business Strategy (Continued)
CASE

・ Interactive Lecture: Strategy-2nd Edition-: Unit 2-1 –Unit 2-4

・ Nitori and IKEA

 
Day 3
Session A
THEME Comprehensive Exercises: Corporate Strategy (business domains, resource allocation, business expansion and diversification, complementary management resources)
CASE ・ Interactive Lecture: Strategy-2nd Edition-
・ Reorganization of the Japanese Steel Industry (1999–) (A)
Session B
THEME Comprehensive Exercises: Corporate Strategy (business domains, resource allocation, business expansion and diversification, complementary management resources)
CASE ・ Interactive Lecture: Strategy-2nd Edition-
・ Reorganization of the Japanese Steel Industry (1999–) (A)
・ Reorganization of the Japanese Steel Industry (2015)
 
Day 4
Session A
THEME Overview of Marketing: Analysis and Planning
CASE ・ Interactive Lecture: Marketing —2nd Edition—
・ A Comeback for Fujifilm’s Cheki (A)
Session B
THEME Overview of Marketing: Analysis and Planning (Continued)
CASE ・ Interactive Lecture: Marketing —2nd Edition—
・ A Comeback for Fujifilm’s Cheki (A)
・ A Comeback for Fujifilm’s Cheki (B) (to be distributed in class)
 
Day 5
Session A
THEME Drafting Measures in Marketing Strategy (Marketing Mix (4Ps))
CASE

・ Interactive Lecture: Marketing —2nd Edition— : Unit 1–Unit 4

・ Vermicular Ricepot: Riding a Dream (A)

Session B
THEME Drafting Measures in Marketing Strategy (Marketing Mix (4Ps)) (Continued)
CASE

・ Interactive Lecture: Marketing —2nd Edition—: Unit 1–Unit 4

・ Vermicular Ricepot: Riding a Dream (A)

・ Vermicular Ricepot: Riding a Dream (B) (to be distributed in class)

 
Day 6
Session A
THEME Comprehensive Exercises (case study analysis)
CASE ・ Emirates Airline: Connecting the Unconnected
・ Emirates Airline: Additional Exhibits
Session B
THEME Comprehensive Exercises (case study analysis) (Continued)
CASE ・ Emirates Airline: Connecting the Unconnected
・ Emirates Airline: Additional Exhibits

Faculty

Tomoko Katsurayama
Tomoko Katsurayama
Marketing and Strategy
"To be a global leader, it is essential to gain strategic thinking approach and magnetic personality with KOKOROZASHI. In Strategy and Marketing course, you will brush up your problem solving approach, which is the fundamental part of your business management skill. It is going to be an eye-opening journey as well as possibly hardest one. It helps you to take a comprehensive and panoramic view of business. Please join us and enjoy your journey of Strategy and Marketing world."