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.

Upon completing the course, you will be able to understand:

  • 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

Theme & Reading Materials

Day 1
THEME Overview of Strategy
Environment Analysis for Developing a Business Strategy
CASE ・ Interactive Lecture: Strategy -2nd Edition-
・ QB HOUSE
 
Day 2
THEME Establishing a Competitive Advantage in Business Strategy
CASE ・ Interactive Lecture: Strategy-2nd Edition-: Unit 2-1 –Unit 2-4
・Nitori and IKEA
 
Day 3
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
THEME Overview of Marketing: Analysis and Planning
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
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)

・ Vermicular Ricepot: Riding a Dream (B) (to be distributed in class)
Day 6
THEME Comprehensive Exercises (case study analysis)
CASE ・ Emirates Airline: Connecting the Unconnected
・ Emirates Airline: Additional Exhibits

Faculty

Tomoko Katsurayama
Critical and Analytical Skills, Marketing and Strategy, Organizational Behavior and HRM

Faculty

Tomoko Katsurayama
Tomoko Katsurayama
Critical and Analytical Skills, Marketing and Strategy, Organizational Behavior and HRM

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