Course Introduction / Marketing II (Consumer Marketing)
Course Introduction / Marketing II (Consumer Marketing)
Course Level: Applied Courses
Specialized: Marketing and Strategy
Required/Elective: Elective
Credits: 1.5
Pre-IMBA/Open Course: Open Course
Specialized: Marketing and Strategy
Required/Elective: Elective
Credits: 1.5
Pre-IMBA/Open Course: Open Course
Report (Report Day): Day 6
Course Period (Number of Classes): 3 months (6 classes)
Hours Per Class: 3 hours
Capacity: 24 students
Group Work: Yes
Class Style: Case Method
Course Period (Number of Classes): 3 months (6 classes)
Hours Per Class: 3 hours
Capacity: 24 students
Group Work: Yes
Class Style: Case Method
COURSE OVERVIEW
This course is for those who have acquired knowledge of basic marketing concepts and are involved in some form of marketing activity every day, so that they may delve deeper into how they can incorporate the perspectives of end users into their activity.
The course aims to develop personal ideas on marketing, and through case studies and fieldwork it seeks methods to link consumer opinion with corporate intent.
The course aims to develop personal ideas on marketing, and through case studies and fieldwork it seeks methods to link consumer opinion with corporate intent.
Prerequisite Courses
- Critical Thinking
- Marketing I
- Marketing I
THEME/CASE (*The themes and cases shown below are subject to change)
Day 1
| THEME | The Whole Picture of Postmodern Marketing |
|---|---|
| CASE | How Customers Think: Essential Insights into the Mind of the Market |
Day 2
| THEME | Listening to Customer Voices |
|---|---|
| CASE | Consumer Behavior Exercise |
Day 3
| THEME | Designing and Interpretation of Consumer Insights Surveys |
|---|---|
| CASE | Nintendo |
Day 4
| THEME | Business Expansion and Branding |
|---|---|
| CASE | I've Got a Swatch! |
Day 5
| THEME | Communication Strategies for Brand-building |
|---|---|
| CASE | United Colors Of Benetton |
Day 6
| THEME | Presentation Session |
|---|---|
| CASE | N/A |
Textbook (Please purchase the following textbook before the course starts.)
-
- How Customers Think: Essential Insights into the Mind of the Market
- Zaltman, G., (2003) Harvard Business School Press. ISBN-10: 1578518261 / ISBN-13: 978-1578518265
- Amazon.co.jp
