2024 Faculty Courses School of Engineering Department of Information and Communications Engineering Graduate major in Engineering Sciences and Design
Marketing Science
- Academic unit or major
- Graduate major in Engineering Sciences and Design
- Instructor(s)
- Masahiko Kambe
- Class Format
- Lecture (Face-to-face)
- Media-enhanced courses
- -
- Day of week/Period
(Classrooms) - 9-10 Fri
- Class
- -
- Course Code
- ESD.H406
- Number of credits
- 200
- Course offered
- 2024
- Offered quarter
- 3-4Q
- Syllabus updated
- Mar 14, 2025
- Language
- Japanese
Syllabus
Course overview and goals
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.
Course description and aims
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.
Student learning outcomes
実務経験と講義内容との関連 (又は実践的教育内容)
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
- 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/Objectives
| Course schedule | Objectives | |
|---|---|---|
| Class 1 | Orientation Introduction to Marketing Consumer Behavior | Course Overview. What is Marketing? |
| 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 | Digital Promotion | Understand key factors on digital promotion. |
| Class 9 | Guest Speaker on Data Science | Learn from a data scientist on marketing. |
| Class 10 | Branding | Understand key factors on branding. |
| Class 11 | New Paradigms in Marketing | Learn about recent issues in marketing, such as evidence-based marketing and the use of generative AI. |
| Class 12 | Guest Speakers on Marketing practice | Learn from marketing practitioners. |
| 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. |
Study advice (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
Evaluation methods and criteria
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
N.A.