Marketing Strategy

1年

2.00単位

〇（実務経験有）

セメスタ指定なし

石井　伸一

English

紀尾井町キャンパス

With the trends of intensifying of competitive business environment, ‘Marketing’ is getting important more and more for the success of business.  This course is aimed for graduate students who already have undergraduate-level marketing knowledge and aims to acquire the capability to apply the marketing theory into real life.

Marketing is a series of all activities for value creation that meet customers wants. This activity includes ways to maximize a sale. Marketing activity is very similar to the battle, because its aim is to expand territory (like market share). To get market share, they must develop best products/goods, promote them to the market and select appropriate distribution channels with appropriate price. It is very common to start with market segmentation to identify a target. Market analysis to visualize the structure of the market is the first step to nail down for a target. For the students to get an ability to solve real-life problem by using market methodology, this course provides with a lot of pragmatic case studies.

Note: Contents of the lecture may be changed subject to the impact from the change of socio-economic environment

1.Introduction, start-up session, reviewing basic theory for marketing
Course objective and goal, Course outline, what is marketing for and about?

Read Syllabus deeply

Review: Taking note and review it

2.Identifying the marketing issues for creating customer value
Segmentation and Targeting, competitor, positioning, differentiation

Preparation: Please think about how to refine issues to conduct Marketing Research and Demand Forecasting / Optimistic and Pessimistic forecasting

Review: Taking note and review it

3. 4 P Analysis tool for MECE
Setting Product Target to meet customer needs, Price Target from Market Segmentation
Designing, Manufacturing, Procurement and Delivering, Managing Integrated Channels
Managing Supply Chain with Retailing, Wholesaling and Logistics
Promotions=Costumers Communications

Preparation: Please investigate 4Ps in the marketing theory

Review: Create MECE tree for your issues

4. Global Marketing
Cases of Japanese industries for expanding into foreign market, Issues for international trade and foreign direct investment, Role of Japanese Trading Companies (cases)

Preparation: Please select the most global company in Japan

Review: Create a report on Requirements for Global Company within 2 pages in A4.

5. Digital Marketing and Marketing for SME
Market Segment, Channels Characteristic, and Promotion aspect
Paradigm shift from traditional marketing approach

Preparation: Please select the most successful company of Digital Marketing

Review: Please make a report for marketing issues for SME

6. Interim Achievement Check and discussion for case studies
（Small paper test）
Overview of Japanese Marketing Issues, For What Entities, is mostly needed with marketing for Governments, Quasi-Government entities (utilities- Power and other Energy supply, Water supply, Telecommunications, Transport, Environmental Entities, Social Activities, Educational Entities, but different from NPO), Business and Industries

Preparation: No preparation is needed

Review: Review discussion and identifying issues of Japanese Marketing

7. KFS from Case Studies for Japanese Industry-1: 4P-integrating business models
Integrating business models of Design, Production, Procurement, Distribution, Channel, Promotion and Sales
Case Study with ‘First retailing’, ‘NITORI’ by benchmarking H&M, IKEA etc.
How marketing processes are functionalized in these firms?

Preparation: Please look into NITORI from Website.

Review: Review discussion and identifying issues of Japanese Marketing

8. KFS from Case Studies for Japanese Industry-2
Retail industry in Japanese Market
Convenience Store, Supermarket, Department Store, Glossary, Pharmacy etc.
‘7&i Holdings, AEON’ vs ‘E-commerce Amazon Japan, RAKUTEN’

Preparation: Please investigate one of retails company

Review: Please make a one A4 page report of marketing KFS of Retail industry.

9. KFS from Case Studies for Japanese Industry-3
Infrastructure, Energy Companies, other Quasi-Government Sector and Agriculture, Power, Utilities, Railways, Airlines, Ocean carriers, Corporative Association of farmers and Agriculture Entities
How these company promote sales and how to describe growth strategy?

Preparation: Please investigate one of infrastructure industry

Review: Please make a one A4 page report of marketing KFS of infrastructure industry.

10. KFS from Case Studies for Japanese Industry-4
Marketing for SMEs (Small and Medium Sized Enterprises). What is the difference for SMEs from Large Industries?
Digital marketing for SMEs, Branding for SMEs, what are the difference from general marketing theory? Any practices in real life?

Preparation: Collect information about issues for SME from marketing perspective

Review: Taking note and review it

11. Selecting Target Entities
Marketing exists everywhere: Government Sector, NPO, SME, Manufacturer, Retail, Service, IT, Business services

Prepare Targeting, Product/Service (something new or innovation), channels, Pricing

Review targeting theory and importance of targeting

12. COVID impact and E-commerce
What happens during COVID-19? What is the impact for the industry activities and lifestyles?
Direct impact and Secondary impact.
BCP, Risk management (Redundancy vs Productivity with Mass-Production, Concentration and dispersion)
New era of e-commerce, Uber EAT, DEMAEKAN, Contactless service

Preparation: collect information about Uber EAT, DEMAEKAN

Review: Evaluate your favorite company (one page report)

13. Review and Wrap-up
Reviewing the development of Marketing Management
What is your Marketing and what to apply from your perspective?
Discussion and Wrap-up

Prepare for discussion and Wrap-up

Review all letures

（１） Contribution to course operation 50%
（２） Reporting with materials provided in the course 50%

During the lecture

Materials are delivered during the class

-

-

-

-