In the fall semester of 2020, Nagoya Campus will be operating face-to-face classes, observing ventilation and social distance, and taking thorough measures against viral infection.
In this course, students will develop the ability to formulate strategies for marketing communications, one of the components of marketing. While learning the key concepts that are often used in marketing communication strategies, we will also simulate real-world strategy development situations that cannot be handled by simply applying existing concepts.
On the afternoon of the first day, the class discussed whether or not to expand the "intel inside" campaign in the international marketing business, using a case based on the familiar catchphrase reminiscent of "inside intel inside". We discussed how BtoB companies need to take into account previous failures when expanding, how to communicate the importance of their products to the general public, and how to create branding in order to communicate with customers. How have you chosen to "select value" and "provide (create) value" in marketing, and what have you done in your "value delivery system" to make your customers notice and recognize your value? The students noticed the "value delivery" (i.e., marketing communication) hidden in the catchphrases written in the "Inside Intel Inside" case that they were familiar with. Through the case method, they learned what they should focus on and how they should structure their marketing.