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Osaka Osaka
Nagoya Nagoya

NUCB BUSINESS SCHOOL - Graduate School of Management

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Marketing Essentials

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Marketing is to create the customers by establishing the structures for sale.This Course leads marketers to understand　the following 2 points.「Marketing is the series of the various activities(producing,selling,advertizing,and more) to the market.」 「Understanding on-going market trend and being logical are both important KFS fora marketer.」This program also focuses on sharing living knowledge about the real industries and firms to learn practical skills by the instructor as a consultant.

Registration deadline:

Please note the following after registration.

Registrants must note that refunds cannot be granted when cancellation notification is received later than four weeks prior to the start date.

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PgCert in MBA Essentials

Certificate

The MBA Basic Course is recommended for first-time MBA students and those who wish to solidify their foundation. The course provides basic knowledge of people, things, and money in general, which is essential for any businessperson regardless of industry, job title, or position, and enhances logical thinking skills. Upon completion of the course, participants will receive a "Certificate of Completion" to certify that they have completed the Basic MBA Course. *Non-Japanese registrants are asked to submit a certificate of Japanese proficiency (JLPT N1 or EJU score of 250 or higher).

  • Topic

    Marketing

  • Business

    Management

  • Position

    Chief

  • Fee

    ¥85,000

  • Language

    Japanese

  • Format

    Virtual

Date
09:20〜16:40
09:20〜16:40
Place
Virtual
Registration deadline

Target
Professionals / Almuni

Faculty

Noriko Saiki Professor

Noriko Saiki

Plan

Day 1

  1. “Marketing Myopia”
    Through class discussion, participants will understand what it means to build a business around the customer and the difference between sales and advertising and marketing. 2.
  2. class discussion on marketing concepts based on the “Nintendo Wii” case study. The concepts necessary for marketing decision making will be extracted and understanding of the concepts will be established.

Day2

  1. using Snow Brand Milk Industry and Ritz-Carlton as case studies, we will compare each company's approach to its customers and discuss the direction of problem finding and solution in an interactive and multi-directional manner. 2.
  2. using Shiseido as a case study, acquire knowledge of important concepts and ideas in international marketing. Class discussions will be held on the marketing practices that the participants consider necessary in the global expansion phase that will be required in the future.

Cases

  • Marketing Myopia
  • Wii: Nintendo's Video Game Revolution
  • Snow Brand Dairy: The Dissolution of the Snow Brand
  • Snow Brand Dairy (A)-(C)
  • The Ritz-Carlton
  • Beautifying China: Shiseido and the Chinese Market” ‘The Ritz-Carlton’ ‘The Ritz-Carlton’ ”Beautifying China

Textbooks and reference materials

Textbook

  • ハーバード・ビジネス・レビュー編集部「マーケティングの教科書」ダイヤモンド社（2017）9784478104408
  • 羽田康祐「ブランディングの教科書」インプレス（2020）9784802098915
  • T. レビット「マーケティングの革新」ダイヤモンド社（2006）9784478502655

Additional Readings and Resource

  • 『１からのマーケティング』石井淳蔵他,2009,碩学社
    　　ISBN-10：4502665509　ISBN-13：978-4502665509
  • 『100人の村で84人に新商品を売る方法』森本尚樹,2018,雷鳥社
    　　ISBN-10：4844137441　ISBN-13：978-4844137443
  • 『コトラー＆ケラーのマーケティング・マネジメント基本編　第3版』フィリップ・コトラー他, 2014,丸善出版
    　 ISBN-10：4621066137　ISBN-13：978-4621066133
  • 『ブランド・エクイティ戦略』デービッド・アーカー他,1994,ダイヤモンド社
    　　ISBN-10：4478501149　ISBN-13：978-4478501146

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