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Osaka Osaka
Nagoya Nagoya

NUCB BUSINESS SCHOOL - Graduate School of Management

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Digital Marketing

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What kind of Marketing does a series of information technologies called “digital” enable and require to us? We explore an answer and to this question for each student through simulated experience and discussion from relevant cases.

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.

  • Topic

    Marketing

  • Business

    Management

  • Position

    Director

  • Fee

    ¥90,000

  • Language

    Japanese

  • Format

    Virtual

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

Target
Professionals / Almuni

Faculty

Naohiko Oikawa

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Plan

Day1

  1. class discussion based on the article “Delivering value to customers
  2. case method based on the case “NTT Docomo: i-mode marketing
  3. introduction of concepts based on the lecture “Digital Innovation and Marketing

  4. case method based on the case “Recruit: Creating value by leveraging data (abridged version)

Day2

  1. case method based on the case “Accor Hotels and Digital Transformation
  2. case method based on the case “Big Skinny's Online Marketing
  3. introduction of concepts based on the lecture “Big Data Analysis

Cases

Day1

  • 「Delivering value to customers 」(article)
  • 「NTT DoCoMo: Marketing i-mode」(HBS)
  • 「Recruit Japan: Harnessing Data to Create Value (Abridged)」 (IMD

Day2

  • 「AccorHotels and the Digital Transformation: Enriching Experiences Through Content Strategies Along the Customer Journey」(INSEAD )
  • 「Online Marketing at Big Skinny」(HBS)

Textbooks and reference materials

Textbook

  • None

Additional Readings and Resource

  • 及川直彦 (2008)「デジタル情報技術がもたらした事業環境における新たな商品開発戦略」 『季刊マーケティングジャーナル』 28巻3号pp.61-76 https://www.j- mac.or.jp/mj/download.php?file_id=285

  • 及川直彦 (2016)「ビッグデータ時代のビジネス分析」『日経デジタルマーケティング』 2016年1月~7月 日経BP社

  • 恩蔵直人 (2007)『コモディティ化市場のマーケティング論理』 有斐閣 ISBN-10: 4641163014 ISBN-13: 978-4641163010

  • 恩蔵直人 (2017) 『マーケティングに強くなる』 筑摩書房 IISBN-10: 448006530X ISBN-13: 978-4480065308

  • 恩藏直人・及川直彦・藤田明久(2008)『モバイル・マーケティング』 日本経済新聞出版社 ISBN-10: 4532313694 ISBN-13: 978-4532313692

  • 亀井明宏・ルディー和子 (2009)『新マーケティング・コミュニケーション戦略論』 日経広告研究所 ISBN-10: 4532640814 ISBN-13: 978-4532640811

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