Mar­ket­ing

Course content

For Western—especially European—companies, establishing a competitive position in Asian markets requires skills to capture cultural insights and develop competitive marketing strategies and plans based on them. This course introduces the basics of marketing management with a special focus on Asian markets.

The course will introduce tools to manage market research and analyze consumer and business markets. It will focus on "values," i.e., understanding customer-perceived values, creating customer values, communicating values, and delivering values by applying various theoretical concepts such as "segmentation, targeting, and positioning," "customer-based brand equity," and "value propositions," among others.

We will discuss factors affecting the company’s options in the marketplace, such as institutional challenges, competitors in the targeted markets, consumer culture, and the company’s internal resources. We will also discuss the need to adjust a marketing plan (product positioning and communication) in a targeted market.

Students are expected to conduct market research in groups for two case-based assignments: one addressing B2B and the other addressing B2C. This will involve designing an empirical study, collecting and analyzing data, and interpreting the results to develop a marketing strategy.