ESOPExchange Students from Overseas Program

This course focusses on practical and applied aspects of marketing and innovation. Students will explore major concepts in marketing applying methods and frameworks utilized by marketing practitioners. As well, we examine Japan through the marketing lens: how is marketing different, Japan’s impact on the marketing outside Japan, and how foreign firms access and appeal to the Japanese marketplace.

This course uses several case studies requiring participation and discussion. A mixture of Ivey Business School Cases, selected articles and practical experiential interactions is used in an effort to increase student awareness of real-world marketing concepts and issues, encourage creative and critical thinking and decision making.

On successful completion of this course a student should be able to:
1. Demonstrate an understanding of a range of contemporary marketing issues, theories, practices and models relating broadly and to the Japanese market;
2. Evaluate and critique contemporary marketing practices and understand the best methods of implementation to maximize business performance;
3. Demonstrate proficiency in presenting, analyzing, discussing, evaluating and making decisions regarding contemporary marketing initiatives within an organization;
4. Demonstrate knowledge of marketing (branding, mar-com, localization, distribution, etc.) in Japan
5. Critically evaluate contemporary marketing issues through case studies;
6. Apply theoretical frameworks in relation to marketing literature and practice;
7. Present both written and verbal reports within the conventions of academic writing.

英語 / English

This course is taught using a variety of instructional and learning models. Everyone learns differently and in an international program everyone has different backgrounds and perspectives. Lecture, readings, case studies and assignments are effective methods. Group collaboration and discussion provide opportunity for communicating and justifying one's viewpoint.

An array of case studies will be used through out. Reading (cases and text) and in-depth preparation in advance is required for each class. Cases are effective in preparing future marketing managers. We put ourselves into situations and must make and justify important decisions.

Participation
Student participation is expected and accounts for a major portion of the grade. To be successful students must prepare thoroughly for each class.

Feedback
At the beginning of class, a review and discussion feedback for the previous class is given through comments on selected discussion topics from the previous class.
Good comments and questions from the class discussion are introduced in class to facilitate further discussions.
Submission of assignments and feedback are to be uploaded on the Learning Management System.
Comments for assignments (tests and reports, etc.) are given during office hours.
In the final class, review, comments and explanations are given for tests, reports and other assignments given during the semester.

あり / Yes

なし / No

授業形態/methods of teaching：対面/face to face

※各回の授業形態は予定です。教員の指示に従ってください。

1.[対面/face to face]：20 Sept:
- Introduction

- Introduction to the course
- Marketing Framework Overview
- Discussion of current issues in marketing – globally and in Japan

2.[対面/face to face]：27 Sept:
- Market Analysis

Uncovering the deeper issues and problems in markets; a framework for analyzing markets; an examination of the Japanese market; accessing information

3.[対面/face to face]：04 Oct:
- Marketing Strategy and Perspective & Introducing the Case Study Method

Orienting perspectives toward marketing through examining the works of marketing practitioners; Case analysis and application of the case study method; Practice case

4.[対面/face to face]：11 Oct:
Global Marketing - Strategy

Case: Illy Espresso - Illy Espresso: Where to expand next? Using and array of data in the case and several frameworks introduced in class, the case requires the answer to a very important marketing decision.

5.[対面/face to face]：18 Oct:
- Culture and Advertising

How ought international marketers approach culture difference? How does culture affect advertising? These critical questions are examined with the works of Hofstede and De Mooji.

6.[対面/face to face]：25 Oct:
- Product development

Guided team-based creative development task to create a new brand for the Japanese market

7.[対面/face to face]：08 Nov: Global Marketing - Branding

Case: Ippudo: Bringing Japan to Paris in a Bowl How to position a Japanese food service product in a foreign market? Developing a new marketing mix; differentiation in a foreign market; promotional strategies; cross-cultural differences in customer expectations.

8.[対面/face to face]：15 Nov:
- Advertising and Branding

Advertising Strategy - An
Examination of state of advertising with a focus on global advertising in Japan

9.[対面/face to face]：22 Nov:
- Business expansion strategies in a foreign market

Case: Dominos Pizza Japan - Expanding a foreign brand in the Japanese market

10.[対面/face to face]：29 Nov:
- Midterm Presentations

DUE: Assignment
Student presentations, discussion and peer feedback of a product develop task assigned earlier in the term. An opportunity to apply course learnings in developing a product/marketing campaign for the Japanese market
Presentation on major assignment

11.[対面/face to face]：06 Dec:
- Innovation I

An examination of the importance of innovation in the marketing process; including the seminal work of Clayton Christiansen - The Innovator's Dilemma; Product innovation in Japan; The silver market phenomenon

12.[対面/face to face]：13 Dec:
- Innovation II

Case: Suntory: Rebranding the Japanese Whisky Highball. working with cultural constraints in product design

13.[対面/face to face]：20 Dec:
- Marketing Strategy in Japan - Product, brand and positioning innovation

Case: Nestle Kit Kat in Japan Parts A and B - Sparking a Cultural Revolution.
This case examines the creativity and innovative success of a foreign brand in the Japanese market.

14.[対面/face to face]：10 Jan:
- Marketing Strategy in Japan
- Course review and wrap up

Case: Nestle Kit Kat in Japan Parts C and D
Review of course concepts, final group and class discussion on key topics. Future directions.

- Weekly reading assignments.
- Case study reading and preparation for in-class discussion
- Marketing research essay, presentation preparation.
- Product development (for the Japanese market) assignment and presentation.
The average study time outside of class per week would be roughly 4 hours.

No required textbook.
An array of articles and readings will be made available in the course.
Students are expected to keep an eye on current affairs in Japan by following the news regularly.

Additional articles, academic papers, links and videos will be introduced in class as necessary.

Participation: 15%
As this is a heavily discussion-focussed class, you should be willing to state your views on the topics covered and engage both the instructor and your classmates in debate and exchanges of ideas. Everyone will have plenty of chances to speak, and you will be given the time you need to express yourself, so make your voice heard.

Case Studies: 40%
Be ready to discuss cases in group and with the class as a whole. Please note that you will sometimes be asked very specific questions about the readings, and to make short group presentations regarding the material.

Product development: 20%

Marketing Research Assignment and Presentation: 25%


NOTE: Three unexplained absences will result in an automatic E grade.

Some case studies were revised or replaced; the order of course topics and the order of cases was changed due to student feedback.
It was really helpful - we talked it out in the final session of Fall 2023-24
The feedback of the workload and cases remained positive. The Suntory case was most popular; Dominos case was added in 2023 and was well received. Students suggested examining in more detail foreign brand entry and positioning in Japan. This will be included in lecture/discussion in 2024.

A computer or mobile device - often in-class internet searched are required to support discussion.