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• Program Summary

Don’t you think you focus on technology alone? Don’t you think you entirely focus on communicating just the features and specifications of your products? Evaluating from the customers’ point of view is important in adding value to technology and its characteristics. The framework evaluating from the customers’ side is marketing.

In this program,

I. The Basics of Marketing Strategy are studied in lectures, as well as case study discussions.

Specifically, the followings will be studied

• The analytical framework of market opportunities, threats, strengths, and weaknesses (SWOT) by analyzing the competition situation, market environment, and the companies’ resources
• Concepts of customer segmentation and targeting
• Positioning and the importance of adding value to company`s product or service on the customer side
• Ideal pricing strategies in order to prevent from falling into the trap of mainly using price discounts
• Channel strategy for delivering the value of company`s products or service to customers

Furthermore

II. The latest marketing strategy topics (which are mentioned below) and case study discussions.

• Methods for measuring and managing customer value
• Methods for making technology more usable and for evaluating customer value
• Effective marketing organization so as to maximize customer-oriented marketing function
• Strategies to transform customers into networks
• Importance of the role of a CMO (Chief Marketing Officer), who should effectively put all the above marketing tasks into performance

Our aim is that by the end of this program, you have acquired the knowledge of making the technology and its characteristics more beneficial for the customers, and changing the market accordingly. CMO Management Institute aims on training marketers and managers who enable the maximization of marketing return on investment (ROI) of their company and take active parts not only in Domestic Market but also in Global Market.

• CMO （Chief Marketing Officer）is a person who effectively manages all relations between the corporate tasks (including sales, advertising, publicity, IR, and corporate brand)and customers, employees, stockholder and the community, which contributes to corporate earning maximization. This role has already been introduced to more than 60 percent of American and European countries. In Japan on the other hand, the role of CMO is hardly seen. However it is a role that will become more and more important in the future, similar to the CEO or CFO.