Essentials of Marketing and Strategy

Course Overview

In this course students will develop an understanding of fundamental marketing and strategy frameworks and methodologies. Through short case studies covering a diverse range of businesses, students will enhance their ability to analyze, solve problems and make decisions about marketing and strategy from the perspective of top management.

Skills You’ll Master:

About the role of strategy and marketing in corporate management
Processes for formulating a competitive business strategy from the perspective of top management
Basic marketing concepts and how they can be applied to achieve strategic goals
Frameworks and analytical methods through practical application to short cases
How to think about theories and the qualitative aspects of corporate management

Who Should Take This Course

This course is intended for those who wish to expand their strategic view of management and understand business from the perspective of top management. It is designed for those with limited practical experience in marketing and strategy who want to become familiar with the frameworks and analytical methods used in this discipline. It is also recommended for those with experience who wish to identify and bridge the gap between their current status.

Course Content

Day 1

Session A
THEME: Overview of Strategy
Environment Analysis for Developing a Business Strategy

CASE:
・ Interactive Lecture Strategy 2nd Edition
・ QB HOUSE

Session B
THEME: Environment Analysis for Developing a Business Strategy (Continued)

CASE:
・ Interactive Lecture Strategy 2nd Edition
・ QB HOUSE

Day 2

Session A
THEME: Establishing a Competitive Advantage in Business Strategy

CASE:
・Interactive Lecture Strategy 2nd Edition: Unit 2-1 –Unit 2-4
・Nitori and IKEA

Session B
THEME: Establishing a Competitive Advantage in Business Strategy (Continued)

CASE:
・ Interactive Lecture Strategy 2nd Edition: Unit 2-1 –Unit 2-4
・ Nitori and IKEA

Day 3

Session A
THEME: Comprehensive Exercises: Corporate Strategy (business domains, resource allocation, business expansion and diversification, complementary management resources)

CASE:
・ Interactive Lecture Strategy 2nd Edition
・ Reorganization of the Japanese Steel Industry (1999–) (A)

Session B
THEME: Comprehensive Exercises: Corporate Strategy (business domains, resource allocation, business expansion and diversification, complementary management resources)

CASE:
・ Interactive Lecture Strategy 2nd Edition
・ Reorganization of the Japanese Steel Industry (1999–) (A)
・ Reorganization of the Japanese Steel Industry (2015)

Day 4

Session A
THEME: Overview of Marketing: Analysis and Planning

CASE:
・ Interactive Lecture Marketing 2nd Edition
・ A Comeback for Fujifilm’s Cheki (A)

Session B
THEME: Overview of Marketing: Analysis and Planning (Continued)

CASE:
・Interactive Lecture Marketing 2nd Edition
・ A Comeback for Fujifilm’s Cheki (A)
・ A Comeback for Fujifilm’s Cheki (B) (to be distributed in class)

Day 5

Session A
THEME: Drafting Measures in Marketing Strategy (Marketing Mix (4Ps))

CASE:
・ Interactive Lecture Marketing 2nd Edition : Unit 1–Unit 4
・ Vermicular Ricepot: Riding a Dream (A)

Session B
THEME: Drafting Measures in Marketing Strategy (Marketing Mix (4Ps)) (Continued)

CASE:
・ Interactive Lecture Marketing 2nd Edition : Unit 1–Unit 4
・ Vermicular Ricepot: Riding a Dream (A)
・ Vermicular Ricepot: Riding a Dream (B) (to be distributed in class)

Day 6

Session A
THEME: Comprehensive Exercises

CASE:
・ Emirates Airline: Connecting the Unconnected

Session B
THEME: Comprehensive Exercises (Continued)

CASE:
・ Emirates Airline: Connecting the Unconnected
・ Emirates Airline: Overcoming the COVID-19 Crisis (Post-2020)

Class Schedule

October 2026 Term

Session	Date	Day	Time	Format
Day 1	October 10, 2026	Saturday	9:00 - 12:00 (ICT UTC+7)	Online
Day 2	October 24, 2026	Saturday		Online
Day 3	November 7, 2026	Saturday		Hybrid: Online/In-person
Day 4	November 21, 2026	Saturday		Online
Day 5	December 5, 2026	Saturday		Hybrid: Online/In-person
Day 6	December 19, 2026	Saturday		Online

About hybrid online/in-person classes:

All class sessions can be joined online.
In-person sessions will take place in central Bangkok (exact location to be shared with students). Enjoy meeting your classmates and lecturer in person if you are participating on site. There is a lunch gathering after classes on Day 3 and Day 5, courtesy of GLOBIS.

Lecturer

Alex Scharf

Director, GLOBIS Corporation

Extracurricular Activities

Apart from the 6 sessions (18 hours) of learning above, the course also includes extracurricular activities such as study sessions, seminars, keynote speaker sessions, and networking opportunities with GLOBIS’s global network.

Study Sessions

Proper preparation and reflection are key to a successful learning journey at GLOBIS Thailand. Join study sessions with other professionals to review what you have learned from the previous session, prepare for the next one, and share how you have been applying your takeaways at work.

Seminars

As part of the GLOBIS community, gain access to a number of workshops, panel discussions, and seminars both online and on-site held by GLOBIS University. Expose yourself to a variety of topics covering the latest advances in AI, robotics, startups, and much more.

Executive Keynote Speaker Sessions

To take practical learning to another level, GLOBIS Thailand invites corporate executives based in Thailand who are experts in their related fields to sit down with our Pre-MBA participants in a roundtable setting. Gain firsthand knowledge and insights about global business practices and discuss a variety of business topics taking place in Thailand, Japan, or worldwide.

Networking Events

GLOBIS holds regular networking events to connect different course participants and campuses with each other. Tap into the extensive network Japan’s largest business school has to offer, obtain inspiration and connections from fellow professionals and lecturers, and find new life-long friends on a global scale.

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