Principles of marketing

[Overview] After reviewing the concepts and processes of traditional marketing, you will learn the key techniques and application examples for each stage. You will also learn about new marketing approaches and techniques that leading companies and startups are adopting to adapt to the rapidly changing market environment. [Objectives] Marketing activities are broken down according to the research-strategy-execution process. You will learn the necessary mindsets and commonly used techniques for each stage. Additionally, you will study topics and techniques that are currently important in the marketing industry so that you can acquire the capabilities needed to immediately become an active marketer in the real world.

Design marketing

[Overview] After reviewing the concepts and processes of traditional marketing, you will learn the emergence and the evolution of design marketing. You will learn the different thought-worlds between marketers and designers when they conduct research, develop strategy, and execute ideas. [Objective] Differently than a marketing approach, a design approach is characterized as empathic research, experience-oriented strategy, and experiment-based execution. You will learn the popular cases and commonly used techniques in each aspect.

Product development  

[Overview] In the Fuzzy Front End stage, which is the early phase of the new product development process where the design, R&D, and marketing departments within a company plan and mass-produce a product, you will learn the Stage-Gate Model used. [Objectives] You will understand the steps proposed in the Stage-Gate Model: opportunity discovery, product planning, investigating customer needs, concept development, concept testing, and create the reports that need to be made at each step. Finally, a new product concept will be proposed based on the reports. This course is designed to provide students with competence with a set of tools, awareness of the role of multiple functions, and ability to coordinate multiple and interdisciplinary tasks to achieve a common objective. (Cooper, Robert G. (1986). Winning at new products. Addison-Wesley. / Ulrich, Karl and Steven Eppinger (2012), Product Design and Development, 5th edition, McGraw-Hill/Irwin.)

Design thinking

[Overview] You will learn design thinking from a marketing perspective. You will understand the traditional approaches used by marketers and comprehend their problems, then consider design thinking as an alternative to solve those problems. [Objectives] This course teaches various human-centered design techniques such as ethnographic observation, personas, customer journey mapping, brainstorming, and prototyping. This course is designed for the design students who are interested in communicating with marketers or launching their own products or services in the market.