Essentials of Marketing and Strategy
At a glance
Course Overview
Product differentiation strategies need solid marketing to find success, which means leaders need to understand marketing fundamentals to guide their organizations in competitive markets. This course provides an introduction to the fundamental business strategy frameworks and mindsets that shape your ability to think and act as top management.
Through interactive lectures and diverse case studies, you will explore how companies analyze markets and make decisions for a lasting competitive advantage. You will also learn how marketing frameworks such as the 3Cs, the marketing mix, and SWOT can provide unique targeting power for value creation.
Skills You’ll Master
- Learn essential marketing and strategy frameworks to analyze internal and external environments, identify marketing challenges, and design solutions.
- Connect marketing initiatives to broader corporate strategy and long-term value creation.
- Strengthen your ability to make decisions and contribute to leadership discussions.
Who Should Take This Course
- Leaders from non-marketing backgrounds who want to enhance their understanding of corporate strategy for stronger decision-making
- Professionals with limited practical marketing and strategy experience who want to become familiar with basic frameworks and analytical methods
- Marketers who want to revisit fundamentals and bridge gaps in their knowledge to become better managers
Course Content
Day 1
Overview of Strategy. Environment Analysis for Developing a Business Strategy
CASE: QB HOUSE
Day 2
Establishing a Competitive Advantage in Business Strategy
CASE: Nitori and IKEA
Day 3
Comprehensive Exercises: Corporate Strategy (business domains, resource allocation, business expansion and diversification, complementary management resources)
- CASE: Reorganization of the Japanese Steel Industry (1999–)
- CASE: Reorganization of the Japanese Steel Industry (2015)
Day 4
Overview of Marketing: Analysis and Planning
CASE: A Comeback for Fujifilm’s Cheki
Day 5
Drafting Measures in Marketing Strategy (Marketing Mix (4Ps))
- CASE: Vermicular Ricepot: Riding a Dream
Day 6
Comprehensive Exercises
- CASE: Emirates Airline: Connecting the Unconnected
- CASE: Emirates Airline: Overcoming the COVID-19 Crisis (Post-2020)
Class Schedule
January 2027 Term
| Session | Date | Day | Time | Format |
|---|---|---|---|---|
| Day 1 | January 16, 2027 | Saturday | 9:00 - 12:00 (WIB) | Online |
| Day 2 | January 30, 2027 | Saturday | Hybrid: Online/In-person | |
| Day 3 | February 13, 2027 | Saturday | Online | |
| Day 4 | February 27, 2027 | Saturday | Online | |
| Day 5 | March 13, 2027 | Saturday | Online | |
| Day 6 | March 27, 2027 | Saturday | Hybrid: Online/In-person |
About hybrid online/in-person classes:
All class sessions can be joined online.
In-person sessions will take place in central Jakarta (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 2 and Day 6, courtesy of GLOBIS.
Lecturer
Andreas Moellmann
Andreas Moellmann has more than thirty years of international experience in brand strategy, marketing, and business transformation. He has held senior leadership positions at WPP, Publicis, Omnicom, and Dentsu, including chief experience officer and global strategy director, advising global and regional brands across Europe and the Asia-Pacific (APAC).
Today, Andreas works with leadership teams to strengthen business performance through brand strategy, helping organizations sharpen strategic decision-making, align capabilities, and create sustainable growth. His work focuses on marketing effectiveness and the role of brands as long-term business assets.
Originally from Germany, Andreas has lived and worked across Europe and Asia, including Germany, the Netherlands, the United Kingdom, Japan, China, Hong Kong, and Thailand. His international experience provides practical insights into cross-cultural business and marketing challenges.
Andreas is also an Effie Awards judge at the national, regional (APAC) and global levels, where he evaluates marketing through the lens of strategic thinking, effectiveness, and measurable business impact. At GLOBIS University, he draws on his consulting and leadership experience to help students connect marketing strategy with business performance and effective decision-making.
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 Indonesia. 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 Indonesia invites corporate executives based in Indonesia 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 Indonesia, 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.