Graduate co-authors two marketing strategy books after Copenhagen Business School MBA in Europe.
Japanese marketer Masayuki Takeda graduated from The Copenhagen MBA program (full-time) at Copenhagen Business School in 2009.As the increasingly fragmented marketing world evolves into an industry disrupted by digital tools and data, he has since co-authored two books exploring today’s marketing strategies.
Masayuki is an accomplished marketer, having worked as a marketing consultant on corporate branding projects for large Japanese companies in the consumer goods sector. Through The Copenhagen MBA, he was able to develop further his expertise and in particular, learn more about the B2B marketing space.
Masayuki benefited from CBS’ leadership development camp and consultancy project, and the use of case studies as a teaching tool, which are less common in Japan. He also values the Danish business school’s diverse cohort.
Alongside co-authoring two books – loosely translated to: Success Stories: A Marketing Encyclopaedia, and Learn Success Stories of Marketing Strategy – which have sold a combined 17,500 copies, he has moved into a management position at Brainsgate, a medical device company specializing in improving the outcome of patients suffering from ischemic strokes.
He ultimately hopes to increase Japanese firms’ competitiveness, especially SMEs, by developing the marketing skill-sets of their employees.
What inspired both your first and second books?
By utilizing my knowledge about marketing theory, cases and experiences, I wanted to contribute to enlightening Japanese business people, because it had been said that Japanese companies were behind western countries in marketing.
In addition, as this [book writing] was group work with my boss who had already authored many books, I wanted to learn from him.
What success have the books had?
In the case of the first book, it sold well after they published it in June 2013. It ran a second impression in July; a third impression in October; and a fourth impression in February 2015. In total 11,500 copies have been sold.
This has been used as a text book for entry- to mid-career marketing and sales professionals, as well as for marketing classes in universities and graduate schools.
As a result of our success of the first book, the same editor requested that my boss and I write a second. This book also sold well, with 6,000 total copies sold, winning an award of excellence.
You have a marketing background. In which ways has an MBA improved your abilities in this area?
My ability in marketing was improved – especially in B2B marketing - through the integrated strategy project in The Copenhagen MBA.
In spite of having touched only on consumer goods marketing before my MBA, I have now focused on new customer development and consulting work for industrial goods and service companies, such as car and airplane parts manufacturers and machinery companies.
This is because I got experience through a case study, in which I had to develop a new business for an industrial printer company.
Why did you decide to begin an MBA?
Firstly because Professor Majken Shultz of corporate branding was a faculty member of The Copenhagen MBA. Before my MBA, I had worked as a marketing consultant in corporate branding projects for large Japanese companies in the consumer goods industry [and had heard of Professor Majken].
Secondly, the world-renowned Danish design [industry] and lifestyle was interesting for me.
What made The Copenhagen MBA unique?
Firstly, the cohort is diversified in terms of nationalities, with people from all over the world, career experiences and backgrounds. In the MBA there were lawyers, pilots, army personnel, PhD holders, and business owners.
Secondly, the MBA program values practices like the Leadership Discovery Process, a special training camp; the Integrated Strategy Project, in which you consult for a company that sponsors the project; and A-board, advising entrepreneurs in Copenhagen. [These modules] emphasize the use of knowledge in real-life situations, in addition to learning through lectures.
Finally, there are many Danish business cases in the MBA program. Coming from Japan, I was not familiar with them.
What value do you place on your MBA now?
Now I value the soft skills [more] than the knowledge which I learned from The Copenhagen MBA. Through the Leadership Discovery Process, and Integrated Strategy Project, I developed a tough mind-set while under pressure.
In addition, I also enjoyed the teamwork – producing excellent [work] and achieving goals.
What does your role at Brains Gate involve?
My role involves maintaining clients and developing client relationships; managing consulting projects; [and] presenting lectures about marketing to my company.
What are your career plans for the future?
First I would like to write a new book about marketing, as a sole author. If possible, I would like to contribute to the PR [sector] in Denmark [but] here in Japan, by writing a book showcasing Danish firms’ excellent business and marketing cases, for Japanese readers.
I hope to return to Copenhagen, and I want to show the Japanese firms’ cases to Danish [businesses]. I would also like to hold marketing lectures in universities.
Finally, I want to contribute to increasing Japanese firms’ competitiveness, especially SMEs, by utilizing marketing skills.
Student Reviews
Copenhagen Business School (CBS)
CBS: efficient international network
CBS has always been ranked among the best universities in Europe and this means that it has become a sign of professionalism and success.
The academic level is great thanks to the good teachers and the atmosphere is proactive and challenging. Lots of events are planned every week and this helps you to find your own way.
CBS is not only a business school, it is a great and efficient international network.
Good academic career
I did my Bachelors at CBS and their academic excellence and career opportunities led me to pursue my Masters in Accounting, Strategy and Control. I was very lucky to go on an exchange in Singapore for one semester it boosted me to get a career in a global firm. I like that it is super modern and has all the facilities for the business student in 2019. Especially, I liked the library and Bitlab where I spent most of my time studying. However, note that it is very demanding and studying here is no joke. Everything is very competitive and you are among the most excellent business students in the country. The interaction with international students helped me to see different perspectives in business and culturally and I was lucky to make friends from any part of the world. CBS is like a brand in Denmark. Every serious business company prioritizes us over any other Danish university and also it is free for European citizens. Overall, I have a very satisfying experience at CBS and I'm looking to continue my academical career even further.
CBS is one of the best!
All I have to say regarding my experience at CBS is that it is AMAZING. Having been tutored by world-class academic staff, I can definitely support that I am receiving the best of quality regarding my studies in Digital Marketing. Staff is very friendly and easy to approach. In addition, the facilities we enjoy are top class and meet any demands. Keep in mind that, EU citizens do not pay any fees. Student life might be non-existent here, but the location of the University in The very center of Copenhagen has a huge variety of choices to offer to students regarding their entertainment. Accommodation might be a problem, but early research of the market can be very useful. In addition, the University promotes diversity. In CBS University you can meet people from the whole world which is quite interesting. I definitely suggest CBS for any student who he's interested in pursuing a career in marketing or business.
The ideal business school
I have been enrolled in this university for 2 semesters. What I took from this experience is that there is nothing better out there for those looking for professional growth while being guided by some of the top-notch professors in Scandinavia. They have a really strong focus in technology and digital transformation and they are up to date to guarantee you land a job in the modern fast-evolving world. They also embrace diversity which means many students come from any part of the world and it takes the entire learning experience to another level. You simply learn from every other student cause everyone has different experiences and background which makes you open your mind and see the world from a different angle. In Denmark, even businesses prioritize people who graduate from CBS as it's commonly perceived as the most prestigious university for business graduates.
A Place of Personal Growth
In CBS you can expect an environment of proactive thinking and growth.
The university staff is always open to help and to debate. The teaching methods balance theoretical knowledge and practical skills enabling the student with capacity and confidence to enter the job market successfully. The existence of students from all over the world stimulates discussion and promotion of different cultures, ideas and perspectives. I highly recommend this university for students in business-related areas.
Environment
The environment here is really great. Despite the well organized buildings and libraries, there are also places for students to just stay and relax also even study in the corners of each campus. The professors are mostly really nice and try to interact with students a lot. So, to sum up, the environment is really nice for studying here.
Quality education
Quality education where it emphazises the importance of academic. No finger to put on this aspect of the school.
However, sometimes the administration and IT can be lacking a bit, but in general a really good choice for education!
Best Time!
Classes are challenging and conducted in a professional manner. CBS offers a wide range of possibilities to develop outside of the classes! Libraries and other facilities on the campus are very well adjusted to the student needs.
A heavily theory-based curriculum combined with an ever-stimulating environment
I am currently a Master student at CBS, but I have also completed a Bachelor's Degree in this university. I am quite satisfied with my studies and the teaching level. However, when compared to other business schools, it becomes apparent that most courses at CBS strive to find a good balance between theoretical insight and real-life examples. Compared to my exchange university, the projects that I have found myself writing at CBS have a far less practical application and also leave little room for creativity. If the teaching is heavily theoretical, on the bright side, the university arranges a number of events throughout the year to encourage students to apply their knowledge, in the form of career fairs, case competitions, and other events organized by student associations. In my experience, teachers are very easily approachable and happy to answer your questions. A foreign student like me will find a more international environment at Master level, since the number of international (or at least non-Scandinavian) students enrolled in the Bachelor programs is quite low. However, all communication (both oral and written) from teachers and the university offices is always in English. Administrative offices, student guidance services, the career center, and the international office are definitely worth a mention. All of the requests that I have had throughout the years have always been met with kindness, promptness and efficiency.
CBS: efficient international network
CBS has always been ranked among the best universities in Europe and this means that it has become a sign of professionalism and success.
The academic level is great thanks to the good teachers and the atmosphere is proactive and challenging. Lots of events are planned every week and this helps you to find your own way.
CBS is not only a business school, it is a great and efficient international network.
Good academic career
I did my Bachelors at CBS and their academic excellence and career opportunities led me to pursue my Masters in Accounting, Strategy and Control. I was very lucky to go on an exchange in Singapore for one semester it boosted me to get a career in a global firm. I like that it is super modern and has all the facilities for the business student in 2019. Especially, I liked the library and Bitlab where I spent most of my time studying. However, note that it is very demanding and studying here is no joke. Everything is very competitive and you are among the most excellent business students in the country. The interaction with international students helped me to see different perspectives in business and culturally and I was lucky to make friends from any part of the world. CBS is like a brand in Denmark. Every serious business company prioritizes us over any other Danish university and also it is free for European citizens. Overall, I have a very satisfying experience at CBS and I'm looking to continue my academical career even further.
CBS is one of the best!
All I have to say regarding my experience at CBS is that it is AMAZING. Having been tutored by world-class academic staff, I can definitely support that I am receiving the best of quality regarding my studies in Digital Marketing. Staff is very friendly and easy to approach. In addition, the facilities we enjoy are top class and meet any demands. Keep in mind that, EU citizens do not pay any fees. Student life might be non-existent here, but the location of the University in The very center of Copenhagen has a huge variety of choices to offer to students regarding their entertainment. Accommodation might be a problem, but early research of the market can be very useful. In addition, the University promotes diversity. In CBS University you can meet people from the whole world which is quite interesting. I definitely suggest CBS for any student who he's interested in pursuing a career in marketing or business.
The ideal business school
I have been enrolled in this university for 2 semesters. What I took from this experience is that there is nothing better out there for those looking for professional growth while being guided by some of the top-notch professors in Scandinavia. They have a really strong focus in technology and digital transformation and they are up to date to guarantee you land a job in the modern fast-evolving world. They also embrace diversity which means many students come from any part of the world and it takes the entire learning experience to another level. You simply learn from every other student cause everyone has different experiences and background which makes you open your mind and see the world from a different angle. In Denmark, even businesses prioritize people who graduate from CBS as it's commonly perceived as the most prestigious university for business graduates.
A Place of Personal Growth
In CBS you can expect an environment of proactive thinking and growth.
The university staff is always open to help and to debate. The teaching methods balance theoretical knowledge and practical skills enabling the student with capacity and confidence to enter the job market successfully. The existence of students from all over the world stimulates discussion and promotion of different cultures, ideas and perspectives. I highly recommend this university for students in business-related areas.
Environment
The environment here is really great. Despite the well organized buildings and libraries, there are also places for students to just stay and relax also even study in the corners of each campus. The professors are mostly really nice and try to interact with students a lot. So, to sum up, the environment is really nice for studying here.
Quality education
Quality education where it emphazises the importance of academic. No finger to put on this aspect of the school.
However, sometimes the administration and IT can be lacking a bit, but in general a really good choice for education!
Best Time!
Classes are challenging and conducted in a professional manner. CBS offers a wide range of possibilities to develop outside of the classes! Libraries and other facilities on the campus are very well adjusted to the student needs.
A heavily theory-based curriculum combined with an ever-stimulating environment
I am currently a Master student at CBS, but I have also completed a Bachelor's Degree in this university. I am quite satisfied with my studies and the teaching level. However, when compared to other business schools, it becomes apparent that most courses at CBS strive to find a good balance between theoretical insight and real-life examples. Compared to my exchange university, the projects that I have found myself writing at CBS have a far less practical application and also leave little room for creativity. If the teaching is heavily theoretical, on the bright side, the university arranges a number of events throughout the year to encourage students to apply their knowledge, in the form of career fairs, case competitions, and other events organized by student associations. In my experience, teachers are very easily approachable and happy to answer your questions. A foreign student like me will find a more international environment at Master level, since the number of international (or at least non-Scandinavian) students enrolled in the Bachelor programs is quite low. However, all communication (both oral and written) from teachers and the university offices is always in English. Administrative offices, student guidance services, the career center, and the international office are definitely worth a mention. All of the requests that I have had throughout the years have always been met with kindness, promptness and efficiency.
