講義内容詳細：国際マーケティング論Ⅰ（英語講義）

戻る
年度/Academic Year 2020
授業科目名/Course Title (Japanese) 国際マーケティング論Ⅰ（英語講義）
英文科目名/Course Title (English) International Marketing Ⅰ(in English)
学期/Semester 前期 単位/Credits 2
教員名/Instructor (Japanese) MAYHEW,Glenn E.
英文氏名/Instructor (English) MAYHEW, Glenn E.

講義概要/Course description
Marketing is by far the broadest area of business.  Almost every aspect of business serves as an input to the marketing function.  Indeed, management is more “marketing” than anything else.  Thus, no matter where you start in an organization, as you move up and gain more responsibility, your job will become more and more marketing oriented.  While there are many specific skills needed for various aspects of marketing, the one skill that is required of everyone no matter what their function is a “marketing frame of mind,” for marketing is more a way of thinking about and analyzing business problems than anything else.
達成目標/Course objectives
Give students (1) a broad introduction to marketing that covers all of the basic principles, institutions, vocabulary, etc. needed to begin a career in marketing management; (2) the ability to match marketing policies to capabilities and objectives.
授業計画/Lecture plan
1
授業計画/Class Creating customer value
事前学習/Preparation Read LW chapter 1; Read KK chapter 1
事後学習/Reviewing Review text and lecture notes
2
授業計画/Class Defining the competitive set, Industry analysis, Demand forecasting
事前学習/Preparation Read LW chapters 2, 3, 6; Read KK chapter 3
事後学習/Reviewing Review text and lecture notes
3
授業計画/Class Competitor analysis and Customer analysis
事前学習/Preparation Read LW chapter 4, 5
事後学習/Reviewing Review text and lecture notes
4
授業計画/Class Case: Webvan
事前学習/Preparation Read case and prepare for group discussion, meet with group to prepare case solution
事後学習/Reviewing Review case discussion notes
5
授業計画/Class Segmentation, Targeting, and Positioning
事前学習/Preparation Read KK chapter 6, 7
事後学習/Reviewing Review text and lecture notes
6
授業計画/Class Case: Li Ning--Anything is Possible
事前学習/Preparation Read case and prepare for group discussion, meet with group to prepare case solution
事後学習/Reviewing Review case discussion notes
7
授業計画/Class Product
事前学習/Preparation Read KK chapters 9, 10
事後学習/Reviewing Review text and lecture notes
8
授業計画/Class Case: Starbucks: Delivering Customer Service
事前学習/Preparation Read case and prepare for group discussion, meet with group to prepare case solution
事後学習/Reviewing Review case discussion notes
9
授業計画/Class Price
事前学習/Preparation Read KK chapter 11
事後学習/Reviewing Review text and lecture notes
10
授業計画/Class Case: Optical Distortion, Inc. (A)
事前学習/Preparation Read case and prepare for group discussion, meet with group to prepare case solution
事後学習/Reviewing Review case discussion notes
11
授業計画/Class Promotion (Marketing Communication)
事前学習/Preparation Read KK chapters 14, 15, 16, 17
事後学習/Reviewing Review text and lecture notes
12
授業計画/Class Case: Google Advertising
事前学習/Preparation Read case and prepare for group discussion, meet with group to prepare case solution
事後学習/Reviewing Review case discussion notes
13
授業計画/Class Place (Distribution Channels)
事前学習/Preparation Read KK chapters 12, 13
事後学習/Reviewing Review text and lecture notes
14
授業計画/Class Case: Ben & Jerry’s Japan
事前学習/Preparation Read case and prepare for group discussion, meet with group to prepare case solution
事後学習/Reviewing Review case discussion notes
15
授業計画/Class Review
事前学習/Preparation Review text, review lecture notes
事後学習/Reviewing Confirm that you have done everything necessary to pass the course
授業方法/Method of instruction
Classroom time will have both lectures and cases.  Students are also expected to read the text.  Not all of the material in the text will be covered in lectures, so students will have to learn some of the material on their own.
成績評価方法/Evaluation
1 その他 Others 60% Five written group case reports.
2 レポート Report 30% The final exam will cover the textbooks and lecture notes.
3 平常点 In-class Points 10% Your participation in case discussions is important.
教科書/Textbooks
 著者名
Author		タイトル
Title		出版社
Publisher		ISBN
1 Philip Kotler and Kevin Keller A Framework for Marketing Management, Global Edition, 6th edition Pearson 1292093145