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講義概要/Course description
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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.
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達成目標/Course objectives
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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.
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授業計画/Lecture plan
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1
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| 授業計画/Class |
Creating customer value |
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2
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| 授業計画/Class |
Defining the competitive set, Industry analysis, Demand forecasting |
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3
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| 授業計画/Class |
Competitor analysis and Customer analysis
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4
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5
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| 授業計画/Class |
Segmentation, Targeting, and Positioning
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6
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| 授業計画/Class |
Case: Li Ning--Anything is Possible
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7
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8
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| 授業計画/Class |
Case: Starbucks: Delivering Customer Service
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9
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10
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| 授業計画/Class |
Case: Optical Distortion, Inc. (A) |
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11
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| 授業計画/Class |
Promotion (Marketing Communication)
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12
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| 授業計画/Class |
Case: Google Advertising |
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13
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| 授業計画/Class |
Place (Distribution Channels)
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14
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| 授業計画/Class |
Case: Ben & Jerry’s Japan
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15
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| 事前学習/Preparation |
Read the text chapters or cases in advance. For cases: discuss the case with your group, then prepare and turn in a 3-page case writeup before class.
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| 事後学習/Reviewing |
Review the lecture notes and text material covered in class.
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授業方法/Method of instruction
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| 区分/Type of Class |
対面授業 / Classes in-person
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| 実施形態/Class Method |
通常型 / regular
補足事項/Supplementary notesClassroom 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.
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| 活用される授業方法/Teaching methods used |
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成績評価方法/Evaluation
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| 1 |
その他 Others
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60%
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Five written group case reports.
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| 2 |
レポート Report
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30%
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The final exam will cover the textbooks and lecture notes.
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| 3 |
平常点 In-class Points
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10%
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Your participation in case discussions is important.
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教科書/Textbooks
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| | 著者名
Author | タイトル
Title | 出版社
Publisher | ISBN |
| 1 |
Philip Kotler and Kevin Keller
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A Framework for Marketing Management, Global Edition, 6th edition
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Pearson
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1292093145
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