|
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.
|
|
履修条件（事前に履修しておくことが望ましい科目など）/Prerequisite
|
|
国際マーケティング論I
|
|
授業計画/Lecture plan
|
|
1
|
| 授業計画/Class |
Marketing Strategy |
|
|
2
|
|
|
3
|
| 授業計画/Class |
Case: Brand in the Hand: Mobile Marketing at Adidas |
|
|
4
|
| 授業計画/Class |
Consumer and Business Marketing |
|
|
5
|
| 授業計画/Class |
Case: Colgate Max Fresh: Global Brand Roll-Out |
|
|
6
|
|
|
7
|
| 授業計画/Class |
International Expansion |
|
|
8
|
| 授業計画/Class |
Case: Lenovo: Building a Global Brand
|
|
|
9
|
| 授業計画/Class |
Social Media Marketing
|
|
|
10
|
| 授業計画/Class |
Case: Sephora Direct: Social Media/Video/Mobile
|
|
|
11
|
| 授業計画/Class |
The Future of Media
|
|
|
12
|
| 授業計画/Class |
Case: Pandora Radio: Fire Unprofitable Customers?
|
|
|
13
|
| 授業計画/Class |
Marketing at the Bottom of the Pyramid
|
|
|
14
|
| 授業計画/Class |
Case: Aravind Eye Hospital |
|
|
15
|
|
| |
| 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.
|
| 事後学習/Reviewing |
Review the lecture notes and text material covered in class.
|
|
|
|
授業方法/Method of instruction
|
| 区分/Type of Class |
対面授業 / Classes in-person
|
| 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.
|
| 活用される授業方法/Teaching methods used |
|
|
|
成績評価方法/Evaluation
|
| 1 |
平常点 In-class Points
|
10%
|
Participation in case discussions.
|
| 2 |
レポート Report
|
30%
|
The exam will be based on the textbooks and lecture notes.
|
| 3 |
その他 Others
|
60%
|
Seven written group case reports.
|
|
|
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
|
|