科目ナンバー

GM-OM2-CC02

履修条件・関連科目等

授業で使用する言語

英語

授業で使用する言語（その他の言語）

授業の概要

Marketing is often defined as advertising - a highly visible activity by which organizations try to persuade consumers to buy products and services. However, marketing is much more than advertising and even the most skillful marketing cannot make consumers buy things that they don't want. Marketing involves two basic sets of activities. The first set starts with identifying consumer needs and ends with positioning the product or service to satisfy those needs and differentiate it from competition. In between, rigorous analysis of the competition, the customer, the environment, and the company's own capabilities are required. The second set of activities revolves around the "marketing mix" - letting the consumer know about the product in an attention-getting, convincing, and motivating way, getting it to the consumer through the best combination of distribution channels, pricing it effectively, and offering incentives to try, purchase, and purchase more. At any point along the way, failure to get one of these activities right may result in the failure of the product. Positioning is the key to product success, but even a perfect product with brilliant positioning won't last long if its benefits are not clearly communicated to the right people, if its price is too high or too low, if it is sold through the wrong retailers, or displayed poorly.

科目目的

In this course, students will be introduced to the principles underlying these activities and given opportunities to analyze markets and formulating strategy. The objectives of this course are therefore aimed to:
1. Introduce students to the concepts, analyses, and activities that comprise marketing management,
2. Help students sharpen their analytical skills and show them how to use these skills to assess and solve marketing problems, and
3. Give students an opportunity to refine their oral and written communication skills.

到達目標

After completing the course, students will be able to
1. understand the basic knowledge of marketing;
2. organize a marketing plan;
3. learn about corporate strategies; and
4. conduct a marketing analysis.

授業計画と内容

Week 1
1. Introduction to the course, including course description, outline, and lecture topics.
2. Ch1 - An overview of marketing

Week 2
Ch2 - Marketing planning and strategy
Case study

Week 3
*Exam #1

Week 4
Ch3 - Ethics and the marketing environment
Case study

Week 5
Ch4 - Consumer decision making
Case study

Week 6
Ch5 - Business marketing

Week 7
*Exam #2

Week 8
Guest Speech**

Week 9
Ch6 - Segmenting and targeting markets
Case study

Week 10
Ch7 - Insight management research
Case study

Week 11
Ch8 - Product concepts
Case study

Week 12
Ch9 - Developing and managing products
Case study

Week 13
Ch10 - Services, non-profit and other intangibles
Case study

Week 14
*Final Exam

** The date of the guest speech is subject to the speaker's convenient time. Students are expected to attend the speech and submit a speech report. **

授業時間外の学修の内容

指定したテキストやレジュメを事前に読み込むこと／授業終了後の課題提出

授業時間外の学修の内容（その他の内容等）

1. Students are required to take at least one hour to read the assigned chapter before the lecture.
2. During the class, students are required to participate in case discussion.
3. After class, students are required to take at least one hour to review the course contents and cases taught in the class.

授業時間外の学修に必要な時間数／週

・毎週１回の授業が半期（前期または後期）または通年で完結するもの。１週間あたり４時間の学修を基本とします。
・毎週２回の授業が半期（前期または後期）で完結するもの。１週間あたり８時間の学修を基本とします。

成績評価の方法・基準

成績評価の方法・基準（備考）

課題や試験のフィードバック方法

授業時間内で講評・解説の時間を設ける／その他

課題や試験のフィードバック方法（その他の内容等）

Students are encourage to email the instructor for any questions. Email address is given as follows:
flyhigh16888@outlook.com

アクティブ・ラーニングの実施内容

PBL（課題解決型学習）／ディスカッション、ディベート／グループワーク

アクティブ・ラーニングの実施内容（その他の内容等）

授業におけるICTの活用方法

その他

授業におけるICTの活用方法（その他の内容等）

PC, internet, and Manaba

実務経験のある教員による授業

はい

【実務経験有の場合】実務経験の内容

Academic Experience:
1. Adjunct Professor, Chuo University, Japan
2. Associate Professor and Academic Director, University of Colorado Denver, USA
3. Assistant Professor, National Kaohsiung University of Science and Technology, Taiwan
4. Research/Teaching Assistant, Boston University & University of Connecticut, USA

【実務経験有の場合】実務経験に関連する授業内容

Industry Experience:
1. Independent Board Director
2. Financial Director
3. Vice General Manager
4.Senior Financial Analyst
5. Research Associate

テキスト・参考文献等

MKTG3, Charles W. Lamb, Joseph F Hair, Carl McDaniel, Jane Summers, Michael Gardiner, 3rd Edition, Cengage, ISBN: 9780170355506

その他特記事項

参考URL