科目ナンバー

GM-OM2-CC02

履修条件・関連科目等

特になし

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

This course aims to introduce students to central marketing concepts and the current marketing environment. Students will explore key marketing principles and learn the foundations of marketing theory through both theoretical development and practical applications. The topics include an introduction to marketing management, consumer behaviour, marketing research, marketing segmentation, product strategies, pricing strategy, distribution strategy and promotional strategy, which are relevant to developing an organisation’s marketing mix. Each class will take the form of a lecture but also have relevant group activities after theoretical learning. Students can develop their understanding of marketing concepts and theories through lectures but also foster their communication and collaboration skills, which are essential in real-world business settings.

科目目的

This course aims to help students explore key marketing principles and learn the foundations of marketing theory through both theoretical development and practical applications. Specifically, this course focuses on developing analytical skills. First, through the lectures, students learn fundamental marketing theories and analytical frameworks (e.g., marketing environment analysis, STP, 4Ps) that are essential for subsequent group assignments. Then, they analyse a specific product or service by applying such theories and frameworks with their group members. This format helps students facilitate their application skills in marketing analysis but also fosters their ownership and collaboration skills in projects, which is fundamental in real-world settings.

到達目標

On successful completion of this course, students will be able to:
1) Understand the major marketing theories and frameworks and be able to explain them to others.
2) Be able to analyse a specific product/service/organisation using marketing theories and frameworks.
3) Be responsible for their assigned work and cooperate with other members in projects to reach the group goal of the given problem.

授業計画と内容

Week 1 Course overview and marketing process (Textbook - Chapter 1)
Week 2 Company and marketing strategy (Textbook - Chapter 2)
Week 3 Marketing environment (Textbook - Chapter 3)
Week 4 Customer behaviour (Textbook - Chapter 5)
Week 5 Segmentation, targeting and positioning (Textbook – Chapter 7)
Week 6 Product & services strategy (Textbook - Chapters 8, 9)
Week 7 Pricing strategy (Textbook – Chapters 10, 11)
Week 8 Placement strategy [Marketing channels] (Textbook - Chapter 12)
Week 9 Placement strategy [Retailing and wholesaling] (Textbook - Chapter 13)
Week 10 Promotion strategy [IMC, advertising and public relations] (Textbook - Chapters 14, 15)
Week 11 Promotion strategy [Personal selling, sales promotion and direct and digital marketing.] (Textbook - Chapters 15, 16)
Week 12 Market research (Textbook - Chapter 4)
Week 13 Preparation of final assignment (e.g., course recap, Q & A for the final assignment)
Week 14 Closing the course
* The course contents are subject to change.

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）

授業時間外の学修に必要な時間数／週

成績評価の方法・基準

成績評価の方法・基準（備考）

・The assignment items above could be changed depending on the class size or other reasons. In such instances, additional details will be announced by the instructor.
・Attendance will be taken in each class. Course credit will not be offered to those students with over five absences from this course.

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

課題や試験のフィードバック方法（その他の内容等）

アクティブ・ラーニングの実施内容

ディスカッション、ディベート／グループワーク／プレゼンテーション

アクティブ・ラーニングの実施内容（その他の内容等）

・Each class consists of a lecture and subsequent group activities relevant to the class content, which help students facilitate their communication and collaboration skills.

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）

・Students can bring their laptop or tablet to a class for relevant class activities. However, those students who engage in activities irrelevant to the course objective by using such technology (e.g., browsing social media, watching videos) can be derated.
・Please note that the University strictly prohibits the use of Social Networking Services (SNS) during lectures. Additionally, distribution of course material outside the class is prohibited due to copyright protection, license agreement terms and conditions, and other restrictions.

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

The lecturer possesses five years of real-world business experience as a system consultant/engineer at a large Japanese conglomerate. He has expertise consulting diverse system users across various business departments to understand their underlying needs, engaged in multiple system-introducing projects, collaborating with programmers, and holds experience delivering presentations to the business audience, including manager levels.

【実務経験有の場合】実務経験に関連する授業内容

With this business background and experience, the lecturer instructs students on issues of marketing with real-world examples but also helps students develop essential business skills (e.g., teamwork or presentation skills) through group activities.

テキスト・参考文献等

【テキスト】
・Kotler, P., Armstrong, G., & Balasubramanian, S. (2023). Principles of Marketing, Global Edition (19th ed.). Pearson.
ISBN 10: 1292449365
ISBN 13: 9781292449364
※ Editionに注意！Global Edition (19th Edition)
※ 上記のテキストは、学期のはじめに、大学生協（coop)で購入できるように準備をします。大学生協（coop)では冊子か、より安価な電子書籍(ISBN 13: 9781292449388)の教科書の購入が可能です。電子書籍を購入される際は「有効期限」に注意してください。
（電子書籍に抵抗のない方は電子書籍でも問題はないと思います。ただ電子書籍に少し抵抗がある方、教科書を開きながらパソコンで授業準備や課題に取り組みたい方、もしくは、将来この分野の専門家・研究者になりたい方々には冊子をお勧めします。）

【参考書】
・フィリップ コトラー, ゲイリー アームストロング, 恩藏　直人 (2014). コトラー、アームストロング、恩藏のマーケティング原理. ‎丸善出版
ISBN 10: 4621066226
ISBN 13: 9784621066225
※ 上記【テキスト】の和訳本になります。14th Editionの訳本のため【テキスト】の全ての内容へ互換性があるわけではありませんが、特に英語力に自信のない学生が授業内容が英語だけでは理解しがたい、もしくはキーワードの日本語訳を知りたい 等の場合に参考になるかもしれません。中央図書館に１冊あるようです。あくまで参考書のため購入の必要はありません。

その他特記事項

・In emergent circumstances (e.g., an epidemic of an infectious disease), the exam could be changed to another assignment (e.g., a report). In such a case, the instructor will provide the details to students soon after.

参考URL

Assignments in this course adhere to the American Psychological Association (APA) writing style and format for academic documents.

The following websites can be useful:

https://apastyle.apa.org/

https://www.easybib.com/guides/citation-guides/apa-format/apa-citation/