| Course title | |||||
| マーケティング概論 [Marketing Studies] | |||||
| Course category | The Professional Degree Program of Industrial Technology and Innovation | Requirement | Credit | 2 | |
| Department | Year | ～ | Semester | Fall | |
| Course type | Fall | Course code | 1060807 | ||
| Instructor(s) | |||||
| 圓丸 哲麻 [] | |||||
| Facility affiliation | Graduate School of Engineering | Office | Email address | ||
| Course description |
| The aim of marketing is “customer satisfaction,” and sales and profits are the outcomes when customer satisfaction is achieved. In this lecture, we aim to systematically understand the marketing approach based on consumer behavior research. |
| Expected Learning |
|
・ Emphasize the role of marketing in corporate management, ・ understand the marketing approach based on the study of customer behavior, and ・ understand the methodology of consumer analysis and how to select them according to the purpose. |
| Course schedule |
|
1. What is marketing? 2. Marketing management (pp. 2-45) 3. Basic concepts of consumer behavior study (pp. (48-107) 4. Consumption and purchasing behavior (pp. (108-162) 5. Analysis of knowledge structure and level of involvement (pp.163-199) 6. Collection and analysis of consumer data (pp.200-256) 7. Competitive environment and marketing channel system (pp. 257 - 306) 8. Marketing strategy (pp. 307-360) 9. Product life cycle and product strategy (pp. 361-412) 10. Brand strategy (pp.412-438) 11. Price strategy (pp. 439-463) 12. Promotion strategy (pp.464-484) 13. Marketing channel strategy (pp. 485-507) 14. New Marketing strategy (Supply Chain Management, Relationship Marketing, Business Marketing, Service marketing, Internet marketing, CSR) (pp.510-635) 15. Final exam (essay) |
| Prerequisites |
| Required Text(s) and Materials |
| Ikeo, K., Aoki, Y., Minami, C., and Inoue, A. (2010), Marketing: Consumer Behavior and Strategy, Yuhikaku Publishing Co., Ltd. |
| References |
| Ikeo, K. (2015), Marketing Case Study, Sekigakusha |
| Assessment/Grading |
| Message from instructor(s) |
| In this lecture, we will examine systematic knowledge from established textbooks . Additionally, I will attempt to explain practical marketing through case studies as much as possible. Therefore, I would like you to take a proactive approach and come prepared for the next lecture. |
| Course keywords |
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| Remarks 2 |
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| Last update |
| 10/10/2017 11:18:40 AM |