| 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 | 3rd | |
| Course type | 3rd | Course code | 1060807 | ||
| Instructor(s) | |||||
| 中見 真也, 山田 浩史 [NAKAMI Shinya, YAMADA Hiroshi] | |||||
| Facility affiliation | Graduate School of Engineering | Office | afjgxte/L1151 | Email address | |
| Course description |
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The main purpose of marketing is “Added value creation,”. You can learn marketing strategy systematically through this course, and you can acquire applied skill to practical business by understanding the theory of consumer behavior research and service marketing. And you will learn a lot of things by discussing with the executives of marketing. *The lecturer who has the experiences of working in industrial companies, will describe actual examples from industry for case-studies, analyses and discussion on marketing. |
| Expected Learning |
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・ Emphasize the role of marketing in corporate management, ・ learn the theory of customer behavior research and service marketing, and understand marketing approach based on customer point of view, ・ understand the methodology of consumer analysis in marketing strategy. |
| Course schedule |
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1. What is marketing?, Marketing management (pp. 2-45) 2. Competitive environment and marketing channel system(pp.257-306) , market segmentation and target setting （pp.308-333) 3. Basic concepts of consumer behavior study (pp. 48-107) 4. Collection and analysis of consumer data (pp.200-256) 5. Guest speaker ① (Retailing Company Marketing Executive) 6. Marketing strategy (pp. 307-360) 7. Product life cycle and product strategy (pp. 361-412), Brand strategy (pp.412-438) 8. Price strategy and Promotion strategy (pp. 439-463, pp.464-484) 9. Guest speaker ② (FMCG Company Marketing Executive) 10. Marketing channel strategy and Supply Chain Management (pp. 485-507, pp. 510-528) 11. Guest speaker ③ (Logistics consulting Company CEO) 12. New Marketing strategy Ⅰ(Relationship marketing and Service Marketing) (pp. 529-548, pp.568-589 ) 13. New Marketing strategy Ⅱ (Marketing Experience and Social Marketing) (pp. 396-412, pp.615-634) 14. New Marketing strategy Ⅲ (Omni-channel Strategy) 15. Guest speaker ④ (Advanced Omni-channel strategy Company Marketing Executive) |
| 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 |
| Kondo. K., (2019) “CX strategy in Omni-channel”, Chikura Publishing Co.., Ltd. |
| Assessment/Grading |
| Term paper (60%) ・Attendance/Contribution to lecture & Report submission after guest speaker (40%) |
| Message from instructor(s) |
| You should attend to the lecture each time and contribute by making a statement to learn both theory and applied skill to practical business. |
| Course keywords |
| Marketing Strategy, Service Marketing, IMC, Co-creation Value, Omni-channel |
| Office hours |
| Q&A after lecture |
| Remarks 1 |
| Remarks 2 |
| Related URL |
| Lecture Language |
| Language Subject |
| Last update |
| 2/27/2020 2:57:32 PM |