| Course title | |||||
| マーケティング [Marketing] | |||||
| Course category | Liberal Arts and Fundamental Studies | Requirement | Credit | 2 | |
| Department | Year | 2～3 | Semester | 1st | |
| Course type | 1st | Course code | 020252 | ||
| Instructor(s) | |||||
| 吉村 隆一郎 [] | |||||
| Facility affiliation | Graduate School of Agriculture | Office | afjgxte/L1151 | Email address | |
| Course description |
|
This course is offered as one of the Extended General Education courses of the Global Integrated Studies and the lecturer of the course joined Pioneer Corporation as an engineer, was in charge of developing various of new products, and then transferred to the business planning department, and has the following marketing experience and achievements. 1. Participated in the DVD standard development organization "DVD Forum" as a company representative and formulated the DVD video standard. 2. Experience in marketing utilization in new product development and new market development as IT and consumer equipment business. 3. Experience of new business development project utilizing advanced technology in new business development department. 4. Participated as a major company mentor in the venture development organization "Aoyama Startup Acceleration Center (ASAC)" sponsored by the Tokyo Metropolitan Government (Phase 1 to Phase 8), and provided mentoring on business strategies to more than 50 venture companies in total. Based on these experiences, we will provide essential marketing knowledge as an engineer, and by experiencing the process of new product development and new business development through group work, you can realize the need for marketing knowledge as an engineer. I do. Specifically, as a technician, seeds (technology) to solve customer needs (dissatisfaction) discovered by marketers by actually experiencing that "searching for the correct answer", which is easy for science personnel to fall into, does not work in marketing. Need to be utilized. Therefore, by deeply understanding the customer needs discovered as an engineer, talking and collaborating with the marketer from the same perspective, it is possible to create a product that sells. The purpose of this course is to acquire the minimum necessary skills for science personnel to interact and collaborate with marketers. |
| Expected Learning |
|
To acquire the necessary marketing knowledge as an engineer. In particular, ・ Understand the minimum framework used by marketers such as STP and 4P ・ Being able to analyze familiar products using those frameworks ・ Understand the methods (JOB theory, design thinking, etc.) for new business development ・ Being able to work on analysis and examination using marketing methods as a group and explain the results logically. Competency Development: Ability to Explore Knowledge, Communication Skills, Presentation Skills, Mission-oriented Research and Problem-solving |
| Course schedule |
|
1.In the beginning 1.1 What is marketing for science? 1.2 Management of marketing ideas 2 Marketing world 2.1 The origin of marketing theory 2.2 Marketing evolution and usage 3 Marketing Basics 3.1 Basic Marketing Concepts (STP and 4P) 4 Product management (1 of 4P) 5 Price management (2 of 4P) 6 Advertising management (3 of 4P) 7 channel management (4 of 4P) 8 Practical exercises (business analysis) 9 Marketing of sales activities 9.1 Sales management 9.2 Supply chain management 10 Marketing of brands 10.1 Building a brand 10.2 Brand management 11 New business development 1/2 11.1 Purpose of new business development 11.2 Customer relationship management 11.3 Customer Understanding Management 12 New business development 2/2 12.1 Business model 12.2 Social Responsibility Management 13 Practical Exercise 1/2 (New Business Development) 13.1 Business development exercises by group work 1/2 14 Practical Exercise 2/2 (New Business Development) 14.1 Business development exercise by group work 2/2 14.2 Creating a business plan 15 wrap up 15.1 Business plan presentation 15.2 Marketing Learning Recommendations |
| Prerequisites |
| In addition to the class hours, students are recommended to prepare for and revise the classes spending the standard amount of time as specified by the University. |
| Required Text(s) and Materials |
| 石井 淳蔵 『１からのマーケティング＜第４版＞』 （碩学舎） |
| References |
| 小川 孔輔 『マーケティング入門』 日本経済新聞出版 |
| Assessment/Grading |
|
To Know (20%): Take lectures, participante in questions / questionnaires during lectures To Understand (30%): Submission of quizzes to be distributed at the end of the lecture, scoring results To Use (50%): Participation status in practical exercises, content of homework report (clarity of assertion, logic of grounds) |
| Message from instructor(s) |
| Marketing knowledge is a common language in corporate practice. By taking this lecture, I would like you to acquire the minimum necessary marketing knowledge when conducting corporate activities as an engineer. |
| Course keywords |
| 3C, STP, 4P, SWOT, business model, marketing strategy, marketing mix, Design Thinking, JOB Theory, Business Model Campus (BMC) |
| Office hours |
| Questions before or after class are encounraged. |
| Remarks 1 |
| Lecture content and lecture schedule may change depending on progress. |
| Remarks 2 |
| Related URL |
| Lecture Language |
| Japanese |
| Language Subject |
| Last update |
| 3/1/2021 8:08:02 PM |