Course title
マーケティング   [Marketing]
Course category	Liberal Arts and Fundamental Studies	Requirement		Credit	2
Department		Year	2～	Semester	3rd
Course type	3rd	Course code	01eg2002
Instructor(s)
杉野 幹人, 安村 友紀   [SUGINO Mikito, YASUMURA Yuki]
Facility affiliation	Organization for the Advancement of Education and Global Learning	Office		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 this course has not only academic degrees of MBA and Ph.D. in Commerce but also the following practical experiences and achievements: 1. Marketing experiences of mobile business in Japan and the U.S. at NTT docomo 2. Consulting experiences of marketing to the management of leading companies at A.T. Kearney, one of the largest global management consulting firms 3. Management experiences including supervising marketing at NewsPicks, one of the leading news media companies in Japan. The lecturer provides students with systematic and practical marketing knowledge that combines these academics and practical aspects. Specifically, “Rikei” people tend to think that whether products sell well depends on how good their technologies are. However, there are a lot of products that are excellent in technology but not sell well. Also, there are a lot of products that sells well even though the technology is not good. Whether a product can sell well depends on how much it can appeal to customers' needs. The process of appealing to needs of customers is called marketing. For this reason, at enterprises, people in research and development must create products working closely with marketers who appeal to customers' needs. The purpose of this course is to provide students with understanding of overview of marketing and knowledge for dialogue and collaboration with marketers.

Expected Learning

Competency developments: Presentation skills Mission-oriented research and problem-solving

Course schedule

Class 1: Significance of learning marketing for “Rikei” people Class 2: Overview of marketing frameworks Class 3: Segmentation and Targeting Class 4: Positioning Class 5: Iinterim group work Class 6: Iinterim group work presentation Class 7: Place Class 8: Promotion Class 9: Price and product Class 10: Lecture by a guest speaker Class 11: Final group work (first half) Class 12: Final group work (second half) Class 13: Group work presentation (first half) Class 14: Group work presentation (second half) Class 15: Wrap-up

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

To be distributed or displayed in the class.

References

コトラー・ケラー『コトラー&ケラーのマーケティング・マネジメント基本編 第 3 版』（丸善出版）

Assessment/Grading

Class participation and contribution: 30% Individual report: 70%

Message from instructor(s)

Marketers are people whom engineers and scientist at enterprises have to work closely with. I want provide students with understanding of overview of marketing and knowledge for dialogue and collaboration with marketers.

Course keywords

3C, STP, 4P, marketing strategy, marketing mix

Office hours

Questions before or after class are encounraged.

Remarks 1

Remarks 2

Related URL

Lecture Language

Japanese

Language Subject

Last update

2/4/2022 11:23:20 PM