| Course title | |||||
| テクニカルマーケティング [Technical Marketing Management] | |||||
| Course category | The Professional Degree Program of Industrial Technology and Innovation | Requirement | Credit | 2 | |
| Department | Year | ～ | Semester | 2nd | |
| Course type | 2nd | Course code | 1060837 | ||
| Instructor(s) | |||||
| 山田 浩史, 林田 英樹, 廣末 雅之 [YAMADA Hiroshi, HAYASHIDA Hideki] | |||||
| Facility affiliation | Graduate School of Engineering | Office | Email address | ||
| Course description |
| This lecture aims to understand the marketing activities of companies carried out across national borders to build a sustainable competitive advantage in response to intensifying global competition and changes in the technological environment. In this lecture, we will learn about today's global market characteristics and the marketing perspective from the technology perspective in global marketing through case studies of global companies in each country. Through learning, you will acquire the ability to think about corporate management and marketing activities from a global perspective and grasp knowledge about global marketing. |
| Expected Learning |
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(1) Understand global marketing activities that respond to changes in the technological environment. (2) Be able to analyze and explain cases appropriately using what you have learned, using the global marketing activities of companies as examples. |
| Course schedule |
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1: Marketing concept 2: Marketing Process and Strategy 3: Analysis of marketing opportunity 4: Segmentation, Targeting, Positioning (STP) Competitive Strategy 5: Product concept and product life cycle (theory) 6: Product concept and product life cycle (example edition) 7: Marketing strategy aiming at expansion of target market of existing business 8: Marketing Dynamics and Overseas Market Entry Strategy (Theory) 9: Marketing Dynamics and Overseas Market Entry Strategy (Example) 10: Marketing mix and overseas market strategy (Product strategy, local adaptation, country of origin effect) |
| Prerequisites |
| Required Text(s) and Materials |
| References |
| Assessment/Grading |
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(1) Grade Evaluation Criteria: (1) Attendance 30%, (2) Class discussion contribution 30%, (3)Report 40% S: >90%,A: >90% & >80%, B: 80> & >70%, C: >70 & >60 |
| Message from instructor(s) |
| Course keywords |
| Office hours |
| Remarks 1 |
| Remarks 2 |
| Related URL |
| Lecture Language |
| English |
| Language Subject |
| Last update |
| 3/30/2022 2:15:27 PM |