MAR314 Strategic MarketingB
  2単位 3~4年次 2学期
J.Reilly 

【題目】The objective of this course is to introduce the student to marketing as a strategic organizational function and a set of processes for creating, communicating, and delivering value to customers; and for managing customer relationships in ways that benefit the organization and its stakeholders.
【到達目標】Students will study marketing in an international context.
【講義内容】Classes will be conducted as lectures, discussions and case study analysis.

【授業計画】

1回
  • Course Introduction
  • 事前学修: Review syllabus [0.5時間]
  • 事後学修: Read handout for class 2 [1.0時間]
2回
  • Marketing Framework and Customer Focus
  • 事前学修: Review handout for class 2 [0.5時間]
  • 事後学修: Read case study: “Mountain Man Brewing Company” and prepare discussion questions [2.0時間]
3回
  • Case study: “Mountain Man Brewing Company”
  • 事前学修: Review case study [0.5時間]
  • 事後学修: Read handout for class 4 [1.0時間]
4回
  • Market Analysis
  • 事前学修: Review handout for class 4 [0.5時間]
  • 事後学修: Read case study: “MK Taxi” and prepare discussion questions [2.0時間]
5回
  • Case study: “MK Taxi”
  • 事前学修: Review case study [0.5時間]
  • 事後学修: Read handout for class 6 [1.0時間]
6回
  • Segmentation and Targeting
  • 事前学修: Review handout for class 6 [0.5時間]
  • 事後学修: Read case study: “HyundaiCard’s Marketing Strategy” and prepare discussion questions [2.0時間]
7回
  • Case study: “HyundaiCard’s Marketing Strategy”
  • 事前学修: Review case study [0.5時間]
  • 事後学修: Read handout for class 8 [1.0時間]
8回
  • Market Research
  • 事前学修: Review handout for class 8 [0.5時間]
  • 事後学修: Read case study: “Hong Kong Disneyland” and prepare discussion questions [2.0時間]
9回
  • Case study: “Hong Kong Disneyland”
  • 事前学修: Review case study [0.5時間]
  • 事後学修: Read handout for class 10 [1.0時間]
10回
  • Product Differentiation and Positioning
  • 事前学修: Review handout for class 10 [0.5時間]
  • 事後学修: Read case study: “Air Asia X" and prepare discussion questions [2.0時間]
11回
  • Case study: “Air Asia X"
  • 事前学修: Review case study: “Air Asia X" [0.5時間]
  • 事後学修: Read handout for class 12 [1.0時間]
12回
  • Pricing Strategies
  • 事前学修: Review handout for class 12 [0.5時間]
  • 事後学修: Read handout for class 13 [1.0時間]
13回
  • Distribution Channels
  • 事前学修: Review handout for class 13 [0.5時間]
  • 事後学修: Read case study: “Louis Vuitton in Japan” and prepare discussion questions [2.0時間]
14回
  • Case study “Louis Vuitton in Japan”
  • 事前学修: Review case study “Louis Vuitton in Japan” [0.5時間]
  • 事後学修: Prepare final report presentation [3.0時間]
15回
  • Final report presentations
  • 事前学修: Finalize final report presentation [1.0時間]
  • 事後学修: Submit final report [0.5時間]
【教科書】“Note on Marketing Strategy” (Harvard Business School) will be provided. The instructor will provide additional material by handouts and emails.
【参考文献】特になし
【評価方法】Students will be evaluated on three components:
• Coursework (attendance, class discussions, etc.) (20%)
• Case study discussion questions preparation (30%)
• Final report and presentation (50%)
【履修の条件】特になし
【聴講生・科目等履修生受入】
【他学科生・他専攻生受入】
【他学部生受入】
【当該科目に関連する開設科目】特になし
【使用言語】英語
【担当者からの一言】