MAR204 Marketing B
  2単位 2年次 2学期
上元 亘 

【身に付くように意識している汎用的能力】
知的好奇心
本質を理解する力
論理的に考える力
多様性を理解する力
チームワークよく成し遂げる力
様々な人と対話する力
他者の立場と痛みを感じる力
意志や情報を発信する力
自ら行動する力
自己を受け止める力
自信を生み出す力
【題目】Comprehensive Marketing Management
【到達目標】1. Understand basic logics about Marketing
2. Study companies' actual Marketing practices
【講義内容】Marketing is an important function that enables companies' products/services supply meets consumers' demand because products/services can not sold without any activities like advertising, pricing, knowing consumers' behaviour. We study about marketing problems from perspective of companies' management with focus on designing Marketing strategies.

【授業計画】

1回
  • Orientation & Definition of Marketing
  • 事前学修: Check the term ’marketing’ in your dictionary.
  • 事後学修: Review the definitions of marketing discussed in this chapter
2回
  • Company and Marketing Strategy
  • 事前学修: Think why marketing is necessary for companies.
  • 事後学修: Recheck the difference between selling and marketing concept
3回
  • The Company's Environment
  • 事前学修: List the actors in marketing environment.
  • 事後学修: Imagine environmental changes affecting companies’ marketing strategies.
4回
  • Marketing Research & Marketing Information
  • 事前学修: Think when companies should know information about the market.
  • 事後学修: Review strengths and weaknesses of contact methods.
5回
  • Buyer Behaviour
  • 事前学修: Check a model of consumer buying behaviour.
  • 事後学修: Review the major factors that influences your buying behaviour.
6回
  • Market Segmentation, Target Marketing & Positioning
  • 事前学修: Market Segmentation, Target Marketing & Positioning
  • 事後学修: Look for companies that does bad market segmentation.
7回
  • Product Marketing
  • 事前学修: Choose one your favourite product and consider that marketing is good or bad.
  • 事後学修: Review product dicisions.
8回
  • Services Marketing
  • 事前学修: Check the word ’service’ in the context of marketing.
  • 事後学修: Remember the difference between products/services marketing.
9回
  • Pricing
  • 事前学修: Find a product/service charging different consumers different prices.
  • 事後学修: Review when companies should change products/services prices.
10回
  • Marketing Channels
  • 事前学修: Choose one product and check the distribution channel on web.
  • 事後学修: Think the recent change in Japanese marketing channels.
11回
  • Retailing & Wholesaling
  • 事前学修: Choose one of your favourite retailers and list reasons.
  • 事後学修: Check the difference of retailing environment between Japan and western countries.
12回
  • The Promotion Mix & IMC
  • 事前学修: Check the word ’IMC’ on web.
  • 事後学修: Review the Promotion Mix.
13回
  • Marketing in the Digital Age
  • 事前学修: Check the e-commerce history in consumer markets.
  • 事後学修: Choose one service that should not be digitalized.
14回
  • Global Marketing
  • 事前学修: Imagine the difference of services and products of the Global Marketing Programme.
  • 事後学修: Review Indicators of Market Potential.
15回
  • Marketing Ethics and Social Responsibility
  • 事前学修: Find recent unethical company’s marketing pracice.
  • 事後学修: Review Amrecians’ consumerism and find differences against Japanese.
【教科書】Armstrong, Gary, Philip Kotler, Michael Harker, and Ross Brennan (2006), Marketing an Introduction, Financial Times Prentice Hall.
【参考文献】
【評価方法】Test 50%
Reports submission & Classwork 50%
Active participation in class is appreciated.
【履修の条件】
【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】Marketing A
Global Marketing A/B (taught in Japanese)
【使用言語】English
【担当者からの一言】High school level of English comprehension is required. Attend after studying Marketing A in Spring.