MARKETING*
国際教養学部
AIBE3150
コース情報
担当教員: DE MAEYER Peter
単位数: 4
年度: 2024
学期: 春学期
曜限: 月2, 木2
形式: 対面授業
レベル: 300
アクティブラーニング: あり
他学部履修: 可
評価方法
授業内期末試験
授業期間中
小テスト等
その他
There will be 4 multiple-choice quizzes accounting for 10% each, and an in-class final (30%). The 30% "other" is mainly based on supplementary assignments (involving the case studies and supplementary readings) that I will explain during the first class, and to a lesser extent also class participation. By default I will not grade class participation, but excellent participation or other signs of engagement with the course material may be rewarded if you are just a few points short of the next grade band.
詳細情報
概要
This course serves as a broad (rather than in-depth) survey of Marketing. As a profession, marketers identify consumer needs, determine which target markets to serve, and develop an optimal product, pricing, promotion, and distribution strategy that best satisfies consumer needs, relative to competition. Marketers serve a vital role in the long-term success of all organizations, profit-oriented as well as non-profit, small as well as large. Academically, marketing is a multi-disciplinary field involving concepts and theories drawn from psychology, economics, strategy, human resource management, operations research, and others. Through a combination of lectures, discussions, videos, individual and group assignments and case analyses, the course is designed to cover the basic concepts and principles of this never-boring but challenging field. The instructor of this course has work experience in management consulting, with a focus in marketing. His knowledge of the actual practice of consumer research, market size forecasting, and marketing strategy development shall contribute to the attainment of the pedagogical objectives of the course.
目標
By the end of this course, students should be able to: • Think more clearly and analytically about the full range of Marketing decisions (as opposed to doing marketing by intuition, which usually is far from optimal). • Have greater confidence and self-efficacy as a marketer. Students will learn a useful repertoire of tools and insights, hone their intuition via case analyses, and learn how to break up complex problems into manageable components. • Communicate their ideas clearly, having mastered the basic concepts, frameworks, and vocabulary of the field. • Write a professional marketing plan covering everything from overall strategy and target market selection to detailed tactics. • Understand key issues related to marketing organization (internal and external via business partners). • Think through ethical dilemmas that sometimes accompany marketing decisions.
授業外の学習
●Preparation of class materials and reading assignments (60 minutes). ●Work on class assignments (60 minutes) ●Review class lecture and do quizzes (70 minutes)
所要時間: 190 minutes per lecture.
スケジュール
- Introduction and course overview.
- Product ideation techniques.
- Marketing strategy.
- Marketing research.
- Marketing research.
- Consumer behavior.
- Consumer behavior
- Consumer behavior
- Segmentation, targeting and positioning.
- Segmentation, targeting and positioning.
- Branding.
- Case 1.
- Marketing simulation.
- Marketing simulation continued + work on group project.
- Product management.
- Case 2.
- Marketing communications (advertising).
- Marketing communications (promotions, PR, etc.).
- Digital marketing.
- Digital marketing
- Distribution
- Case 3.
- Distribution.
- Pricing (economics).
- Pricing (strategy and psychology).
- Case 4.
- Selected group project presentations or other activity.
- Selected group project presentations or other activity.
教科書
Not applicable.
参考書
Several full-length cases will be discussed in class, two of which to be purchased (cost circa 600 Yen per case) and the other(s) provided for free.