演習４

概要

This seminar looks specifically at the international marketing of cultural and creative industries (anime, craft, design, fashion, film, food, manga, music etc). We will examine efforts to promote these industries and the challenges in marketing creative and cultural products in international markets. In particular, we will explore juxtaposed concepts of (1) tradition/heritage vs innovation, and (2) local intricacies vs global trends, while covering such topics as (1) creativity (2) production and trade in cultural goods (3) country of origin and place brands, (4) brand authenticity and brand identity. Seminar sessions will include group discussion, company visits, and presentations in both English and Japanese.

目標

Seminar 1 will focus on an introduction to the creative industries and to allow students to explore the theory and practice of creativity. Seminar 2 will follow on with applying the creative process of specific industry such as fashion industry and will implement 'design thinking' techniques to encourage students to tap their own creativity and develop logical solutions to complex problems. Through the "SOTOBORI PROJECT" in Seminar 2/3, students will apply these skills to the rebranding and international expansion of a firm operating in the cultural industries'. Working in teams, they will develop a new product and/or branding proposal by the end of the semester. ---- In 2024, students in Seminar 3 may be offered the chance to work towards implementing a real-life project from the "SOTOBORI PROJECT" ---- In Seminar 4, students have the choice of continuing with their project from Seminar 3, or embarking on their own individual research project as part of a graduation project.

授業外の学習

Readings and preparation for individual and group presentations. Expected to conduct weekly assignment and be ready to present and share in class. Field trips/company visit may also be conducted according to schedule.

所要時間: 190 minutes of work for each session