MARKETING STRATEGY 1

経済学部 - 経営学科

EMGS5048

コース情報

担当教員: 外川拓

単位数: 2

年度: 2024

学期: 春学期

曜限: 水5

形式: オンデマンド授業

レベル: 200

アクティブラーニング: なし

他学部履修: 可

評価方法

リアクションペーパー

30%

授業内期末試験

授業期間中

70%

詳細情報

概要

It is imperative for business people to understand the concept of marketing for making effective and strategic decisions in a highly competitive market. As part of the course, students will study the basics of marketing strategy, including SWOT, STP, customer value, and satisfaction. NOTE: This course will be conducted in English. Students cannot take the course if they already took the Japanese-taught course "マーケティング戦略論Ⅰ."

目標

The main goal of this course is to enrich the knowledge of students on marketing.

授業外の学習

Students are expected to read the class material in advance and review the essential points of the topics they studied in the previous class.

所要時間: Four hours per week.

スケジュール

Introduction: Why, and how to study marketing?
The definition and scope of marketing
Customer value and satisfaction
Competitive strategies
Growth strategies
Review
Consumer behavior
Purchase decision process
Market segments and targets
Market positioning
Branding strategies
Marketing research
In-class final exam
Review

教科書

This course does not require students to purchase a specific textbook.

参考書

Philip Kotler and Kevin Lane Keller Marketing Management, Global Edition Pearson, 2015