GBP (Global Business Program)

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Introduction to Marketing


Class code etc
Class code A5505
Year 2020
Faculty/Graduate school GBP (Global Business Program)
Previous Class title
Attached documents
Category 専門教育科目/Subjects of Business Administration
専門基礎科目/Introductory Subjects of Business Administration
Term 春学期授業/Spring
Credit(s) 2
Day/Period 火3/Tue.3
Campus 市ヶ谷 / Ichigaya
Grade 1~4
Open Program
Global Open Program
Interdepartmental class taking system for Academic Achievers
Class taught by instructors with practical experience

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Outline and objectives

This is an introductory marketing course. Students will learn the basis of business and marketing through reading articles which describe actual company cases. The cases include various companies (manufacturer, service, retailing, internet technology etc.) and strategies (new product, branding, promotion, targeting etc.).


The goal of this class is to obtain basic marketing knowledge. Students will also learn survey, presentation and discussion skills.

Which item of the diploma policy will be obtained by taking this class?

This course is strongly related to the "DP5" diploma policy and fairly related to the "DP1-1", "DP2-2", "DP3"and "DP4" policies.

Default language used in class

英語 / English

Method(s)(2020年度はオンライン授業の実施に伴い、変更の可能性があります。変更は学習支援システム等で提示します。/Method(s) may change depending on the online lesson.Changes will be reflected in the Learning Management System, etc.)

[Update April 21th]
Please read a post on Study Support System about the spring semester class.

1. Case Presentation
A presentation group will report on an article written about actual business cases. The article will be distributed beforehand. The report includes (1) summary of the article and (2) surveys of companies described in the article such as business model, current market environment or competitors.
2. Group Discussion
A discussion theme related to the article will be provided by the lecturer (e.g. What is the biggest threat to the company?). Students will first discuss within each group and then feed back to the whole class.

Active learning in class (Group discussion, Debate.etc.)

あり / Yes

Fieldwork in class

なし / No




Guidance and overview of the course

2:Case (1)

Video game company

3:Case (2)

Fast food restaurant

4:Case (3)

Electronics company

5:Case (4)

Furniture company

6:Case (5)

Coffeehouse chain

7:Case (6)

Social networking service

8:Case (7)

Video streaming service

9:Case (8)

Automobile brand

10:Case (9)

Technology company

11:Case (10)

Convenience store

12:Case (11)

Technology company

13:Case (12)

Automobile company

14:Case (13)

Luxury goods company

Work to be done outside of class (preparation, etc.)

All students are required to read weekly reading materials.
The presentation group is required to prepare a presentation material using PowerPoint or other software. Preparatory study and review time for this class are 2 hours each.


No textbook.
Weekly reading materials or articles will be provided by lecturer beforehand.
Cases in above spring schedule may change depending on the student interests.


・ Kotler, Philip and Kevin Lane Keller (2015) Marketing Management (15th ed.), Pearson.
・ Kotler, Philip and Gary Armstrong (2017) Principles of Marketing (17th ed.), Prentice Hall.
・ Keegan, Warren J. and Mark C. Green (2017) Global Marketing (9th ed.), Pearson.
and old editions of these books.

Grading criteria

・ Presentation: 30%
・ Class participation and group discussion: 40%
・ Final paper: 30%

Changes following student comments

Reading materials will be changed according to students' interests.

Equipment student needs to prepare

・ Laptop PC or smartphone for presentation and discussion.
・ Google Classroom will be used.


Related course: Principles of Marketing
Students who wish to register for this course must attend the first class. If the number of students attending the first class significantly exceeds expectations, in order for the instructor to effectively manage the class, the number of students who are allowed to register for the course may be limited.