Department of Global and Interdisciplinary Studies

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Principles of Marketing

EYO Shiaw Jia

Class code etc
Class code A6255
Year 2020
Faculty/Graduate school Department of Global and Interdisciplinary Studies
Previous Class title
Attached documents
Class form
Term 春学期授業/Spring
Credit(s) 2
Day/Period 金3/Fri.3
Campus 市ヶ谷 / Ichigaya
Classroom name
Grade 2~4
Duplicate Subjects Taken Under Previous Class Title
Open Program
Open Program
Global Open Program
Interdepartmental class taking system for Academic Achievers
Interdepartmental class taking system for Academic Achievers
Class taught by instructors with practical experience

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Outline and objectives

Learning the fundamental concepts of marketing. This is a basic level marketing course that focuses on the concepts and approaches that constitute the contemporary marketing theory as well as its applications in practical business circles. The purpose of this course is to provide the students with a keen understanding of the marketing functions in business and the knowledge of developing and implementing successful marketing strategies.


This course introduces students to the fundamental concepts of marketing, its functions and organizations, marketing strategies used by companies and the role of marketing in the society. Students learn how to understand the marketplace, how to create customer value, how to target and segment the market, and how to build customer relationships.

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

Will be able to gain “DP 1”, “DP 2”, “DP 3”, and “DP 4”.

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.)

This course is taught primarily through lectures and presentations. Interactive class participation is encouraged.

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

あり / Yes

Fieldwork in class

なし / No



1:Introduction and Overview

Introduction to the course

2:Understanding the Marketplace

What is marketing?
Analyzing the marketing environment

3:Understanding Consumers (1)

Consumer markets and consumer buying behavior

4:Understanding Consumers (2)

Case studies and presentations

5:Designing a Customer-Driven Strategy (1)

Creating value for target customer

6:Designing a Customer-Driven Strategy (2)

Case studies and presentations

7:New Product Development (1)

Products, services and brands

8:New Product Development (2)

Product life-cycle strategies

9:Understanding Pricing and its Strategies (1)

New product pricing strategies

10:Understanding Pricing and its Strategies (2)

Case studies and presentations

11:Promotion Mix (1)

Retailing and Wholesaling

12:Promotion Mix (2)

Advertising and Public Relations

13:Competitive Marketing Strategies

Understanding competitive marketing strategies

14:Final Exam & Wrap-up

Assessing the degree to which you understand the subject

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

Download the lecture slides, read the assigned chapters of the textbook and complete any assignments given. Preparatory study and review time for this class are 2 hours each.


Kotler, Phillip and Armstrong, Gary. Principles of Marketing, 17th Edition, Pearson Education, 2017.


Further materials will be provided by the instructor.

Grading criteria

Students will be evaluated based on class participation (20%), assignments (15%), group presentations (20%), and one final exam (45%).

Changes following student comments

Not applicable.


Students who are interested in taking this course must attend the first week of class. A selection process will be conducted during the first week prior to the enrollment of this course.


Preferably Introduction to Business or other 100-level business courses.