GBPGBP (Global Business Program)
MAN300FB-A5530(経営学 / Management 300)Principles of MarketingPrinciples of Marketing
Junko KIMURA
授業コードなどClass code etc
学部・研究科Faculty/Graduate school | GBPGBP (Global Business Program) |
添付ファイル名Attached documents | |
年度Year | 2024 |
授業コードClass code | A5530 |
旧授業コードPrevious Class code | |
旧科目名Previous Class title | |
開講時期Term | 秋学期授業/Fall |
曜日・時限Day/Period | 木3/Thu.3 |
科目種別Class Type | |
キャンパスCampus | 市ヶ谷 / Ichigaya |
教室名称Classroom name | 市BT‐0604 |
配当年次Grade | 2~4 |
単位数Credit(s) | 2 |
備考(履修条件等)Notes | |
他学部公開科目Open Program | |
他学部公開(履修条件等)Open Program (Notes) | |
グローバル・オープン科目Global Open Program | |
成績優秀者の他学部科目履修制度対象Interdepartmental class taking system for Academic Achievers | |
成績優秀者の他学部科目履修(履修条件等)Interdepartmental class taking system for Academic Achievers (Notes) | |
実務経験のある教員による授業科目Class taught by instructors with practical experience | |
SDGsCPSDGs CP | |
アーバンデザインCPUrban Design CP | |
ダイバーシティCPDiversity CP | |
未来教室CPLearning for the Future CP | |
カーボンニュートラルCPCarbon Neutral CP | |
千代田コンソ単位互換提供(他大学向け)Chiyoda Campus Consortium | |
カテゴリーCategory |
専門教育科目/Business Administration Courses 専門科目/Intermediate/Advanced Courses of Business Administration |
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授業の概要と目的(何を学ぶか)Outline and objectives
This class is conducted in classroom. Digital detox is mandatory.
The theme of this class is to understand major Marketing theories and bridge them to specific phenomena. Companies and other organizations try differentiating themselves from competitors by creating customer values. The students of this class would be able to analyze the products and services in the real world with Marketing perspective.
到達目標Goal
By actively participating in this class, student can acquire the following skills:
1) Bridge theories to specific phenomena
2) Think logically
3) Use qualitative methodologies for research activities, and
4) Argue and explain findings to others
この授業を履修することで学部等のディプロマポリシーに示されたどの能力を習得することができるか(該当授業科目と学位授与方針に明示された学習成果との関連)Which item of the diploma policy will be obtained by taking this class?
This course is strongly related to the "DP2-1" diploma policy and fairly related to the "DP1-1", "DP2-2", and "DP3" policies.
授業で使用する言語Default language used in class
英語 / English
授業の進め方と方法Method(s)(学期の途中で変更になる場合には、別途提示します。 /If the Method(s) is changed, we will announce the details of any changes. )
Recently many companies struggle with difficulties to differentiate themselves with competitors. One of the reasons is that the change of customer needs. Customers not only ask for high quality/specification products but also they try to obtain “value”. What does value mean? This is the major topic of this class. Manufacturers, retailers and service providers try developing and innovating business model for creating customer value. Using specific case studies, students would learn theoretical frameworks and analytical concepts in order to apply them to the phenomena.
Students use qualitative methodologies, in specific interviews and fieldwork to gather primary data by using their own legs. (Students will not be permitted to use secondary data from the Internet unless it is allowed.)
Assignments will be given and each student will make his/her own presentation respectively. Group projects will be assigned for the final presentation. Each group will choose one product/service and research how it was successful by using Marketing theory the instructor indicates.
【Learning activities outside of classroom】
You study this lecture with an emphasis on after class review. After attending the lecture, please read and review the assigned sections of the textbook. Assignments will be given in class as needed. The standard preparation and review time for this class is 2 hours each.
Feedback will be given during the classroom.
アクティブラーニング(グループディスカッション、ディベート等)の実施Active learning in class (Group discussion, Debate.etc.)
あり / Yes
フィールドワーク(学外での実習等)の実施Fieldwork in class
あり / Yes
授業計画Schedule
授業形態/methods of teaching:対面/face to face
※各回の授業形態は予定です。教員の指示に従ってください。
1[オンライン/online]:Introduction
Basic Concepts of Marketing
2[対面/face to face]:What is Marketing?
Basic Concepts of Marketing
3[対面/face to face]:Three Dimensional Business Definition Model
Avoid Marketing myopia
4[対面/face to face]:SWOT analysis and value creation
Creating customer value
5[対面/face to face]:Theoretical framework
Philip Kotler's Marketing 1.0, 2.0 and 3.0
6[対面/face to face]:Midterm Presentation
Students groups present their research and findings
7[対面/face to face]:Product Development
Case Study: HOSEI original brand green tea: PART 1 theory
8[対面/face to face]:Product Development
Case Study: HOSEI original brand green tea: PART 2 practical implication
9[対面/face to face]:Price Management
Case Study: Starbucks and Dotour: PART 1 theory
10[対面/face to face]:Price Management
Case Study: Starbucks and Dotour: PART 2 practical implication
11[対面/face to face]:Promotion Management
Case Study: NIKE PART 1 theory
12[対面/face to face]:Promotion Management
Case Study: NIKE PART 2 practical implication
13[対面/face to face]:Place Management
Case Study: Supply chain management of IKEA
14[対面/face to face]:Final Presentation
Group project presentation
授業時間外の学習(準備学習・復習・宿題等)Work to be done outside of class (preparation, etc.)
Students need to contribute to class discussions by conducting
1)Project meetings with group members outside classroom
2)Fieldworks
3)Interviews to consumers and companies Preparatory study and review time for this class are 2 hours each.
テキスト(教科書)Textbooks
No textbooks
参考書References
Materials would be distributed in class.
成績評価の方法と基準Grading criteria
1)Class Participation (Remarks and arguments you make in class)70%
2)Group Project 20%
3)Individual Assignment 10%
学生の意見等からの気づきChanges following student comments
Students in the previous year appreciated practical activities and this class also works on project with practitioners and/or companies.
学生が準備すべき機器他Equipment student needs to prepare
Personal Computer with PPT and WORD
その他の重要事項Others
Please do not use smartphone/PC for SNS or emails which is not related to class activities as it shows disrespect to the class and downgrades yourself.
Prerequisites
Introduction to Marketing needs to be studied as prerequisites.
Recent works of instructor
(1)Kimura, Junko. & Rigolot, Cyrille. (2022) “The Potential of Geographical Indications (GI) to Enhance Sustainable Development Goals (SDGs) in Japan: Overviews and insights from Mishima Potato GI Case Study,” Proceedings Worldwide Perspective on Geographical Indications, An International Conference for Researches, Policy Makers and Practitioners, held in Montpellier, France, on 5-8 July, 2022, 218-219.
(2)Kimura, Junko. (2022) “Brand Management of Rice in Japan,” presented at ISEAS Workshop on Rice in Italy and Japan, 27 May 2022.
Upon threat level change
Please note that the teaching approach may vary according to which threat level we are at: at level 1, this course will be held on campus, though at level 2, it will be held online.