GMBAGlobal MBA Program
MAN560F2（経営学 / Management 500）Applied MarketingApplied Marketing
坂本 和子Kazuko SAKAMOTO
授業コードなどClass code etc
| 学部・研究科Faculty/Graduate school | GMBAGlobal MBA Program |
| 添付ファイル名Attached documents | |
| 年度Year | 2024 |
| 授業コードClass code | W7062 |
| 旧授業コードPrevious Class code | |
| 旧科目名Previous Class title | |
| 開講時期Term | 春学期後半/Spring(2nd half) |
| 曜日・時限Day/Period | 月6/Mon.6, 月7/Mon.7 |
| 科目種別Class Type | 専門講義 |
| キャンパスCampus | 市ヶ谷 / Ichigaya |
| 教室名称Classroom name | 各学部・研究科等の時間割等で確認 |
| 配当年次Grade | 1・2 |
| 単位数Credit(s) | 2 |
| 備考（履修条件等）Notes | Global MBA |
| 実務経験のある教員による授業科目Class taught by instructors with practical experience | ○ |
| カテゴリーCategory | Specialized Courses |
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授業の概要と目的（何を学ぶか）Outline and objectives
This lecture aims to acquire cutting-edge marketing knowledge and practical methodologies through the reading of Marketing 5.0 by Kotler.
到達目標Goal
Understand the transition of marketing and acquire practical utilization methods that are in line with the needs of the times.
Be able to master marketing adapted to technological progress.
Grasp various business environment problems from a marketing perspective and acquire clues to solve them.
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?
Will be able to gain“DP1”,“DP2”,“DP3”and“DP4”.
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. ）
The lecture primarily proceeds with the use of textbooks and slide materials.
"Marketing 5.0" the latest in a trilogy that Kotler calls Marketing X.0, will be used as the textbook. Also, the latest version 6.0 will be supported to the extent possible.
The group responsible for each chapter is decided in advance, and each group presents a summary of one chapter, including examples applied to real-world companies and consumer behavior.
Students will deepen their understanding of the presentation through questions and discussions.
Additionally, students will be required to submit a reflection sheet after each class, where they will state what they have learned, their newfound awareness, and any remaining questions they may have.
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
なし / No
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。
第1回[対面/face to face]：Introduction
Course overview, intro of group project, some house-keeping works
第2回[対面/face to face]：Prior to Marketing 5.0①
Overview of Marketing 1.0＋2.0：Traditional Marketing Theory
第3回[対面/face to face]：Prior to Marketing 5.0②
Overview of Marketing 3.0＋4.0：Value Principle and Self-Actualization
第4回[対面/face to face]：Introducing Marketing 5.0
Technology for Humanity
第5回[対面/face to face]：Generation Gap in Marketing 5.0
Report by group：Baby Boomers,X,Y,Z
第6回[対面/face to face]：Prosperity Polarization in Marketing 5.0
Report by group：Creating Inclusivity and Sustainability for Society
第7回 [対面/face to face]：Digital Divide in Marketing 5.0
Report by group：Markting Tech Personal,Social,and Experiential
第8回[対面/face to face]：The Digital-Ready Organization in Marketing 5.0
Report by group：One Strategy Doesn't Fit All
第9回[対面/face to face]：The Next Tech in Marketing 5.0
Report by group：It's Time for Human-Life Technology Take Off
第10回[対面/face to face]：The New CX in Marketing 5.0
Report by group：Machines Are Cool,but Humans Are Warm
第11 回[対面/face to face]：Data-Driven Marketing in Marketing 5.0
Report by group：Building a Data Ecorosystem for Better
第12回[対面/face to face]：Predictive Marketing in Marketing 5.0
Report by group：Anticipating Market Demand with Proactive Actor
第13回 [対面/face to face]：Contextual Marketing in Marketing 5.0
Report by group：Making a Personalised Sense-and-Respond Experience
第14回[対面/face to face]：Augmented Marketing and Marketing in Marketing 5.0
Report by group：Delivering Tech-Empowerd Human Interaction，Executing Operations Pace and Scale
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.)
・Each group should prepare presentation materials for the chapters assigned to them.
・They should also review the chapters that are not assigned to them and come up with some relevant questions in advance.
・The standard preparation and review time for this class is 2 hours each.
テキスト（教科書）Textbooks
Philip Kotler,Hermawam Kartajaya,Iwan Setiawan (2021), “Marketing 5.0: Technology for Humanity”, Wiley.
参考書References
Philip Kotler,Hermawam Kartajaya,Iwan Setiawan (2016), “Marketing 4.0: Moving from Traditional to Digital ”, Wiley.
Philip Kotler,Hermawam Kartajaya,Iwan Setiawan (2010), “Marketing 3.0: From Products to Customers to the Human Spirit ”, Wiley.
Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz(2020)，“H2H Marketing: The Genesis of Human-to-Human Marketing”，Springer.
成績評価の方法と基準Grading criteria
Method of evaluation
Group presentation: 50%
Contribution to the class: 20％
Reflection sheets：30％
学生の意見等からの気づきChanges following student comments
Ingeniously create lecture content and materials to increase interest．