GBP (Global Business Program)

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Introduction to Marketing


Class code etc
Faculty/Graduate school GBP (Global Business Program)
Attached documents
Year 2022
Class code A5505
Previous Class title
Term 春学期授業/Spring
Day/Period 火3/Tue.3
Class form 対面/face to face
Campus 市ヶ谷 / Ichigaya
Classroom name 各学部・研究科等の時間割等で確認
Grade 1~4
Credit(s) 2
Open Program
Open Program (Notes)
Global Open Program
Interdepartmental class taking system for Academic Achievers
Interdepartmental class taking system for Academic Achievers (Notes)
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)(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. )

(1) Assignment report (homework)
The business case article and report assignments are posted on Google Classroom a week before a class. Students write and submit the assignments report 2 days before a class.

(2) Zoom or in-person class
Students are divided into small groups to discuss the report assignments. After the discussion within the groups, the feedback is provided by the instructor.

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

あり / Yes

Fieldwork in class

なし / No


授業形態/methods of teaching:対面/face to face



Guidance and overview of the course

2[対面/face to face]:Case (1)

Video game company

3[対面/face to face]:Case (2)

Electronics company

4[対面/face to face]:Case (3)

Social networking service

5[対面/face to face]:Case (4)

Automobile brand

6[対面/face to face]:Case (5)

Furniture company

7[対面/face to face]:Case (6)

Fast food restaurant

8[対面/face to face]:Case (7)

Coca Cola:
Beverage company

9[対面/face to face]:Case (8)

Luxury goods company

10[対面/face to face]:Case (9)

Technology company

11[対面/face to face]:Case (10)

Technology company

12[対面/face to face]:Case (11)

Smartwatch company

13[対面/face to face]:Case (12)

E-commerce company

14[対面/face to face]:Case (13)

Video streaming service

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

All students submit assignment reports before classes.
Preparatory study and review time for this class are 2 hours each.


No textbook.
Weekly reading materials or articles will be provided by the instructor.
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

・ Assignment report: 60%
・ Final paper: 40%

Changes following student comments

Reading materials will be changed according to students' interests.
Details of the evaluation criteria for the assignment reports will be explained in the first class.

Equipment student needs to prepare

We will use Google Classroom.


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.



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.