GBPGBP (Global Business Program)

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.

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

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

英語 / English

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.

あり / Yes

あり / Yes

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

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.

No textbooks

Materials would be distributed in class.

1)Class Participation (Remarks and arguments you make in class)70%
2)Group Project 20%
3)Individual Assignment 10%

Students in the previous year appreciated practical activities and this class also works on project with practitioners and/or companies.

Personal Computer with PPT and WORD

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.

Introduction to Marketing needs to be studied as prerequisites.

(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.

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.