GISDepartment of Global and Interdisciplinary Studies

This course aims at understanding the application of human-mimicking technologies (AI,NLP, sensors, robotics, augmented reality, etc.) to create, communicate, deliver, and enhance value across the customer journey.

Students will first understand the current challenges that marketers to deal with in a modern society (e.g., generation gap, COVID-19, digital divide). Based on that, students will learn the role of human-like technologies in addressing such challenges and marketing customers effectively. In this line, predictive marketing, contextual marketing, and augmented marketing will be covered. Finally, students will practically learn how to apply what they have learned and how to devise feasible solutions by performing their own group projects.

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

英語 / English

This course will proceed with lectures, readings, group presentations, and group discussion. Students are required to read each chapter of a textbook in advance that will be covered during the class and submit summary of it. After partial lectures from an instructor, students will participate in group presentations and subsequent discussions. The subject of group presentations will be divided into two types -- (1) the content of each chapter based on rigorous understanding, (2) case studies of the modern companies that can deepen understandings of each chapter and develop students' own critical perspective on the cases.
At the beginning of class, feedback for the previous class is given using some comments from submitted weekly papers.

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 of Course

Explanation of course theme, content, grading, participation and attendance requirements

2[対面/face to face]：Chapter 1: Marketing 5.0

This class covers the definition of marketing 5.0 enabled by a group of technologies that emulate capabilities of human marketers.

3[対面/face to face]：Chapter 2: Marketers' Challenges (Generation Gap)

This class covers five different generations and corresponding marketing strategies in general.

4[対面/face to face]：Chapter 3: Marketers' Challenges (Prosperity Polarization)

This class covers characteristics of today's polarized society (jobs, ideologies, lifestyle, and markets) and explores why inclusivity and sustainability matters.

5[対面/face to face]：Chapter 5: COVID-19 as the Digitalization Accelerator

This class covers what changes have brought out due to COVID-19 and what types of new strategies are required to provide new customer experiences.

6[対面/face to face]：Chapter 6: Human-Like Technologies

This class covers the concepts and features of human-like technologies including natural language processing, sensor, robotics, mixed reality.

7[対面/face to face]：Chapter 7: The New Customer Experience

This class covers the future landscape of service industries that combine service robots and human employees to serve customers.

8[対面/face to face]：Chapter 8: Data-Driven Marketing

This class covers the definition of data-driven marketing and the requirements to perform data-driven marketing.

9[対面/face to face]：Chapter 9: Predictive Marketing

This class covers the definition of predictive marketing, what predictive marketing can do, and why it is necessary in a fast-changing digital market.

10[対面/face to face]：Chapter 10: Contextual Marketing

This class covers newly emerging marketing strategy that develops humans' situational awareness by scanning environments. This can help marketers provide personalized services to customers.

11[対面/face to face]：Chapter 11: Augmented Marketing (Customer Tiering Model)

This class covers the future of human-machine collaboration and explores future directions of robotics development to devise effective marketing strategies.

12[対面/face to face]：Project 1: Project Analysis Methods

This class covers methodologies and examples of marketing projects. It includes problem identification, analysis, and finding feasible solutions.

13[対面/face to face]：Project 2: Planning for Group Projects

In this class, students (each group) will present which type of marketing strategy they will focus on to analyze the real-world case

14[対面/face to face]：Project 3: Final Presentation of Group Projects & Wrap-Up

In this class, students (each group) will give their case analysis based on a specific marketing strategy. After the presentation, subsequent discussion and feedback will follow.

Preparatory study and review time for this class are 2 hours each.

Marketing 5.0: Technology for Humanity (English Edition) , Philip Kotler, Hermawan Kartajaya, Iwan Setiawan, Wiley(2021/1/27), 2,972yen (hardcover)

Rogers, D. (2016). The digital transformation playbook. Columbia University Press

Participation (20%); Weekly paper (20%);
Group presentations (40%); Final project (20%).

Not applicable

Bring to class: a notebook, the textbook on a laptop or a tablet, or bring a hard copy. Further information will be provided by the instructor.

None.