Faculty/Graduate school Department of Global and Interdisciplinary Studies
Attached documents
Year 2023
Class code A6351
Previous Class code
Previous Class title
Term 春学期授業/Spring
Day/Period 火1/Tue.1
Class Type
Campus 市ヶ谷 / Ichigaya
Classroom name 市外濠‐S602
Grade 3~4
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) 制度ウェブサイトの3.科目別の注意事項(1)GIS主催科目の履修上の注意を参照すること。
Class taught by instructors with practical experience
Urban Design CP
Diversity CP
Learning for the Future CP
Carbon Neutral CP
Chiyoda Campus Consortium
Duplicate Subjects Taken Under Previous Class Title
Category (commenced 2024 onwards)
Category (commenced 2020-2023) 300-level Advanced Courses(上級)
Category (commenced 2016-2019) 300-level Advanced Courses
Business and Economy

【授業の概要と目的(何を学ぶか) / Outline and objectives】
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.

【到達目標 / Goal】
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.

【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 “DP 1”, “DP 2”, “DP 3”, and “DP 4”.

【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. )
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.

【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

回 / No. 各回の授業形態予定 / methods of teachingテーマ / Theme 内容 / Contents
1 オンライン/onlineIntroduction of Course Introduction of Course
2 対面/face to faceChapter 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 faceChapter 2: Marketers' Challenges (Generation Gap) This class covers five different generations and corresponding marketing strategies in general.
4 対面/face to faceChapter 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 faceChapter 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 faceChapter 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 faceChapter 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 faceChapter 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 faceChapter 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 faceChapter 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 faceChapter 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 faceProject 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 faceProject 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 faceProject 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.

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

【テキスト(教科書) / Textbooks】
Marketing 5.0: Technology for Humanity (English Edition) , Philip Kotler, Hermawan Kartajaya, Iwan Setiawan, Wiley(2021/1/27), 2,972yen (hardcover)

【参考書 / References】
Rogers, D. (2016). The digital transformation playbook. Columbia University Press

【成績評価の方法と基準 / Grading criteria】
Participation (20%); Weekly paper (20%);
Group presentations (40%); Final project (20%).

【学生の意見等からの気づき / Changes following student comments】
Not applicable

【学生が準備すべき機器他 / Equipment student needs to prepare】
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.