| 学部・研究科Faculty/Graduate school | GISDepartment of Global and Interdisciplinary Studies |
| 添付ファイル名Attached documents | |
| 年度Year | 2023 |
| 授業コードClass code | A6351 |
| 旧授業コードPrevious Class code | |
| 旧科目名Previous Class title | |
| 開講時期Term | 春学期授業/Spring |
| 曜日・時限Day/Period | 火1/Tue.1 |
| 科目種別Class Type | |
| キャンパスCampus | 市ヶ谷 / Ichigaya |
| 教室名称Classroom name | 市外濠‐S602 |
| 配当年次Grade | 3～4 |
| 単位数Credit(s) | 2 |
| 備考（履修条件等）Notes | |
| 他学部公開科目Open Program | |
| 他学部公開（履修条件等）Open Program (Notes) | |
| グローバル・オープン科目Global Open Program | |
| 成績優秀者の他学部科目履修制度対象Interdepartmental class taking system for Academic Achievers | ○ |
| 成績優秀者の他学部科目履修（履修条件等）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。 |
| 実務経験のある教員による授業科目Class taught by instructors with practical experience | |
| SDGsCPSDGs CP | |
| アーバンデザインCPUrban Design CP | |
| ダイバーシティCPDiversity CP | |
| 未来教室CPLearning for the Future CP | |
| カーボンニュートラルCPCarbon Neutral CP | |
| 千代田コンソ単位互換提供（他大学向け）Chiyoda Campus Consortium | |
| 旧科目との重複履修Duplicate Subjects Taken Under Previous Class Title | |
| カテゴリー（2024年度以降入学者）Category (commenced 2024 onwards) | |
| カテゴリー（2020～2023年度入学者）Category (commenced 2020-2023) | 300-level Advanced Courses（上級） |
| カテゴリー（2016～2019年度入学者）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
※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。
| 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/online | Introduction of Course | Introduction of Course |
| 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. |
【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.
【Prerequisite】
None.