Course title
8M108100
International Marketing

 nakamura jun
Class name
International Marketing
Keywords
  • Market entry
  • Market deployment
  • Brand positioning st
  • Concept modeling in
  • Cross cultural manag
Course description
International marketing covers wide range areas in terms of business process, i.e., sales & marketing, manufacturing, and product development. This course focuses on mainly global big firms but we discuss on small business as well that has critical technology or even niche products which impacts on global market.
The method of learning is to introduce several business case studies, so that students understand important factors for international marketing, e.g., market entry to/from Japan, brand positioning strategy, concept modeling, and cross cultural management. One week after introducing business cases, group discussion is planned to brainstorm what factors are critical for international marketing through an interactive session including presentation. This aim/intention is to activate students from input knowledge out of case studies to output his/her ideas to be criticized, customized, and recognized each other by using customized marketing framework.
The course schedule, topics or task to do would be changed subject to the progress of course, number of students etc.
Purpose of class
Understand important factors of international marketing and make use of what students lean from this course into their own activities, by means of interactive based learning
Goals and objectives
  1. Understand critical factors for international marketing
  2. Explain what is important for international marketing
  3. Apply marketing factors for various business cases
Language
English
Class schedule

 Class schedule HW assignments (Including preparation and review of the class.) Amount of Time Required
1. Introduction, entire course schedule, and learning method. The learning method refers to case studies of global companies in various industrial domains. Select global company ifn which you are inteerested 180minutes
2. Prior to look through case studies, engaging in a review of analytical method such as statistics, architectural framework, quality function deployment (QFD), and critical thinking. Summarize what you have learnt 180minutes
3. Case Study 1: market entry into Japan (e.g., IKEA) Consider your own case or of interest in line with introduced case 180minutes
4. Group Discussion on how to investigate Japanese market uniqueness for the purpose of market entry. Summarize what you have leant through group discussion 180minutes
5. Case Study 2: market deployment into Asia (e.g., Yamato Transport with ANA) Consider your own case or of interest in line with introduced case 180minutes
6. Group Discussion on how to deploy new market into foreign countries. Summarize what you have leant through group discussion 180minutes
7. Case Study 3: global brand positioning strategy (e.g., Volvo) Consider your own case or of interest in line with introduced case 180minutes
8. Group Discussion on how to build brand positioning in respect of market, region, and continent. Summarize what you have leant through group discussion 180minutes
9. Case Study 4: concept modeling in product planning (e.g., Electric Car) Consider your own case or of interest in line with introduced case 180minutes
10. Group Discussion on how to create concept formation to adapt market requirement under constraint of product specifications. Summarize what you have leant through group discussion 180minutes
11. Cross cultural management in the area of marketing, to learn about the difference of people Summarize what you have learnt 180minutes
12. Group Discussion on how to identify customer segmentation as opposed to value proposition, which will be presented by students on 15th lecture Prepare presentation following group discussion 180minutes
13. Group Discussion to be continued, but in more detail on marketability, channel, resource, partnership and cost management. Prepare presentation following group discussion 180minutes
14. Guest speaker who is working for global firm Summarize what you have learnt 180minutes
15. Presentation and summary presentation and summary 180minutes
Total. - - 2700minutes
Relationship between 'Goals and Objectives' and 'Course Outcomes'

 1 2 3 Total.
1. 40% 30% 30% 100%
2. 0%
3. 0%
Total. 40% 30% 30% -
Evaluation method and criteria
Overall evaluation through preparation, research, presentation and/or report
・Demonstrate to respond to requirement issues・・・60points
・Demonstrate properly and logically respond to requirement issues・・・70points
・Demonstrate precisely to explain the causal reasoning to requirenent issues in undersranding class' lessons・・・80points
Textbooks and reference materials
Philip Kotler and Gary Armstrong, Principles of Marketing, 11th edition, 2005.
Deliver printed references during the course
Prerequisites
Not necessary
Course objectives
1. Understand the basic marketing concepts.
2. Become able to apply them into international marketing settings.
Office hours and How to contact professors for questions
  • Through mail at anytime
  • Saturday 10:00-12:00
    Meeting by appointment
    at Labo in Shibaura 7F
Relation to the environment
Environment-related course ( 5%)
Regionally-oriented
Regionally-oriented course
Development of social and professional independence
  • Course that cultivates an ability for utilizing knowledge
  • Course that cultivates a basic self-management skills
  • Course that cultivates a basic problem-solving skills
Active-learning course
About half of the classes are interactive
Last modified : Mon Jul 31 04:01:01 JST 2017