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.
addition: class will be made through online. a breakout session will be included most of every time, depending on the progress.
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.
addition: class will be made through online. a breakout session will be included most of every time, depending on the progress.
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.
- Understand critical factors for international marketing.
- Explain what is important for international marketing.
- Apply marketing factors for various business cases.
| 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 in which you are interested. | 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 | Submit your impression. | 180minutes |
| 15． | Presentation and summary | Presentation and summary | 180minutes |
| Total. | - | - | 2700minutes |
| Participation | Report(Assignment) | Final test | Total. | |
|---|---|---|---|---|
| 1. | 40% | 30% | 30% | 100% |
| 2. | 0% | |||
| 3. | 0% | |||
| Total. | 40% | 30% | 30% | - |
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
・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
Philip Kotler and Gary Armstrong, Principles of Marketing, 11th edition, 2005.
Deliver printed references during the course
Deliver printed references during the course
- Through mail at anytime
- Meeting by appointment
- Saturday 10:00-12:00
- Course that cultivates an ability for utilizing knowledge
- Course that cultivates a basic self-management skills
- Course that cultivates a basic problem-solving skills
| Work experience | Work experience and relevance to the course content if applicatable |
|---|---|
| Applicatable | Professor has an experience working at Trading house (ITOCHU Corporation) covering with African market for automotive business,
Management Consulting (PricewaterhouseCoopers) supporting Nissan Motor and NTT, Automotive OEM (Volvo Group Trucks) for business
strategy and brand positioning, and Audio-Video related device developer (ex-Panasonic AVC Technology) for more than 30 years
in total. The cases will be shared from the above experiences in learning the fundamental marketing framework mentioned above class schedule. |
- 9.INDUSTRY, INNOVATION AND INFRASTRUCTURE
- 12.RESPONSIBLE CONSUMPTION & PRODUCTION
- 17.PARTNERSHIPS FOR THE GOALS
Last modified : Sat Aug 08 04:09:26 JST 2020