International Marketing

Course title

0M101600

Course content

Marketing is one of the most important concepts in understanding the modern business. It is an indispensable element for business planning and strategy formulation of all organizations and individuals as well as corporate activities.
Today's technological and societal changes are pushing engineers to acquire not only technical skills but also marketing knowledge.
Therefore, in this course, not only will you learn a wide range of topics from basic marketing knowledge to the latest digital marketing, but you will also be able to acquire practical skills to define and solve today's problem.

Purpose of class

Understand the basic theories and frameworks of marketing so that they can be applied in the real world.

Goals and objectives

Understand marketing concepts and basic theories and communicate them in your own words.
Leverage frameworks and tools to analyze markets and competitions.
Can formulate and propose an appropriate marketing plan according to the situation.

Language

English

Class schedule

	Class schedule	HW assignments (Including preparation and review of the class.)	Amount of Time Required
1．	- Guidance - What is marketing and why it is necessary. Understand the definition of marketing.	Select any marketing campaign which you were interested in and think about its effect.	120minutes
1．		Review what you learned from the lecture.	70minutes
2．	- Origin and evolution of marketing. Learn how marketing has evolved with economic development.	Pick a case from marketing history and analyse it.	190minutes
3．	Report presentation. - Marketing Process - Market survey and analysis. Learn how to get information about markets and customers and how to analyze them.	Search Philip Kotler's theory and its progress.	190minutes
4．	- Marketing Process - Corporate vision and SWOT analysis Understand the importance of corporate vision and analyze your strengths and weaknesses.	Make a SWOT analysis on the selected product or service.	190minutes
5．	Report presentation. - Marketing process - Understanding the market and segmentation. Learn how to grasp the market and competition surrounding your company, and how to classify the market.	Find a story about the pros and cons of market segmentation.	190minutes
6．	- Marketing process - Circumstance and Targeting Learn how to recognize the external environment and identify the target market.	Consider your own case or interest in line with the introduced case.	190minutes
7．	Report presentation - Marketing process - Product planning and pricing policy Learn how to plan products and price policy based on actual examples.	Select a story about product planning.	190minutes
8．	- Marketing process - Distribution and Sales Promotion Learn from the successes and failures of sales promotion and distribution policies.	Create your own plan for the sales promotion using the method you have learned.	190minutes
9．	- Marketing process - Persona and Customer Journey Mapping. Understand why "person" is used in marketing and create a customer journey map for the picked-up case.	Study about the customer journey map.	190minutes
10．	- Marketing process - Check and Action. Understand how to collect and analyze the data.	Review the marketing process from start to finish.	190minutes
11．	Report presentation Digital Marketing Learn various digital marketing method and understand how to use those according to the needs.	Select a digital marketing method and learn the pros and cons of its use.	190minutes
12．	Group discussion Discuss the group theme and build a unique marketing plan.	Think about the possible theme for group work.	190minutes
13．	Group presentation 1/2 Present the marketing plan. Evaluate the presentation of other groups. Discuss how to improve the plan based on the feedback.	Prepare the presentation.	190minutes
14．	Group presentation 2/2 Present the marketing plan. Evaluate the presentation of other groups. Discuss how to improve the plan based on the feedback.	Make an individual report on the theme your group selected.	190minutes
Total.	-	-	2660minutes

Relationship between 'Goals and Objectives' and 'Course Outcomes'

	Participation to the class activities	report and presentation	Group activities	Total.
1.	10%	10%	10%	30%
2.	10%	10%	10%	30%
3.	10%	15%	15%	40%
Total.	30%	35%	35%	-

Evaluation method and criteria

Criteria:
Participations in the class activities: Listen to the lecture carefully and take an active role in the session.
Report and presentation: The content of the submitted report and presentation in the class is evaluated.
Group activities: How proactively have you participated in the group is evaluated.

Guideline of evaluation
- Meeting basic requirements: 60 points
- Meeting requirements with logical background: 70 points
- Meeting requirements by utilizing knowledge obtained in the course. The presentation is clear with a logical sequence. : 80 points

Textbooks and reference materials

No textbook is specified.

Reference books are as following;
Marketing 3.0: From Products to Customers to the Human Spirit, Philip Kotler,Wiley 2010, 邦訳「コトラーのマーケティング3.0」朝日新聞出版,2010

Prerequisites

No prior course nor special study is required.

Office hours and How to contact professors for questions

Prior appointment by email is recommended.

Regionally-oriented

Regionally-oriented course

Development of social and professional independence

Course that cultivates an ability for utilizing knowledge
Course that cultivates a basic interpersonal skills
Course that cultivates a basic self-management skills
Course that cultivates a basic problem-solving skills

Active-learning course

Most classes are interactive

Course by professor with work experience

Work experience	Work experience and relevance to the course content if applicable
Applicable	The professor has long experience in international sound and music company. The story about the industry, market and new product or service introduction to the market will be given during the course.

Education related SDGs:the Sustainable Development Goals

3.GOOD HEALTH AND WELL-BEING
4.QUALITY EDUCATION
5.GENDER EQUALITY
8.DECENT WORK AND ECONOMIC GROWTH
9.INDUSTRY, INNOVATION AND INFRASTRUCTURE
10.REDUCED INEQUALITIES
11.SUSTAINABLE CITIES AND COMMUNITIES
12.RESPONSIBLE CONSUMPTION & PRODUCTION
17.PARTNERSHIPS FOR THE GOALS

Last modified : Fri Mar 18 23:03:06 JST 2022