The essence of marketing lies in delivering value to customers, and advertising and campaigns are just parts of it. Therefore,
marketing is not limited to the responsibility of specialized departments but is an essential activity for all business operations,
as well as for the development of action plans and strategic planning for any organization or individual.
In this course, you will learn a wide range of topics from basic marketing concepts and processes to the latest in digital marketing.
Through numerous exercises, you will also develop the foundation of practical skills.
In this course, you will learn a wide range of topics from basic marketing concepts and processes to the latest in digital marketing.
Through numerous exercises, you will also develop the foundation of practical skills.
The aim is to understand the fundamental concepts and methodologies of marketing and be able to apply them in real-world scenarios.
Considering that learning about marketing stems from the essence of creating and delivering value, acquiring knowledge and
a mindset about marketing is crucial for research, job hunting, and career choices.
- 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.
| Participation to the class activities | Group work | Proposal and presentation | Total. | |
|---|---|---|---|---|
| 1. | 10% | 10% | ||
| 2. | 20% | 10% | 10% | 40% |
| 3. | 20% | 10% | 20% | 50% |
| Total. | 50% | 20% | 30% | - |
| 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 |
| Review what you learned from the lecture. | 70minutes | ||
| 2． | - Evolution of marketing. Learn how marketing has evolved with economic development. Understanding the process of marketing |
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 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． | Review Mutual review Comment from expert Overall review of the whole class |
Make an individual report on the theme your group selected. | 190minutes |
| Total. | - | - | 2660minutes |
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
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
| ways of feedback | specific contents about "Other" |
|---|---|
| Feedback in the class |
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
MBA Marketing, Globis,2009
Customer Journey Workshop Guidebook, Mikoto Kato, 2018, Syoeisha
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
MBA Marketing, Globis,2009
Customer Journey Workshop Guidebook, Mikoto Kato, 2018, Syoeisha
- Saturday 13:00-14:00 Prior appointment by email is recommended.
- 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
| 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. |
- 3.GOOD HEALTH AND WELL-BEING
- 4.QUALITY EDUCATION
- 5.GENDER EQUALITY
- 7.AFFORDABLE AND CLEAN ENERGY
- 8.DECENT WORK AND ECONOMIC GROWTH
- 9.INDUSTRY, INNOVATION AND INFRASTRUCTURE
- 10.REDUCED INEQUALITIES
- 11.SUSTAINABLE CITIES AND COMMUNITIES
- 12.RESPONSIBLE CONSUMPTION & PRODUCTION
- 13.CLIMATE ACTION
Last modified : Fri Jun 28 16:39:26 JST 2024