Marketing Strategy ｜シラバス情報

授業科目名

Marketing Strategy

学年

1年

単位数

2単位

実務経験の有無

〇（実務経験有）

開講クォーター

セメスタ指定なし

担当教員

石井　伸一

授業形態

授業で主に使用する言語

English

授業方法区分

開講キャンパス

紀尾井町キャンパス

授業の到達目標及びテーマ

With the trends of intensifying of competitive business environment, ‘Marketing’ is getting important more and more for the success of business.
This course is aimed for graduate students who already have undergraduate-level marketing knowledge and aims to acquire the capability to apply the marketing theory into real life.

授業の概要

The concept of marketing is still developing and evolving. It is only a 100-years history, just the same history as industry (business) development. Find and create your own marketing methodology and apply them into the real life. Feedback and flexible changes are always important when you use marketing methodology.

授業計画

1回

1.Introduction, start-up session, reviewing basic theory for marketing
Course objective and goal, Course outline, what is marketing for and about?

事前学習

Preparation: Please think about ‘ Marketing’ and create issues report for the marketing (2hours)

事後学習

Review: Taking note and review it (2 hours)

2回

2.Identifying the marketing issues for creating customer value
Segmentation and Targeting, competitor, positioning, differentiation

事前学習

Preparation: Please think about how to refine issues to conduct Marketing Research and Demand Forecasting / Optimistic and Pessimistic forecasting(2hours)

事後学習

Review: Taking note and review it(2hours)

3回

3. 4 P Analysis tool for MECE
Setting Product Target to meet customer needs, Price Target from Market Segmentation, Designing, Manufacturing, Procurement and Delivering, Managing Integrated Channels, Managing Supply Chain with Retailing, Wholesaling and Logistics and Promotions=Costumers Communications

事前学習

Preparation: Please investigate 4Ps in the marketing theory(2hours)

事後学習

Review: Create MECE tree for your issues(2hours)

4回

4. Global Marketing
Cases of Japanese industries for expanding into foreign market, Issues for international trade and foreign direct investment, Role of Japanese Trading Companies (cases)

事前学習

Preparation: Please select the most global company in Japan(2hours)

事後学習

Review: Create a report on Requirements for Global Company within 2 pages in A4. (2hours)

5回

5. Digital Marketing and Marketing for SME
Market Segment, Channels Characteristic, and Promotion aspect , Paradigm shift from traditional marketing approach

事前学習

Preparation: Please select the most successful company of Digital Marketing(2hours)

事後学習

Review: Please make a report for marketing issues for SME(2hours)

6回

6.Interim Achievement Check and discussion for case studies（Small paper test）
Overview of Japanese Marketing Issues, For What Entities, is mostly needed with marketing for Governments, Quasi-Government entities (utilities- Power and other Energy supply, Water supply, Telecommunications, Transport, Environmental Entities, Social Activities, Educational Entities, but different from NPO), Business and Industries

事前学習

Preparation: Please find your favorite infrastructure businesses and summarize their features (2hours)

事後学習

Review: Review discussion and identifying issues of Japanese Marketing(2hours)

7回目

7. KFS from Case Studies for Japanese Industry-1: 4P-integrating business models
Integrating business models of Design, Production, Procurement, Distribution, Channel, Promotion and Sales. The Case Study with ‘First retailing’, ‘NITORI’ by benchmarking H&M, IKEA etc. How marketing processes are functionalized in these firms?

事前学習

Preparation: Please look into NITORI from Website. (2hours)

事後学習

Review: Review discussion and identifying issues of Japanese Marketing(2hours)

8回

8. KFS from Case Studies for Japanese Industry-2 Retail industry in Japanese Market
Convenience Store, Supermarket, Department Store, Glossary, Pharmacy etc. ‘7&i Holdings, AEON’ vs ‘E-commerce Amazon Japan, RAKUTEN’

事前学習

Preparation: Please investigate one of retails company(2hours)

事後学習

Review: Please make a one A4 page report of marketing KFS of Retail industry. (2hours)

9回

9. KFS from Case Studies for Japanese Industry-3
Infrastructure, Energy Companies, other Quasi-Government Sector and Agriculture
Power, Utilities, Railways, Airlines, Ocean carriers, Corporative Association of farmers and Agriculture Entities
How these company promote sales and how to describe growth strategy?

事前学習

Preparation: Please investigate one of infrastructure industry(2hours)

事後学習

Review: Please make a one A4 page report of marketing KFS of infrastructure industry. (2hours)

10回

10. KFS from Case Studies for Japanese Industry-4
Marketing for SMEs (Small and Medium Sized Enterprises). What is the difference for SMEs from Large Industries?Digital marketing for SMEs, Branding for SMEs, what are the difference from general marketing theory? Any practices in real life?

事前学習

Preparation: Collect information about issues for SME from marketing perspective(2hours)

事後学習

Review: Taking note and review it(2hours)

11回

11. Selecting Target Entities
Marketing exists everywhere: Government Sector, NPO, SME, Manufacturer, Retail, Service, IT, Business services; Targeting, Product/Service (something new or innovation), channels, Pricing

事前学習

Preparation: Please make research for targeting theory and importance of targeting(2hours)

事後学習

Review: Taking note and review it(2hours)

12回

12. Group Work and Presentation
Creating successful Marketing Management for ANY entity including SMEs (at your choice)

事前学習

Preparation: Select one business that you want to research deeply(2hours)

事後学習

Review: Taking note and review it(2hours)

13回

13. Group Work, Presentation, Discussion and Wrap-up
Presentation and discussion

事前学習

Preparation: Select one business that you want to research deeply(2hours)

事後学習

Review: Taking note and review it(2hours)

14回

事前学習

事後学習

15回

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事後学習

16回

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事後学習

17回

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事後学習

18回

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事後学習

19回

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事後学習

20回

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事後学習

21回

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事後学習

22回

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事後学習

23回目

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事後学習

24回

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事後学習

25回

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事後学習

26回

事前学習

事後学習

試験及び成績評価

（１） Contribution to course operation 50%
（２） Reporting by whether it is comply with materials provided in the course 50%

課題(試験やレポート等)に対するフィードバック

Feedback will be provided in the following class.

講義で使用するテキスト（書名・著者・出版社・ISBN・備考）

Materials are delivered during the class

参考文献・推薦図書

研究室

Kioicho Campus No.4 Bldg. Room#4501

オフィスアワー

Will be notified soon

科目ナンバリング

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