Introductory Marketing ｜シラバス情報

授業科目名

Introductory Marketing

(英語名)

Introductory Marketing

科目区分

専門教育科目

−

対象学生

国際商経学部

学年

学年指定なし

ﾅﾝﾊﾞﾘﾝｸﾞｺｰﾄﾞ

KCCBG1MCA1

単位数

2単位

ナンバリングコードは授業科目を管理する部局、学科、教養専門の別を表します。詳細は右上の？から別途マニュアルをダウンロードしてご確認ください。

授業の形態

講義 (Lecture)

開講時期

2024年度後期

(Fall semester)

担当教員

小宮一高

所属

School of Economics and Management

授業での使用言語

英語

関連するＳＤＧｓ目標

該当なし

ｵﾌｨｽｱﾜｰ・場所

By request. Make an appointment by email.
Research Building Ⅱ-404

連絡先

komiya@em.u-hyogo.ac.jp

対応するディプロマ・ポリシー(DP)・教職課程の学修目標

二重丸は最も関連するDP番号を、丸は関連するDPを示します。

学部DP

1◎／3◎

研究科DP

ー

全学DP

ー

教職課程の学修目標

ー

講義目的・到達目標

Purpose of the lecture: This class aims to provide students with the fundamental knowledge of marketing theory.
Goal for students: Students are expected to be able to 1) Understand the basic concept of marketing and marketing management, 2) Use the basic knowledge of marketing and marketing management and provide solutions to marketing problems.

授業のサブタイトル・キーワード

Keywords: Marketing, Marketing management, STPV, 4P, Product, Pricing, Promotion, Channel management, Brand

講義内容・授業計画

Contents of the lecture
This lecture is composed of an explanation of basic marketing concepts and some discussions. The lecturer will give some questions during the classes, students should post answers through a google form.

Lecture plan
1. Introduction
2. What is marketing: keywords, Definition of marketing, Value
3. Marketing management: STPV, 4P
4. Analyzing the marketing environment: Research, Macro and task environmental factors, Consumers
5. Segmentation, Targeting, Positioning, and Value proposition: Segmentation variables, Positioning map
6. Case study_1: Analysis from a marketing perspective
7. Developing new products: Brand, Product development process
8. Product life cycle: Dominant design
9. Pricing: High price setting, Generic strategy
10. Promotion: Promotion mix, Advertising
11. Marketing channels_1: Distributors
12. Marketing channels_2: Power relationship, Control
13. Brand management: Brand Equity
14. Case study_2: Marketing Implementation
15. Summary of lectures

教科書

Delivery when necessary

参考文献

Armstrong, G., Kotler, P. and Opresnik, M. (2016), Marketing: An Introduction, Global Edition,13th, Pearson Education Limited

事前・事後学習（予習・復習）の内容・時間の目安

Students are expected to focus on reviewing. In several classes, students will be required to write an essay related to the content of the day's lecture (30 hours). In addition, two report assignments will be given to analyze from a marketing perspective (15h x 2).

アクティブ・ラーニングの内容

In each class, especially in the case study analysis sessions, students will be required to answer questions posed by accessing a Google form from smart phones.

成績評価の基準・方法

Grading Methods: Credits will be given based on the level of the abilities described in the lecture purpose and goals, with grades of S, A, B, or C.
Grading Criteria: Short reports in class (30%), Homework (essay)(20%), Report (2 times) (50%).
(No exam)

課題・試験結果の開示方法

Explanations of homework and the first report will be given during the lecture. The explanation of the second report will be given via the Universal Passport.

履修上の注意・履修要件

Students need to have smartphones, PCs, or tablets in order to post their ideas or answers to questions during the class.
All classes will be conducted face-to-face in the classroom.

実践的教育

n/a

備考

英語版と日本語版との間に内容の相違が生じた場合は、日本語版を優先するものとします。