Advanced Marketing ｜ Syllabus data

Course Title

Advanced Marketing

Course Title in English

Advanced Marketing

Course Type

-

専攻科目

Eligible Students

Graduate School of Social Sciences

Target Grade

All

Course Numbering Code

KCBDS7MCA1

Credits

2.00Credits

The course numbering code represents the faculty managing the subject, the department of the target students, and the education category (liberal arts / specialized course). For detailed information, please download the separate manual from the upper right 'question mark'.

Type of Class

講義 (Lecture)

Eligible Year/Semester

Spring semester 2026

Instructor

小宮一高

Affiliation

社会科学研究科、国際商経学部

Language of Instruction

Japanese

This class will be conducted in both Japanese and English.

Related SDGs

N/a

Office Hours and Location

Please e-mail me to make an appointment.

Contact

komiyaアットマークem.u-hyogo.ac.jp

Corresponding Diploma Policy

A double circle indicates the most relevant DP number and a circle indicates the associated DP.

Corresponding Undergraduate School DP

ー

Corresponding Graduate School DP

1◎

Corresponding University-Wide DP

N/a

Academic Goals of Teacher Training Course

ー

Course Objectives and Learning Outcome

This course aims to enable students to gain a deep understanding of major concepts in marketing theory, acquire new research perspectives through marketing literature, and apply them to their thesis work.

The goals of this class are 1)to develop a deep understanding of major concepts and theories in marketing, and 2) to be able to apply them to thesis work.

Subtitle and Keywords of the Class

Keywords: concept, theory, research perspective and case study

Course Overview and Schedule

Classes will consist of reading marketing literature and discussing it in class. The readings will be selected based on students’ research interests, such as specific areas of marketing and management.

We will read and discuss literature on the following concepts and theories.

-Marketing, Relationship marketing, BtoB marketing, Service marketing
-Brand, Place brand
-Network
-Capability, Marketing Capability
-Market orientation, Entrepreneurship orientation
-Qualitative research, Case study

In-person/Remote Classification

In-person

Implementation Method and Remote Credit Limit Application

・対面授業のみ
・遠隔授業単位上限の適用を受けない

Uses of Generative AI

Fully permitted

Precautions for using Generative AI

In this class, we will address basic points to consider when using generative AI in research and thesis writing in the field of management studies, and students are expected to use such tools in accordance with them. In addition, the basic rules and methods for using generative AI should follow the university’s official student guidelines, “Handling of Generative AI in Education at Our University (for Students).”

Textbook

In this course, appropriate literature and academic papers will be assigned depending on each student’s research area.

References

高嶋克義、桑原秀史(2008)『現代マーケティング論』有斐閣
入山章栄(2019)『世界標準の経営理論』ダイヤモンド社
佐藤郁哉(2015)『社会調査の考え方』（上）（下）東京大学出版会

Contents and Estimated Time for Pre- and Post- Learning (Preparation and Review)

[Preparation] Careful reading of assigned academic papers and other materials in advance, and preparation for presentations and reports. (40 hours)
[Review] Organizing and reviewing key discussion points after each class to reinforce understanding. (20 hours)

Contents of Active Learning

The core components of this course are understanding the assigned literature and engaging in class discussions. Students will apply key concepts and theories to real-world business and marketing phenomena in order to develop a contextualized understanding, and they will also consider how these ideas can be applied to their own research.

Grading Criteria and Methods

[Grading Criteria]
Grades will be determined based on the extent to which students achieve the course objectives and learning goals, in accordance with the regulations of the Graduate School of Social Sciences.

[Grading Method]
Students will be evaluated based on their presentations and reports on the assigned literature (50%) and their level of contribution to class discussions (50%).

How to Disclose Assignments and Exam Results

Feedback on assignments will be provided during class.

Precautions and Requirements for Course Registration

Students are expected to take an active approach to mastering new concepts and research perspectives.

Practical Education

該当しない。

Remarks

In cases where any differences arise between the English version and the original Japanese version, the Japanese version shall prevail as the official authoritative version.