Introductory Marketing ｜ Syllabus data

Course Title

Introductory Marketing

Course Title in English

Introductory Marketing

Course Type

Major Courses

-

Eligible Students

School of Economics and Management

Target Grade

All

Course Numbering Code

KCCBG1MCA1

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

Fall semester 2026

(Fall semester)

Instructor

YE MINGQI

Affiliation

School of Economics and Management

Language of Instruction

English

Related SDGs

4

Office Hours and Location

Please email me to make an appointment.

Contact

Details will be provided in the first lecture.

Corresponding Diploma Policy

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

Corresponding Undergraduate School DP

1◎／4〇

Corresponding Graduate School DP

ー

Corresponding University-Wide DP

N/a

Academic Goals of Teacher Training Course

ー

Course Objectives and Learning Outcome

Course description and objectives: This course offers a thorough overview of marketing theory and practice of marketing. To assist students in understanding the marketing strategies and recognizing emerging trends in the marketing world.

Learning goals: 1) Understand marketing theory and relate that knowledge to real-world marketing practices, 2) Critically analyze the reasons for real-world application of marketing concepts, 3) Challenge to apply the theory and predict marketing opportunities and threats in the evolving business world.

Subtitle and Keywords of the Class

Marketing, STP, 4P, Consumer,Trend

Course Overview and Schedule

This course will provide an overview of what is marketing and the marketing process. Before discussing marketing strategies, it will cover how to analyze the marketing environment. Additionally, emerging marketing trends and the latest marketing research findings will be introduced in this course.

1. Orientation
2. Overview of Marketing
3. Simple Introduction of Value-driven Marketing Strategy and Mix
4. Analyzing the Marketing Environment
5. Consumer Insights and Behavior
6. Market Segmentation, Targeting and Positioning
7. Product: Product Development, Product Life Cycle
8. Branding: Branding Strategy, Brand Equity, Brand Value
9. Pricing: Pricing strategies, Factors Affecting Price Decisions
10. Marketing Channels: Marketing Channels Design and Management
11. Promotion: Promotion Mix, IMC, Advertising
12. Digital Marketing
13. Introduction of Global Marketing
14. Sustainable Marketing
15. Review or Supplementary Content

It may finish a little earlier or later than expected, depending on the actual level of student acceptance.

In-person/Remote Classification

In-person

Implementation Method and Remote Credit Limit Application

• In-person classes only
• Not subject to the cap on distance-education credits

Uses of Generative AI

Limited permission for use

Precautions for using Generative AI

Permitted uses:
-Using generative AI as assistance in preparing assignments and reports.
-Translation and proofreading of written work.
Submitting AI-generated output directly as assignments or report is strictly prohibited.

If a student uses generative AI beyond the scope approved by the instructor, points may be deducted.

Textbook

Materials for each lecture will be uploaded in advance.

References

Armstrong, G., Kotler, P. and Opresnik, M. (2019), Marketing: An Introduction, Global Edition,14th, Pearson Education Limited

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

1. Preview the content of each lecture (approximately 1 hours).
2. Review the content (approximately 2 hours).
3. Engage in self-study for a personal project or keep in touch with group mates for a presentation (approximately 1 hours).

Contents of Active Learning

This course encourages students to participate in discussions.
Group works are included in this course.

Grading Criteria and Methods

1. Class contribution-quiz (30%)
2. Two Reports (40%)
3. (A) Group presentation or (B) personal project (30%) (You can choose A or B)

How to Disclose Assignments and Exam Results

Grades will be given after the lecture.
Feedback/comments will be given after each quiz.

Precautions and Requirements for Course Registration

N/A

Practical Education

N/A

Remarks

N/A

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.