Syllabus data

Teacher name ： Nghiem Phu Binh
Course Title
Marketing
Course Title in English
Marketing
Course Type
-
Core Specialized Courses
Eligible Students
Graduate School of Social Sciences
Target Grade
All
Course Numbering Code
KCWMS5MCA1
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
(Spring semester)
Instructor
Nghiem Phu Binh
Affiliation
Graduate School of Social Sciences
Language of Instruction
English
Related SDGs
11／12
Office Hours and Location

Wednesday, 10:00-12:00, A-211

Contact
binhnghiem@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◎／4〇／5〇
Corresponding University-Wide DP
N/a
Academic Goals of Teacher Training Course
ー

Course Objectives and Learning Outcome

【Purpose】

This class aims to give students intermediate knowledge of business marketing concepts and processes.


【Goals】

At the end of the class, students are expected to be able to:

- Understand the concepts of market, marketing, and marketing environments
- Understand the forces participating in the marketplace, their similarities and differences
- Understand marketing research and its importance
- Use this understanding for product and service design
Subtitle and Keywords of the Class
Keywords: Business, society, marketing
Course Overview and Schedule
【Content】
This class is case/project-based. After familiarizing themselves with the concepts, students will participate in designing, solving, and implementing the cases or projects.

【Schedule】
1. Market(place), marketing, positioning
2. Marketing environment
3. Project 1 - Brand and image (1)
4. Project 1 (2)
5. Project 1 (3)
6. Project 2 - Consumer market and segmentation (1)
7. Project 2 (2)
8. Project 2 (3)
9. Project 3 - Marketing mix (1)
10. Project 3 (2)
11. Project 3 (3)
12. Summary, interview
13. Project 4 – Product and service design (1)
14. Project 4 (2)
15. Project 4 (3)
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
When using generative AI, please pay attention to the contents described in “Guidelines on the Use of Generative AI in Education at the University of Hyogo (For Students).”

In this course, the use of generative AI is permitted only within the following scope; use beyond this scope is prohibited: summarizing lecture materials, drafting assignments/reports, translation, and proofreading documents.

Students must follow the instructor's instructions regarding the use of generative AI. If it is found that generative AI has been used beyond the scope approved by the instructor, credits may not be granted or may be revoked. It is important to verify factual accuracy and to check/add sources and references for any AI-generated content. Submitting AI-generated output directly as assignments or reports is strictly prohibited.
Textbook
Suggestion and/or delivery when necessary
References
1. Philip Kotler; Kevin Lane Keller; Alexander Chernev (2026) Marketing Management. Pearson Education.
2. Paul Baines (2025) Fundamentals of Marketing. Oxford University Press.
Contents and Estimated Time for Pre- and Post- Learning (Preparation and Review)

【Preview】Follow daily news (15 hours)

【Review】Presentation, report, interview (5 hours)
Contents of Active Learning
This class is fully project-based.
Grading Criteria and Methods

Students who demonstrate understanding of the assigned tasks and successfully meet the requirements (punctuality and contributions to class activities) will receive grades based on their level of proficiency in achieving the course objectives and learning outcomes.

Grades will be assigned as follows: S (90 points or higher), A (80 points or higher), B (70 points or higher), and C (60 points or higher). Evaluation will be based on the assessment of individual task outcomes relative to classmates' outcomes.

How to Disclose Assignments and Exam Results
In class or via Universal Passport (text, audio, or video)
Precautions and Requirements for Course Registration
Active participation
Enter after 10:45 = No Attendance
Maximum missing classes = 5 (consult with the professor about make-up assignments if necessary)
Practical Education
Not applicable
Remarks
The contents and order of the lectures may change considering the actual situations.
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.