No.1 2015/09/29 Introduction, Textbook Ch. 1. Defining Marketing, [Practitioner, interactive] (By Horiuchi, Nakano)
Introduction to the course and its requirements. Text discussion on the basic concepts of marketing, and historical development of the marketing concept. Explanation of the case method.
No.2 2015/10/06 Ch. 2. Developing Marketing Strategies and Plans. [Practitioner, interactive] (By Horiuchi)
Text discussion on marketing strategies, Students'individual presentations, and group case work.
No.3 2015/10/13 Ch. 4. Creating Long-term Loyalty Relationships. Practitioner, interactive. (By Horiuchi)
Text discussion on the consumer's perceived value and customer's lifetime value. Students’individual presentations, and group case work.
No.4 2015/10/27 Ch. 5. Analyzing Consumer Markets. [Practitioner, interactive] (By Horiuchi)
Text discussion on consumer behavior, the five-stage model, etc. Students' individual presentations, and group case work.
No.5 2015/11/10 Ch. 6. Analyzing Business Markets. [Practitioner, interactive] (By Horiuchi)
Text discussion on the business buying process, and stages in the buying process, etc. Students’individual presentations, and group case work.
No.6 2015/11/24 Ch. 7. Identifying Market Segments and Targets. [Practitioner, interactive] (By Horiuchi)
Text discussion on the market segmentation and target marketing. Students'individual presentations, and group case work.
No.7 2015/12/01 Group Presentation on Case 1, and Ch. 9. Crafting Brand Posltioning. [Practitioner, interactive] (By Horiuchi)
Students’group presentation on the case 1 and discussions on it. Students’individual presentations. Textbook discussion on brand positioning. Group Report 1 presentations.
No.8 2015/12/08 Ch. 10. Setting Product Strategy. Practitioner, interactive. (By Horiuchi)
Text discussion on the product strategy and product life cycle (PLC) concept. Students’individual presentations, and group case work. Group Report 1 due.
No.9 2015/12/15 Ch.11. Designing and Managing Services. [Practitioner, interactive] (By Horiuchi)
Text discussion on the nature of service and service marketing. Students’individual presentations, and Group case work
No.10 2015/12/22 Ch. 18. Managing Marketing in the Global Economy. [Practitioner, interactive] (By Horiuchi)
Text discussion on competeing on a global basis, and deciding whether to go abroad or not. Students’individual presentations, and group case work
No.11 2016/01/12 Global Marketing. [Practitioner, interactive] (By Horiuchi)
Lecture followed by discussion with students. Student's individual presentations, and group case work
No.12 2016/01/19 Ch. 15. Designing and Marketing Integrated Marketing Communications. [Practitioner, interactive]. (By Horiuchi)
Text discussion on the integrated marketing communications. Group presentations on the Case 2 followed by discussions on them.
No.13 2016/01/26 Ch. 16. Managing Mass communications. [Practitioner, interactive] (By Horiuchi)
Text discussion on mass communications. Students’individual presentations, and group case work.
No.14 2016/01/26 Ch. 12. Developing Pricing Strategies. [Practitioner, interactive] (By Horiuchi)
Text discussions on setting the price, price changes, etc. Students' individual presentations. Group presentations on the Group Report 2 followed by discussion on them.
No.15 2016/01/26 Students’ individual presentations, and Group Presentation on Case 2, and Conclusion. [Practitioner, interactive]. (By Horiuchi, Nakano)
Students’individual presentations. Conclusion. Group Report 2 due. (Date and time of the 15th session will be decided after consultation with the students.)