SDM e-Learning システム

慶應義塾大学大学院 システムデザイン・マネジメント研究科
2015年度秋学期 授業シラバス
KEIO UNIVERSITY GRADUATE SCHOOL OF SYSTEM DESIGN AND MANAGEMENT
Syllabus for Fall semester 2015


マーケティングマネジメント (英) / MARKETING MANAGEMENT

担当教員
Instructor
中野 冠、堀内 義秀
開講日程
Date and Slot
火曜日3時限 Tuesday 3rd


前提科目・関連科目
Prerequisite or Related Course
    None.
履修条件
Course Requirements
    None.
開講場所
Class Room
    C3N14
授業形態
Type of Class
    Lecture and discussion, group case work, and each student’s presentation. Basically for each session, the first half will be textbook lecture and discussions, and the latter half will be students’ individual marketing presentations and group case work.
キーワード
Keyword
    Marketing, Segmentation, Targeting, Positioning
授業に関する連絡先
Contact Address for Inquiry Regarding the Course
    horiuchi@sic.shibaura-it.ac.jp, and. KHB15476@nifty.ne.jp
科目概要(詳細)
Course Description
    Marketing principles are applicable not only to institutions but also to individual\\\\\'s various activities. The goal of this course is for the students to understand marketing and acquire the marketing sense. Through textbook and case discussions, group case work, and students’individual marketing presentations and short reports, the students acquire practical, usable marketing knowledge, which can be applied in business as well as in one\\\\\'s own personal life.


















主題と目標/授業の手法など
Objective and Method of the Course
    The course consists of discussions of textbook points and relevant cases, group case work and students\\\\\' individual marketing presentations and short reports. The course format is based on the marketing management course the instructor (Horiuchi) taught at an MBA program at a university in the United States, and School of Integrated Technology, Yonsei University Songdo Campus, Korea.
教材・参考文献
Textbooks and References
    Textbook; Philip Kotler and Kevin Lane Keller, A Framework for Marketing Management, International Edition. 5th Ed. Edingburgh Gate, Harlow, U.K.: Pearson Education, 2012.
提出課題・試験・成績評価の方法など
Assignment, Exam and Grading Details
    1. Student’s individual presentation on marketing (3-5 minutes) with a short report (A-4 size paper, 1.5-2 double-spaced typed pages with 10.5 point) 40% 2. Group report 1 (A-4 size paper, 3-4 double-spaced typed pages with 10.5 point) 30% 3. Group report 2 (A-4 size paper, 3-4 double-spaced typed pages with 10.5 point) 30%
履修上の注意
Notification for the Students
e-learning開講の有無
Availability on e-learning System
    e-learningを開講しない
授業計画
Course Schedule

    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.)



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