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※このシラバスは学期開始時に設定されたものです。授業日程等は学期中に変更される可能性がありますので、
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Please note that this Syllabus page is updated at the beginning of the semester. The course details such as timetable can be changed during the semester.
Please refer to the course page for the latest information.

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
2018年度秋学期 授業シラバス
KEIO UNIVERSITY GRADUATE SCHOOL OF SYSTEM DESIGN AND MANAGEMENT
Syllabus for Fall semester 2018


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
    yoshihidehoriuchi0130@gmail.com, 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, two group or individual case works, and each student's individual marketing presentation and short report, 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.
教材・参考文献
Textbooks and References
    Textbook; Philip Kotler and Kevine Lane Keller, Marketing Management, 15th Edition. Global Edition. Harlow, U.K.: Pearson Education, 2016.
    (or earlier edition.)
提出課題・試験・成績評価の方法など
Assignment, Exam and Grading Details
    1.Individual Marketing-Text Report and Presentation: 40%
    Report length: A-4 double-spaced 2-3 pages. (including references and supplement.)
    Presentation: 5-10 minutes.
    Submit your individual report and make a presentation during the semester. Make the presentation on the day you signed up for. Bring in a stapled report and PPT in the beginning of the class when you are scheduled to make your presentation. Prepare for your PPT presentation in the beginning of the class.
    If you have to change the presentation date due to illness or delay in public transport, email the instructor as soon as possible. If you do not make a presentation without such an email request for date change, 2 points from the semester grade will be subtracted for each week of your delay. If you do not make a presentation without such an email request for date-change, 2 points from your semester grade will be subtracted for each week of your delay.
    If public transport delayed, get a proof of delay (in Japanese “Chien Shoumeisho”(遅延証明書)) in Japanese from the train station or a bus driver and submit it to the instructor. If you were sick, get a medical report (in Japanese “Shindansho” (診断書)in Japanese from a physician and submit it to the instructor. In such a case, there will be no penalty for the delay.

    2. Group Case Report 1 and Presentation, (or Individual Case Report 1 and Presentation for 30%): 25%
    Team-Member Cross Evaluation by Team Members for Group Report 1: 5%
    Select a group report or an individual report by the beginning of the 3rd session on October 9.
    (***If your score of Team-Member Cross Evaluation by your team members is below 3.0 out of a 5.0-point scale, you must take the second report as an Individual Report and Presentation, and not as a Group Report and Presentation.)
    Submit your group report in class, one week after your scheduled group presentation.
    Report length: A-4 double-spaced 4-6 pages. (including references and supplement.)
    Presentation: 5-10 minutes.

    Group (Individual) Case Presentation:
    You as a group or individual must keep the deadline, and do the presentation on the scheduled date.
    If you have to change the presentation date due to illness or delay in public transport, email the instructor as soon as possible. If you do not make a presentation without such an email request for a date change, 2 points from the semester grade will be subtracted for each week of your presentation delay.
    If public transport delayed, get a proof of delay (in Japanese “Chien Shoumeisho”(遅延証明書)) in Japanese from the train station or a bus driver and submit it to the instructor. If you were sick, get a medical report (in Japanese “Shindansho” (診断書)in Japanese from a physician and submit it to the instructor. In such a case, there will be no penalty for the delay.

    3. Group Case Report 2 and Presentation (or Individual Case Report 2 and Presentation for 30%): 25%
    Team-Member Cross Evaluation by Team Members for Group Report 2: 5%
    Select a group report or an individual report by the beginning of the 9th session of November 20.
    Submit your group report in class, one week after your scheduled group presentation.
    Report length: A-4 double-spaced 4-6 pages. (including references and supplement.)
    Presentation: 5-10 minutes.

    Group (Individual) Case Presentation and Report Submission: The same report-submission and presentation rule applies as the Case 1 to the Case 2.
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 2018/10/02 Ch. 2. Developing Marketing Strategies and Plans. Guest lecture by Prof. Yutaka Hasegawa, Shibaura IT and former Senior Executive Officer, Yamaha on Yamaha Venova. [Practitioner, interactive] (By Yutka Hasegawa, Yosakanohihide Horiuchi, Masaru N)
    Guest lecture by Prof. Hasegawa on the international marketing of the Yamaha Venova. Text discussion on the marketing strategies and plans.
    nd group case work.

    No.2 2018/10/09 Ch. 4. Creating Long-term Loyalty Relationships. [Practitioner, interactive] (By Yoshihide Horiuchi, Masaru Nakano)
    Text discussion on the consumer\'s perceived value and customer's lifetime value.

    No.3 2018/10/16 Ch. 5. Analyzing Consumer Markets. [Practitioner, interactive] (By Yoshihide Horiuchi, Masaru Nakano)
    Text discussion on consumer behavior, the five-stage model, etc. Students' individual presentations, and group case work.

    No.4 2018/10/23 Ch. 6. Analyzing Business Markets. [Practitioner, interactive] (By Yoshihide Horiuchi, Masaru Nakano)
    Text discussion on the business buying process, and stages in the buying process, etc. Students’individual presentations, and group case work.

    No.5 2018/10/30 Ch. 7. Identifying Market Segments and Targets. [Practitioner, interactive] (By Yoshihide Horiuchi, Masaru Nakano)
    Text discussion on the market segmentation and target marketing. Students'individual presentations, and group case work.

    No.6 2018/11/06 Ch. 9. Crafting Brand Positioning. [Practitioner, active] (By Yoshihide Horiuchi, Masaru Nakano)
    Students’individual presentations. Textbook discussion on brand positioning.

    No.7 2018/11/13 Ch. 10. Setting Product Strategy. Guest Lecture: Mr. Kin-ya Maejima, President and CEO, Daiwa Motor Transportation Co., Ltd. Practitioner, interactive. (By Kin-ya Maejima, Masaru Nakano)
    Guest lecture by Mr. Maejima on the marketing of taxi for foreign taxi-fare customers in Tokyo. Text discussion on the product strategy and product life cycle (PLC) concept. Students’individual presentations, and group case work.

    No.8 2018/11/20 Ch.11. Designing and Managing Services. [Practitioner, interactive] (By Yoshihide Horiuchi, Masaru Nakano)
    Text discussion on the nature of service and service marketing. Students’individual presentations, and Group case work

    No.9 2018/11/27 Group Presentation on Case 1, and Ch. 18. Managing Marketing in the Global Economy. [Practitioner, interactive] (By Yutaka Hasegawa, Yoshihide Horiuchi, Masaru Nakano)
    Students’group/individual presentations on the Case 1 and discussions on them with Prof. Hasegawa. Text discussion on competing on a global basis, and deciding whether to go abroad or not. Students’individual presentations.

    No.10 2018/12/04 Global Marketing. [Practitioner, interactive] (By Yoshihide Horiuchi, Masaru Nakano)
    Lecture followed by discussion with students. Student's individual presentations, and group case work. Group Report 1 due in class.

    No.11 2018/12/11 Ch. 15. Designing and Marketing Integrated Marketing Communications. [Practitioner, interactive]. (By Yoshihide Horiuchi, Masaru Nakano)
    Text discussion on the integrated marketing communications. Student's individual presentations, and group case work.

    No.12 2018/12/18 Ch. 16. Managing Mass communications. [Practitioner, interactive] (By Yoshihide Horiuchi, Masaru Nakano)
    Text discussion on mass communications. Students’individual presentations, and group case work.

    No.13 2019/01/08 Group presentations on case 2. Ch. 12. Developing Pricing Strategies. [Practitioner, interactive] (By Kin-ya Maejima, Yoshihide Horiuchi, Masaru Nakano)
    Text discussions on setting the price, price changes, etc. Students' individual presentations. Group/Individual presentations on the Group Report 2 followed by discussion on them with Mr. Maejima.

    No.14 2019/01/15 Students’ individual presentations, and conclusion of this course. [Practitioner, interactive]. (By Yoshihide Horiuchi, Masaru Nakano)
    Students' individual presentations. Conclusion. (Date and time of the 15th session will be decided after consultation with the students.) Group Report 2 due in class.



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