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.