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現在位置: ホーム ja シラバス(2020年度) 工学研究科 デザイン学分野 マーケティングリサーチ

マーケティングリサーチ

JA | EN

科目ナンバリング
  • G-ENG76 50025 LE44
開講年度・開講期 2020・前期
単位数 2 単位
授業形態 講義
配当学年 博士
対象学生 大学院生
使用言語 英語
曜時限 火3・4
教員
  • HAN, Hyun Jeong(経営管理大学院 特定准教授)
授業の概要・目的 This course (Marketing) is designed to give an overview or process of marketing in order to identify and solve marketing problems. It focuses not only on giving fundamental knowledge but also on applying its knowledge to marketing problems.
到達目標 To Understand an overview or process of marketing in order to identify and solve marketing problems.
授業計画と内容 Course structure,15回,This course begins from basic concept of marketing as an introduction. It is, as a main subject, organized into three parts. PartⅠ provides an analysis of a marketing opportunity & environment which can include 3C analysis (Customer, Competitor, Company) to identify marketing problems . PartⅡ provides a development of marketing strategy based on STP (Segmentation, Targeting, Positioning). Part Ⅲ provides a design of marketing mix which means 4P (Product, Price, Promotion, Place). Each class will proceed in a combined use of lecture and a small case. Each class is summarized as follows*: 1 & 2: Basic concept: definition and principle of Marketing 3 & 4: An analysis of marketing opportunity & environment: 3C (Customer, Competitor, and Company), 5 forces, etc. 5 & 6: A development of marketing strategy: STP (Segmentation, Targeting, and Positioning(including Branding)) 7 & 8: A design of marketing mix (product): structure of product and Product Life Cycle 9 & 10: A design of marketing mix (price, place): pricing and distribution channel 11 & 12: A design of marketing mix (promotion): IMC (Integrated Marketing Communication), promotion tool, and advertising 13 & 14: Case discussion 15 : Wrap-up (Summary)
成績評価の方法・観点 Final exam : 60%. Class participation : 40%.
履修要件 No knowledge of marketing is required. Please note that auditing students are required to have a brief interview with the professor before classes start. The number of auditing students will be limited.
授業外学習(予習・復習)等 Necessary information will be distributed in the class.
教科書
  • No specific textbooks are used. Necessary articles and documents will be distributed in the class.
参考書等
  • Relevant references will be provided in appropriate classes.