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現在位置: ホーム ja シラバス(2020年度) 経営管理大学院 基礎科目 2230000 Marketing

2230000 Marketing

JA | EN

科目ナンバリング
  • P-MGT75 50025 LE44
開講年度・開講期 2020・前期
単位数 2 単位
配当学年 1
対象学生 大学院生
使用言語 英語
曜時限 火3・4 隔週講義
教員
  • HAN, Hyun Jeong(経営管理大学院 特定准教授)
授業の概要・目的 The primary purpose of this course is to equip the students with theoretical as well as practical knowledge and know-how of marketing. The course will be given in formats of case studies, interactive lectures, and class discussions, so that the students may be able to "bridge" the gap between theories and practical usage of them in real business scenes.

The case studies will cover products and services, B2C and B2B, online and off-line, and various industries. The students will be asked to analyze them and bring their unique and logical solutions to the class sessions.

到達目標 The goals of this course are, (a) to understand basic theories and frameworks of marketing such as customer values, STP, Marketing Mix, strategic marketing, global marketing, web marketing, and other issues of marketing today; and (b) to understand marketing as part of the general management in a bigger picture, such as leadership, business model, innovation, and global business.
授業計画と内容 Classes will be divided into four parts: (1) Defining marketing and the marketing process, (2) Understanding the marketplace and consumers, (3) Designing a customer-driven strategy and mix, and (4) Extending marketing. Agenda for class preparation will be given in Class 1.

Class 1
- An introduction to marketing
- General Orientation

Class 2
- Customer value and marketing strategy
- Case: Population services international: The social marketing project in Bangladesh

Class 3
- Analyzing the marketing environment
- Case: Evoe Spring Spa: A positioning dilemma

Class 4
- Buyer behavior
- Case: Marketing in the age of Alexa

Class 5
- Customer-driven marketing
- Case: Fitbit: The business about Wrist

Class 6
- Building Customer Value
- Case: Eco-Labeling: The Critical Questions to ask

Class 7
- New Product Development
- Case: Chase Sapphire: Creating a Millennial Cult Brand

Class 8
- Pricing
- Case: Nestle's Maggi: Pricing and Repositioning a Recalled Product

Class 9
- Marketing channels
- Case: Beyonce

Class 10
- Retailing and Wholesaling
- Case: Home Plus: Riding the Korean Retailing Rollercoaster

Class 11
- Marketing Communication
- Case: Coke and Pepsi: from Global to Indian Advertising

Class 12
- Personal Selling and Sales Promotion
- Case: Boots: Hair-Care Sales Promotion

Class 13
- Direct and Online Marketing
- Case: Hubble Contact Lenses: Data-Driven Direct-to-Consumer Marketing

Class 14
- Extending Marketing
- Case: Rewarding consumers for recycling packaging: Kimberly-Clark seeks shared value

Class 15
- Review of Course
成績評価の方法・観点 1. Attendance and Active Participation in Class (40%): You are required to attend at least 80%, or 12 out of 15 classes, to obtain 25% points, and if your attendance is lower than that a 3% point will be deducted for every class you miss. If you miss 5 or more classes, without justifiable reasons such as severe sickness or job interviews, you will automatically fail. Your continuous active participation will add up to 15% points.

2. Research Project and Presentation (30%): You conduct a research project and give a presentation in class to share your findings on “An excellent marketing case of my choice.” It is a team of two assignment. Further instructions will be given in class.

3. Final exam (30%)
履修要件 No prior knowledge of marketing is required.
授業外学習(予習・復習)等 It is necessary for students to read the case studies designated and book chapters before coming for the class.

More detailed instructions together with the agenda for case preparation will be given in Class 1.
教科書
  • Principles of Marketing, 17th Edition, Kotler and Armstrong, (Pearson), ISBN:9780134492513
参考書等
  • Recommended Books (not required) Kotler, P. and K. L. Keller (2016), "Marketing Management" (Global Edition), 15th revised Ed., Pearson Education. Kotler, P., H. Kartajaya, and I. Setiawan (2010), "Marketing 3.0: From Products to Customers to the Human Spirit", John Wiley & Sons, Inc. Kotler, P., Kartajaya, H. & Setiawan, I. (2016). Marketing 4.0: Moving from Traditional to Digital. Wiley. ISBN: 978-1119341208