|Numbering Code||U-ECON00 20706 LJ44||Year/Term||2021 ・ Second semester|
|Number of Credits||2||Course Type||Lecture|
|Target Year||From 2nd to 4th year students||Target Student|
|Instructor name||OKAMOTO TETSUYA (Part-time Lecturer)|
|Outline and Purpose of the Course||
Marketing was born in an American company in early 1900 and introduced to Japan during the period of high economic growth. Today, there is a growing need for marketing not only for companies but also in a wide range of organizations, including government agencies, medical institutions, educational institutions, and other non-profit organizations.
This class is positioned as a sequel to the first semester course, "Marketing 1." It is designed to deepen understanding of the product strategy, price strategy, distribution channel strategy, promotion strategy, and other important concepts in marketing theory, with learning and research focused on the relationship between organizations and consumers.
(1) Understanding basic concepts and theories of marketing.
(2) Understanding and calculating marketing metrics.
(3) Discussing real business and marketing phenomena using marketing concepts and theories.
|Schedule and Contents||
Lecture 1 Marketing Process
Lecture 2 Product Strategy
Lecture 3 Pricing Strategy
Lecture 4 Distribution Channels Strategy
Lecture 5 Logistics
Lecture 6 Promotional Strategy (Communication)
Lecture 7 Advertising Theory and Human Communication
Lecture 8 Competition Strategy
Lecture 9 Diversification
Lecture 10 Brand Theory
Lecture 11 Brand Transition
Lecture 12 Customer Satisfaction
Lecture 13 Relationship Marketing (CRM)
Lecture 14 Association Analysis
Lecture 15 Summary
The course is planned to proceed with the above contents, but is subject to changes considering the progress, and so forth.
|Evaluation Methods and Policy||Evaluation is based on submission of 1 to 2 reports and the final examination.|
|Study outside of Class (preparation and review)||
Please read through the books on marketing that you are interested in.
Try to interpret marketing phenomena in the field of business using concepts and theories learned in class.
|References, etc.||フィリップ・コトラー、ケビン・レーン・ケラー "コトラー＆ケラーのマーケティング・マネジメント 基本編 第3版" (丸善出版)|