Special Lecture on Contemporary Marketing Practice

Numbering Code U-ECON00 30709 LJ44 Year/Term 2021 ・ Second semester
Number of Credits 2 Course Type Lecture
Target Year 3rd & 4th year students Target Student
Language Japanese Day/Period Thu.4・5
Instructor name WAKABAYASHI YASUNAGA (Graduate School of Management Professor)
Outline and Purpose of the Course The purpose of this course is to learn about the realities and challenges in the field of modern marketing by inviting practitioners who are active on the cutting edge of marketing, in collaboration with business instructors from the Japan Marketing Association. Classes will be held for two consecutive sessions on 4th and 5th periods on Thursdays, and will cover seven topics. The schedule and details of the instructors will be posted prior to the start of the second semester.
Course Goals Through this course, students will learn examples of marketing strategies from actual companies and organizations. They will learn about the attitude, style, and spirit of professional practitioners who are responsible for the planning and execution of actual marketing strategies.
Schedule and Contents The purpose of this course is to learn about the realities and challenges of modern marketing by inviting practitioners who are actively engaged in the cutting edge of marketing, in collaboration with business instructors from the Japan Marketing Association. Classes will be held for two consecutive sessions on 4th and 5th periods on Thursdays, and will cover seven topics. Please note that the schedule and details of the instructors will be posted before the second semester begins. Evaluation will be conducted through the submission of reports presenting the student's thoughts and comments on the content of each class. The reports should be about 2,000 characters long and should be submitted in the form of a Word or PDF document via email to the PandA submission box one week after class. The course content for 2020 are as follows (subject to change):
1 Report from the frontlines of marketing - Japan Marketing Association
2 Global marketing - Daikin
3 Marketing strategies for the big data era - Openology
4 Working as a marketing professional - Coup Marketing Company
5 Marketing in traditional industries - Gekkeikan Sake
6 Communication case study at Suntory - Suntory Foods International
7 Latest case study of marketing research - Nissan Motor Company
Evaluation Methods and Policy Evaluation of a report (report examination) on the main points, one's impressions, and a discussion of the content of each class. The report should be about 2,000 words long and should be submitted in Word or PDF format through the PandA submission box one week after class. Be sure to name the file . At least 5 out of 7 submissions are required.
Course Requirements None
Study outside of Class (preparation and review) After each class, students are required to submit a report on the main points, their impressions, and a discussion of the content of the instructor's presentation.
Textbooks Textbooks/References Not used.
References, etc. Introduced during class.
Courses delivered by Instructors with Practical Work Experience 分類:

An omnibus course delivered by invited lecturers and guest speakers from different companies, etc.
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