Numbering Code	U-ECON00 20705 LJ44	Year/Term	2022 ・ First semester
Number of Credits	2	Course Type	Lecture
Target Year	From 2nd to 4th year students	Target Student
Language	Japanese	Day/Period	Mon.2
Instructor name	TAMAKI SATORU (Part-time Lecturer)
Outline and Purpose of the Course	Marketing is one of a variety of management functions, but its characteristic is that it is based on communication with the market (customer) to consider how to achieve management goals. The purpose of Marketing 1 is to learn the social significance and challenges of marketing, the basic framework and corporate marketing strategy, and to be able to create marketing plans based on that knowledge and use them for case studies. This corresponds to the contents of the specified text from Part 1 to Part 3. In the second half, we'll cover the strategy for each marketing element. Although they are separated into the first and second semesters, it is recommended that you take the course consecutively.
Course Goals	To understand the basic concepts of marketing, definition of marketing, analysis of the marketing environment, basic concepts of marketing strategies; i.e. to understand The STP (segmentation targeting positioning) and the like. Through learning these basic concepts and frameworks, students will be able to analyze and consider the marketing of real companies and organizations. Please note that elements of marketing strategy will be addressed, with "Marketing 2" being offered later, so students should opt to take them consecutively.
Schedule and Contents	1 Introduction 2 Marketing Concepts 3 Strategic Planning and Marketing 4 Understanding the Marketing Environment 5 Marketing Research 6 Establishing Customer Satisfaction, Customer Value, and Customer Retention 7 Practice of Customer Relationship Management 8 Review of Report Assignments thus far 9 Analysis of Consumer Market and Consumer Behavior 10 Analysis of Business Markets and Organizational Purchases 11 Market Segmentation and Target Market Selection 12 Establishing a Strong Brand 13 Brands and Positioning 14 Comments on report assignments　 15 Overall Summary
Evaluation Methods and Policy	Comprehensive evaluation based on assignments during class (reports, quizzes 30%) and regular exams (70%).
Course Requirements	None
Study outside of Class (preparation and review)	Mini-report submissions, quizzes, and group discussions will take place in class, so students should read and understand the scope of the textbook in advance. Attend classes and collect material about actual companies and organizations to analyze and consider the ten-year marketing strategy. "
Textbooks	Textbooks/References	コトラー、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" (ピアソン・エデュケーション) ISBN:978-4894716599
References, etc.	Introduced in Class