This course directly supports NUCB Business School's mission to foster innovative and ethical leaders with a frontier spirit by equipping students with cutting-edge digital marketing capabilities essential for connecting Asia's new era with global markets. Through the proprietary CIP framework and Harvard Business School cases, students develop strategic digital thinking that creates actionable knowledge for business growth and societal impact.

Marketing is the front line for understanding the customer, driving engagement, and building a digital presence. This intensive 4-day case study immersion teaches students to leverage AI, social media, and data-driven insights to engage target customers. The CIP (Customer/Insight/Proposition) framework provides a practical toolkit that students will apply across all cases and their capstone project.

By completing this course, students will be able to:
Knowledge: Apply CIP framework to analyze customer segments, derive behavioral insights, and develop data-backed propositions using CLV metrics
Skills: Design social media strategies, content campaigns, paid advertising, and email acquisition flows optimized for ROI
Abilities: Lead case discussions demonstrating critical thinking and cross-cultural digital strategy
Attitudes: Embrace ethical AI marketing while recognizing Asia-Pacific digital nuances

*本学の教育ミッションを具現化する形で設定されています。

Master CIP framework application across B2B/B2C contexts, social platform optimization, influencer ROI analysis, paid campaign A/B testing, digital transformation leadership, SaaS email acquisition, and AI analytics.

教育手法 Teaching Method		% of Course Time
インプット型 Traditional		10 %
参加者中心型 Participant-Centered Learning	ケースメソッド Case Method	90 %
	フィールドメソッド Field Method	0 %
合計 Total		100 %

Preparatory Learning: 3 hours per case - read HBS case + apply CIP framework (Customer segment/Use case → Customer truth → Problem statement → Insights → 4Ps proposition).
Feedback: Real-time class feedback (Just come to me during breaks for notes) + individual participation notes + project rubric with comments.
Prerequisites: Marketing fundamentals; laptop required (coursepack electronic distribution).

I don't do the one page assignment summaries. I think these can be easily gamed and may not contribute towards your learning. I do, however, expect each student to read every case. There is no excuse not to read every case, read during the morning group discussion if needed. Please do not attend class if you have not read the case.

On Class comments. A good comment is one that
Fits the flow of discussion. If I am asking a question on one topic, do not change the topic at that point in time to something else. Also, you should build or refer to other student comments. Repeating comments made before is a minus comment and should be avoided.
Provides real insight based on your analysis you have done prior to class, real world experiences, and good logic.
Is easy to understand - many concepts in business are simple but deeper. If you can explain the point simply so that everyone in class understands that is appreciated.
Sticks on topic - multiple points made and grand strategic viewpoints are usually less useful in a case discussion.

Final Report
Assignment: CIP Digital Strategy Project
Submission Deadline: End Day 4 (May 15)
Method: Google Classroom (7 A4 pages max) All Students MUST use AI - requirement is 5 hours of AI time) Details will be given separately

*成績は下記該当項目を基に決定されます。
*クラス貢献度合計はコールドコールと授業内での挙手発言の合算値です。

講師用内規準拠 Method of Assessment	Weights
コールドコール Cold Call	0 %
授業内での挙手発言 Class Contribution	70 %
クラス貢献度合計 Class Contribution Total	70 %
予習レポート Preparation Report	0 %
小テスト Quizzes / Tests	0 %
シミュレーション成績 Simulation	0 %
ケース試験 Case Exam	0 %
最終レポート Final Report	30 %
期末試験 Final Exam	0 %
参加者による相互評価 Peer Assessment	0 %
合計 Total	100 %

評価の留意事項　Notes on Evaluation Criteria

• 配布資料

"HBR's 10 Must Reads on Strategic Marketing" (Harvard Business Review, ~15 pages excerpt recommended)

Instructor draws from 10+ years as Chief Marketing Officer at Softbank, Verizon Wireless, and Vodafone, plus 13 years teaching Marketing/Digital Marketing. Daily 30-minute "Ted Talks" (outdoor sessions) cover Japanese business culture, first-job success, project management, leadership, and AI - topics selected via course survey.