| 授業名 | Marketing Management |
|---|---|
| Course Title | Marketing Management |
| 担当教員 Instructor Name | 梁 敬烈（Yang Gyung Yeol） |
| コード Couse Code | GLP204_G20N |
| 授業形態 Class Type | 講義 Regular course |
| 単位 Credits | 2 |
| 言語 Language | EN |
| 学位 Degree | MBA |
| 開講情報 Terms / Location | 2020 GSM Nagoya Fall |
授業の概要 Course Overview
Misson Statementとの関係性 / Connection to our Mission Statement
授業の目的（意義） / Importance of this course
The objective of this course is to facilitate understanding of the conceptual framework of marketing and its
applications in decision making under various environmental constraints. This course is designed to give students a clear understanding of the marketing function, introduce students to the elements of the marketing mix and demonstrate how today’s managers employ these tools to gain a competitive edge in the global economy. We will explore the theory and applications of marketing concepts through a combination of cases, interactive discussions, lectures, preparation assignments and individual (or group) projects. This class was designed for students that already took a Marketing fundamentals class.
applications in decision making under various environmental constraints. This course is designed to give students a clear understanding of the marketing function, introduce students to the elements of the marketing mix and demonstrate how today’s managers employ these tools to gain a competitive edge in the global economy. We will explore the theory and applications of marketing concepts through a combination of cases, interactive discussions, lectures, preparation assignments and individual (or group) projects. This class was designed for students that already took a Marketing fundamentals class.
到達目標 / Achievement Goal
本授業の該当ラーニングゴール Learning Goals
*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。
LG1 Critical Thinking
LG2 Diversity Awareness
LG3 Ethical Decision Making
LG4 Effective Communication
LG6 Innovative Leadership (MBA)
LG7 Global Perspective (GLP)
LG2 Diversity Awareness
LG3 Ethical Decision Making
LG4 Effective Communication
LG6 Innovative Leadership (MBA)
LG7 Global Perspective (GLP)
受講後得られる具体的スキルや知識 Learning Outcomes
By the end of the course, you will be able to,
- Gain solid understanding of key marketing concepts and skills
- Perform situation analysis to assess market opportunities
- Gather, analyze, and draw conclusions from market and environmental data
- Develop marketing strategies(Segmentation, targeting, and positioning) to achieve company's objectives.
- Use the 4 P's frame(Product, Place, Price, and Promotion) to help define the marketing elements needed
for a successful product offering.
- Build an effective marketing plan to promote a company's product and/or service.
- Make strategic recommendations and persuasively communicate your recommendations and rationale
- Gain solid understanding of key marketing concepts and skills
- Perform situation analysis to assess market opportunities
- Gather, analyze, and draw conclusions from market and environmental data
- Develop marketing strategies(Segmentation, targeting, and positioning) to achieve company's objectives.
- Use the 4 P's frame(Product, Place, Price, and Promotion) to help define the marketing elements needed
for a successful product offering.
- Build an effective marketing plan to promote a company's product and/or service.
- Make strategic recommendations and persuasively communicate your recommendations and rationale
教育手法 Teaching Method
| 教育手法 Teaching Method | % of Course Time | |
|---|---|---|
| インプット型 Traditional | 30 % | |
| 参加者中心型 Participant-Centered Learning | ケースメソッド Case Method | 70 % |
| フィールドメソッド Field Method | 0 % | 合計 Total | 100 % |
事前学修と事後学修の内容、レポート、課題に対するフィードバック方法 Pre- and Post-Course Learning, Report, Feedback methods
There is a substantial amount of reading and preparation that you will complete in preparation for class. All lectures are given in case method together with lectures on theories. Students are required to prepare each case for at least 3 hours and are also required to complete the mandatory readings, as part of the self-learning process, to learn the necessary fundamentals, concepts and theories in order to understand and to be prepared for each lecture.
Regular class attendance and sincere engagement in the case discussions is essential to achieve the learning objectives and to pass the course. Students are strongly encouraged to participate proactively in class discussions. Merely attending the class with no engagement will result in failure for a major section of your grade.
Reports are expected to be submitted before the deadline. Late submission will NOT be accepted and will result in a score of zero.
Regular class attendance and sincere engagement in the case discussions is essential to achieve the learning objectives and to pass the course. Students are strongly encouraged to participate proactively in class discussions. Merely attending the class with no engagement will result in failure for a major section of your grade.
Reports are expected to be submitted before the deadline. Late submission will NOT be accepted and will result in a score of zero.
授業スケジュール Course Schedule
第1日（Day1）
Discussion Topic/Theme:1. STP, Value Proposition, Customer satisfaction
2. Marketing Strategy, Global Marketing
●使用するケース
1. Starbucks: Delivering Customer Service2. Kameda Seika
第2日（Day2）
Discussion Topic/Theme:1. E-commerce Discussion
2. Retail Strategy
●使用するケース
1. Amazon 20192. Showrooming at Best Buy
第3日（Day3）
Discussion Topic/Theme:1. Global marketing, Event Marketing, Culture Marketing
2. Social media, Content Creation and Distribution
●使用するケース
1. CJ E&M: Creating a K-Culture in the U.S2. YouTube for brands
第4日（Day4）
Discussion Topic/Theme:1. Promotional Mix, IMC
2. Advertising Industry, Viral Marketing
●使用するケース
1. Dove Real Beauty Sketch Campaign2. Mekanism
成績評価方法 Evaluation Criteria
*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。
2. Class participation is based on three things; Relevance to the topic at hand (make sure to answer the question being raised), Quality of Comments - the comment should be something that advances the class understanding on the topic. Frequency of Participation-students should try to have one comment in each class and should raise hands at least a couple of times during each class.
3. Final Report: Students hand in a final report as a group/individual project with a topic based on course contents and materials. Detail guideline will be announced in the class.
*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 | 40 % |
| クラス貢献度合計 Class Contribution Total | 40 % |
| 予習レポート Preparation Report | 30 % |
| 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
1. Preparation report: Students must submit a preparation report on cases (3 or 4) that instructor assigns on the contents of given case. The details for preparation report will be announced in the class.2. Class participation is based on three things; Relevance to the topic at hand (make sure to answer the question being raised), Quality of Comments - the comment should be something that advances the class understanding on the topic. Frequency of Participation-students should try to have one comment in each class and should raise hands at least a couple of times during each class.
3. Final Report: Students hand in a final report as a group/individual project with a topic based on course contents and materials. Detail guideline will be announced in the class.
教科書 Textbook
- Tanner and Raymond「Tanner and Raymond 「Principle of Marketing (Open Source) https://saylordotorg.github.io/text_principles-of-marketing-v2.0/index.html」Saylor Academy（2012）」Saylor Academy（2012）
参考文献・資料 Additional Readings and Resource
(Marketing fundamental terms and concepts) http://wwmr.us/support/MarketingFundamentals.pdf
(IMC) https://learn.saylor.org/pluginfile.php/530760/mod_resource/content/2/Approaching-the-market.pdf
The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk! by Al Ries (Author), Jack Trout
(Creativity in marketing) https://hbr.org/2017/03/what-creativity-in-marketing-looks-like-today
(Boundless marketing) https://courses.lumenlearning.com/boundless-marketing/
(IMC) https://learn.saylor.org/pluginfile.php/530760/mod_resource/content/2/Approaching-the-market.pdf
The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk! by Al Ries (Author), Jack Trout
(Creativity in marketing) https://hbr.org/2017/03/what-creativity-in-marketing-looks-like-today
(Boundless marketing) https://courses.lumenlearning.com/boundless-marketing/
授業調査に対するコメント Comment on Course Evaluation
N/A
担当教員のプロフィール About the Instructor
Prior to joining NUCB, Professor Yang was Account Director for ADK Holdings, a leading global advertising company based in Tokyo. He acquired an MS from Waseda University, MBA from the University of Wisconsin-Madison, and a DBA from the City University of Hong Kong, and his research interests lie primarily in the field of marketing. He has over 20 years of experience working in the marketing industry, taking on a wide range of management responsibilities at Cheil, Samsung Group, and ADK in Korea, Hong Kong, and Japan. Through his role as managing director in Hong Kong and Seoul and senior manager of Samsung Global Marketing Operation, Professor Yang has gained extensive practical knowledge in cultivating management skills and an entrepreneurial mentality.
His current research interest is exploring the relationship between technology and marketing. He published a book titled “Digital Transformation Marketing” in 2021.
Professor Yang currently teaches Introduction to Marketing, Marketing Management, Digital Marketing, Introduction to BBA(Marketing), Brand Marketing, and Global Marketing in the Global BBA Program.
（実務経験 Work experience）
His work experience includes:
• Managing Director of ADK Korea
• Managing Director of Cheil Hong Kong
(Cheil is a Marketing Agency of Samsung Group)
• Senior Manager of Samsung Global Marketing Operation.
Refereed Articles
- (2024) Evaluating the Effectiveness of Recommendation Engines on Customer Experience Across Product Categories. International Journal of Technology and Human Interaction 20(2): 2227-524X