| 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 | GLP221_G25N |
| 授業形態 Class Type | 講義 Regular course |
| 授業形式 Class Format | On Campus |
| 単位 Credits | 2 |
| 言語 Language | EN |
| 科目区分 Course Category | 基礎科目100系 / Basic |
| 学位 Degree | MBA |
| 開講情報 Terms / Location | 2025 GSM Nagoya Fall |
授業の概要 Course Overview
Misson Statementとの関係性 / Connection to our Mission Statement
Discussing the latest marketing practices through diverse cases and concrete comprehension of marketing theories will help students understand the dynamic marketing world and become future leaders in this rapidly changing business world.
授業の目的（意義） / Importance of this course
This course examines our present-day marketing system from a managerial point of view and has a current events component to help emphasize the marketing principles in today’s business world. During the session, students will critically explore marketing principles, concepts, and models from a practical perspective. Beyond studying marketing theory, students will be able to analyze real-world examples with marketing cases.
到達目標 / Achievement Goal
This course aims to facilitate an 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.
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)
LG2 Diversity Awareness
LG3 Ethical Decision Making
LG4 Effective Communication
LG6 Innovative Leadership (MBA)
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 a solid understanding of key marketing concepts and skills
- Perform situation analysis to assess market opportunities
- Gather, analyze, and draw conclusions from the 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 a solid understanding of key marketing concepts and skills
- Perform situation analysis to assess market opportunities
- Gather, analyze, and draw conclusions from the 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
SDGsとの関連性 Relevance to Sustainable Development Goals
Goal 4 質の高い教育をみんなに（Quality Education）
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
(Course prerequisite)
All lectures are given in the case method, together with lectures on theories. Students are required to prepare each case for at least 3 hours. They must also complete the mandatory readings as part of the self-learning process to learn the necessary fundamentals, concepts, and theories to understand and be prepared for each lecture.
(Assignments)
Students must submit the preparatory assignment per each case that the instructor assigns on the contents of a given case. The details for the preparatory assignment will be announced on Google Classroom. This assignment should be submitted through Google Classroom. Approximately 300 words are expected per question.
(Group Exercise)
Throughout the course, I will assign short (20 - 30 minute) in-class group exercises that apply the material we cover that day. Every team will do a short presentation of their collaborative effort.
All lectures are given in the case method, together with lectures on theories. Students are required to prepare each case for at least 3 hours. They must also complete the mandatory readings as part of the self-learning process to learn the necessary fundamentals, concepts, and theories to understand and be prepared for each lecture.
(Assignments)
Students must submit the preparatory assignment per each case that the instructor assigns on the contents of a given case. The details for the preparatory assignment will be announced on Google Classroom. This assignment should be submitted through Google Classroom. Approximately 300 words are expected per question.
(Group Exercise)
Throughout the course, I will assign short (20 - 30 minute) in-class group exercises that apply the material we cover that day. Every team will do a short presentation of their collaborative effort.
授業スケジュール Course Schedule
第1日（Day1）
1. Value proposition, Customer satisfaction2. Product Management & Innovation
●使用するケース
1. Starbucks: Delivering Customer Service2. Lotte Yukimi Daifuku: Ice cream for Winter
第2日（Day2）
1. Marketing strategy, Global Marketing2. Supply Chain Management, Value Innovation
●使用するケース
1. Kameda Seika: Cracking the U.S. Market2. ZARA in China and India
第3日（Day3）
1. Omni Channel Retail Strategy, Luxury Brand2. Retailing, Digital Decoupling Theory
●使用するケース
1. Tiffany & Co: Omni-channel strategy for the Asian Luxury Consumer2. Showrooming at Best Buy
第4日（Day4）
1. Social Media Driven Marketing2. Brand Hierarchy. Marketing Communication
●使用するケース
1. L'Oreal USA: Digitally Optimizing Consumer Insight2. Incredible India: Evolution of Brand India
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。
*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 | 20 % |
| 授業内での挙手発言 Class Contribution | 50 % |
| クラス貢献度合計 Class Contribution Total | 70 % |
| 予習レポート Preparation Report | 20 % |
| 小テスト Quizzes / Tests | 10 % |
| 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 | 0 % |
| 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
Regular class attendance and sincere engagement in the case discussions are essential to achieving the learning objectives and passing the course. Students are strongly encouraged to participate proactively in class discussions. Merely attending the class without engagement will fail a major section of your grade.教科書 Textbook
- 配布資料
参考文献・資料 Additional Readings and Resource
Tanner and Raymond「「Principle of Marketing (Open Source) https://saylordotorg.github.io/text_principles-of-marketing-v2.0/index.html」」Saylor Academy（2012）
(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/
(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/
授業調査に対するコメント Comment on Course Evaluation
- The cases were engaging and insightful, helping me better understand business situations and marketing concepts. They also encouraged class discussions and the exchange of different perspectives. The professor’s use of tools like videos, quotes, and examples was also very effective.
- I’ve learned a lot of new things about marketing, and it’s made me seriously consider changing my career. I feel like this is the field I want to be in.
- I’ve learned a lot of new things about marketing, and it’s made me seriously consider changing my career. I feel like this is the field I want to be in.
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) The Linguistic Landscape of Koreatown in Nagoya: Its Origins and Current Status. Journal of Japanese Language 82(82): 1229-7275
- (2024) Evaluating the Effectiveness of Recommendation Engines on Customer Experience Across Product Categories. International Journal of Technology and Human Interaction 20(2): 2227-524X