| 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 | GLP222_G24N |
| 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 | 2024 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 the 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)
- Preparation report: Students must submit the preparation report per each case that the instructor assigns on the contents of a given case. The details for the preparation report will be announced on Google Classroom. This report should be submitted through Google Classroom. Approximately 300 words are expected per question.
- Final Report: Students hand in a final report as an individual project with a topic based on course contents and materials. The detailed guidelines will be announced in the class.
(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)
- Preparation report: Students must submit the preparation report per each case that the instructor assigns on the contents of a given case. The details for the preparation report will be announced on Google Classroom. This report should be submitted through Google Classroom. Approximately 300 words are expected per question.
- Final Report: Students hand in a final report as an individual project with a topic based on course contents and materials. The detailed guidelines will be announced in the class.
(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. Marketing strategy, Global Marketing
●使用するケース
1. Starbucks: Delivering Customer Service2. Kameda Seika: Cracking the U.S. Market
第2日（Day2）
1. Competitive Advantage in Digital Environment2. Retailing, Value Innovation
●使用するケース
1. Amazon 20232. ZARA in China and India
第3日（Day3）
1. Omni channel strategy2. Changing Customer Behavior and Winning Customer Experience
●使用するケース
1. Tiffany & Co: Omni-channel strategy for the Asian Luxury Consumer2. Best Buy: Creating a Winning Customer Experience in Consumer Electronics
第4日（Day4）
1. Social Media Driven Marketing2. Promotional Mix, Integrated Marketing Communication
●使用するケース
1. L'Oreal USA: Digitally Optimizing Consumer Insight2. Ariel's #ShareTheLord: Integrated Marketing Communication Campaign
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。
- Class participation:
Regular class attendance and sincere engagement in the case discussions are essential to achieve 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.
*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
- Reports are expected to be submitted before the deadline. Late submissions will NOT be accepted.- Class participation:
Regular class attendance and sincere engagement in the case discussions are essential to achieve 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 covered during this course were really interesting. The balance between lecture/group discussions/case working was perfect. I also enjoyed listening to the other students when they participated; it was an enriching course.
- All the cases were relevant to understand basic and key marketing management aspects. The number of case studies and homework assignments was also in good proportion.
- The cases were really good and exciting, helping me to understand business situations and marketing concepts. They encourage class discussion and sharing of different opinions. The tools used by the professor were useful, too( videos, quotes, examples)
- All the cases were relevant to understand basic and key marketing management aspects. The number of case studies and homework assignments was also in good proportion.
- The cases were really good and exciting, helping me to understand business situations and marketing concepts. They encourage class discussion and sharing of different opinions. The tools used by the professor were useful, too( videos, quotes, examples)
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.