| 授業名 | Introduction to BBA (Marketing) |
|---|---|
| Course Title | Introduction to BBA (Marketing) |
| 担当教員 Instructor Name | 梁 敬烈（Yang Gyung Yeol） |
| コード Couse Code | NUC036_N23A |
| 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 | 専門教育科目200系 / Specialized Subject 200 |
| 学位 Degree | BSc |
| 開講情報 Terms / Location | 2023 UG Nisshin Term2 |
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
Marketing is one of the most important things a business can do. Marketing refers to the process through which businesses promote themselves and their products by communicating with potential customers. This course is designed to serve as an introduction to the basic principles of marketing practices and the application of these practices.
到達目標 / Achievement Goal
The objective of this course is to introduce students to the concepts, analyses, and activities that comprise marketing management and to provide practice in assessing and solving marketing problems. Subjects covered include the Marketing Mix (4P), Value Proposition, STP (Segmentation, Targeting, and Positioning), CRM (Customer Relationship Management), IMC (Integrated Marketing Communications), Strategic Planning, Digital Marketing, Retail Marketing, E-commerce, D2C (Direct To Customer), Viral Marketing, etc.
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
LG3 Ethical Decision Making
LG4 Effective Communication
LG5 Business Perspectives (BSc)
LG6 Managerial Perspectives (BBA)
LG3 Ethical Decision Making
LG4 Effective Communication
LG5 Business Perspectives (BSc)
LG6 Managerial Perspectives (BBA)
受講後得られる具体的スキルや知識 Learning Outcomes
Upon satisfactory completion of this course, students will be able to:
- Understand the basic principles, theories, concepts, and dynamics of Marketing.
- Improve skills in group problem-solving and verbal and written communication in English
- Apply these principles and tools in Marketing to practical business decision-making situations.
- Appreciate and learn more about Marketing as a career.
- Understand the basic principles, theories, concepts, and dynamics of Marketing.
- Improve skills in group problem-solving and verbal and written communication in English
- Apply these principles and tools in Marketing to practical business decision-making situations.
- Appreciate and learn more about Marketing as a career.
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 | 60 % | |
| 参加者中心型 Participant-Centered Learning | ケースメソッド Case Method | 40 % |
| 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
Preparation: There is a reading and YouTube video-watching assignment that students will complete in preparation for class. Students are required to prepare for each class for at least 3 hours. All classes are lectures on basic marketing concepts, quizzes on marketing jargon, small group discussions, class exercises, exploratory activities, case studies, and a final exam.
Marketing jargon assignment: Students find out the definitions of marketing jargon that the instructor assigns per each case and submit the assignment through Google Classroom before the class starts.
Final Exam: Final exam will cover all assigned course materials and lectures. Questions will be multiple choice and/or short essays. Details will be provided during class.
Marketing jargon assignment: Students find out the definitions of marketing jargon that the instructor assigns per each case and submit the assignment through Google Classroom before the class starts.
Final Exam: Final exam will cover all assigned course materials and lectures. Questions will be multiple choice and/or short essays. Details will be provided during class.
授業スケジュール Course Schedule
第1日（Day1）
Syllabus OverviewBasics of Marketing
Value Proposition, 4P vs. 4C
第2日（Day2）
Marketing MixPersonal Value Proposition
What is marketed?
第3日（Day3）
Needs & WantsSTP, Positioning Map
●使用するケース
IPPUDO第4日（Day4）
Traditional Marketing vs. Digital Marketing第5日（Day5）
Triple MediaK-POP Marketing
第6日（Day6）
Social Media MarketingCustomer Journey
第7日（Day7）
Promotion MixIntegrated Marketing Communication
●使用するケース
Coca-Cola, "Share a Coke" 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。
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 small group and class discussions.
*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 | 30 % |
| クラス貢献度合計 Class Contribution Total | 30 % |
| 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 | 0 % |
| 期末試験 Final Exam | 40 % |
| 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
- 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 small group and class discussions.
教科書 Textbook
- Author removed at request of original publisher「Principle of Marketing (Open Source) file:///C:/Users/Yang%20Gyung%20Yeol/Downloads/Principles-of-Marketing-1613761555%20(2).pdf」UNIVERSITY OF MINNESOTA LIBRARIES PUBLISHING EDITION（2015）
参考文献・資料 Additional Readings and Resource
Additional short readings may be added. These will be announced in class and posted on Google Classroom.
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.