| 授業名 | Marketing Across Cultures（INTERNATIONAL BUSINESS STUDIES） |
|---|---|
| Course Title | Marketing Across Cultures（INTERNATIONAL BUSINESS STUDIES） |
| 担当教員 Instructor Name | 梁 敬烈（Yang Gyung Yeol） |
| 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 |
| 学位 Degree | BSc |
| 開講情報 Terms / Location | 2026 UG Nisshin Term4 |
| コード Couse Code | NUC045_N26B |
授業の概要 Course Overview
Mission 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.
学修到達目標 / Achievement Goal
This course aims to provide students with a comprehensive understanding of marketing management concepts and analytical frameworks required to identify and solve real-world marketing problems. Students will explore core topics such as the Marketing Mix (4P), Value Proposition, STP (Segmentation, Targeting, and Positioning), Customer Relationship Management (CRM), Integrated Marketing Communications (IMC), Digital Marketing, and Viral Marketing through lectures, case discussions, group projects, and applied exercises.
In addition, the course is designed as a collaborative learning platform that brings together students from the Global BBA program and the Japanese undergraduate faculty. The curriculum emphasizes diversity, group dynamics, and mutual understanding by encouraging continuous interaction and cooperation among students from different academic and cultural backgrounds.
In addition, the course is designed as a collaborative learning platform that brings together students from the Global BBA program and the Japanese undergraduate faculty. The curriculum emphasizes diversity, group dynamics, and mutual understanding by encouraging continuous interaction and cooperation among students from different academic and cultural backgrounds.
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 Managerial Perspectives (BBA)
LG2 Diversity Awareness
LG3 Ethical Decision Making
LG4 Effective Communication
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:
1. Understand the fundamental principles, theories, concepts, and dynamics of marketing.
2. Apply marketing principles and analytical tools to practical business problem-solving and decision-making situations.
3. Improve group problem-solving abilities as well as verbal and written communication skills in English through collaborative activities and projects.
4. Develop intercultural awareness, teamwork capabilities, and mutual respect by working with peers from diverse academic and cultural backgrounds.
1. Understand the fundamental principles, theories, concepts, and dynamics of marketing.
2. Apply marketing principles and analytical tools to practical business problem-solving and decision-making situations.
3. Improve group problem-solving abilities as well as verbal and written communication skills in English through collaborative activities and projects.
4. Develop intercultural awareness, teamwork capabilities, and mutual respect by working with peers from diverse academic and cultural backgrounds.
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
1. Preparation: Students will complete a reading and YouTube video-watching assignment in preparation for class, which typically requires about two hours. All classes include lectures on basic marketing concepts, quizzes on marketing jargon, small group discussions, class exercises, case discussions, and presentations.
2. 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.
3. Final Exam: The final exam will cover all assigned course materials and lectures. Questions will be multiple choice and short essays. Details will be provided during class.
4. Feedback: Students can receive feedback on their assignments upon request.
2. 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.
3. Final Exam: The final exam will cover all assigned course materials and lectures. Questions will be multiple choice and short essays. Details will be provided during class.
4. Feedback: Students can receive feedback on their assignments upon request.
授業スケジュール Course Schedule
第1日（Day1）
Syllabus ReviewBasics of Marketing
Marketing Mix, Value Proposition
第2日（Day2）
PVP (Personal Value Proposition)STP (Segmentation, Targeting, Positioning)
第3日（Day3）
Positioning MapSWOT Analysis
第4日（Day4）
Customer Needs and WantsTriple Media (Paid, Earned, and Owned Media)
●使用するケース
UNIQLO Case第5日（Day5）
Social MediaK-POP Marketing
●使用するケース
Muji Case第6日（Day6）
Influencer MarketingSocial Media Marketing
第7日（Day7）
IMC (Integrated Marketing Communication)Customer Journey
●使用するケース
Share a Coke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. This class is conducted in English. If you find it difficult to understand the instructor or to participate in group work, it may be challenging to earn credit. If you feel the course may be too demanding, you may want to consider enrolling in a different 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 | 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 % |
定期試験 Final Exam
なし（全てケース授業/Fully Case Method）評価の留意事項 Notes on Evaluation Criteria
1. 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 small group and class discussions.2. This class is conducted in English. If you find it difficult to understand the instructor or to participate in group work, it may be challenging to earn credit. If you feel the course may be too demanding, you may want to consider enrolling in a different class.
配布教材と教室における電子機器の利用マナーについて Guidelines for Classroom Technology and Proper Use of Course Materials
- ケースメソッド教育の中核は、積極的な参加と知識の共有です。この教育を支えるため参加者は授業中の電子機器（例：スマートフォン、ノートパソコン）の使用を制限するよう求められます。許可を得た場合でも、教室内では電子機器は、ケース討議に資する目的でのみ使用してください。授業中は、たとえケース討議に関連していても、検索エンジンや生成AIの使用は避けて下さい。
- 配布教材（ケースを含む）は指定された授業への参加以外の目的で利用しないで下さい。著者の権利、著作権、特定情報の機密性を保護するため、許可なく教材を個人や組織（生成AI を含む）に提供することはできません。このルールは、印刷物・電子教材のいずれにも適用されます。
- 詳細は「教室における電子機器の利用マナー・教材の適切な利用に関するガイドライン」を確認のうえ、教員の指示に従い、責任をもって遵守してください。
- Active participation and shared learning is at the core of the case method learning.Participants are asked to limit their use of electronic devices (e.g., laptops, smartphones) during classroom sessions in support of this model. Even with permission granted, devices should only be used in the classroom in service to the case discussion. Online searches and generative AI tools, even if related to the case discussion, are discouraged while class is in session.
- Students are prohibited from using the course materials (including cases) distributed by the university for any purpose other than participation in the designated class.Students must not input, process or test course materials with any artificial intelligence (AI) tools, bots, software, or platforms without the author’s permission. These actions violate the terms of use for the course materials and may also constitute copyright infringement.
- Please refer to the "Classroom Technology Guidelines / Guidelines for Properly Using Course Materials” for details, and follow the instructor’s directions. You are expected to comply with these guidelines responsibly.
教科書 Textbook
- Reviewed by Elaheh Saffari, Marketing Instructor, PhD, Old Dominion University on 6/27/24「Principle of Marketing (Open Source) https://open.umn.edu/opentextbooks/textbooks/50」University of Minnesota Libraries Publishing（2015）9781946135193
参考文献・資料 Additional Readings and Resource
Additional short readings and YouTube videos may be assigned. They 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
Teaching this course for the first time
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