シラバス Syllabus

授業名 コミュニケーションの理論と実践
Course Title Theories and Practice of Communication
担当教員 Instructor Name 椿田 貴史(Takashi Tsubakita)、織田 由美子(Yumiko Oda)
コード Couse Code NUC090_N24A
授業形態 Class Type 講義 Regular course
授業形式 Class Format On Campus
単位 Credits 4
言語 Language JP
科目区分 Course Category 専門教育科目300系 / Specialized Subject 300
学位 Degree BSc
開講情報 Terms / Location 2024 UG Nisshin Term2

授業の概要 Course Overview

Misson Statementとの関係性 / Connection to our Mission Statement

Our Mission Statement is as follows: “Our mission is to educate innovative and ethical leaders who possess a ‘Frontier Spiritʼ and to create knowledge that advances business and society. Our undergraduate students will have the ability to bridge the gap between New Asia and the rest of the world.” In this course students learn to develop the skills for creating knowledge that advances business and society.

授業の目的(意義) / Importance of this course

This course is set as a compulsory course students must register concurrently with and closely coordinated with the relative course "Field Practice" in Term3 in the 2nd grade of Commerce Dept, in which students eagerly pursue to make a promotion video on some attractive item nearby. Course goal is to form student's sills and attitudes towards communication with these people and organizations involved. This course (4 credits) is the integrated one between originally separated 2 courses (2 credits each), in one part by Professor Tsubakita students theoretically and practically learn "questionnaire survey and active listening to people involved", and in the other part by Professor Oda "purchasing decision and segmentation for persuasion" about communication.

到達目標 / Achievement Goal


・Planning and implementing an interview.
・Analyzing and discussing the result of the interview data.
・Students will be able to explain their own or others' behavior using the theoretical framework of consumer behavior theory.
 Ex)Why do we buy things we do not intend to buy when we go to a shopping center?
   Why do we invest a large amount of money in "stan activities"?
  Why do we fall short of the goals we set for the New Year every year?

本授業の該当ラーニングゴール Learning Goals


LG2 Diversity Awareness
LG4 Effective Communication
LG5 Business Perspectives (BSc)

受講後得られる具体的スキルや知識 Learning Outcomes


By studying this course, students will be able not only to understand marketing knowledge, but also to bring it into practice.

・Method to implement interviews and questionnaire research
・Method to analyze data

(1) Ability to analyze one's own and others' behavior from the perspective of consumer behavior
(2) Ability to communicate one's thoughts to others in an easy-to-understand manner

SDGsとの関連性 Relevance to Sustainable Development Goals

Goal 9 産業と技術革新の基盤をつくろう(Industry, Innovation and Infrastructure)

教育手法 Teaching Method

教育手法 Teaching Method % of Course Time
インプット型 Traditional 10 %
参加者中心型 Participant-Centered Learning ケースメソッド Case Method 30 %
フィールドメソッド Field Method 60 %
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



授業スケジュール Course Schedule


【1・2限】 インタビューで情報を得る(1)

第1章 イントロダクション:みんな生まれつき消費者だ!
第2章 知覚―人の数だけ現実は存在する?



【1・2限】 インタビューで情報を得る(2)

第3章 学習―人間はしょせんパブロフの犬か?
第4章 記憶―思い出は美化される?



【1・2限】 インタビューで情報を得る(3)

第5章 態度―好き嫌いは、どのように生まれるのか?



【1・2限】 投影法の活用

第6章 意思決定―なぜそれを買ったのか?

【3・4限】ケース:AKB 48


【1・2限】 インタビューで分かったことをアンケートで調べる

第7章 セグメンテーション―なぜ人の好みはこんなにも違うのか?



【1・2限】 アンケート結果の集計と分析(クロス集計表、効果量)

第8章 コミュニケーション―どのように納得させるのか?



【1・2限】 インタビューとアンケート調査を通じてわかったことを発表しよう


成績評価方法 Evaluation Criteria

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 50 %
クラス貢献度合計 Class Contribution Total 50 %
予習レポート Preparation Report 20 %
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 15 %
期末試験 Final Exam 15 %
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


使用ケース一覧 List of Cases


教科書 Textbook

  • 松井剛・西川英彦「1からの消費者行動」碩学舎(2020)9784502333415

参考文献・資料 Additional Readings and Resource

1)鈴木淳子 (2014) 『質問紙デザインの技法』、ナカニシヤ出版、ISBN:978-4-7795-0590-4
2)豊田秀樹 (2016) 『紙を使わない案えーと調査入門』、東京図書、ISBN:978-4-489-02210-4
3)麻生武 (2011) 『「見る」と「書く」との出会い フィールド観察学入門』、新曜社、ISBN:978-4-7885-1176-7
4)三浦麻子監修・大竹恵子編著 (2020) 『なるほど!心理学調査法』、北大路書房、ISBN:978-4-7628-2990-1
5)梅津 順江(2015)『この1冊ですべてわかる心理マーケティングの基本』、 ‎ 日本実業出版社、 ISBN‏ : ‎ 978-4534052858

4)黒岩 健一郎・水越 康介(2018)『マーケティングをつかむ(新版)』、有斐閣、ISBN:978-4641177253

授業調査に対するコメント Comment on Course Evaluation


担当教員のプロフィール About the Instructor 椿田 貴史(Takashi Tsubakita)

臨床心理士 第08552号(公益財団法人 日本臨床心理士資格認定協会)
公認心理師 第1927号

Doctor of Human and Environmental Studies, Kyoto University
Certified Clinical Psychologist (No.08552)
Licensed Psychologist (No. 1927)
Specialty: Clinical psychology; educational psychology

(実務経験 Work experience)

1997年4月~1999年3月 国立病院機構 宇多野病院 非常勤心理技術士
1999年4月~2002年3月 京都中央看護専門学校 非常勤講師「臨床心理学」「精神保健」、学生相談室担当

1997-1999. Part-time psychologist at National Hospital Organization Utano National Hospital.
1999-2002. Part-time lecturer at Kyoto-Chuo Nursing school.(Clinical psychology; mental health; counseling psyhologist)

Refereed Articles

  • (2022) Climate anxiety, wellbeing and pro-environmental action: correlates of negative emotional responses to climate change in 32 countries. Journal of Environmental Psychology 84
  • (2022) Comparison of the inter-item correlations of the Big Five Inventory-10 (BFI-10) between Western and non-Western contexts. Personality and Individual Differences 196
  • (2021) Pollution-Aware Walking in 16 Countries: An Application of the Theory of Planned Behaviour (TPB). Journal of Transport & Health 22
  • (2021) Alcohol-impaired Walking in 16 Countries: A Theory-Based Investigation. Accident Analysis & Prevention (159): 0001-4575
  • (2021) Negative emotions about climate change are related to insomnia symptoms and mental health: Cross-sectional evidence from 25 countries. Current psychology

Refereed Proceedings

  • (2022). Effects of a Self-Intervention Research Experience in an Introductory Psychology on Psychology Image. Proceedings of the 64th Annual Meetings of the Japanese Association of Educational Psychology .The Japanese Association of Educational Psychology. 2. 3. Online

担当教員のプロフィール About the Lecturers 織田 由美子(Yumiko Oda)

● 学位と取得大学
● 研究分野

● Degree and Acquired University
 Master's degree:(MBA.) Hitotsubashi University
 Ph.D.:(Ph.D.) Hitotsubashi University
● Research Field
Consumer Behavior, Marketing

(実務経験 Work experience)


After working for Canon Inc. in global logistics, engaged in the reporting of international financial news such as stock market prices and exchange rates at Kyodo News. After that, worked at NTT Data Institute of Management Consulting and Dream Incubator, where engaged in management consulting (concept making for a shopping centers, brand strategy planning for a cosmetics company, global strategy for a game maker, etc.) and venture incubation business (support from investment to IPO).

Refereed Articles

  • (2020) Outsourcing intimate lives: diffusion of practices while maintaining traditional norms—The case study of the Japanese marriage hunting ‘konkatsu’ boom—. Journal of Marketing & Distribution 23 (1)
  • (2020) Destigmatization of Consumer Practice through Cooperation of Conflicting Logic. Marketing Review 1 (1)

Refereed Proceedings

  • (2023) Man or Machine? : The process of accepting a household robot that carries contradictory logic Society for the Advancement of Socio-Economics (SASE) Society for the Advancement of Socio-Economics (SASE) 1 2 Rio de Janeiro, Brazil
  • (2023) Consuming Time in Gendered Practice Society for the Advancement of Socio-Economics (SASE) Society for the Advancement of Socio-Economics (SASE) 1 2 Rio de Janeiro, Brazil
  • (2022) Servants, Friends or Machines? :How Consumers Interact with Robots Consumer Culture Theory Consumer Culture Theory 1 2 Oregon State University
  • (2022) How Robots with Contradictory Logic Gain Legitimacy in the Family? Japan Association for Consumer Studies Japan Association for Consumer Studies 1 2 Online
  • (2021) How digital technology that carries contradictory institutional logics influence consumers’ identity work Society for the Advancement of Socio-Economic Society for the Advancement of Socio-Economic 1 2 Germany (online)